New Survey: Small and Medium Businesses Using Direct Mail, Facebook, and Multi-Channel Campaigns to Increase Their Sales

Taradel LLC, a 12-year-old martech 5000 company, revealed new research showing that small business advertisers have adopted data-driven multi-channel marketing strategies, with direct mail and Facebook being the primary channels (no reference).

Conducted in August 2021 via an online SurveyMonkey questionnaire, the survey surveyed 166 small business owners and advertisers with twenty-two questions related to marketing practices, channel effectiveness, and campaign management preferences. Notably, 68% of all respondents identified themselves as business owners, with an additional 26% in management or senior positions. When asked to what extent they have a say in purchasing decisions, 88% said “the top decision-maker” or “a lot to say.”

After more than a year of pandemic-related headlines, the report suggests that a small business recovery may be underway. Only 13% of respondents cite the COVID-19 strike as the biggest challenge and the majority (56%) of small and medium-sized enterprises (SMEs), which are highly susceptible to economic shock waves, say they “increase turnover”. the most important marketing goal of 2022.

To achieve sales goals, respondents will use strategic multi-channel campaigns and Martech solutions, which provide insight into key performance methods. More than 75% of respondents say they use two or more media outlets and 73% say access to performance reports is “extremely” important.

“We see the transition to multichannel happening very quickly,” said Jim Fitzgerald, founder, and CEO of Taradel. ‘Small businesses still run traditional campaigns, but now they also want to combine Facebook and Google ads. They want to reach guests at home and on mobile devices at the same time. This allows them to track every impression, click and call and make informed marketing decisions. “