A lot of people used to delight in telling people that SEO wasn’t a perfect marketing method as search engines would always update their algorithms in line with changing search trends.

Those same people would often point to the benefits of social media and the targeting options on offer from platforms like Facebook and Twitter. Though impressive, a lot of social platforms are experiencing a lot of troubles of their own making.

Facebook has recently been accused of being an echo chamber that spreads fake news while Twitter is increasingly seen as a place where extreme views and harassment are allowed to breed and thrive.

Like most things, the truth actually lies somewhere in the middle, but when it comes to digital marketing both search and social media can complement each other and help a business grow, so long as a campaign is well-strategised and targeted to the right audience.

In fact, digital ad spend is going squarely into Google and Facebook according to statistics, but as we’ve mentioned here the mediums are far from perfect. There is no perfect marketing solution out there; everyone is different, and audiences need to be reached out to in various creative ways.

For smaller businesses looking to grow especially, physical media and point of sales solutions such as in-store graphics and roller banners can be a creative way to resonate with customers and give them a personalised experience they simply cannot find through digital channels.

A lot of smaller businesses agree with many telling Print Week that, despite the challenges they’re facing from Brexit, they’re seeing success from direct marketing and print displays as part of their multichannel efforts.

Factors mooted include a potential decrease in costs from a weaker pound and a realisation from smaller businesses that they can be very creative with visual direct marketing solutions.

Others are realising, too, that they can reach out directly to people with effective visual marketing communications almost instantly, and offer something different to cut through the digital noise people are now experiencing on a daily basis through their search and social media channels.