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    Home > News > New Digital Marketing Study

5^th Dec 2011 | Author: Maria Appleton

New Digital Marketing Study

According to preliminary data collected by BIA/Kelsey, a leading digital marketing research agency, small and medium sized companies are increasingly using more of online media to enhance their business prospects. While the agency has not yet fully analysed the data, they have theorised that the increase in raw utilisation of digital marketing media has become slow, even though the depth of utilisation and complexity has grown.

This data was collected from BIA/Kelsey's ongoing tracking survey of small businesses, which it conducted in partnership with ConStat. After conducting a full analysis of the data collected, the digital marketing research agency will issue a report, sometime in December 2011. This research study showed that 53 percent of SMBs testified that they had used at least some type of social media marketing in their digital marketing campaigns.

Since 2010, SMBs marked out around 37 percent of their advertising budgets towards improving their digital marketing strategies. This number could increase, as the SMB respondents interviewed said that they intended to beef up their digital marketing spend by around three percent, for the next year. While these statistics do not come as a surprise, they tell the story of where the online market is headed. According to leading digital marketing analysts at the agency, SMBs are entering a stage of becoming more sophisticated at using online advertising technology.

This survey has also discovered that SMBs are paying close attention to the realms of information, which is collected from delving more deeply into the performance of various digital marketing channels. In fact, about 50 percent of those surveyed said that they actively measure performance, including ROI; with 23 percent announcing that they plan to conduct such analysis sometime in the future. In addition, 69 percent of small businesses modify their web presences every month, with 27 percent hiring digital marketing professionals to help them do so.

While the use of digital marketing techniques by SMBs has somewhat helped to level the playing field with large national brands, there is a continuous game of leapfrog going on. Many national brands are also embarking on sophisticated online marketing strategies; hence, there will always be a disparity between the online potentials of small and large businesses. Here, many old companies are moving online at a leisurely pace. As they already have well established customer bases, they do reasonably well without a digital marketing strategy.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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