Small businesses rely in the main on traditional forms of marketing, including direct mail, but they are beginning to recognise the advantages offered by taking strategies online.Peter Hawtin, director of Brand New Way, said that companies need to focus on putting across the "right message to the right people in the right way".He added: "Therefore, what is the right solution for one business may be different to others, but certainly direct marketing and traditional marketing still have a role to play but it is getting harder."Figures from the Direct Mail Information Service show that direct mail accounts for 12.5 per cent of total advertising expenditure in the UK.Mr Hawtin said that most smaller firms use traditional marketing methods, "but increasingly people are finding the benefits of online marketing; emails, newsletters and a tiny number are even more advanced [and are] looking at doing blogs".A recent study from the Direct Marketing Association revealed that email marketing has surpassed direct mail for the first time, with volumes increasing by 52 per cent year on year.© Adfero Ltd