Archive for Research Summaries

Small Businesses Moving Aggressively to Online Marketing

Posted in Consumer Behavior, CRM, eMarketing with tags , , , on December 4, 2011 by Consultant

Small and midsize companies (SMBs) continue to move marketing dollars to digital channels, according to BIA/Kelsey, which now forecasts digital spending among US SMBs to reach $16.6 billion annually by 2015—roughly 70% of total SMB marketing budgets.

By 2015 SMBs are expected to allocate only 30% of their marketing budgets to traditional advertising (down from 52% in 2010).

The remaining 70% will be allocated to digital (mobile, social, online directories, display, and digital outdoor), performance-based commerce (pay-per-click, deals, and couponing), and customer retention solutions (email, reputation and presence management, websites, social marketing, and calendaring/appointment-setting):

 

SMB spending on traditional advertising will be essentially flat during the forecast period (down to a 0.6% compound annual growth rate (CAGR) from $11.8 billion in 2010, to $12.1 billion in 2015.

 

 

Overall, US SMB spending on media, marketing and business solutions will grow from $22.4 billion in 2010, to $40.2 billion in 2015, at 12% CAGR.


 

 

  • Spending on performance-based commerce and transaction platforms, from $1.7 billion in 2010, to $4.6 billion in 2015 (21.5% CAGR).
  • Spending on customer retention business solutions will grow from $3.5 billion in 2010, to $6.9 billion in 2015 (14.6% CAGR).

About the data: BIA/Kelsey’s US SMB Spending Forecast is derived from the firm’s US Local Media Annual Forecast and its proprietary Local Commerce Monitor study, which tracks the advertising and marketing spending habits of SMBs.

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Posted in B2B, Consumer Behavior, CRM, eMarketing, Search Engine Optimization with tags , , on November 30, 2011 by Consultant

Branded Facebook Pages ‘Liked’ by Few Web Users

Though more than two-thirds (68%) of surveyed Internet users say they use Facebook, only 21% have “liked” a branded page on Facebook, whereas more than one-third have given a thumbs up to other Facebook content* such as wall posts (36%), pictures (37%), and comments (37%), according to a survey from Crowd Science.

More than one-quarter of surveyed Internet users say they have “liked” video content on Facebook, while nearly one in five (19%) say they have not clicked the “like” button.**

 

Nearly one-third of Internet users surveyed (32%) say they don’t use Facebook.

Below, additional findings from a survey conducted by Crowd Science.

Those who “like” branded pages skew younger: 27% of Internet users age 18-34 say they “like” branded pages, compared with 18% of those age 45-64 and 9% of those age 65+.

People with higher education levels use Facebook and the “Like” button less:  

  • 40% of those more with an advanced (graduate) degree say they don’t use Facebook, compared with 27% of those with a high school education or less and 29% of those with some post-secondary education. 
  • 25% of those with graduate degrees say they use Facebook but don’t use the Like button, compared with 16% of those with some post-secondary education and 20% of those with a high school education or less.

Asked about their reasons for “liking” Facebook content (from individuals and brands), most cite showing support (28%) or expressing enjoyment (28%) for the content. 

Some 14% of those who “like” brands say they have like items on Facebook because they simply like a brand and 10% want to stay informed. Keeping other friends informed (7%), discounts (6%), and taking advantage of a sweepstakes offer (5%) are less important to online users.