Sexy or Smart?

In the digital age, online marketing tools — SEO, banner ads, retargeting and more — get all the sizzle and use up most of the oxygen in any marketing discussion.  But smart marketers use the tools that are most effective in reaching and persuading the prospects they most want to reach.  And some of those tools are very old school, from über-targeted direct mail to outdoor advertising and in-house merchandising.  As media streaming and ad blocking continue to frustrate online marketing efforts, now is a very good time to take a step back and think about whether old school might be the way to go…whether smart can be sexy, too.