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Obviously, there\u2019s no one-size-fits all answer to that question, but this week Shawn Busse offers up a slew of smart considerations and guidelines to help business owners come up with an answer that makes sense for them. A couple of Shawn\u2019s points: If you haven\u2019t done so already, spend the money getting to know your customers better. Plus: it\u2019s important to understand why digital marketing works for some but not for others.