Small Biz Unsure Of Online Advertising

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December 13, 2010 by Angela Shupe | 0 Comments

There are plenty of online advertising opportunities for small businesses, but just how effective are those choices? According to The Sydney Morning Herald, many small businesses are unsure of their return on investment with online advertising.

A survey of 1,800 small and medium-sized enterprise (SMEs) owners by Yellow Pages found that 69 per cent don’t measure the return on their online advertising investment.

Only one in 10 (13.2 per cent) base their decisions on where to advertise on their return on investment.
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Sensis chief operating officer Gerry Sutton said most SMEs were unaware of whether they were reaching potential customers through their online advertising and how they can make it work harder for them.

In addition, 79 per cent of SMEs don’t have a digital business strategy guiding their investment, highlighting the confusion that exists around the strength of online advertising.

‘‘For SMEs, making the right decisions about where to advertise and how to find more customers requires a clear view of how the different elements of their advertising are contributing to the bottom line,’’ Mr Sutton said this morning, releasing the survey findings.