Get good advice. Do your research: ask around and hire a reputable agency. You should both be on the same wavelength - the people there need to know your sector and the demographic you're trying to reach.
Embrace social networks. Don't dismiss social networking as a teenage fad. Use tools such as Twitter and Facebook to foster a two-way dialogue with customers. They provide feedback (good and bad) about your brand.
Make sure your website works. It's often the customer's first port of call. If your parents find it complicated and unintuitive, so will they.
Keep it simple. Know what you're doing and why. Because it's so straightforward (and inexpensive) to keep adding more 'stuff' to web pages, people find it hard to resist the temptation to do so. Don't fall into this trap.
Don't forget data protection. Unfortunately, you can't just send e-mails to everybody with an e-mail account. Not only is spam annoying, it can also be illegal. Swot up on data protection laws.
Integration is key. All the various bits of your digital strategy need to work together if it's to make an impact. Take a holistic approach and be consistent through all channels.
Measure it. As dull as it may be, the analysis of stats such as website figures and click-through rates from e-mail shots is absolutely essential. All of this work is pointless if nobody's reading it, right?