Online forms of marketing have become increasingly popular. After all, many of your clients are online in various places, often making it ideal for your messages.

But that popularity can have its downside, as Wendy Rouleau of Portraits by Wendy admits. “Keeping everything updated is overwhelming!” she notes. “I think having all those options [to use in marketing] starts to dilute the power of any one format.”

The key is in understanding what your customers want and where they get their information. That perception helped Rouleau create an e-mail campaign that won her the Best Online Marketing Campaign in the 2008 AN-NE Marketing Awards. “What you can do is not the important thing,” she explains, speaking of all the options for getting the message out to clients. “What’s important is to consider the best tool for reaching your target client.”

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