UK based SMEs leave traditional marketing behind in favour of digital
UK SMEs are leaving traditional marketing strategies behind and are instead choosing digital marketing channels. That is according to research from Pitney Bowes.
Of those businesses surveyed, 26 per cent are spending only 10 per cent of their marketing budget on traditional, non-digital, marketing activities, with 22 per cent claiming they spend nothing at all on traditional marketing.
Small businesses appear to have embraced digital marketing the most, with 54 per cent claiming they prefer online and mobile marketing as ways to develop their business.
Traditional strategies are suffering at the hands of digital marketing. Printed advertising has been hit the hardest, with only 28 per cent of SMEs planning to use this again in 2013. In contrast, direct mailing is still popular, with 20 per cent of SMEs seeking to employ this in the coming year.
Whilst confidence in traditional marketing is on the wane, mobile marketing is attracting more spend. Optimised websites, mcommerce and payments and QR codes are all proving of interest to SMEs. It is expected that mobile marketing will see an increase in investment from SMEs this year.
According to Ryan Higginson of Pitney Bowes:
“Many SMEs success, and even survival, can depend on targeted, effective and easy to implement marketing that covers a multitude of channels. Offline will always play a very important role in any strategy but online has really come to the fore.”
It is clear that the future of marketing for SMEs is digital. Whilst some elements of traditional marketing will continue to exist, the main driving force is likely to be mobile.