There is no more one-size-fits-all approach for businesses looking to engage with consumers. Some may opt to invest in addressable ads in linear TV programming, while others might lean into ad-supported video on demand platforms. For others, a mix of targeted email campaigns and paid social media spend might be more appropriate. The variations are seemingly endless.

Business size and industry aside, ingenuity is a must for marketers today, but the stakes they face to validate their efforts have never been higher. Thankfully, the tools available to help marketers reach consumers are well-designed to meet the escalating pressure to drive return on investment. Importantly, many modern marketing tools are no longer out of reach for small-and mid-sized companies. That’s a key change, notable for two reasons:

Enterprise solutions have historically been too expensive for smaller companies, and
Smaller companies feel the pinch of budget cutbacks more severely than larger ones.

While the world is far from putting the pandemic in the rearview mirror, companies across the globe, big and small, are focused on charting their paths forward, slicing through looming uncertainty to drive revenue. That said, awareness around which channels and platforms to
consider, as well as which approaches to take, vary greatly.

There is no universal silver bullet to guarantee success and growth, but granular data and scalable marketing solutions can provide brands of all sizes with the insights and direction to approach any and all decisions with precision and reliable outcomes – even during the most unprecedented of times.

Have questions? Need some help/guidance? 78Madison can help. Learn more about us at It doesn’t hurt to start a conversation. Email Joe Bouch, CEO, at

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