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sized companies and the smaller ones. Whereas the bigger companies clearly invested in
online marketing and social media, some smaller companies were not fully exploiting all
opportunities. There was even one company that did not want to post too much on
Facebook, because “it would scare off customers” (also applicable to e-mail marketing
possibilities, see further). “We don’t post too much on Facebook. Our customers are ‘high
end’ and we do not want to push them away.” (shop for kitchen utensils).There was also an
age ga Younger companies and start-ups were fully aware of the force of social media and
online marketing, and used it at full force.
Not less than 15 companies used e-mail marketing. Mailchimp was the most popular tool
used for sending out newsletters. However, not all of them used all the posibilities of
Mailchim "You can learn from a particular mailing which words were clicked on, who did
what. You can track your prospects all the way until you reach the last letter that they have
read it. But do we use that information? No!” (a service company for advising SMEs on
strategy). Using a database for e-mail marketing was also uncommon. Less than half (6) of
the 15 companies using e-mail marketing used a database (CRM) to target specific
audiences with their newsletter (direct marketing).
Despite their differences in the extent and quantity of use of digital, online and social media
marketing, nearly all the interviewed companies using these tools measured their output
and results i.e. by using Facebook insights, Google analytics or any other analyzing tool
available to them. The measurability of digital and online marketing tools was perceived as a
big advantage.
For most companies the popularity of offline marketing is still unchallenged.
Although the impact and ROI of offline marketing tools is much harder to measure; their
popularity and use is still unchallenged. The most popular one is sponsoring. Most of the
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