How have SMEs adapted marketing in light of the current climate?

Measuring effectiveness can be a difficult task, even for marketers with piles of cash ready to pump into it. For those who don’t, well, it becomes even more imperative to spend money wisely.

Such has always been the way for SMEs, of course, but in difficult economic times how marketing spend should be allocated – and thereafter tracked – has never been harder to judge. It begs a simple question: what is important to SMEs right now?