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Jim Green‘s insight:

A marketing plan should consider the buying habits of a company’s best customers.  Are the best customers using the Internet?  What platforms are used most commonly?


"…depending on your industry, your target market may not even be online. This shouldn’t be news for too many existing companies, but may ultimately be an important consideration for those trying to get a new business off the ground.

On the other hand, if your target audience is among the heavy concentration of mobile users, which is dominated by the 18-29 crowd, it would makes sense to invest your marketing time and budget into mobile-friendly practices, such as responsive web design and mobile advertising."

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