A new report by Opus Research outlines the reasons why small businesses are avoiding internet advertising. The report highlights the need for better education for business operators as they are missing valuable opportunities through a lack of understanding of online marketing.
According to the report, 25% of small business operators surveyed suggested that budget fears were their primary reason for not engaging in internet advertising. “Complexity” (20%) and “Lack of Resources” (15%) were the next most common reasons.
Greg Stirling, author of the report “Small Business Attitudes toward Online Marketing and Web 2.0“, suggests that small business owners need to be educated about the value of internet marketing.
The survey found that most small business operators are web savvy, but less than half engage in online marketing efforts (even though many have a website).
The report findings aren’t surprising in many respects, as many small business operators don’t have the time to do the research needed to fully appreciate the opportunity of online marketing. It’s then understandable that they fear costs and complexity due to a lack of knowledge.
Unfortunately, this lack of knowledge is also preventing many businesses from reaching their potential via one of the most cost effective marketing mediums available. As more consumers turn to online to find businesses – internet marketing is no longer a “nice to have” it’s essential.
Chances are if you’re reading this post, then you’re probably more aware about the value of online marketing than many small business owners. If you haven’t started your online marketing campaign, this report highlights that if you act now – you’ll position your business ahead of many of your competitors.