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Small businesses need to deliver "the right message to the right people in the right way", an expert has emphasised.
Peter Hawtin, director of marketing consultancy Brand New Way, explained that at present the typical business start-up does not understand "what marketing really means" - and does not have a clear enough idea about their customer base.
He continued: "There is confusion between marketing and advertising.
"When I go and talk to small businesses and ask them simple questions it is clear to me that they havent really thought about marketing."
Mr Hawtin emphasised that successful marketing is about far more than "knocking up an ad".
According to Brand New Way, small companies would benefit from following a clear marketing plan with several stages.
Mr Hawtin explained: "The first part of marketing is getting very clear about the target audience.
"The second part is to ask what is the problem the business is trying to solve?
"Thirdly, once you know who you are talking to, [ask yourself] what is the solution?."
The good use of web design and web services is an increasingly popular means for small firms to increase the effectiveness of their marketing.
Recent figures from the Direct Mail Information Service revealed that consumer direct mail generates over £27 billion worth of business every year and accounts for 12.5 per cent of all advertising expenditure.
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