Home topics small-business-resources growing Growing Hot Tips Growing Making sense of the digital advertising space Guest Author July 11, 2011 It’s the dilemma on many small and medium sized businesses minds – how do they make sense of the complex digital advertising landscape? We constantly hear the same questions – how do I get the most out of my website? What do I do with social media? What’s this new group buying phenomenon about? And how do I measure my advertising ROI? These are just some of the ‘next en’ decisions facing businesses today when deciding how to spend their marketing budgets. One of the most important things for SME’s to remember is that there isn’t a one-size-fits-all solution – but there are a few small tips I like to share to ensure a business has the basics covered. 1. There’s no one-size-fits-all approach Understanding the vast range of digital channels and how customers are using them is the first step. The main thing to remember is that not every channel is for everybody. What is appropriate for one particular business will be different to another. You have to consider all the opportunities out there and determine whether your customers are turning to these channels for information. Ask your marketing service provider for support on this as they should be able to explain where your customers are if they understand your business. 2. A website is critical Your website is your digital shop front. If you have a website that