Internet has made 'biggest difference' to SME marketing
Jan 17 2008
The rise of the internet 'has made the biggest difference' to direct marketing for SMEs, claim marketing experts.
According to the Chartered Institute of Marketing (CIM), digital communications are likely to overtake more traditional channels over the next decade.
However, David Thorp, director of research and information at the CIM, emphasises that legislation surrounding electronic communication has tightened up as the government attempt to clamp down on unsolicited marketing.
'The average customer now sees something in the region of 3,000 marketing messages every day, so it's more important than ever to make sure your message sticks rather than being ignored,' he says.
He concludes that by responding to changes, rather than viewing them as 'problems that need to be overcome', SMEs can be much more successful in their marketing strategies.
According to the Direct Mail Information Service, a UK source of information on the industry, research conducted in 2005 showed that the overall volume of direct mail has increased by 87 per cent in the ten years previous.
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