Twenty-three million small busi-
nesses power the U.S. economy. They
account for half of all sales in the United
States today and have created two-thirds of
all net new jobs since the 1970s.
But these companies are not leaders in the
online-advertising world. A survey of 550
small-business owners by The Boston
Consulting Group found that only 3
percent of their advertising budgets flows
online. Small-business advertising dollars
are still primarily spent on traditional
marketing vehicles, such as Sunday circu-
lars and coupon mailers.
These findings may come as a surprise,
given the explosive growth that digital
marketing has experienced in social media
and mobile communications and how
important the digital economy has be-
come. The findings also stand in contrast
to numerous surveys showing that a
sizable percentage of small businesses
promote themselves widely online—from
websites and e-mail to Facebook and
Twitter. But our survey suggests that when
it comes to actually spending their adver
-
tising dollars, small businesses continue to
favor very traditional channels.
Good Read...makes a lot of sense. 5 pages, above is just an excerpt
https://www.bcgperspectives.com/Ima...of_Small_Businesses_Mar_2013_tcm80-130086.pdf
nesses power the U.S. economy. They
account for half of all sales in the United
States today and have created two-thirds of
all net new jobs since the 1970s.
But these companies are not leaders in the
online-advertising world. A survey of 550
small-business owners by The Boston
Consulting Group found that only 3
percent of their advertising budgets flows
online. Small-business advertising dollars
are still primarily spent on traditional
marketing vehicles, such as Sunday circu-
lars and coupon mailers.
These findings may come as a surprise,
given the explosive growth that digital
marketing has experienced in social media
and mobile communications and how
important the digital economy has be-
come. The findings also stand in contrast
to numerous surveys showing that a
sizable percentage of small businesses
promote themselves widely online—from
websites and e-mail to Facebook and
Twitter. But our survey suggests that when
it comes to actually spending their adver
-
tising dollars, small businesses continue to
favor very traditional channels.
Good Read...makes a lot of sense. 5 pages, above is just an excerpt
https://www.bcgperspectives.com/Ima...of_Small_Businesses_Mar_2013_tcm80-130086.pdf