More Than A Third Of US Businesses Neglect Digital Marketing

Over the last few years, the focus has shifted away from traditional promotional methods to digital marketing as more and more people use the internet to seek commercial interests.

However, according to the latest research, there is still a lack of understanding among business owners about the best ways to capitalise on this.

Indeed, Econsultancy reported that 38 per cent of small businesses in the USA do not use social media as part of their marketing strategy at all.

This is despite 3.48 billion people now using social media worldwide, amounting to 45 per cent of the global population.

Hootsuite’s statistics also showed this trend shows no signs of slowing down, with an increase of nine per cent in the number of people currently using social media compared with last year.

As 366 million people have started using networking sites in the last 12 months, this amounts to more than a million new members every single day.

Due to this, 90 per cent of brands currently use social media to boost their publicity, and three-quarters (77 per cent) anticipate their social media use will increase in the future.

There are a huge variety of different digital marketing strategies businesses can use, including having social media accounts, investing in search engine optimisation (SEO), and spending on paid social advertisements.

According to Hootsuite, more than half of businesses (53 per cent) use social advertising, and this expenditure is expected to reach $93 billion (£70.9 billion) in 2019.

This is why it is still surprising that 16 per cent of small US businesses claim they are unlikely to join social networking sites in the future.

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