MARKETING BALANCE: A BALANCED BUDGET FOR SUCCESSFUL EXPANSION INTO NEW MARKETS

Abstract

The article provides a detailed analysis of marketing budget allocation strategies in the context of introducing a new product to the market. The article emphasizes the need for a balanced approach to costs, taking into account the diversity of offline and online marketing channels. The article presents scenarios for allocating the advertising budget for different target audiences, which is becoming a key condition for successful entry into new markets in the context of digital transformation. The article explores the differences in offline and online marketing strategies, and presents the methods and types of advertising campaigns. Particular attention is paid to the practical aspects of choosing the optimal ratio of online and offline costs, including the importance of identifying target audiences by generations X, Y, Z, taking into account their characteristics and preferences. It is emphasized that a successful campaign requires not only the right choice of marketing channels, but also the adaptation of the strategy to the characteristics of the target audience. The author also emphasizes the need for a systematic study of the factors affecting the successful introduction of a new product, among which determining the optimal ratio of offline and online marketing costs is an important aspect. The author analyzes in detail the adaptation strategies depending on the price category of the product and the characteristics of the audience. Recommendations on how to optimize strategies to maximize the effectiveness of campaigns are provided. Additionally, the article provides readers with a look at the evolution of trends in the distribution of marketing budgets in the context of the digital revolution. The article explains how the growing influence of online platforms and digital technologies is changing approaches to advertising and audience engagement. The author emphasizes the importance of monitoring and analyzing the results of marketing campaigns after their launch. This stage is key to adjusting the strategy and adapting to market dynamics, which in turn can determine the success of a product in a new market. In general, the article provides a comprehensive overview of strategies, methods and factors to consider when balancing a marketing budget for successful expansion into new markets in today's business environment. The knowledge gained in the study can be an important resource for marketers and managers to develop strategies for introducing a new product to the market and scaling marketing campaigns in new geographical areas.