Isn’t this the million dollar question we all want answered? If there were one right or wrong answer to where you should invest your marketing dollars, it would certainly make my life as a marketer much easier. All I would need to do is become an expert in one particular area and clients would flock to buy my expertise. But in reality there are many options out there where you can spend your marketing dollars to try and attract your ideal customer in order to achieve a good return on your investment.
The key word in the title question is “invest”. Many companies today are simply spending their marketing dollars not knowing what kind of return they’re getting. In the world of marketing, we call that the shotgun approach. You fire and hope you hit something. The problem with this approach is yes, you may hit something, but not necessarily your ideal customer.