Almost 75% of small businesses have included increased expenditure on e-mail marketing as one of their New Year’s resolutions, according to a VerticalResponse survey. Following close behind, many smaller companies plan an increase in utilization of social media as an online marketing tactic, with almost 7 out of 10 agreeing that there are many benefits to be cited by employing such a strategy. Conversely, over 70% of companies polled planned on cutting back on or getting rid of online banner advertising altogether.
The continued interest in e-mail marketing stems from the beliefs held by many small businesses of the benefits it can provide. The most commonly held opinion by those organizations who already participate in this marketing strategy is that it is an effective way of obtaining new prospects. This is also the most popular belief of small business that soon plan a foray into this field.
However, corporations that are currently in the process of implementing an e-mail marketing strategy do not see it as beneficial in terms of ROI or as a source of feedback on current campaigns, contrary to the opinion of small businesses with already established programs.
Source: eMarketer, November 24, 2009