The State of Digital Marketing for SMBs

The State of Digital Marketing for SMBS produced by Inc. Vocus Marketing Cloud The 2013 Inc. Digital Marketing Survey gathered responses from 408 digital marketing decision makers in an effort to determine the current state of digital marketing among small and medium-sized businesses. Vocus, in partnership with Inc., delivered a comprehensive report of the findings. (co)) (c) (co) (c0») (co) Sales is a Key Driver in the Adoption of Digital Marketing Solutions Drivers of digital marketing ranked by importance, 5 being most important 4,45 4,48 4,36 4,24 4,26 4,18 4,26 4,29 3,60 3,57 то донЕVE COST SAVINGS PRODUCTIVTY TO INCREASE TO DRIVE SALES TO REACH NEW CUSTOMER TO DRIVE CUSTOMER ENGAGEMENT TO IDENTIFY USABLE CUSTOMER INSIGHTS BRAND AWARENESS SEGMENTS IMPROVEMENTS The #1 objective for SMBS using digital marketing is to drive sales Total sample $1MM+Sales Digital Marketing Among SMBS is Poised for Growth More than half of SMBS with $1MM+ in revenue already use digital marketing tools, including: SMBS are lagging behind larger companies in the use of: Website Social media Email for marketing/promotion 100 A Custom content creation A Mobile strategies A Paid online banner ads 87% 78% 70% and search words V Ecommerce solutions 87% of respondents have a website, while 8 in 10 embrace social media Popular Tools & Solutions 100 CURRENTLY USE Total sample $IMM+Sales MOST EFFECTIVE Spending Levels & Resource Use 24 $100,000/yr $100k to $499k/yr What most SMBS surveyed spend on marketing 22% of $1MM+ firms' marketing budgets FIRMS Other < 10% > 90% (21,7% 11,7% 16,1% 11% 10-24% 75-90% 14,4% 11,4% 25-49% 50-74% % of marketing budget on digital Defining & Measuring Success 100 71,2% 66,7 58,9% 53,7% 34,1% 33,3% 33,8% 33,5% 29,1% 25,6% 27,4% 27,4% 8,9% 11,3% TOP RANK IN SEARCH SALES LEADS PUBUCITY COMMENTS AND A NFLUENCER Euzz RECRUITMENT SOCIAL NETWORK FOLLOWING Increased sales and lead generation are among the top measurements for digital marketing success for SMBS Total sample $1MM+Sales Full-Time Employees Working on Digital Marketing 100 Total sample $IMM+Sales 2:1 SCALE 36,3% 32,7% 11,7% 6,4% 6,4% 5,8% 0,6% 35,3% 29,4% 20,6% 5,3% 4,1% 3,5% 1,8% 6- 10 Don't know 2-5 > 10 None This function is outsourced to a digital agency or consultant Looking to the Future > 70% >90% SMBS can implement digital marketing technology most effectively by utilizing: of SMBS say their current digital marketing strategy is very (10.2%) or moderately (60.3%) effective at achieving important objectives of SMBS are very (59.5%) or somewhat (30.8%) likely to increase their digital marketing efforts and spending in the next three years. V Online social interaction A Data-fueled analysis The State of Digital Marketing for SMBS produced by Inc. and Vocus. VOCUS Marketing Cloud http://www.inc.com/vocus/free-guide-2013.html vocus.com Design: www.antoniodivico.com Social media arketing Emal for mo earch engin e imization (SEC EO) Custom Email for r service siogs and whitep Videos and photos Email for prospecting Paid search words Mobile apps Mobile /SMS comm