When you've switched to digital marketing, it can be tough to maintain your personal connection to customers. But Jason Falls, a digital marketing expert, says you shouldn't stop using traditional forms of communication just because your marketing becomes more high-tech. And you should make sure to personalize your new technology, so that it's helping you engage with customers. "Mobile doesn't make [your marketing] less personal, unless you make it less personal," he says.
For more on mobile marketing, please see our related e-book, "25 Small-Business Challenges."