Guest post by Jess Andriani.
Back in the golden days of TV and radio, businesses raced to craft the most interesting TV commercials and radio advertisements to attract more customers. Those things cost a lot of money, so usually only the big players were able to broadcast their brand to a wider range of people.
Fortunately, the World Wide Web was invented, and this caused an explosion of digital platforms—from email and SMS to social media and mobile apps, which businesses can use to promote their products to a bigger market.
And unlike TV and radio, the cost to use these platforms isn’t a problem for small businesses anymore. One can set up a social media account and potentially gain a sizable following for free, with only the cost of effort (or pay a small amount to boost posts to an even bigger audience). But despite this huge number of digital channels, most of them aren’t as effective in getting your brand out there.
Now, businesses in this generation have a new problem: which channel should we focus on to bring better results?