Email marketing is just one of the campaigns marketers are actively looking to improve measurement of.

Small businesses looking to improve their customer service on the web have more options than ever in terms of collecting information from their prospects and customers. According to a report from Maritz Research, email, social media and phone calls are three of the most popular methods consumers use to provide feedback to businesses of all sizes.

Twenty-nine percent of respondents said they have reached out to a company through Facebook, and 8 percent have turned to Twitter. However, just 8 percent and 1 percent said they prefer these platforms, respectively, over other platforms to offer feedback.

More than half (52 percent) said they were most likely to use email to relay feedback to companies, and 75 percent of respondents affirmed they have used email to reach out to an SMB at some point.

For SMBs, encouraging customers to provider feedback can be a strong method of informing content marketing campaigns, along with making improvements to products and services in line with the suggestions.

Social media marketing, meanwhile, is becoming increasingly popular among younger adult demographics, which means SMBs will likely be expected to maintain presences in the channel moving forward. Maritz found roughly one-third of all business feedback from 18- to 24-year-olds currently happens on social networks. As such, social’s value as a channel for culling audience insights rises.

ContentLEAD recently reported that social can also be beneficial for SMBs in terms of driving sales, as 62 percent of consumers say a purchase decision has been influenced by a business’ social campaign.