SMEs should combine various marketing mediums

Small and medium-sized enterprises should make the most of various types of marketing strategies by combining them.

That is according to the Institute of Direct Marketing, which has said that SMEs should rely on internet, direct mail and other marketing mediums to achieve the maximum effect.

James A Matthewson, a tutor for the Institute of Direct Marketing, also predicted that the internet will continue to grow as a marketing tool thanks to innovations in 2008.

He explained: "Channels should be used in a complementary way. Email and Direct Mail have been proven by the likes of Boden to be very effective when used together. Integration of marketing is key - testing channels to identify what they do best is a smart way to approach it

"Localised marketing, leafleting etc, hasn´t been dramatically affected - yet - by online. However, with emerging channels such as ´local search´ and mobile internet coming into the mainstream in 2008, this again will open up low-cost digital channels to SME businesses."

A recent survey by International Communications Research claimed that 18 per cent of respondents would be happy to receive marketing information via email.
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