Here’s my best effort to simplify a complex topic:
Effective marketing is not about getting multiple megaphones (Facebook, Twitter, Email, Direct Mail) and yelling loudly, hoping that your message resonates with a small percentage of many people.
Great marketing means determining exactly what you provide that is uniquely valuable, and for whom, and expending effort to get even better doing what you do for them.
The best form of marketing is consistently showing up and being “remarkable”. Do that, and people will remark, bringing other like-minded customers with them.