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

Blog Posts

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in