Not all marketing is created equal, nor does it work for the same customers. One of the biggest divisions in marketing strategies and demographics occurs when businesses determine whether they’re targeting the everyday consumer or other businesses. 
For small businesses, there’s one marketing channel that surpasses and pervades all others: word-of-mouth. While it may seem simple to assume that if consumers like a product they’ll let their friends know about it, new research suggests the mediums of communication may vastly influence how they go about making recommendations.
Social media may now be one of the most hyped channels for business marketing. However, it’s also one of the most difficult, due to the fact that it’s always changing or developing some new application, network or website for consumers to congregate on.
The rules of the shopping game have changed. Changed by customers. Customers armed with smartphones. There’s a retail phenomenon that’s come to life directly as a result of Android and iPhone users savvy enough to use them to comparison shop. That phenomenon is called The Showroom Effect.
“It’s not what you know, but who you know.” This piece of business advice is commonly passed on from entrepreneur to entrepreneurs as a means of conveying the fact that going solo is sometimes not the most effective way to create a powerful brand. Expertise is important, but business owners need more than that – they need to know the right people to help broaden their companies’ reach.
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