Multi-channel marketing for the small business takes many different forms. Direct mail is now supplemented, or even replaced, by electronic sales. Direct is ideal because it can be used economically by local and regional merchants to reach closely-targeted local geographic areas at a very low cost, even specific neighborhoods, like a lawn-care contractor serving geographically selected regions.
Direct is also essential for nationwide contacts, like buyers of out-of-print books. Sales can be increased substantially by breaking out of the local retail store trading area and going national.
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