This should be a golden age of marketing.

More channels and tools exist to reach, persuade and gain customers than ever before. A new channel – social media, mobile, the Internet of Things, etc. — is added seemingly every year. Thousands of companies now offer some flavor of marketing technology in dozens of categories. Many studies have shown that companies that market more grow faster.

But the result of this upheaval for many marketers is a feeling of innovation overload. They are constantly bombarded with conflicting claims from vendors. They understandably don’t even know what all of those dozens of channels and types of martech do, let alone how to use them to produce optimal results.

The Bullseye Marketing FrameworkSM is my response to this challenge.

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The Internet giveth and the Internet taketh away.

For small and mid-sized businesses – including the smallest, which are just one person — the Internet has provided huge advantages. Relatively inexpensively they can create a basic website or blog and potentially reach a global market. They can get up and running on search advertising platforms, such as AdWords and Bing, and for just a few dollars a day their ads can be mixed in among those of Fortune 500 companies. Social media provides them with free platforms for having ongoing conversations with prospects and customers, to connect with people looking for their products and services and do informal market research.

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