According to the newly released results of an AT&T Small Business Technology Poll, many small business owners are planning to ramp up their digital marketing this year. Of the 1,000 businesses polled, two-thirds plan to either maintain or increase investments in digital marketing compared to 2012.
Cathy Martine, executive vice president of AT&T Small Business Solutions, says “United States small businesses see incredible value and opportunity in digital marketing and are clearly increasing their presence as a way to gain access to new customers.” The research shows that both social media and mobile marketing are top priorities for small business marketing strategists this year.
Here is a list of some of the poll’s most noteworthy data:
- 36 percent of small business owners polled said they use the social networking site LinkedIn in some way. This percentage is up 16 points compared to last year.
- 71 percent of small business owners said they intend to increase their mobile marketing budgets.
- 80 percent of respondents said that despite the importance of digital marketing, they also intend to rely on word-of-mouth to increase the visibility of their business. Word-of-mouth is especially important for owners whose businesses are less than two years old.
- Location-based application usage decreased slightly among small businesses compared to last year.
- Over 50 percent of business owners reported an intent to use email blasts and other email marketing tactics to increase brand awareness.
“With a variety of digital tools–such as email, websites and social media–coupled with the ability to both deliver and access them from mobile devices, small businesses are building new connections without borders,” says Cathy Martine.
Mielach, David. “Digital Marketing a Top Priority for Small Business.” Business News Daily, 4/29/13.