Step 2- he identifies as knowing where you will spend your budget. Now this is tricky, but if you think about it knowing how to best reach your demographic is tied to point #3 in his article; measuring performance.
Knowing how to reach your demographic is only attainable [in this writer’s opinion] by using a little common sense and measuring performance [ROI] of your spending. In other words, am I reaching the right people, at the right time, with the right message?
Hope this small tidbit helps. Let us know how we can help with anything SEO/Web/Design/Etc…
Your Friends at Nicasio Design