Small-to-medium businesses (SMB) prefer to be contacted by marketers using traditional methods, new research has indicated.
While many direct marketers are turning to online channels to contact SMBs, a study has shown that this may not be the best strategy.
Bredin Business Information (BBI) has discovered that 43.5 per cent of SMBs rely most on newspaper and magazine articles with 43.6 per cent looking at direct mail, including letters, postcards and catalogues.
Although the survey was conducted stateside, the results could grab the attention of UK direct marketers currently concentrating all their efforts online.
BBI chief executive Stu Richards condluded: “[Marketers] are also moving online aggressively, to reach SMBs efficiently and learn how to get the most from new media opportunities.
“However, our survey of SMBs indicates that business owners are not nearly as enthusiastic about many online formats for business purposes – such as social networking – as marketers are.”