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Thursday, 25 April 2013 09:59

Marketing spend forecast healthy for small businesses

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A poll of 1,000 small businesses has found that marketing spend looks set to remain the same or even increase for many, kpbj.com reports.

The newest '2013 AT&T Small Business Technology Poll' found that a third (66 per cent) of small firms are keeping marketing budgets unchanged - or even increasing them - despite finances being stretched elsewhere.

When considering specific area for spend, the majority of respondents said they were seeking to expand their online presence through the likes of a better website and more email marketing.

Social networks also found favour, especially LinkedIn, which saw its popularity rise over the past 12 months to a level where 31 per cent of marketers are now using it as part of a wider strategy. When quizzed on their reasons for using the network, most said it was to keep a competitive advantage over their nearest competitors.

Whilst LinkedIn found favour, Facebook experienced a reversal of fortunes, with its popularity falling from 44 per cent of all small businesses to 41 per cent.

Elsewhere, traditional word-of-mouth marketing was favoured by 80 per cent of start-ups, who said they planned to utilise it to some degree over the coming year.

"Small businesses see incredible value and opportunity in digital marketing and are clearly increasing their presence as a way to gain access to new customers," AT&T executive vice president of small business solutions Cathy Martine told businessnewsdaily.com.

"With a variety of digital tools - such as email, websites and social media - coupled with the ability to both deliver and access them from mobile devices, small businesses are building new connections without borders."