Stamford, Conn.—Small businesses still rely on traditional channels for their primary communications with customers and are missing out on newer channels such as social media, according to a study by Pitney Bowes.
The study, “2012 Small Business Marketing Survey,” was based on an online survey of more than 750 Pitney Bowes small-business customers.
According to the survey, 46% of small businesses rely on email as their primary channel for communicating with customers, followed by phone (22%) and direct mail (11%). None of the small businesses responding said they rely on social media as their primary channel to communicate with customers.
The study also found that 73% of small businesses are not measuring the results of their email marketing efforts and 80% are not measuring the results of direct mail campaigns.