Slideset from October 2 Confluency Solutions presentation and webinar: Time and money are finite resources, so you want to be sure that the marketing tactics and program you choose are targeted to your objectives - and you want to be sure you are getting the most return on your marketing budget. Webinar attendees will be provided a link to a Gap Analysis worksheet do they can develop their own top-down, bottom-up objectives. How far have we come from the ‘yellow page paradigm’? Top-down, bottom-up gap analysis Matching the communication channel to your target Who are you selling to? Low hanging fruit - customer value Low hanging fruit - green growth Other options and ROI considerations Mixing digital and analog Managing your content distribution - the editorial schedule