A business can have a good product, loyal customers, and a team that works hard every day, yet still feel unsure about where the next marketing rupee should go. There are endless options now — search, social media, content, email, paid advertising, video, influencers, and more. The difficult part is not finding ways to spend money. It is knowing which spending actually makes sense. A few years ago, a small business might have put most of its marketing budget into a newspaper
