Small businesses 'have many online direct marketing opportunities'

Online direct marketing tactics, such as email, can help a company to succeed, it has been claimed.
In a column for ClickZ, industry expert Stephanie Miller said small businesses have a number of natural advantages when carrying out online direct marketing campaigns.

Such companies were more "nimble" than larger firms, she said, adding that small businesses often take on the personalities of their founders and employees which can be "a perfect starting point" for online direct marketing campaigns.

"Owners can win big with email marketing, and today´s technology makes it easier than ever," Ms Miller stated.

She continued: "Email is a dialogue channel, and while many still use it like a broadcast medium, the real opportunity is to engage in conversations that nurture sales and loyalty."

Last week, writing on the website, marketing specialist Jeanne Jennings said referring to current issues in emails can help companies engage with customers more effectively.

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