Businesses today have more ways to market to their customers than ever before. While traditional marketing channels such as print, TV, and radio remain important avenues to reach consumers, digital marketing—which includes online, email and mobile marketing—multiplies your reach and offers an ever-expanding array of opportunities. The challenge for small and medium-sized businesses isn’t choosing one way of marketing over another. Rather, it’s to identify the most effective combination for their purposes, then build a cost-effective marketing strategy that spans an array of media and creates multiple contact points. Instead of considering each channel in isolation, delivering a consistent message across multiple channels can pay big dividends. Knowing what each channel does well and how you can use them together will help you create a marketing strategy that drives conversions and ultimately sales.

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