Small to medium businesses often spent tremendous amount of their time and money in contacting the customer directly and retaining the warm relationship with them. But many times they won’t get the expected response from customers. This is because there are many other factors outside a small business marketing plan which can influence customer decisions. Here are some of them.

• Media – which include newspapers, magazines, televisions, etc. The big companies have made these as their prime advertising tool and customers, by ads, are regularly get updated about new products/services, new features, prices changes, etc.
• Internet – With socializing Web 2.0 technologies, internet now can influence customer decisions. Blogs, forums, videos all play their part in it. Many customers give priority to information on internet upon other types.
• Event speakers and analysts – surely everyone has their own views and thoughts, and often they want to express it to the world.
• Reviews of unhappy existing customers.
  
• Trade shows and similar product contacts – These allow customers to get up-to-dated with current happening in various industries and with product quality enhancements.
• Comparison charts and tools. Every company wants to promote their product(s), and every product differs in their features and quality.
• Competitors’ marketing plans and direct customer contact. You know the impact of them.