Do your homework.
You've already got a massive range of choice when it comes to media–and as time goes on–each channel will add more depth to their range. So choosing the right medium for marketing your business can be difficult.
Here are a few tips to help you pick the right solution:
1. Use Common Sense
If you're selling reading lessons, a magazine might not be the best place for your latest promotion.
That's not to say that you can't, or shouldn't be a little experimental–all sorts of stuff can (and does!) work–Just that if you're thinking spending all of the media budget like this, maybe stay away from the roulette table if you're ever visiting a casino.
2. Don't Be A Follower
Sometimes it's the maverick that takes the prize. If all of your competitors are buying the same type of media, there's a chance that they do it because it works. But there's also a chance they're just doing it because everyone else is.
Do your homework and make your own decisions.
3. Measure and Check
The best marketers I've worked with have a keen understanding of the effectiveness of their advertising, both from a creative perspective and from that of metrics. Whether you're interested in how much lead costs, how much it makes or just how many views your ads are getting, actual measuring makes lots of sense.