The squibble-squabble rectangle of pixels better known as a QR code is gaining in popularity among small business owners looking to add something new to their marketing mix.

Leave it to Pitney Bowes to weigh in on a survey that sampled 500 American adults that are business owners with 1-99 other employees. The majority of small businesses, 76% percent, agree their ideal marketing mix includes a combination of physical and digital communications.

The newest tool to enter the marketing mix is Quick Response (QR) codes. While some respondents acknowledge a lack of understanding and perceived complexity toward them, among those using them, almost half are using them on their business cards, 45 percent, and integrating them in direct mail, 44 percent.

Survey results also find that while email and advertising are used most often, social media and direct mail are neck and neck for third place.

Indeed, the results show that traditional and new digital marketing are co-existing to create effective campaigns. Business owners are integrating various channels to serve the needs of their wide range of customers.

“Small business owners are increasingly challenged to effectively communicate with their customers and prospects in ways they want to be reached. As a result, businesses are recognizing the requirement, and opportunity, of adding new customer communications channels," says Debra Thompson-Van, Vice President, Marketing, Pitney Bowes.

"However, they need tools that are easy to implement and more information on how to use them to help build their business. They need guidance in managing those tools, and confidence that they will see a return on their investment."

Pitney Bowes’s pbSmart family of products includes pbSmart™ Connections, an easy to use, customizable email solution that can deliver marketing messages through social media and mobile channels.

Survey results also find that while email and advertising are used most often, social media and direct mail are neck and neck for third place.

The results show that traditional and new digital marketing are co-existing to create effective campaigns. Business owners are integrating various channels to serve the needs of their wide range of customers.