When making advertising decisions for your business, do you feel like you have to decide between traditional advertising and digital? Do you think that it should be a “one or the other” decision?

The answer is, “No.” Don’t abandon your traditional advertising altogether; it works, you just have to “work it.” The reality of today’s advertising landscape is that you must incorporate digital advertising into your marketing plan because we live in the “four-screen world.”

What’s that? Look no further than kickoff on an average Sunday. Whether it’s the man-cave or the living room, you might see the action on a big screen TV, smartphones lit up, a tablet and maybe a laptop, too. It doesn’t take long before a family is running on four screens. Smart advertisers seeking that demographic are targeting them on mobile devices.

Speaking of mobile advertising, 2014 statistics indicated that 60% of all Internet traffic came from a mobile device. According to Greg Stuart, CEO of the Mobile Marketing Association, “Nothing brings marketers closer to consumers than mobile … nothing.”

On that note, is your business web site mobile ready? If not, make this your next marketing priority. If your web site isn’t mobile ready, Google’s ever-changing algorithm favors consumer preferences and, as a result, your site is sacrificing Search Engine Optimization (SEO).

Video isn’t a trend. It’s here to stay. Why do you think Google purchased YouTube? It’s that powerful. You don’t need Steven Spielberg to produce it, either. There are plenty of great options and partners who can help.

Check for a Better Business Bureau (BBB)-accredited company at bbb.org or maybe you know someone from your local chamber. Many organizations, including your BBB, partner with firms who offer packaged services for video and online services. Check them out.

Here’s the moral of the story: Don’t give up your traditional advertising, just incorporate video and mobile or you may find a competitor passing you by … probably with a cell phone in their hand.

Angie Barnett is president and CEO of the Better Business Bureau of Greater Maryland. She can be reached at 410-347-3990 and [email protected].