Entrepreneurs are obsessed with the chase: They love to throw out goals and then try to run them down. One “shiny object” many entrepreneurs chase is their branding strategy. Companies today are spending big bucks on marketing, advertising, public relations, and more, and for good reason: Valuations and adoptions are seemingly created on the pages of TechCrunch. The problem, however, is that these companies are merely chasing lightning in a bottle.

On any given day, the average businessperson receives 91 emails, according to a report by The Radicati Group. This number is expected to rise to 95 emails per person per day by next year, and reach almost 100 by 2018.

All the marketing talk these days is about social media. But research shows old-fashioned email is still far more effective than social media in attracting customers to your business online.

Does your brand already have a strong email marketing program? Have you dabbled in some retargeting campaigns and gained some favorable returns? You’ve covered two of the most powerful advertising bases, now it’s time to ensure you’re getting the most out of them both — with email retargeting. With several kinds of email retargeting to choose from, it’s important to choose the right one(s) to ensure your efforts are efficient and results are raised. And there are some great companies out there who can help you maximize and advance your campaigns, which will be covered in more depth via Part 2.

Social media activities are a function of Marketing, just as PR, Communications and Customer Service should be.

In many ways, email is one of the first internet marketing tools. Before everyone could own their own website and before there was social media to help marketers reach a target audience, there was email. Though the usefulness of a particular piece of technology often fades with time, this hasn’t been the case with email marketing. A recent study found that email remains an important force for marketing, even when reaching younger demographics.