Marketing 101: Follow consumers across media

A recent survey by the online business network Manta found nearly half of business owners plan to focus their 2011 budgets on marketing. But with the advent of so many novel marketing tools and platforms in recent years, the challenge has become finding the right balance among different media.While some forms may be effective for customer retention, such as email and social media, others serve to merely complement the initiative as a whole, such as direct mail.For example, a recent survey by

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