Exclusive research released in conjunction with the new Sensis Business Index highlights the issues SMEs (small medium sized enterprises) face when marketing their business online.
Promoting their business (43 per cent) and attracting new customers (42 per cent) were the main reasons the 1,000 SMEs surveyed across Australia gave for investing in marketing.
However, when it came to actually putting together a marketing plan, trial and error still dominates their approach. Most SMEs (59 per cent) have tested digital marketing channels and of those, 83 per cent are using digital marketing as part of their regular marketing activity. Businesses reported using a combination of online advertising, SEM, paid and unpaid SEO and social media to market their brand.
Sensis commercial director, Rob Tolliday said, “It’s great that businesses are experimenting. Digital marketing is one of the most cost-effective mediums and even the smallest business can benefit from it. However, there are still 41 per cent of Australian businesses who have never tried any form of digital marketing.”
This reticence to try digital could be driven by a lack of understanding of overall marketing fundamentals. In over three quarters of businesses (76 per cent), the business owner is the person responsible for marketing, with only 15 per cent of companies having a dedicated marketing manager.
“Nobody knows their business better than its owner but things such as campaign measurement and getting the best out of your search engine marketing program require a bit of specialist knowledge,” Tolliday said.
More than half the businesses surveyed were not sure what digital marketing techniques they would like to learn more about, showing there’s still a big gap in the market for educating businesses on digital opportunities.
“There are so many free resources out there, including a whole social media marketing course via our website, that the biggest investment you need to make to learn more is time. With online shopping becoming more and more popular, now is the time to make that investment,” he said.
The survey also shows that despite Google’s announcement that they are now a mobile-first platform, mobile advertising is the least trialled by SMEs at only 7 percent.
The survey also revealed overall business confidence has shot up, increasing by four points to +31 points for the quarter, up from +12 a year ago.
“As business confidence is closely tied to marketing investment, this is some good news for small and medium businesses,” Tolliday said.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]