GetResponse, an online marketing platform with more than 350,000 customers in 182 countries, is out with results from its commissioned study of digital marketing strategies among U.S. small and medium-sized businesses for the 2016 holiday season.
One focus of the study was to identify the most popular holiday marketing channels in 2016 and how they are used. About 200 SMB decision-makers participated in the study, according to HomeBusinessMagazine.
One key finding: 60 percent of those decision-makers said that digital marketing budgets have definitely risen. Only 33 percent said budgets stayed the same throughout the year.
“SMBs recognize the growing importance of digital marketing in engaging customers and prospects,” said Simon Grabowski, GetResponse founder and CEO. “That holiday budgets have increased 60 percent among those polled underscores the value of digital for driving sales and revenue.”
Another highlight from the study? When it comes to a “go-to holiday marketing tool,” Facebook ads are the top pick.
Thirty three percent named Facebook advertising as the digital marketing channel they primarily use to “promote or increase holiday sales.” Other choices included “My website” (17 percent); “email” (11 percent); “YouTube” (8 percent); and “Google Pay-Per-Click” (7 percent).
“Facebook has proven to be an impactful marketing platform for companies of all sizes,” said Grabowski. “Third-party research has confirmed it delivers the best ROI of any social media network. For that reason, it’s no surprise that SMBs are relying primarily on Facebook advertising this holiday season.”
Last, but not least: Almost 80 percent of the SMBs reported that digital video is important to their firms’ strategies.
In total, 76 percent of those polled said that digital video was “important” to their holiday marketing strategy. Alternatively, only 11 percent said that video wasn’t important to their plans.
“Digital video has quickly become a critical asset for SMBs,” added Grabowski. “They are acting accordingly, incorporating more video-focused initiatives into their marketing mix.”
Want to read more about it? Click here.