For small- and medium-sized businesses, the value of marketing and advertising is directly tied to the efficiencies created by each channel. So it's not surprising that many budget-strapped organizations eschew TV commercials and other high-spend, inefficient channels that can make a big splash while delivering middling ROI.
Still, even with precise marketing solutions offering unprecedented levels of targeting and efficiency, it's hard to drive strong marketing ROI without a clear understanding of your primary audience.