In the present world, advertising is shifting towards digital media, and experts say that small business owners should keep up with that trend in spite of prevalence of billboards and newspapers ads. Whatever the product is, marketing the product to target customer is critical. With the limited budget advertising decisions should be taken wisely. According to Eric Schiffer (head of marketing firms' digitalmarketing.com and socialmediamarketing.com) "You can easily throw a lot of money down the drain if you don't think about the right strategy and right platforms". Owners can build a local business profile on either Facebook or Twitter, and they will be presented with buttons to "promote" or "advertise" their page. Using this process will enable the owners to identify and convert customers at far less cost compared to search based advertising. According to Sidney Smith "E-mail is still king, and building out your e-mail list is so important". Services such as ConstantContact, Vertical Response and iContact can be used to manage an e-mail marketing list. Companies uses GPS data to push coupons and deals via text messages to individuals near a store. To know more about usage of social media, e-mails, text messages and loyalty cards for advertising visit: 

http://www.washingtonpost.com/business/on-small-business/small-business-guide-how-to-invest-your-digital-advertising-dollars/2014/04/20/67f5ad6c-c4a7-11e3-bcec-b71ee10e9bc3_story.html  .