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.

Comments

Comments are now closed.

Supporting Association

Is Boppl + Apple Pay an issue?

Kyle Richards

Former ninemsn exec appointed CEO at bar tab app startup, Clipp

Read more

Find us here Derek: www.ellipsisandco.com

david.parsons

Aussie consulting group plans to help brands solve customer experience woes

Read more

I've googled and I can't find these guys. Do they have a website? Odd question I know, but I can't find them.

Derek Bell

Aussie consulting group plans to help brands solve customer experience woes

Read more

I introduced David this morning at the Currency House Creativity and Business breakfast on behalf of our board. Currency House is an advo...

Martin Portus

Deloitte CMO: The differentiation point for businesses is creativity

Read more

There could be some benefit of this functionality for the end users as well. For instance, it is quite disturbing to me to see promotions...

elina

Permission-based programmatic advertising taps into customer data disclosure trend

Read more

Sign in