According to Delivering for Business, a booklet from Canada Post, digital marketing should be mixed with physical marketing for small business success.
“In the current environment,” Canada Post states, “small business owners need to develop a plan that includes a combination of both digital and tangible marketing options. They simply cannot rely on a single channel.
“Many small businesses gravitate to social media marketing, such as Instagram, Facebook and LinkedIn, because it’s free or low cost and easy to set up. While digital marketing tools can be successful, Marc Cooper, president of Toronto integrated advertising agency Junction 59, points to direct mail as another way to help reach an audience – especially with the home currently playing a central role in all of our lives.”
Market research firm InfoTrends reports that “combining web, email and mobile with print translates into a 45 per cent increase in response rates compared to a digital-only media mix. And 86 per cent of marketers say that melding online channels with offline marketing as part of a synchronized campaign, is critical to long-term success.”
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