I know we keep saying this, but it really does depend. It depends on your business goals, your target market, the digital marketing strategy you’ve defined and the budget you have available. Digital marketing isn’t a prescriptive medium. There are far too many variables involved. What works for you won’t necessarily work for me, and what works for me probably won’t work for A N Other Inc., even though we may all be operating superficially similar businesses catering to superficially similar consumers.
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Digital marketing equation
The long and the short of it is that nobody can tell you categorically what will or won’t work for you online, not without an intimate knowledge of your business. You have to find out for yourself what works and what doesn’t in your particular circumstances. That involves a bit more work than simply applying a prescriptive formula, but it’s worth the effort, because defining your own customized digital marketing equation will give you much more insight into where the real online opportunities lie for your business, and will help you to differentiate yourself from your competition.
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The great news is that, in the world of digital marketing, there are all sorts of tools available to show you exactly what’s working for you and just as importantly what’s not. The most successful marketing has always been about learning from your results: taking a finite budget and using it to do more of the stuff that is working and less of the stuff that’s not. You test, you refine, you reinvest, and you test again.
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