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Small Businesses Step Up Online

Social media to get biggest bump

December 21, 2009

Like their larger counterparts, small businesses will be doing even more marketing online in 2010, according to studies from Vistaprint and Ad-ology.

Vistaprint found that small businesses would be increasing marketing activities in social media, online and search advertising, and e-mail most in the next year, with e-mail marketing currently their top tactic.

Marketing Tactics Currently Used or Planned in the Next 12 Months by US Small Businesses, August 2009 (% of respondents)

The largest group of small businesses, 19%, also rated e-mail marketing their most important tactic, and it was also the No. 1 activity that had been used more because of the recession, followed by social media.

“Not only are online options like email marketing, local search and unique websites cost efficient, especially in a recession, but the Internet is where potential small business customers are moving,” said Trynka Shineman, chief marketing officer for Vistaprint North America, in a statement.

Only 38% of small businesses polled already had a company Website, but one-third of respondents said they would if they had more time and money to spend on it.

Marketing Tactics on Which US Small Businesses Would Devote More Time or Money*, August 2009 (% of respondents)

Vistaprint also found that small businesses were interested in tracking the results of their marketing efforts, with one-half currently doing so.

In a separate survey, Ad-ology found that 46% of US small businesses did not have a Website. Respondents planned the most increases in 2010 on e-mail marketing to customers and prospects, Website development and search engine optimization.

Keep up on the latest digital trends. Learn more about an eMarketer Total Access subscription, today.

Check out today’s other article, “Using Social Media Strategically.”


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