PGH Marketing strives daily to help small businesses adapt to the ever changing technology by slowly incorporating a mix of cost effective and measurable digital marketing solutions. We recognize that not every application is right for every business, but when properly applied the outcome can be hugely rewarding.
Recently, I came across a survey conducted by Hurwitz and Associates that investigates how North American small businesses with 1-20 employees are adapting their marketing plans and budgets to compete more effectively in the future. The survey concluded that small businesses are rapidly shifting their marketing initiatives from traditional media to digital marketing media tools, including social media such as blogs, forums, Twitter, Facebook, etc., email marketing, search engine marketing, webinars and podcasts as seen below (Figure 1). As an integrated marketing communications firm, we still promote the use of various traditional means such as print, broadcast, direct mail and relationship tactics, but we were very impressed with the overall findings of the report.
Figure 1. Small Business Use of Marketing Tools
It does not take a marketing genius to determine why small businesses are rapidly changing their practices to include digital media tactics. These new age marketing tools are often less expensive to use than traditional marketing options. By using various digital media vehicles we can help small businesses significantly boost the reach and response rate of the target audience.
What is even more important is that small businesses can make a personal connection by using the numerous digital tools readily available to them, but they have to know how to properly execute each method. The same rules apply regardless of which marketing methods are applied–we must send a consistent and appealing message to the right audience.
It is safe to say that digital media is not right for every company and marketers need not try and implement these tactics simply because they are available. As with many of my industrial clients, social media is not the answer. It is our professional responsibility to do what is best for our clients even if they are begging to Tweet!
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