Too many entrepreneurs still believe that “if we build it, they will come.” With today’s overload of information from digital as well as conventional sources, even the best new solutions and services won’t get traction without real marketing. Digital marketing is the cost-effective place to start, utilizing the internet, mobile phones, display advertising, and other digital mediums.
The challenge is where to put those limited resources of every startup, to get the biggest return for your investment. It is search engines, web content, blogs, social media, e-mail direct, on one of many mobile-phone approaches? Every entrepreneur needs a strategy, and some metrics to measure what’s working and how much it costs. Firing randomly to see what sticks doesn’t work.
