Direct marketing gives SMEs an 'advantage'
Jan 22 2008
SMEs can benefit from direct marketing more than larger companies through getting to know their customers individually, claim business experts.
The Chartered Institute of Marketing (CIM) says that the 'strongest benefit' SMEs can take from direct marketing is to target existing customers rather than using it as a tool to attract new ones.
David Thorp, director of research and information at the Chartered Institute of Marketing, says: 'The information you have about people who've bought from you before gives you knowledge about what they're likely to buy.'
This allows SMEs to tailor products to individuals who are likely to buy the specific product or service in the campaign, and omit those customers who aren’t going to be interested.
Mr Thorp adds that this 'creates a more effective relationship' between business and customer.
According to the Direct Mail Information Service, a UK source of information on the direct mail industry, research conducted in 2005 showed that the overall volume of direct mail has increased by 87 per cent from the ten years previous.
There are currently no comments on this article
Comments