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Strike a balance between consistent and unique content

In developing an effective marketing campaign, it's important to strike a balance between consistency and uniqueness.

In other words, it is important to develop a multi-channel promotional campaign that offers new content depending on the medium at hand, but it is also crucial to maintain a regular theme across those channels.

"You must find a way to deliver a brand experience that is consistent across mobile applications, social media, location-based- and email marketing, paid search, display advertising, and (if you have them) call centers, brick-and-mortar stores and direct mail catalogs," writes David Brussin for VentureBeat.

Brussin adds that if consumers' site experiences are consistent with what brought them there in the first place, the result will be lower bounce and higher conversion rates.

While the diversity of a business marketing campaign often depends on its budget, direct mail is one of the most cost-effective print-based options, especially as new address verification programs and mailing software allow companies to narrow down their targets with unrivalled ease. Still, be sure to balance a mail campaign with consistent, yet unique, online channels such as social media and email.