Internet marketing opens up new retail world to SMEs

Internet marketing opportunities allow small and medium-sized enterprises (SMEs) to access a wide range of potential customers in a cheap and effective manner, an industry spokesman has said.

James A Matthewson, who tutors at the Institute of Direct Marketing, said that opportunities such as PPC marketing and SEM are pre-requisites for websites in this digital age.

He commented: "Digital marketing, which encompasses the internet (email, RSS etc.) and web (websites and microsites, community sites and social networks), has opened up DM to the SME market.

"Historically, DM campaigns of any notable scale and sophistication would have been expensive and prohibitive for SMEs, but, the cost-effective nature of email, the 'pay on performance' nature of search and affiliate marketing means a small business owner can acquire customers without having to pay for 'media'."

There are a number of cheaper digital advertising options, he continued.

"The most obvious example of this is in paid search (PPC) via channels such as Google AdWords. SME businesses can now advertise contextually alongside consumer searches for local suppliers."