Focus On Three-Month 'Themes'

A three-month campaign that targets one message can help you "create your own urgency" while preventing the reader from getting bored with a message that doesn't change, says Philip Walker, CEO of Network Solutions Provider, based in Manhattan Beach, Calif.

IBM does this well with social media campaigns to drive engagement through a product promotion, Walker says.

"If you're saying the same thing all year … I eventually tune you out," Walker told IT Best Of Breed.