Anyone spending money wants to feel it’s money well spent. And can you blame them? After a retail therapy session I sometimes have buyer’s remorse. I’ve often been thankful for the 30 day exchange policy most department stores offer.

When that money is tied to marketing, the return on the investment is paramount. Different folks gauge a successful spend in different ways. Networking is valuable. Evangelizing the brand is important. Leveraging an audience is crucial. How can I get the most bang for my buck?

These days, due to an influx of web 2.0 technologies, custom solutions have become the norm. But customization has become about more than just integration. Media will forever evolve with technology. Media is technology. That’s kind of an all-encompassing statement, but it’s true.

Due largely to the magic of developers, a marketer wants more for their dollar because technology allows them more. They want a sort of ‘brand infusion’. It’s not enough to merely generate leads. They want a seamless presence with subtlety. A gentle look and feel. They want to market effortlessly, without appearing to market.

I’m not envious of those with careers in marketing. Sounds like an intense workload. They have to have a deep understanding of the technological possibilities that exist, choose the best channels, diversify those and then apply them to their organization’s message. One can never be complacent, as technology will never stop evolving.

I’ll stick with sales for now.