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RISORSE INTERNET
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RISORSE PMI
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NEWSLETTER
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Small
Business Defines Critical Media Tools For Success
original in:
www.centerformediaresearch.com
Interland, a provider of online
services for small and medium-sized businesses, recently released the
results of its Spring 2004 Business Barometer of Online Activities, a survey
of online usage by small businesses with Web sites.
The group of small business owners surveyed was asked to select marketing
tools critical in driving business. Respondents prioritized their responses
as follows:
- 69 percent, Web sites
- 36 percent, search engine keywords
- 35 percent, community relations
- 24 percent, Email marketing
- 22 percent, direct mail
- 12 percent, Yellow Pages
- 5 percent, newspaper advertising
- 4 percent, outdoor advertising
- 2 percent, print coupons
When asked how important various online capabilities would be to their
business in the coming year,
- 99.5 percent rated an online presence as very or somewhat important,
67 percent said enabling online interactivity (i.e. web-based business
forms, blogs, interactive maps and e-newsletters) is very or somewhat
important,
62 percent rated executing online promotions (i.e. search engine
optimization, keyword advertising and email marketing) as very or somewhat
important, and
55 percent said conducting online transactions (i.e. e-commerce,
online catalogs and coupons, and selling via third-party sites like Amazon
or eBay) is very or somewhat important.
The group was also polled on media consumption habits in 2003:
- 45 percent said they spent more time in 2003 gathering information
through e-mails/e-newsletters
- 36 percent through industry/business Web sites
- Industry trade publications only saw an 8 percent up tick in usage
- Daily local newspapers and magazines were both down 18 percent
- 40 percent do not use daily national newspapers as sources for
industry/business news
- 39 percent do not turn to Radio
- 38 percent do not turn to TV
Kim T. Gordon, president of National Marketing Federation Inc., says "From
using complex e-commerce Web sites to ongoing e-mail communications with
customers and partners, use of the Internet is vital to small business
success."
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