Innovative marketing in SMEs
"Research was conducted into the use of innovative marketing amongst eight small to medium enterprises (SMEs),
using interviewing and observation techniques. The findings suggest that innovative marketing is present in much
of SME decision-makers' thinking and marketing activity. Being unique or different from their competitors does
not so much relate to business success as to a strong customer focus: SMEs often use ‘incremental rather
than radical innovations’ to reduce the risk to customers of dealing with a small company."
Journal of Strategic Marketing, Vol 17 (5), pp383-396
SMileS sees text messaging as a way for SME's to differentiate their offer from an improvement of their customer communications. Texts are a great way to send direct, relevant, timely and when possible personalised messages of benefit to the recipient. This will then add-value to the company-customer relationship, building barriers of entry from competitors.
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