Mobile channels being used in favour of traditional marketing, finds research

An increasing number of companies are abandoning traditional marketing techniques in favour of online and mobile channels, according to research from Pitney Bowes.

Cited by, figures from Pitney Bowes’ new report claim over a quarter of firms report that traditional offline marketing accounts for just ten per cent of their total marketing activity. In addition, a further 22 per cent state they have no traditional marketing activity whatsoever.

The oldest business are most likely to have left traditional marketing behind with a third doing less than five cent of marketing using standard offline tactics.

More than half of micro-businesses admit that traditional techniques account for less than ten per cent, with many opting to focus on mobile marketing and online avenues to grow their business.

For example, confidence in mobile marketing is growing, with mobile SEO and QR codes attracting twice as much interest as it used to.

Ryan Higginson, vice president of Digital Channel Europe at Pitney Bowes, commented on the statistics: “Many SMEs’ success, and even survival, can depend on targeted, effective and easy-to-implement marketing that covers a multitude of channels.”

Pitney Bowes’ research follows figures from Gartner, cited by, which suggests worldwide smartphone sales grew by 42.9 per cent year-on-year.

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