SMEs should combine internet and postal marketing
Dec 28 2007
SMEs should use the internet and postal marketing in a 'complimentary way' to ensure maximum effectiveness, says a marketing expert.
James A Matthewson, a tutor for the Institute of Direct Marketing and founder of My Digital JAM, states that email and direct mail have been proven to be very effective when used together, as have search engine adverts and local radio campaigns.
He says: 'Integration of marketing is key – testing channels to identify what they do best is a smart way to approach it.'
'For SMEs, it's all about profit, so ensuring their activity delivers a positive return on investment is key,' adds Matthewson.
The internet is expected to grow as an effective marketing tool for SMEs. Innovations such as 'local search' and mobile internet are set to grow as emerging marketing channels in 2008.
A recent survey by International Communications Research claimed that 73 per cent of respondents would be content to receive marketing information via postal mail, compared to just 18 per cent for email.
There are currently no comments on this article
Comments