Interesting article in Target Marketing Magazine pointing out that many marketers are incorrectly assuming the only way to market their products is with search engine marketing or social media marketing.  In other words, they are abandoning "tried and true" methods that worked in past years:

"The rise of social networking platforms and the autonomous rule of search engines have led marketers to prematurely declare the death of several forms of personal and mass communications."

We learned in Marketing 101 that effective marketing means using ALL possible means of communicating with potential customers – and there is no "one size fits all."  And often, the most non-traditional way of reaching customers may be the most effective. That can include traditional radio, TV, newspapers, direct mail – and of course – telephone time and temperature.  Just as online marketers would never rely solely on Google to reach their prospects (thus ignoring the 1\3rd of web users who don't turn to Google for search) – effective marketers know they have to be creative in their use of all media to get the job done. 

The Target Marketing article focuses on one important aspect of business marketing – your phone number.  Does it spell out your business name?  Or is it memorable?  Lots of customers still want to call you to ask questions.  How hard will you make it for them?  Are you using the phone effectively?  You can find the full article here.