SMB Advertisers Slow to Add Social to Communications Mix


While close to one quarter (20.5%) of small businesses plan to increase their ad spend on social media networks like Facebook, Twitter and LinkedIn, most SMBs have not yet adopted methods like promoted postings, sponsored tweets and social games/contests, according to the latest Small Business Marketing Forecast by Ad-ology Research.

Other findings include:

  • More than half of small business advertisers say they market to their customers on a 1-to-1 basis. It stands to reason then that direct response and email marketing will take the bulk of many small-business budgets in 2013.

  • Of the small businesses that use email marketing, many are using it heavily—19.1% sent out email messages 11 times or more in the past 12 months, and 9.1% have sent out 26 or more emails over the past year.

  • Optimizing their sites for search engines is a priority, with 20.5% planning for this activity in 2013.

  • Although most small businesses do not currently take advantage of online/mobile video, 12.2% indicate they plan to spend more money and/or time on the medium in 2013. 

Source: Ad-ology Research

Follow Scott Van Camp: @svancamp01


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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