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Valid Question ! I think it is the right thinking to select a medium rather than try to be on multiple mediums, so i feel this question is relevant and valid.
Marketers today face a challenge, a challenge to follow their high-value customers. Now, each person is marketing something or the other, whether it is a blog, a twitter account, facebook interactions. Follow your high-value customers by finding out which mediums they use, what they do on these medium, how they interact on these mediums.
There is no point in being on mediums where your high-value customers are not present.