Forging a multi-channel marketing campaign for your business

With the influx of new technologies and digital mediums, marketing is becoming more and more about options. But a wealth of options does not mean businesses should have to choose from among them. An effective, modern marketing campaign should utilize print and email techniques as much as events, advertising and social media techniques.

In a survey by Forbes magazine, marketing professionals listed what they found to be the most effective marketing channels. According to the data, 49 percent of marketers cited events, followed by email at 29 percent, advertising at 15 percent, industry publications at 4 percent and social media also at 4 percent.

Despite an apparent divergence between print and digital mediums suggested by the data, neither form should be thrown by the wayside in favor of the other, especially considering the cheapness and cost-efficiency of digital formats.

“Resist the urge to separate your online and offline mix,” writes Lisa Arthur in Forbes magazine. “Integrate them, and let your customers find you where they want to, when they want to. If you follow the promise to 'digital only,' you’ll create a Digital Divide – and there’s a good chance that you’ll end up losing your customers (and your prospects) in the chasm.”

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