Gone are the days when a business could stay competitive with traditional forms of advertising. Now, most customers turn to the Internet and social media networks for information on products and services. In fact, 81% of shoppers report that they research online before they make a purchase.

Connecting with this audience means supplementing your traditional advertising with a digital marketing strategy. “No one marketing channel, offline or online, can pull the weight on its own. When a prospect is hit with messaging across multiple channels, the performance of the campaign increases significantly” says Bart Thau, senior manager of analytics and intelligence at Alabama Media Group.