BTO - SMEs Ignore Online Promotion
Posted: 25th Jun, 2003 By: MarkJ
The latest research out of UK ISP BTOpenworld suggest that small and medium sized businesses have not yet discovered the advantages of using the Internet to promote their company:
SMES HIT THE ROAD BUT IGNORE THE INFORMATION SUPERHIGHWAY
Three-quarters of SMEs (Small and Medium-sized Enterprises) have not yet switched on to the web and email to promote their businesses.
Research by BT Openworld found that 32% of SMEs rely on personal visits to promote their company. Telephone communication, such as cold calling, was the second most popular way of advertising products and services with 30 per cent.
However, fewer than a quarter of the SMEs questioned use the web and email to drum up business. As a result, they're missing out an important channel in the sales and marketing mix - one which ensures that information about their business is widely available, 24 hours a day.
Jerry Thompson, head of business broadband at BT Openworld said: "The more people who know about you, the bigger your business potential. Visiting customers and prospects is an excellent way to build up personal relationships and encourage sales. However, for SMEs looking to punch above their weight and compete with larger players, it may not be practical as it's such a time consuming activity.
The web on the other hand is an ideal tool for SMEs keen to build up awareness amongst their target audience, whether it's simply communicating via email, setting up a web site or full blown e-commerce and online sales engines," he added.
One business that is already reaping the rewards the web offers is Cutting Edge Mowers in Clacton. Owner, John Barrett, explained: "The idea behind using the internet to expand our business was simple. It allowed us to take our small, locally run company, and showcase it on a far larger scale. It also provided us with new ways to promote the firm, and a new medium to interact with our established and prospective customer base. Most importantly, it offered us a new channel to sell by."
SMES HIT THE ROAD BUT IGNORE THE INFORMATION SUPERHIGHWAY
Three-quarters of SMEs (Small and Medium-sized Enterprises) have not yet switched on to the web and email to promote their businesses.
Research by BT Openworld found that 32% of SMEs rely on personal visits to promote their company. Telephone communication, such as cold calling, was the second most popular way of advertising products and services with 30 per cent.
However, fewer than a quarter of the SMEs questioned use the web and email to drum up business. As a result, they're missing out an important channel in the sales and marketing mix - one which ensures that information about their business is widely available, 24 hours a day.
Jerry Thompson, head of business broadband at BT Openworld said: "The more people who know about you, the bigger your business potential. Visiting customers and prospects is an excellent way to build up personal relationships and encourage sales. However, for SMEs looking to punch above their weight and compete with larger players, it may not be practical as it's such a time consuming activity.
The web on the other hand is an ideal tool for SMEs keen to build up awareness amongst their target audience, whether it's simply communicating via email, setting up a web site or full blown e-commerce and online sales engines," he added.
One business that is already reaping the rewards the web offers is Cutting Edge Mowers in Clacton. Owner, John Barrett, explained: "The idea behind using the internet to expand our business was simple. It allowed us to take our small, locally run company, and showcase it on a far larger scale. It also provided us with new ways to promote the firm, and a new medium to interact with our established and prospective customer base. Most importantly, it offered us a new channel to sell by."
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