'SMEs can now afford direct marketing'

15th November 2007

Digital marketing has ensured that small-to-medium sized enterprises (SMEs) can now afford direct marketing campaigns, according to the Institute of Direct Marketing.

It explained that email marketing strategies, paid search and affiliate marketing can all be used to reach new customers in a "cost-effective" way.

Tutor for the institute, James A Matthewson said that paid search advertising means SMEs can now target consumers at a low cost by advertising next to related local search results.

"Beyond local, it is now possible for SMEs to build themselves a national, if not global brand using the web as a 'shop window' to the world," he added.

SMEs were advised by the institute to "stick to the basics" before trying to promote themselves via social networking sites.

Global internet information provider comScore reported that 750 million people aged 15 or over - 95 per cent of the global internet audience - conducted 61 billion searches worldwide.