Digital marketing has opened up direct mail to small and medium-sized enterprises (SMEs), as it allows them to reach a wide range of potential customers cheaply and effectively, the Institute of Direct Marketing (IDM) said today.

Innovations such as pay per click (PPC) search engine marketing provide SMEs with marketing opportunities that would not have previously been possible for them.

According to global internet information provider comScore, in August 2007 more than 750 million people aged 15 and older – 95 per cent of worldwide internet users – conducted 61 billion searches worldwide, an average of more than 80 searches per searcher.

James A Matthewson, a tutor at the Institute of Direct Marketing and founder of My Digital JAM Limited, said: “Historically, [direct marketing] campaigns of any notable scale and sophistication would have been expensive and prohibitive for SMEs.

“But the cost-effective nature of email, the ‘pay on performance’ nature of search and affiliate marketing means a small business owner can acquire customers without having to pay for media.”ADNFCR-8000151-ID-18356829-ADNFCR

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