It wasn’t that long ago when the majority of media buying was print advertising in trade publications. Then it expanded to digital and print advertising, but for the most part it was again confined to the trade publication landscape. Today, we have the added dimensions of social media advertising, search advertising and programmatic advertising with drip campaigns and retargeting. The dizzying array of options is, admittedly, somewhat intimidating. The key to making sense of it all is akin to the old joke that poses the question, “how do you eat an elephant?” The answer is – one bite at a time.