A significant number of small businesses prefer connecting with consumers through a variety of tactics, including traditional approaches such as direct mail marketing.
The survey, conducted by Pitney Bowes, revealed that 76 percent of respondents reached consumers through an integrated marketing approach, using email, mobile, social media, advertising and direct mail to get the word out. Thirty-five percent of small businesses – those with 10 to 99 employees – use direct mail, while only 20 percent are using mobile marketing to target consumers. While mobile’s rates are growing in accordance with consumers’ smartphone adoption rates, many are businesses are still sticking to a traditional approach.
“Customers want to be reached through more than one channel,” said Debra Thompson-Van, vice president of Marketing at Pitney Bowes. “Yet, channels in use two to five years ago are still being used today. There’s been no drop in the use of traditional marketing.”
The Direct Marketing Association recently held its All for One conference, stressing the importance of integrating all channels in a streamlined approach, BtoB Magazine noted.
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