Introduction
In today’s marketing environment, there are many dynamic means with which to reach your audience, but none of them are 100% effective by themselves. Distinctive demographics, or segments of the population, communicate and respond in channels that are quite different from one another. Not only do you need to know where your audience resides, you also need to reach out to them in the environment where they are most comfortable. Response rates improve dramatically when multiple channels are used because you are able to reach a greater portion of your audience, and some see your message more than once. Integrating digital and print media helps ensure a much larger audience will see your message; improving both your brand recognition and your sales opportunities. The following series of posts will help identify the various tools that are available for marketing success in today’s digital environment.