In a recent article featured in Elite Franchising Magazine, our very own Dugan Aylen talks about how cutting your spend on marketing channels that seem to be underperforming can be a false economy in today’s changing climate.

Before making any hasty decisions, Dug tells us, it is important to develop a more detailed understanding of where your leads are coming from so that you can determine the most effective channels for driving conversions. This has to run deeper than just looking at lead performance from a single site or portal, as no single marketing strategy exists in isolation. They are all connected!

Dug is not only drawing on his extensive experience in franchising, but also on all the changes he’s observed in how target audiences respond to different types of marketing over the last 2 years.

You can read the article for yourself here: Pay Attention to the Marketing Mix

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