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I often talk about the importance of Multichannel Marketing to audience communication. Email Marketing. Facebook. Direct mail. Instagram. Skype. Always more ways to connect with your audience.

I’m a big believer in this, because over time most media channels lose their effectiveness.

For example, there was a time when getting peoples fax numbers was all the rage among direct response marketers. You could send prospects a fax right into their home kind of like direct printed mail.

Social Media Marketing is the process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing. Social media marketing includes activities that drives audience engagement.