The best form of marketing is … whatever your customers consider to be the best form of marketing.

That will differ from customer group to customer group.

Some groups might prefer cutting-edge messaging. Others might prefer conservative messaging.

Some groups might prefer to be reached through print channels such as catalogues and flyers. Others might prefer digital channels such as emails and banner ads. And others still might prefer traditional channels such as TV and radio.

So before you start a new marketing campaign, the first question to ask is not what sort of marketing to do, but who you’re going to be marketing to.