Where Small To Mid-sized Business Owners Seek Information |
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In a recent survey by Bredin Business Information, SMB owners reported newspapers, magazine articles, direct mail (including letters), postcards and catalogs as the preferred sources for information on products and services. Ranked last were unsolicited phone calls and social networking sites. |
Research suggests there are advantages depending on your target audience. Marketers are moving more resources online because of its flexibility, targeting and analytical metrics which help better define the return on investment. However, if it is small- to mid-sized business (SMB) owners you seek, online tools alone may not provide the best leverage. An integrated approach of traditional and new media may prove most fruitful.| Marketers are moving more resources online because of its flexibility, targeting and analytical metrics which help better define the return on investment. | These executives did express they have a tendency to look online for referrals from friends, search engine research, educational websites and eMail newsletters. An integrated communications program that leverages the tactile strengths of traditional tools with the flexibility, personalization and metrics of online resources may provide the best solution. An example would be a direct mail piece (something as simple as a personalized letter) that leads recipients to a targeted landing page from which you can collect additional contact information (opt-in registration) and use a series of auto-responders to help solidify a relationship. |
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