eMarketer has a nice interview with the head of Customer Acquisition at Lands End. Back in the good old days, it was impossible for small businesses and entrepreneurs to do the same sort of media, public relations, and customer acquisition work as large corporations – it was just too expensive.
The world has changed, however. When you read this article, note that every major tool and technique that Lands End uses is absolutely available to any business, regardless of size or budget. That’s the leveling power of digital marketing.