Have you met with a successful money manager that didn’t tell you that diversification was a must? The first recommendation a financial advisor typically recommends is diversification. It seems obvious and makes perfect sense, right? Why would any reasonable investor put all their eggs in one basket? They wouldn’t!

So, why do marketers feel they can spend their available advertising budget in one (or maybe two) initiatives?

The number of messages the average consumer is bombarded with is unheard of. The average consumer: reads the paper in the morning, listens to the radio on the way to work, passes a few billboards on the way in to work, fires up their office computer to read their latest RSS feed, checks their email, bookmarks their favorite site, reads the rest of their newspaper online, sends a few Tweets, comments on their favor blog, opens up their mail and the list goes on, and on, and on. And, in many cases, consumers are “consuming” two or more of these initiatives at the same time.

Not only do advertisers need to break through the clutter, they need to make an imprint on consumers in many, many different ways.