In these challenging and uncertain economic times, it is very difficult to convince businesses to spend money on marketing, let alone spend money across multiple avenues. Lots of companies hope that there is a single solution for all their marketing needs, and try to put all their eggs into one basket. However, advertising works in a multi-pronged approach. It is important to spread out marketing dollars to touch as much of your potential customer base as possible.
Combining multiple advertising approaches creates an exponential wave of responses. Consider it like this: direct emails tend to have a response rate of around 1%. Sending more and more emails won’t necessarily yield you better results (in fact, it might tire your audience). However, when paired with other forms of advertising, like display and retargeting ads, you can increase your response rate significantly.