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"Half of the money I spend on advertising is wasted; the trouble is I don't know which half" - John Wanamaker It's amazing to think of the changes the world of marketing since these words were uttered OVER A HUNDRED YEARS AGO and still it is a problem for the majority of digital marketers

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Over the last few years, the marketing world has seen a change from traditional web ads to content marketing. The newer method is gaining acceptance as more and more marketers see the way it engages consumers.

For a campaign to earn its success, it is important for a business decision-maker to know which method would prove the best. Would you use the inbound techniques in SEO and social media, or would you put more focus on the outbound methods of traditional advertising, direct mail and phone calls? Here are the following considerations that will guide you in creating a successful marketing plan.