SMBs Set Sights On Social Media Marketing - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Mobile // Mobile Applications
Commentary
11/3/2010
12:39 PM
Michele Warren
Michele Warren
Commentary
50%
50%

SMBs Set Sights On Social Media Marketing

When I hear "online advertising," I think about those annoying pop-up ads that get in my way whenever I'm trying to read something on the Web. But that's probably because I spend most of my time online searching for information and jumping from site to site. For the social networkers of the world, visiting the Internet is probably a different story, right?

When I hear "online advertising," I think about those annoying pop-up ads that get in my way whenever I'm trying to read something on the Web. But that's probably because I spend most of my time online searching for information and jumping from site to site. For the social networkers of the world, visiting the Internet is probably a different story, right?They log on to, say, Facebook, chat with Aunt Nilda (who lives halfway around the country, or the world), check in with a few friends, maybe find out what cousin Sue thinks of her new iPad, and then do a little virtual shopping. Their online experience is the equivalent of a buggy ride into town on "Little House on the Prairie" (Is anybody out there old enough to remember that show?): They talk it up with the neighbors and stop into the general store for some flour, tea, and peppermint sticks.

So, it's no wonder that SMBs are planning to ante up more resources for online marketing in the coming year. Imagine signposts along the Ingalls' route advertising a brand new kind of jawbreaker that lasts for two hours or a deep discount on oats for the horses. OK, maybe I'm taking the analogy too far. But maybe not.

A study by Zoomerang and GrowBiz Media revealed that small and midsize businesses expect to spend more on both print and online advertising, with a special focus on the latter. The biggest increases? Website, e-mail, and social media marketing. According to the study, 17% of respondents expect to increase their website marketing budgets; 15% plan to spend more on e-mail ads; and 13% expect to allocate more money to marketing on social networking sites.

Already, 34% of the 750 businesses surveyed said they use social media as part of their marketing efforts. The three networking sites they use most are Facebook (cited by 80%), LinkedIn (37%), and Twitter (27%).

"This area of marketing is poised to see an incredible uptick in the next year," says Alex Terry, general manager of Zoomerang, a Web-based survey tool. "It's remarkable to see the new ways that small and midsize businesses are adapting different technologies to make the most effective and creative use of their budgets."

Of the businesses surveyed, 89% employed 1 to 25 people; 11 states were represented across the country, including New York, Florida, Ohio, Texas, and California; and 84% of respondents were the decision makers at their respective companies when it comes to marketing.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Commentary
Augmented Analytics Drives Next Wave of AI, Machine Learning, BI
Jessica Davis, Senior Editor, Enterprise Apps,  3/19/2020
Slideshows
How Startup Innovation Can Help Enterprises Face COVID-19
Joao-Pierre S. Ruth, Senior Writer,  3/24/2020
Commentary
Enterprise Guide to Robotic Process Automation
Cathleen Gagne, Managing Editor, InformationWeek,  3/23/2020
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
IT Careers: Tech Drives Constant Change
Advances in information technology and management concepts mean that IT professionals must update their skill sets, even their career goals on an almost yearly basis. In this IT Trend Report, experts share advice on how IT pros can keep up with this every-changing job market. Read it today!
Slideshows
Flash Poll