Small businesses have increasingly begun to adopt cross-channel strategies in the hopes of reaching the widest number of consumers. However, as direct mail revenues are slated to increase by 3.4 percent over the next few years, according to research from MagnaGlobal, it may be time to redirect some creative energy that way.
This, though, may prove easier than it sounds. Today's businesses, while having numerous channels and mediums at their marketing fingertips, are also being severely inhibited by a number of pressures, such as social media.
Social sites such as Facebook and Twitter allow companies to interact with consumers across the country and worldwide, but they also give these same customers a megaphone for the smallest of complaints.
According to New York Times blogger MP Mueller, the amplification of small issues has caused many businesses to choose the safe path, especially when it comes to marketing.
"With Web 2.0, public eviscerations by a vocal few can make companies extremely tentative, crippling innovation and creativity. When they hear squeaky wheels approaching, they reach for the nearest WD-40 – which often means locking down anything that isn't generically bland," Mueller writes.
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