We've all witnessed the transformation of marketing in the past decade. With digital technologies have come a variety of new options for targeting and reaching out to both potential and current customers.
Where we once had direct marketing, mass media advertising and similar tactics, we now have search marketing, social media, pay-per-click advertising, mobile marketing and more.
The going assumption among many marketing folks is that we need to find some way to be omnipresent -- as in, we have to learn about every channel and drive value through each of them.
The reality is that we simply cannot be all things at once. We need to pick our battles carefully, measure results and commit ongoing support only where we can derive value.