Businesses today have an immense arsenal of marketing materials, ranging from printed material (business cards, brochures, product and service flyers, newsletters, and direct mail marketing pieces) to digital formats (web sites, web-based marketing, and social media). While there is significant potential power in having so many ways to reach customers and prospects, this comes with a responsibility to align all the materials with their interests and behaviors. Marketing materials now bear the burden of being consistent, relevant, and beneficial to the intended audience. As marketing guru Seth Godin puts it, “In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff.”

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