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Small Businesses, Nonprofits Stretch Dollars with Multichannel Marketing

Better customer engagement, acquisition as a result of multichannel programs

Small businesses and nonprofits aren’t exactly known for their huge spending power, and research found that making the most of the bucks they do spend was a top focus for such companies.

In a March 2014 study conducted by Constant Contact, “making marketing dollars go further” was the No. 1 marketing concern among US small businesses and nonprofits, cited by 59% of respondents. The majority were also worried about determining which marketing campaigns were the best to run—as better campaigns could deliver better return on investment.

Fully 82% of US small businesses and nonprofits had begun using multichannel marketing programs, which Constant Contact noted were more cost-effective—and thus one way to stretch marketing dollars while extending reach at the same time.

Out of those using multichannel marketing, 73% said they had seen success: Customer engagement was the business area that had benefitted the most, cited by nearly three-quarters of US small businesses and nonprofits. Customer acquisition had also seen a boost among respondents, at 57%.

Though multichannel marketing programs may have helped US small businesses and nonprofits in their efforts to make the most of their marketing dollars—and were proving to be beneficial—there was room for improvement in revenue increases: 40% of respondents who had seen success with multichannel marketing said earnings had risen as a result.

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