Mainstream media and your brand marketing play a role but, increasingly, it is the channels and commentary beyond our control that consumers seem to be most influenced by. That's why finding a way to maximize the interplay of the social media channels is critical.

Unless you're paying for third-party targeting data, you're very unlikely to encounter competition in bidding for specific audiences the way you would in search. And, this is why we're seeing data-driven search engine marketers giving display a whirl for the first time in a long time.

There are no signs of the American love affair with their pets waning anytime soon, which means that the opportunity is sure to grow. With people again starting to travel, there's never been a greater need to differentiate your brand and appeal to a targeted audience.