Small and medium enterprises (SMEs) should become more involved in online marketing and can combine their campaigns with more traditional techniques, one expert has suggested.

A spokesman for the Institute of Direct Marketing (IDM) said this week that SMEs need to take full advantage of the many benefits that the internet can offer and that web marketing campaigns can be effective when used in line with mail and other mediums.

James Matthewson, a tutor for the IDM and founder of My Digital JAM Limited, said that smaller companies looking to maximise the effectiveness of their mail marketing online could be a great way to go.

"My view is that channels should be used in a complementary way. Email and Direct Mail have been proven by the likes of Boden to be very effective when used together," he said.

He added that internet marketing has taken some of the traditional advertising market and new innovations such as local search listings and mobile internet would do even more to "open up low-cost digital channels to SME businesses".

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