For most small businesses, marketing budget is the primary factor that determines what a marketing plan looks like. The cost of traditional advertising channels like television and radio created a high barrier to entry, making it impossible for many small business marketing managers to effectively create brand awareness. But, because modern marketing channels generally have a much lower cost, they offer an excellent inroad for businesses that are just launching a marketing plan, it’s much more feasible to execute a plan across a wide variety of channels based on the campaign’s budget, audience, and outcomes.