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Vocus-SMB-Marketing-Channel-Effectiveness-Feb2013TV ads might get just a small share of SMB marketing budgets, but they’re perceived as extremely effective, according to results from a soon-to-be-released Vocus survey, conducted by Edge Research. The study found that 53% of respondents rated TV ads a top-2 box score on a 10-point scale of effectiveness. TV ads were rated as more effective than radio (43%), outdoor (43%), online display (42%) and print (31%) ads, and also beat out popular marketing channels such as search (SEO – 42%), social (40%), and email (39%).

The study shows that despite the rapid rise of digital marketing, SMBs still recognize the effectiveness of in-person contact. 62% rated person-to-person contact as very effective (the highest percentage of the 11 identified channels), while 46% said the same about events and trade shows. That mirrors results from a Constant Contact survey of small businesses, which found them citing in-person interactions as their most effective marketing activity. A survey of SMBs by Act-On Software also found them most often using personal interactions to acquire new customers.

Meanwhile, it’s not too surprising to see TV at the top of the list in terms of advertising channel effectiveness. Consumers consistently rank TV ads as having the most influence on their purchase decisions, so it stands to reason that marketers are finding them to be effective.

About the Data: The data is derived from a survey conducted online from October 24-November 5, 2012, among 601 email marketing decision-makers at small to medium sized organizations. Respondents were screened across the following criteria:

  • Corporation, government agency, or non-profit;
  • Annual revenue between $1 million and $50 million, with completes in the $1-$15 million range limited to 200;
  • No more than 1,000 total employees;
  • Have some role in decisions made about email marketing;
  • Have some knowledge of how the marketing budget is distributed;
  • Company or organization has their own email list and an email service provider.

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