“In today’s digitally empowered world, it’s tempting for businesses to take a “ready-fire-aim” approach to marketing. In some cases, it almost seems that the philosophy is: throw up a Facebook page, send out a quick eBlast and wait for the customers to come pounding at our door.

Indeed, the proliferation of tech tools that promise low-cost, effortless marketing can be enticing to people who lead with their gut instead of their head.”