smallbusiness.co.uk: Helping your business think big

Email a Friend

Small businesses favour online and mobile marketing over traditional methods 
Mobile QR codes are attracting investment from businesses

Companies are abandoning traditional marketing in favour of online and mobile channels, research finds. 

Some 26 per cent of small and medium-sized enterprises (SMEs) report that traditional offline marketing accounts for just 10 per cent of total marketing activity with a further 22 per cent stating that they don’t do any at all, according to research by Pitney Bowes. 

Micro-businesses are the most likely to have moved away from traditional offline marketing; in total more than half (54 per cent) say that it accounts for less than 10 per cent of their marketing and that they favour mobile and online avenues to grow their business. 

Print advertising looks to be worst hit; while 40 per cent of SMEs have used it previously, only 28 per cent plan to invest further in this tactic in 2013. 

Direct mail is still playing a key part in the marketing plan. A fifth of businesses are looking to make an investment here in the next year, although the multichannel approach taken by many SMEs means some funds are being diverted online. 

In contrast, confidence in mobile marketing is growing with mobile QR codes, mobile-optimised websites and mobile payments all attracting investment from more SMEs than ever before in 2013.  

Additionally, mobile SEO and QR codes are now attracting nearly twice as much interest as previously.

Ryan Higginson, vice president of Digital Channel Europe at Pitney Bowes says, 'Many SMEs’ success, and even survival, can depend on targeted, effective and easy-to-implement marketing that covers a multitude of channels. 

'Offline will always play a very important role in any strategy but online has really come to the fore.'

The oldest businesses are most likely to have left traditional marketing behind, and a third are doing less than 5 per cent of marketing using standard offline tactics. 

See also: Retail marketing

Related topics: Marketing business

Previous article

Customer engagement top priority for small businesses this year

Next article

Small businesses sharing resources with other companies 

Post a comment

Related

News | Management

BT aiming to favour small businesses

News | Management

Boost to help small businesses trade online

Blog post |

Gordon Brown's budget for businesses and individuals 

News | Management

Online marketing aids small firms

Small Business Offers

More from Small Business

Starting a Business
A small business guide to self employment

A small business guide to self employment

David Bird, founder of Online Mortgage Advisor, discusses the procedure to follow for those who...  

Financing a Business
What I learned from my crowdfunding experience

What I learned from my crowdfunding experience

Henry Catchpole broke the record for the quickest close on crowdfunding website Syndicate Room. Here, he...  

Running a Business
Why you must take advantage of cultural shifts in the workplace

Why you must take advantage of cultural shifts in the workplace

The future of the workplace is changing, and making sense of this new world of...  

Blog
Small businesses find the going tough in modern economy

Small businesses find the going tough in modern economy

More than three quarters of SME leaders are not confident in the steady recovery of...