A recent Gartner press release about CRM Predictions for 2010 and Beyond says "by the end of 2011, more than 90 per cent of Fortune 1000 marketing campaigns will include online marketing, up from 50 per cent in 2009." That's almost double in 2 years. Gartner goes on to say that "marketers will see a 10 to 20 per cent savings in marketing communications as a result of precise attribution metrics for campaigns". In otherwords, the focus in marketing is to deliver more relevant campaigns to the right targets, and measure results more accurately. Businesses can't afford ineffective campaigns.
How do small businesses do the same? Relevant, targeted messaging. Measured campaign results. The same attribution metrics that Fortune 1000 marketers are using can be measured by small businesses, in email and in other media. How many customers downloaded an attachment? How many responded to a survey? How many retweeted a post, or joined a community group? It's not about how many you can reach, but knowing how to get them to reach back, and controlling your marketing spend that way.