Direct mail and Facebook most popular for SMB advertisers: Taradel survey

Taradel (Glen Allen, VA), a provider of multichannel marketing campaigns, has released the results of a new survey, revealing that small and medium-sized business (SMB) advertisers have embraced data-driven, multichannel marketing strategies – with direct mail and Facebook cited as the top non-referral channels driving ROI. The survey, conducted in August of 2021, polled 166 small business owners and advertisers. Notably, 68% of all respondents identified themselves as business owners, 26% held management or senior-level roles, and 88% said they were the “primary decision-maker” or had “a lot of say” in marketing strategies.

The report insisted that small-business recovery is well underway. Just 13% of respondents listed Covid-19 disruptions as their biggest challenge. The majority (56%) of SMBs cited “increasing sales” as the primary marketing goal heading into 2022. To achieve sales goals, said the report, respondents will need to embrace strategic, multichannel campaigns and MarTech marketing solutions that provide insights into key performance metrics. Over 75% of respondents said they use two or more media channels and 73% said that access to performance reporting is “extremely important.”

Jim Fitzgerald

“We’re seeing the shift to multichannel happen very quickly,” said Jim Fitzgerald, founder and CEO of Taradel. “Small businesses are still running traditional direct-mail campaigns, but now they want matching Facebook and Google ads too. They want to simultaneously reach audiences at home and on mobile devices. This allows them to track every impression, click, and phone call to make better-informed marketing decisions.” Other key findings: 76% use two or more channels to reach prospects; 82% of direct-mail advertisers plan to increase or maintain usage; 95% plan to increase or maintain digital marketing investments; and Facebook and direct mail are the top revenue drivers (excluding referrals).

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