31-01-2008
Good technology gives small businesses an edge
News by Adfero for Simply Business - independent providers of public liability insurance, business finance, landlord insurance, buy-to-let mortgages & commercial mortgages.
The Chartered Institute of Marketing (CIM) believes that marketing professionals within small to medium-sized enterprises (SMEs) are creating better campaigns, as a consequence of technology.
David Thorp, a representative from CIM - an international organisation specialising in business development and marketing - believes that when identifying a target audience for a media campaign, technology gives SMEs an edge over larger organisations.
Mr Thorp also recommends the use of new strategies to ensure that direct marketing correspondence is read by a business's target audience - such as using a stamp and writing the address by hand.
"Simplicity can be just as effective as creativity – the trick is to tailor the direct marketing to the needs and wants of the customer," said Mr Thorp. "It doesn't matter how creative the campaign is if the customer isn't interested by the offering."
However Mr Thorp cautioned against being too creative in case the message of the marketing is lost.