SMB digital marketing activity quantified – Sensis report
Sensis has released the results of its ebusiness report 2015, drawn from a survey of 1000 small and medium businesses and 800 Australian consumers.
Here are some of the key findings.
SMBs and digital strategy
- Only 17% of online SMBs have a digital business strategy that has remained “basically unchanged” for the past two years,
- 78% of SMBs developed their strategy in-house and 15% spoke to an advertising advisor, and
- the average small business spent $3,900 on hardware and $4,300 on software this year, while the average medium business spent $25,455 on hardware and $21,245 on software.
SMBs and digital tactics
- The number of SMBs advertising online has increased 5% to 35% in the last year,
- 31% of SMBs use social media, with Facebook the most popular. 23% update it every day,
- 31% of SMBs use paid social media advertising, spending an average of $6,560 last year,
- SEM use has decreased from 26% last year to 18%. SEO use is at 28%,
- 29% of SMBs use email marketing,
- 6% have developed an app. 9% plan to develop an app this year,
- 43% of SMBs take orders online and 51% receive payments, and
- 75% of SMBs who have taken up ecommerce cite their top reason as to provide better customer service.
SMBs and websites
- 89% of medium and 55% of small businesses have a website,
- 61% of SMBs with websites say it has improved their business effectiveness, 43% have increased customer awareness and 13% have increased sales,
- 35% of SMBs have optimised their website for mobiles and other devices,
- 28% of those who have not optimised their website for mobiles plan to do so this year,
- 26% of SMBs with websites use video on their sites, and
- SMB websites with reviews and testimonials dropped 8% this year to 32%.