Internet offers SMEs a 'shop window to the world'
Nov 15 2007
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The growth of digital marketing has provided SMEs with a whole new range of marketing opportunities, offering them cheap and cost-effective ways to reach potential customers, a direct marketing expert claims.
Thanks to the appearance of strategies such as e-mail, search and affiliate marketing, small businesses are more able than ever before to launch effective campaigns to win new customers, states James A Matthewson, a tutor for the Institute of Direct Marketing.
He also highlighted the potential offered by the internet for any SMEs looking to build a global brand without the need to run a larger-scale operation.
'The cost-effective nature of email, the 'pay on performance' nature of search and affiliate marketing means a small business owner can acquire customers without having to pay for media,' Mr Matthewson explains.
'It is now possible for SMEs to build themselves a national, if not global, brand using the web as a 'shop window' to the world,' he adds.
Figures provided by ComScore indicate that, in August 2007, there were 61 billion searches conducted by internet users worldwide, an average of 80 by every person using the web.
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