Historically, one of the most elusive metrics for marketing departments is determining which ad dollars generate which results. Until relatively recently, the only way to figure out where business was coming from was to ask clients directly, and survey response rates are generally too low to get a true reflection of customer habits. It's like slinging mud at lots of different walls, and never being quite sure what's sticking because the lights are off.

 
There’s never been a better time for small businesses to market themselves, and it’s all thanks to the democratizing power of the internet. Anyone can develop an online presence at virtually no cost. Social media and blogging can be done for little more than the cost of a web connection and a big chunk of time.