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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in