This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Customer Engagement A Major Focus Of Small Business Technology According To Constant Contact Technology Pulse Survey

The importance of customer engagement to small businesses has grown as the economy continues to struggle to recover and, according to new survey data from Constant Contact®, Inc. (NASDAQ: CTCT), small business owners are evaluating their technology tools through an engagement lens. Sixty percent of respondents said online survey tools were the most effective at engaging existing customers, followed closely by digital loyalty/frequent shopper tracking systems (56 percent), with customer relationship management systems (46 percent), email marketing (45 percent), and contact management tools (38 percent ) rounding out the top five responses.

“Eighty-two percent of small business owners have said their main source of new business is referrals, so it’s no surprise they’re taking a hard look at technologies that boost social visibility and feed the referral engine,” said Joel Hughes, senior vice president, strategy and corporate development, Constant Contact. “To succeed, small business owners have the difficult task of keeping pace with a rapidly evolving technology landscape. When you consider that they now see digital loyalty, which was not even on the horizon a few years ago, as the second most effective way to engage customers, I think they’re up to the challenge.”

The Art of Attraction

Another newcomer to the scene is the daily deal, which has already made a big impression on small business. Though sometimes viewed as controversial, when small business owners were asked which technology tools they see as most effective in attracting new customers:
  • 53 percent said daily deals.
  • 51 percent said Internet ads.
  • 38 percent said web listing sites.
  • 37 percent said social media ads.
  • 29 percent said online coupons.

“Deals can be a powerful tool,” said Dave Gilbertson, vice president and general manager, SaveLocal™ from Constant Contact. “But perhaps more than any other tool, they need to be done right or they can be highly detrimental to a small business owner. That means giving small businesses greater control. SaveLocal from Constant Contact has found success by structuring deals so that the merchant controls the discount and volume, an important differentiator because of the tight margins small businesses operate on.”

Marketing Crossroads

The intersection of attracting new customers and engaging existing customers is the critical crossroads for small businesses. When asked which tools are effective at both attracting and engaging customers:
  • 77 percent said websites.
  • 69 percent said blogs.
  • 60 percent said social media.
  • 59 percent said video hosting sites, like YouTube.
  • 52 percent said event management tools.
  • 50 percent said email marketing.

This fairly even distribution of marketing tools indicates that a complement of in-person and online interactions, supported by the foundation of email, and amplified by social media, creates effective customer awareness and sustainable connections. “Email consistently ranks high as an effective marketing tool for small businesses,” said Hughes, “and it’s interesting to see how small businesses are now successfully integrating it with emerging social platforms to strengthen customer engagement.”

1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
AAPL $95.31 1.80%
FB $117.58 -0.83%
GOOG $695.16 -0.44%
TSLA $234.47 -3.00%
YHOO $36.18 -0.96%


Chart of I:DJI
DOW 17,767.03 -124.13 -0.69%
S&P 500 2,064.74 -16.69 -0.80%
NASDAQ 4,776.10 -41.4940 -0.86%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs