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Three-Quarters of Small Businesses Believe Ideal Marketing Strategy a Mix of Print and Digital

Although many small businesses agree that multichannel marketing can be a time-consuming endeavor, most acknowledge that an integrated strategy is ideal, according to a survey released Friday by Pitney Bowes.

The study found 76 percent of small firms believe the ideal marketing mix includes both physical and digital communications channels. In addition, 72 percent claim they would engage in the strategy more if they had appropriate customer relations tools.

The survey also noted the growing ubiquity of quick response codes, which 45 percent of respondents claim they include on their business cards, while another 44 percent say they integrate the bar code-like devices into their direct mail campaigns.

"We know that customers do find value in connecting to their customers how they want to be communicated with," said Debra Thompson-Van, vice president of marketing at Pitney Bowes. "Companies are discovering that a combination of marketing channels is most effective in reaching prospects and customers."

The survey bolsters a number of other recent surveys on print marketing. For example, a recent Capital One study found nearly two-thirds of small firms are invested in print advertising.

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