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Small Businesses Technology Trends in 2013

Posted on 4.30.2013

Digital marketing – websites, social media and online advertisements - is the way of the future and this outlook is not only limited to big business. Small businesses are significantly increasing their online investments, according to the 2013 AT&T Small Business Technology Poll.

In fact, 66 percent of small businesses plan to invest as much or more in digital marketing than they did last year. According to the poll, a vast majority of small businesses will also expand their online and digital presence through their company website and through email marketing in 2013. 

Perhaps most notably, however, is that more than 80 percent of the 1,000 small businesses that were polled nationwide, will also use word-of-mouth marketing to increase awareness and visibility. And while word-of-mouth still runs supreme with this business segment,small businesses are not ignoring the shift that has taken place in consumer consumption habits thanks to mobile. Seventy-one percent are “somewhat” or “very likely” going to increase budgets for marketing via mobile devices.

“U.S. small businesses see incredible value and opportunity in digital marketing and are clearly increasing their presence as a way to gain access to new customers,” said Cathy Martine, AT&T Executive Vice President of Small Business Solutions. “With a variety of digital tools such as email, websites and social media, coupled with the ability to both deliver and access them from mobile devices, small businesses are building new connections without borders.”  

The poll also addressed the use of social media among the 1,000 small businesses nationwide, the results include:

As a way to remain competitive with easy and affordable ways to create awareness, 36 percent of small businesses polled say they use LinkedIn for various reasons, including engaging with others in their industry and extending awareness of their business. This represents a 16 percent increase over last year.

While LinkedIn saw an increase, Facebook participation among small businesses polled decreased from 44 percent to 41 percent over the past year.

Use of location-based social media also decreased. For example, Foursquare decreased from 9 percent to 6 percent year over year.


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