At SPG, we are often asked how much money should be allocated towards marketing software products. The answer, however, may come as a disappointment, as there is in fact no definitive response.
Instead, what typically arises is a hopeless chicken-and-egg like situation: while most marketing providers will require a certain user base to begin with, the whole point of engaging with them is to attract those users in the first place.
For this reason, and because every project is unique, much more than a hefty wallet, marketing software calls for strategy and discernment.
Take a hunter, for example. If he wished to capture a duck, he may foolishly decide to do so at his local swimming pool. But if he gave the matter a small measure of thought, eventually, it would dawn on him that he would fare a lot better at a pond in the woods.
Of course, the above may seem like a rather blatant misfire, but equally as confounding is that far too many people today are unwittingly pitching their products to wholly inappropriate audiences.