Aussie SMEs take to Facebook to market their wares

New ACMA report into how SMEs are embracing the digital economy reports that more and more organisations are using social media channels to market themselves

Small and medium-sized enterprises (SMEs) Australian businesses are increasingly becoming active in the digital economy, using online marketing tools and social networks to promote their wares.

According to the Australian Communications and Media Authority’s (ACMA) new Australian SMEs in the digital economy report, 26 per cent of SMEs are now using social media channels to market themselves, with Facebook the channel of choice for 88 per cent of those surveyed.

This was followed by Twitter (24 per cent), LinkedIn (21 per cent) and YouTube (10 per cent). Across the board, the report found 54 per cent of small businesses (less than 20 staff) are marketing and advertising their businesses through digital activities, compared with 74 per cent of medium-sized organisations (21-199 staff). In total, 64 per cent of respondents had a website including 90 per cent of medium-sized companies.

While the figure remains small, the number of online SMEs with a mobile-optimised website has doubled in the past year to 18 per cent. Not surprisingly, medium-sized businesses are more likely to have made the investment into mobile-optimised websites (27 per cent versus 18 per cent).

Just 4 per cent have developed mobile applications to deliver services online to mobile Internet users.

The report also found 39 per cent of SMEs with employees allowed their staff to telework for at least one day a week, and that 47 per cent are using some form of cloud computing service.

When it comes to what’s stopping SMEs from better embracing the digital environment, 60 per cent blamed it on a lack of knowledge, yet only 51 per cent of these respondents have actively tried to improve their skills through online search and training tools.

Top areas of improvement are developing a better Web presence, utilising cloud-based solutions, and accepting payments through websites.

According to the Australian Bureau of Statistics, Australian businesses earned $237 billion in income from selling goods and services online during 2011-2012, a rise of 25 per cent on 2010-2011.

The ACMA research was conducted by Woolcott Research in May-June 2013 across 1500 small and medium-sized businesses.

Related articles:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

What does the CMO of 2017 look like?

The marketing landscape continues to evolve, and leading marketers are working hard to ride the wave. So what does it take to stand out from the pack?

Andrew Haussegger

Co-founder and CEO, Green Hat

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Blessing of new technology we are enjoying the latest products. We could not imagine that we will get in the future these kind of product...

Ernest S. Bull

10 examples of cutting-edge marketing tech - Slideshow - CMO Australia

Read more

it is natural that agriculture needs innovatons. I'd say that it's a must. by the 2050 there will be 1/3 more people on the planet and no...

mariobros77

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Need to improve your customer journey? We're excited to announce that we are holding that we are holding two more sessions of our sellout...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Thanks Mark. A third of customers leave brands after one negative experience, thats why it is ever so important that we optimise EVERY in...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Hi Kyle -- great piece. I couldn't agree with you more when you say that we as marketers are in the business of choice. I actually wrot...

Matthew Willcox

Tapping behavioural science for consumer influence

Read more

Latest Podcast

More podcasts

Sign in