Ian Baer

Heather Fletcher is senior content editor with Target Marketing.

Would the real Don Cenobio Sauza please stand up? Oh, sorry, he can't. He's been dead for 100 years. But that doesn't prevent him from tweeting. However, social networks have been stepping up their anti-spam policies—with Google+ not accepting dead celebrity spokespeople, for instance. Here are some proactive measures businesses can take to effectively market while avoiding running afoul of the spam regulations.

Determining the role of search in the multichannel marketing mix involves some simple logic: How do consumers think? To them, search is a tool they use in the decision-making process—it doesn't make decisions for them.

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