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Get the Most From Your Marketing Budget

October, 2019

It’s that time of year again folks. 2020’s budget will once again look to shape the way your team is able to plan for your brand. Not every budget is created equal. Depending on the brand, marketers across the country may feel underfunded or pressure to exhaust the excess that was given to them.

Regardless of how you may feel about the budget handed to you, a little creativity can make it work. As we close out 2019, we’ll look at some tips to make the most of your budget to start the new year.

Focus Strategy on Results that Matter

When evaluating different campaigns over the course of 12 months, remember that not all results are created equal. Some prove to be more useful than others. For example, a social media campaign may reveal a high number of impressions, but if its goal was to increase awareness, impressions are not the metric to live by or center future campaigns around.

If your marketing dollars for this upcoming year are based on results that don’t have meaning, your brand’s efforts won’t be as effective. Make sure future marketing strategies are based on results that serve a purpose. Sifting through the data to lock in on the right statistics or outcomes trims any unnecessary fat, and makes for campaigns that really work. In the example of the social media awareness campaign, focusing on reach and shares can help make future campaigns more engaging.

Reevaluate Your Audiences

You know your audiences (and if you don’t, please define them), and the different buckets they fall into. But audiences are comprised of individuals, and these individuals and their tastes are not static. Their likes and dislikes are fluid, especially so if your brand caters to a younger crowd. 2020 might be time to take a look and make sure what you believe you know about your brand’s fans and their different demographics still hold true.

Data once again is your friend. By evaluating what worked and what didn’t from the previous year, it may be possible to see shifts in your audience. Depending on your available budget, more advanced analytics may be available to make identifying these changes easier. Once these shifts are defined, target, target, target. Zero in on these audiences with updated brand messages that suit their changing tastes. A practice like this works to avoid ineffective marketing by deploying the same tactics year after year.

Allow Room for Adaptability

New trends seemingly pop up daily in our industry. As fixed as your marketing strategy is, it should allow for a detour or two along the way. How does this relate to your budget? It means that leaving funds for experimenting can be a smart strategy.

Think about the last few years in the marketing and branding industry. We’ve seen the rise of influencer marketing, the value of physical experiences for consumers, online brands go brick and mortar as well as various changes and scandals rocking social media. All of these changes can throw a wrench in a marketing strategy for brands that are not prepared. The best way to prepare for these shifting trends is to plan into your strategies breathing room for the unforeseen. How does that old cliche go again? Expect the unexpected.

Choose Your Vendors Wisely

There’s a wealth of agencies out there. Some may be small boutiques or large multinationals with presences in every time zone. There are specialists in graphic design, digital assets, or creating videos for campaigns. But how well can they suit your budget?

It may be time to reevaluate what vendors are working on your brand. Our agency, 121 for example, works with your available budget and maximizes your brand’s output. Basically, we do more with what you have to work with. Finding partners that understand how to suck the marrow out of your budget, so to speak, is a great way to get more from your marketing efforts throughout the year.

Whether you are looking to scale back your efforts or maximize what you have for the year, these tips are all important to keep in mind. Each year when the budget challenge rears its head, you can be prepared.


This privacy policy has been compiled to better serve those who are concerned with how their 'Personally identifiable information' (PII) is being used online. PII, as used in US privacy law and information security, is information that can be used on its own or with other information to identify, contact, or locate a single person, or to identify an individual in context. Please read our privacy policy carefully to get a clear understanding of how we collect, use, protect or otherwise handle your Personally Identifiable Information in accordance with our website.

What personal information do we collect from the people that visit our blog, website or app?

When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.

When do we collect information?

We collect information from you when you subscribe to a newsletter, fill out a form or enter information on our site.

How do we use your information?

We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:

• To send periodic emails regarding your order or other products and services.


We’ll ask for your consent before requesting any type of information, it’ll also be optional to do so. You can also easily withdraw it or change it at any time. However, failure to provide that consent will prevent us from delivering content and other experiences to you.

Where do we storage your data?

We store all your data exclusively on our servers for at least a year, and we are the only ones that have access to them.

How can you access to your data?

You can exercise, at any time, the rights of access, rectification, cancellation and opposition of your personal data via email, addressed to privacidad@121corp.com indicating your name, surnames, telephone number, attaching a photocopy of your ID or official document that proves your identity and clearly indicating the right you wish to exercise.

How to ask us to delete your data?

If you would like to unsubscribe from any of our communications you may do so by sending us an email to privacidad@121corp.com. Otherwise, by continuing to interact with our emails, you provide us with permission to manage and use your data as described above.

How do we protect visitor information?

We do not use vulnerability scanning and/or scanning to PCI standards.

We use regular Malware Scanning.

Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.

We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.

All transactions are processed through a gateway provider and are not stored or processed on our servers.

What happens if there’s a data breach?

We will inform all of our users within the first 72 hours.

Do we use 'cookies'?

We do not use cookies for tracking purposes

You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies.
You do this through your browser (like Internet Explorer) settings. Each browser is a little different, so look at your browser's Help menu to learn the correct way to modify your cookies.
If you disable cookies off, some features will be disabled that make your site experience more efficient and some of our services will not function properly.

Third Party Disclosure

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.

Third party links

We do not include or offer third party products or services on our website.


Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.

We use Google AdSense Advertising on our website.

Google, as a third party vendor, uses cookies to serve ads on our site. Google's use of the DART cookie enables it to serve ads to our users based on their visit to our site and other sites on the Internet. Users may opt out of the use of the DART cookie by visiting the Google ad and content network privacy policy.

We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting

We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.

Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.

California Online Privacy Protection Act

CalOPPA is the first state law in the nation to require commercial websites and online services to post a privacy policy. The law's reach stretches well beyond California to require a person or company in the United States (and conceivably the world) that operates websites collecting personally identifiable information from California consumers to post a conspicuous privacy policy on its website stating exactly the information being collected and those individuals with whom it is being shared, and to comply with this policy. - See more at:

According to CalOPPA we agree to the following:

Users can visit our site anonymously
Once this privacy policy is created, we will add a link to it on our home page, or as a minimum on the first significant page after entering our website.
Our Privacy Policy link includes the word 'Privacy', and can be easily be found on the page specified above.

Users will be notified of any privacy policy changes: • On our Privacy Policy Page Users are able to change their personal information: • By emailing us

How does our site handle do not track signals?

We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.

Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking

COPPA (Children Online Privacy Protection Act)

When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.

We do not specifically market to children under 13.


The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.

We collect your email address in order to:

To be in accordance with CANSPAM we agree to the following:

If at any time you would like to unsubscribe from receiving future emails, you can email us at
• Follow the instructions at the bottom of each email. and we will promptly remove you from ALL correspondence.

Contacting Us

If there are any questions regarding this privacy policy you may contact us using the information below.

7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814

Last Edited on May 25, 2018