Send the Right Message

Marketing in the information age is complex, rewarding, and targeted

By Terri Wallo Strauss

When it comes to marketing in this new digital age, one can’t help but think of the opening line of Charles Dickens’ A Tale of Two Cities: “It was the best of times, it was the worst of times.”

Never before have businesses had so many platforms on which to reach consumers. But there can be such a thing as too much of a good thing, especially for companies that don’t have unlimited marketing budgets: With so many platforms, how do you know which is the best way to reach your customers? And with everyone else competing to reach the same audience on the same platforms, how do you stand out from your competition?

To help you understand the best ways to reach today’s consumers, we spoke with experts about the various marketing platforms that jewelers should be using. They share their thoughts on the mediums that are most likely to connect with modern consumers as well as the b...