While people still "respond to marketing messages […] they want to consume them on their own schedule, tailored to their behaviors," explains Regina Gilloon-Meyer of Fusionfarm

Multi-screen life is now the norm and not the exception for most Americans. A recent research study by Google found that 90 percent of all media interactions are screen based, and that consumers use multiple screens, including smartphones, tablets, PCs and TVs.

There are many evolutions of buying sequences for customers. For instance, they may start by viewing a traditional ad, proceed to a Google search, visit Yelp for product and business reviews, perform a competitive analysis by checking out Amazon and, finally, visit your business' website for further information and ideally make the purchase.

There are certain ways for small to medium-sized businesses (SMBs) to maximize their marketing strategy to meet consumers' habits.

First, you need to be online and develop a digital strategy to achieve your business' needs. In addition, your strategy needs to focus on being present, you need to have an online presence and you need to ensure that your business has a reputation bar none.

Being present means that your business has a website and social media presence. How many touch points you provide depends on the kind of information your customers need to make a decision about your product or services.

Having an online presence refers not just to being online, but also to optimizing your visibility to customers. Your business can achieve this through search engine optimization (SEO) among other strategies. Finally, make sure that your business' reputation, both online and offline, is of the highest quality. 

For your internet marketing needs, consider working with KeyMedia Solutions. We specialize in internet marketing for small businesses, among other areas, and offer a wide-range of services, tailored to the unique needs of your organization.