• A big digital marketing opportunity is to purposely invest where others aren’t investing. Be the exception to the rule – that’s how you become exceptional.
• Look at channels that other people are NOT – google+, pinterest, community building, user generated content, educational content, free tools. Better returns than in channels where everyone else is and less costly, lower customer acquisition and higher ROI.
• Today there are many more influential decision makers as companies, brands, continue to grow their culture and represent their product.
• Make sure your brand awareness and educational content  is known not only to the client, but to the right client in the right platform.

Rand Fishkin is the CEO of SEO software company; Moz. He co-authored the Art of SEO from O’Reilly Media, co-founded Inbound.org, and was named on PSBJ’s 40 Under 40 List and BusinessWeek’s 30 Best Tech Entrepreneurs Under 30. Rand is an addict of all things content & social on the web, from his blog on entrepreneurship to Twitter, Google+, Facebook, LinkedIn, and FourSquare. In his minuscule spare time, Rand enjoys the company of his amazing wife, Geraldine, whose serendipitous travel blog chronicles their journeys.