Back to basics with multichannel business marketing

According to small business marketing consultant Jane Applegate, embracing social media, localized advertising and mobile business promotions shouldn't come at the expense of eschewing more traditional advertising channels, The Commercial Appeal reports.

Rather, developing a diversified business advertising portfolio that advocates a mix of traditional and emerging marketing techniques is likely to yield the best results for small enterprises.

Applegate, who founded The Applegate Group consulting company, was the keynote speaker at a recent marketing forum sponsored by the Sales and Marketing Society of the Mid-South and the Greater Memphis Chamber.

"So many are asking, 'What do we do now?' because the marketing and media landscape is changing so dramatically," she said in a speech quoted by the news source. "I advise clients to get back to the basics and develop a compelling message, and when appropriate, integrate that with all these fun and groovy social media options."

She noted that while multiple channels increase entrepreneurs' options of reaching both existing and potential customers, it's important to make sure the company has established a strong, solid brand before diving into social media and other new advertising tools.

Branding is a key component in your business advertisement arsenal as it can help the company stand out from the crowd. Ultimately, this can boost revenues - a goal that's especially sought after at a time when many small enterprises are struggling in the wake of the recession.

Most companies must rely on well-laid marketing plans to cultivate their customer base, but some are lucky enough to have fortuitous shortcuts come their way. For example, Boston-based event-planning business Blue Ivy received national attention after celebrity couple Jay-Z and Beyonce gave their daughter the same name.