Small Business Digs Deep Into Marketing Mix

8 July 2010

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Ninety per cent of our clients are SMEs. We know they are using a lot more web advertising. They may have been on page four of the Google search rankings a year ago and they would've been much less likely to pump money into pay per click. Now, appearing on page one or two of Google search has actually encouraged them to pump a lot more into the web [as Google rewards fast websites with better rankings].

There is a fairly shortsighted approach to non-measurable marketing. Part of the reason why people favour digital media is its measurability.

I'm a strong believer in a joined-up approach. I think that it definitely works. We know from our own activity that if we take press out, we see a dip [in people calling to enquire about our products]. If we put press back, even though you can't directly attribute it, things go back up again. It all works together, and I think the more traditional media are as valid as they've ever been.

Paul Harris, marketing director, UKFast

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