South Africa, Dec. 20 -- Advertisers are spoilt for choice when it comes to selecting digital marketing channels in order to encourage visitors to their website and ultimately, drive sales. Often it's a daunting task to find the optimum digital channel mix because of the size and breadth of the channels and the numerous targeting options available within each. The channel allocation challenge is often exacerbated for smaller clients because they can often only afford to run marketing tests in selected channels and only on a small portion of inventory available within those channels.

My advice is that the channel mix brands opt for depends on the size of their business, the goals the advertiser wants to achieve and the area of the marketi...