SMEs missing out on web marketing claims research
Date: 25 June 2003 | Source
New research released by BT Openworld has discovered that less than a quarter of SMEs use the web as a marketing channel, despite the obvious advantages.
The study revealed that 32% of SMEs rely on personal visits to promote their products and services, with telephone communication coming a close second as a preferred way of marketing.
But less than one in four SMEs use the web and email to generate new business, which BT Openworld head of business broadband Jerry Thompson claims is "an important channel in the sales and marketing mix".
Thompson acknowledges that visiting customers and prospects is an excellent way of building personal relationships and encouraging sales, but said: "For SMEs looking to punch above their weight and compete with larger players, it may not be practical as it's such a time consuming activity."
He argues that the 24-hour nature of the web means potential customers can access sales and marketing information, making it a vital promotional channel.
"The web is an ideal tool for SMEs keen to build up awareness amongst their target audience, whether it's simply communicating via email, setting up a web site or full blown e-commerce and online sales engines," added Thompson.
New research released by BT Openworld has discovered that less than a quarter of SMEs use the web as a marketing channel, despite the obvious advantages.
The study revealed that 32% of SMEs rely on personal visits to promote their products and services, with telephone communication coming a close second as a preferred way of marketing.
But less than one in four SMEs use the web and email to generate new business, which BT Openworld head of business broadband Jerry Thompson claims is "an important channel in the sales and marketing mix".
Thompson acknowledges that visiting customers and prospects is an excellent way of building personal relationships and encouraging sales, but said: "For SMEs looking to punch above their weight and compete with larger players, it may not be practical as it's such a time consuming activity."
He argues that the 24-hour nature of the web means potential customers can access sales and marketing information, making it a vital promotional channel.
"The web is an ideal tool for SMEs keen to build up awareness amongst their target audience, whether it's simply communicating via email, setting up a web site or full blown e-commerce and online sales engines," added Thompson.
