Small to medium UK businesses embracing digital presence to keep customers informed

• Wednesday, 02 December 2009

This survey shows that small and medium businesses are showing real imagination when it comes to choosing marketing techniques

Over three quarters of small to medium sized companies in the UK are confident when using the internet to interact with customers, according to new research published today.

A survey from Daryl Willcox Publishing, entitled ‘How Do Small to Medium Businesses Market Themselves?’ revealed that half of those questioned were very confident when communicating with existing and potential customers online, while a further 35% were fairly confident. 285 companies ranging from 1 to 250 employees took part in the research.

Results showed that using social media as a marketing tool is becoming increasingly popular among businesses. More than one in four (27.5%) said that they were already utilising platforms such as blogging, Twitter, Facebook and forums as part of their activity.

The companies surveyed, which covered over 80 industries including catering, health and fitness, construction, automotive, property, education and finance, were also using a range of external marketing services to increase their online presence. Over half had paid for services such as email marketing and search engine optimisation. Nearly a fifth had invested in external PR services.

“This survey shows that small and medium businesses are showing real imagination when it comes to choosing marketing techniques,” said Daryl Willcox, founder of Daryl Willcox Publishing. “Companies realise the importance of being visible online and are recognising the benefits of having an up-to-date digital presence. Many are embracing social media and combining this with more traditional marketing methods. And the significant number of SMEs investing in PR services or press release distribution shows they understand the enhanced value of PR in an increasingly digital world.”

The research found that a quarter of businesses regularly communicate with customers; informing them about offers and services every week. 23% surveyed contacted customers every month, and a further quarter every few months. Over half (57%) agreed that informing their customer base of new products, services and changes was very important, with a fifth stating it was quite important.

When questioned about use of trade magazines, 88% said they read relevant publications to keep up to date with developments and competitors in their industry. The ways trade magazines are influencing businesses range from putting new business processes in place (32%), training staff in new areas (21%), targeting new customer demographics (27%) and implementing new technology (28%).

40% of those who took part in the research said they had advertised in trade magazines. However, direct mail was the most widely used medium to publicise services - 60% of businesses said they marketed themselves this way. 43% used press release distribution services, while 35% had taken out newspaper advertisements.

Almost all (97%) of the businesses surveyed had a website, with 2% planning on introducing an online presence. Only 1% didn’t have a website and were not intending to build one.

For more comment on the survey results see Daryl Willcox's blog post.

About Daryl Willcox Publishing

Daryl Willcox Publishing (www.dwpub.com) provides information services for journalists and public relations companies. Launched in 1997, the company connects media professionals to create opportunities for timely, relevant press coverage. Products include the Response Source Journalist Enquiries System, SourceWire and Response Source press release wires, the Freelance Journalist Directory and the FeaturesExec media database. Over 2,500 companies use Daryl Willcox Publishing's media relations services, including around 120 of the top 150 PR Companies.

For further information please contact:

Laura-May Coope / Claire Armitt
flannel
Tel: 01273 779492 / 01273 779449
Email: laura-may.coope@no-flannel.com / claire.armitt@no-flannel.com

This press release was distributed via SourceWire, a service from Daryl Willcox Publishing, on behalf of Daryl Willcox Publishing. For more information visit http://www.dwpub.com/pressreleasewires