{"id":48903,"date":"2023-11-21T15:00:00","date_gmt":"2023-11-21T15:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=48903"},"modified":"2023-12-01T16:24:41","modified_gmt":"2023-12-01T16:24:41","slug":"using-the-702010-rule-in-marketing","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/using-the-702010-rule-in-marketing\/","title":{"rendered":"Using the 70:20:10 rule in your digital marketing"},"content":{"rendered":"

How to use the power of the 70:20:10 rule as a marketing model to prioritize your digital marketing strategy<\/h2>\n

With new marketing tools and techniques available to us almost daily, it can be difficult to know where to prioritize your marketing activities to get the most 'bang for your buck'. This is where the 70:20:10 rule can really help, since it's a simple device which helps us think through how we prioritize the time and budget we put into different marketing activities.<\/p>\n

As marketers, we need to be agile through reacting to new developments in order to gain an upper hand on competitors, but at the same time, we need to avoid being 'technology magpies' following seductive, shiny new tools that may distract us from working on optimizing the most effective channels. By splitting your spending or output into three differently sized areas, it helps you to identify priority areas, and allocate campaign budget as necessary.<\/p>\n

\"70-20-10-Rule-Marketing\"<\/p>\n

The 70:20:10 model is flexible, and can be applied to a number of different areas of digital marketing. It's traditionally been applied in media or campaign budgets, but there are several interpretations of how businesses can use the rule in their own marketing strategies including content and social media marketing. Here are three key areas of resourcing digital marketing, along with suggestions on how the 70:20:10 rule can be utilised. Finally, we take a look at how it applies to learning and personal development.<\/p>\n

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\n \n Marketing budget spreadsheet template\n <\/a>\n <\/div>\n
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Download Business Professional Member resource \u2013 Marketing budget spreadsheet template<\/strong><\/p>\n

This Smart Insights budgeting spreadsheet template has been created to provide a comprehensive checklist of modern marketing activities you need to budget for including managing digital experiences (mobile and web), content marketing and traditional offline channels.<\/p>\n

Access the Marketing budget spreadsheet template<\/a><\/p>\n <\/div>\n <\/div>\n

The 70:20:10 rule in Digital media investment<\/h3>\n

It can be tempting to stick to the tried-and-tested marketing methods that have worked so well in the past. For example, if AdWords drives sales at an acceptable CPA, then there will be a tendency to focus here. However, lack of agility, or 'putting all your eggs in one basket'\u00a0has proved to be the downfall of many an established company, who have been unable to adapt to a rapidly-changing consumer or marketing technology landscape.<\/p>\n

In digital media investment, Ashley Friedlein has suggested that 70% of your marketing should be 'marketing as usual'<\/a>. This entails focusing\u00a0on the marketing activities that have driven sales volume\u00a0in\u00a0the last couple of years, for example Search and affiliate marketing for a retailer. This should already be successful, and, of course, you will have built up an in-depth knowledge of how to go about things, so this 70% will be your bread and butter campaigns. He suggested that\u00a020% of your marketing should also be 'programmatic',\u00a0which is more\u00a0rules-driven and automated in response to various stimuli; so it is not planned, but it is responsive, and, typically, machine-driven and executed. Finally,\u00a010% of your marketing should be\u00a0purely responsive - this is Oreo-style Real-time marketing<\/a>.<\/p>\n

\"Sign<\/a><\/p><\/span><\/p>\n

Mark Renshaw of agency Leo Burnett\/ Arc Worldwide, writing in Ad Age also suggests dividing spending into 70%, 20% and 10% 'buckets'<\/a>.\u00a0Again the 70%\u00a0\u00a0bucket is all about 'refining your record of success' of tried and tested media. He recommends\u00a0applying the next 20% to media that have just gone mainstream or are on the verge of doing so, while the 10% are the\u00a0opportunities that pop up frequently and quickly attract media attention.<\/p>\n

The remaining 10% of your marketing should be responsive or 'agile', reacting to current events or news stories in a way in which customers can relate to. This approach isn't easy though, it requires the right creative people and process to be in place at your company.<\/p>\n

The Content Distribution Matrix<\/a>\u00a0that we have created follows similar thinking, here the 70% is the high volume, high ROI activities in the bottom right quadrant. The 20% and 10% are in the top left low volume, low ROI category when media\u00a0are first tested with a view to moving them into the bottom right if they're effective.<\/p>\n

\"Content-Marketing-Matrix\"<\/p>\n

The 70:20:10 rule in content marketing<\/h3>\n

According to several creative and content blogs, the 70:20:10 model when applied to content marketing should be broken down by volume of different types of content as follows:<\/p>\n