Small Business Marketing on the Internet
A recent study by Frank N. Magid Associates showed that only 22% of small and medium sized businesses use the Internet for marketing. The survey included over 1,000 for-profit small and medium sized businesses. Of those that use the Internet for marketing, about 60% use e-mail marketing, 56% use search engine optimization, 36% have banner ads, and 25% use pay-per-click advertising – and 74% of these are planning to increase their online marketing spending. Only 43% of those who are not using online marketing say they are planning to in the next 6 months.
A related study by Interland showed that small and medium sized businesses rate non-Web related factors as more important – or just as important – when it comes to business success. A little over half (55%) felt that community relations were critical, compared to 47% who cited a Web site. Public relations, direct mail and yellow pages were all seen as more important marketing tools than e-mail marketing.
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