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Study shows that UK SMEs favour online over traditional marketing

Posted on June 4, 2013

 

A new study has confirmed that SMEs in the UK are choosing mobile and online platforms over some of the more traditional marketing routes.

Carried out by Pitney Bowes, the study showed that more than a quarter of SMEs say traditional methods account for less than 10% of their overall marketing.

According to the survey, traditional marketing has fallen out of favour – with 22% of those surveyed reporting that it doesn’t achieve anything for their business.

The rise in popularity of mobile marketing matches the UK’s increasing love for smartphones. Research byOfcom has shown that huge numbers of teenagers (47%) and adults (27%) now own and use smartphones – with 59% of smartphone owners only acquiring their chosen mobile device in the last 12 months.

Ofcom also found that smartphone use has doubled since 2010, and predicts that by 2015, more than half of the UK’s population will own one.

Not all traditional marketing strategies are on their way out. The Pitney Bowes study did find that direct mail campaigns have remained popular among SMEs.

The vice president of Pitney Bowes’ Digital Channel Europe, Ryan Higginson, said that the survival of manySMEs depended on multi-channel, targeted marketing.

The study also found that older businesses are much more likely than younger companies to have moved on from using traditional advertising. Businesses now purse a variety of online strategies, delivering newsfeedsthrough a website or social media page and using search engine optimisation.

According to the Pitney Bowes study, less than 5% of older businesses now pursue offline strategies.

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