One of the things I appreciate about working with my client Vocus is their willingness to try different things. In discussions this past January, we saw a core weakness in the online marketing conversation stories and discussions on industry pain points. Specifically, there was a lack of data.
While online marketing conversations may revolve around Vine or Facebook adding hashtags or Taco Bell’s taco-licking employee, businesses may not care. So we commissioned a study with Inc. Magazine to determine the state of digital marketing amongst small and medium businesses, as summarized by the above infographic.
The State of Digital Marketing for SMBs (download here) shows businesses have a very pragmatic approach towards digital marketing with a heavy focus towards sales, branding, new customer segments, and finally online engagement, in that order.
Respondents had definite thoughts about what marketing success looks like: 71.2% said sales, 53.7% said leads, and 34.1% said top rank in search.
My big takeaway from the study is that businesses care about revenue and customers, above all else. Everything else is nice to have or a fun water cooler chat, but is a contributing factor at best. When in doubt, marketing needs to revolve around ROI and other key perfomance indicators. I guess that’s why they call it business.
What do you think?