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Facebook and mobile websites are a growing focus of small businesses, though overall marketing spend remains flat year-over-year.
Small businesses are focusing more of their budgets
on websites and other Web properties, such as social networks and mobile
optimized sites, according to research firm BIA/Kelsey’s Local Commerce
Monitor, an ongoing tracking survey of small to medium-size businesses
(SMBs) conducted with research partner Ipsos. The report found SMBs are
spending, on average, $1,190 in these media and marketing areas during
the previous 12 months, up from up from $876 in the report conducted
during the fourth quarter of 2011.
Small businesses are also turning more to mobile platforms and the
advertising and promotion formats that ride on them. In the latest
survey, 14.7 percent of respondents reported having a mobile website,
with another 22 percent saying they intend to add one within the next 12
months. That figure represents a healthy rise in the percentage of SMBs
that reported having a mobile website during the Q4 2011 survey (8.7
percent).
“While total annual spending on advertising and promotion remained
flat at around $3,000 for the previous 12 months, SMBs are locating more
of their marketing dollars to digital presence assets,” BIA/Kelsey
director of research Steve Marshall said in a statement.
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