The Big Mix: Strategizing the Perfect Multifaceted Media Plan

As a retailer, there are more ways than ever to get the word out about your company. There’s digital and print advertising, social media campaigns—both paid and unpaid—direct mailing initiatives, TV, radio, and even billboard placements. But the plethora of options can leave small-business owners feeling confused about where (and how) to get the most bang for their marketing bucks. That’s because the perfect mix of media initiatives and placements “isn’t a cookie-cutter equation,” says Jane Dalea-Kahn, a Los Angeles–based digital sales executive and brand consultant who counts jeweler Martin Katz among her clients. She urges retailers to follow consumer eyeballs—which are, increasingly, trained on mobile devices.  Digital analytics firm Flurry and marketing company Tecmark both recently reported that we spend roughly three hours a day on our mobile devices. T

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