First, do your research. Marketing has changed significantly. Companies are no longer investing an exorbitant amount of their advertising budgets on splashy full page ads in trade publications.
Research shows that most companies are now placing their ad dollars on the internet – specifically for pay per click campaigns in addition to banner ads, e-newsletter advertising and on line events. It is no longer feasible for companies to rely on a company website in order to sell their products and services. You must have a multifaceted plan which includes not only print advertising, publicity and a website but social media marketing programs such as facebook and twitter in order to take advantage of connecting with your customers and adjust your marketing budget accordingly.

Knowing how and where your customers are searching for your products or services is the most important aspect of your marketing plan for 2010. Budgets are tight and more than ever, companies are looking for ROI and accountability. In order to justify your marketing investment, do your research and spend your marketing and ad dollars wisely.