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Grow Your Business Sales & Marketing

Marketing Mix: Small Businesses Favor Both Traditional and Digital , New Survey Shows

There's a place in the small business marketing mix for both physical and digital communications, a new survey shows. The majority of small businesses (76 percent) agree that an ideal marketing campaign should have a combination ofcombine traditional and digital elements.

In a survey of 500 small businesses, Pitney Bowes, the office systems maker, found that email (68 percent) and advertising (60 percent) were small businesses relied on most for marketing, following by social media (50 percent) and direct mail (44 percent).

More than half of the respondents said they are choosing new channels because they are found to be cost effective in communicating information to their current and potential customers. The only thing holding them back from increased use of multi-channel communications is limited resources and time.

The newest tool to enter the marketing mix is Quick Response (QR) codes, which have become increasingly visible in recent months. While some respondents acknowledge a lack of understanding and perceived complexity toward them, among those using them among those using them, almost half (45 percent) are usinghave them the codes on their business cards and are integrating them in direct mail (44 percent).

"Small- business owners are increasingly challenged to effectively communicate with their customers and prospects in ways they want to be reached," said Debra Thompson-Van, Pitney Bowe's marketing vice president. "As a result, businesses are recognizing the requirement, and opportunity, of adding new customer communications channels. However, they neaed tools that are easy to implement and more information on how to use them to help build their business. They need guidance isn managing those tools, and confidence they will see a return on investment."