The current economic conditions, intensity of rivalry and reduced consumer spending makes all marketing initiatives seem like uphill battles. As veterans of marketing wars, you are all probably accustomed to fighting uphill battles. Fighting under the overcast of massive media clouds and content contamination, maybe uphill battles are the only battles in a marketing war. This is assuming you are not Apple, Google, Wal-Mart or in possession of brand equity that is worth millions.

Even as veterans of uphill battles, the ROI does not always equate to victory. The biggest mistake in fighting an uphill battle is always taking the same and only one trail up the hill. Ever thought of taking more than one trail up the hill? You will be surprised that victory might just require less effort.

Tony Wilcox, founder of Atomic Media Works, has recently claimed victory in one of the most intense industries. The DPS Magazine has recently posted a story about his success. Tony demonstrates the effectiveness of a multi-channel strategy by combining direct mail, pURLs and emails. Read about it! Maybe we can all be inspired to take different approaches in the next battle.

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