The takeaway
A small budget split across every platform can create lots of activity and little useful learning. Start with the audience and buying situation, then concentrate.
Put it into action
- 1
Identify when and why customers buy
- 2
Choose one primary channel that fits buyer intent
- 3
Set an affordable cost per qualified opportunity
- 4
Expand only after results are repeatable
Should businesses advertise everywhere?
No. Customer fit and sustainable acquisition economics matter more than platform coverage.