Chantilly, Va.—Small and midsize businesses have boosted their spending on such digital marketing efforts as websites, social networks and mobile-optimized sites by 35.8% year over year, according to a study by media research company BIA/Kelsey.
The “Local Commerce Monitor” study found SMBs spent an average of $1,190 on digital branding and marketing in the 12 months prior to August, when 600 small businesses were polled online about their marketing practices. In the prior 12-month period, the average was $876. Total spending on advertising and promotion remained flat at around $3,000, according to BIA/Kelsey.
SMB use of advertising and promotions on mobile platforms has also increased: 14.7% reported having a mobile website, up from 8.7% in the previous period, while another 22.0% said they plan to optimize their mobile presence over the next 12 months, according to the study.