Companies working from serviced offices in Northampton may wish to make sure their marketing strategies involve customer profiling.
This is following the advice of Matt Eve, author of The Essential Guide to Small Business Online Marketing and owner of Betterbusinessresults.com, who said social media is particularly good for targeting younger demographics.
However, older people may prefer face-to-face communication or brochures and businessmen might be better reached through trade magazines, he noted.
"You really have to tailor your marketing to your audience," the expert declared.
He further stated that online methods of advertising require a great deal more effort than many firms put into them, as there is a "constant requirement to provide content".
"If you're going to do it properly then there is actually quite a lot of work involved," Mr Eve asserted.
His comments echo the advice of Stefan Drew, founder of Stefan Drew Associates, who said traditional methods of reaching potential customers, such as direct mail and one-to-one communication, can still provide results for enterprises.
