Assignment task: How should Moshen allocate the FY21 digital marketing budget across the various digital channels (Exhibit 9) and course offerings (Exhibit 10)?
You will provide your FY21 recommended ad spend for each type of digital channel and for each course offering.
Consider the following as you decide on your budget allocation:
- In FY20, Moshen allocated only 3% of her ad budget on programmatic display ads even thoughG they have the lowest customer acquisition cost (see Exhibit 9A). Why?
- According to Exhibit 10, CORe accounted for almost 24% of overall revenue but only 9% of the total ad spend in FY20. Is Moshen underspending on this course and overspending on others?
- What is the best way to decide on how much to spend on branded and generic ads (Exhibit 10)?