For an e-marketing professional probably the biggest challenge when it comes to creating an appropriate marketing mix is their budget.  If the business they are working for has the ability to advertise across many multiple platforms the key is so they can all complement each other.  When the marketing budget allows there can be many ways to accomplish this.  Let’s face it that for a business if it has a physical presence the best way for a consumer to answer any questions about the business would be to walk in the door or pick up the phone and call.  The next best thing to that is to have any information that might be asked during those conversations and more available on the business’ website.  The key is that all forms of marketing lead the customer to either pick up the phone or walk in the door.  If the business is only online, then the rest of the marketing mix is to get them to the website.  It is hard for me not to think of my local skydiving dropzone. They have a website, they have created a url that makes them one of the first dropzones to be found in Ohio on a search engine, they have a Facebook page and they have partnered with the local Air Force base (which happens to be one of the largest employer in the state.  Beyond that there could be a few more avenues that would lead consumers back to their website as well as to their doorstep to add business. Creating a YouTube channel that showcases their services through videos of the skydiving that takes place would be one.  Radio ads as well as some print ads that between the city’s newspaper as well as couple strategically placed signs or billboards in and around the city could just add to it.  With any of these other parts of the marketing mix the website itself should be featured.  The website traffic and phone calls should be tracked as best they can to understand which components of this mix are the most effective and worth the money.  The key is to have each element complement each other.  Some of these elements might only be needed at the beginning of a peak season, others may need to be constant through the colder months that the sport shows a decline due to weather.  Finding that balance for the business is the key.