Small firms only dip their toes online
| Date Added: Fri July 20 2007 |
The Internet is growing as a substantial advertising medium. But are small businesses making the most of the medium?
According to recent research by Forrester, the amount spent on pan-European online advertising is all set to double by 2012. By that time, it is predicted that internet campaigns will account for 18 per cent of advertising market share compared to the current 9 per cent."The UK, it is claimed, will continue to see the heaviest volume of online advertising."
The study concluded: "After five years of dipping their toes into the online marketing waters, firms have come to realise that the net is a valuable medium for client acquisition, retention and market expansion."
However, another report by Dynamic Markets has come to a different conclusion regarding SME Internet use. The survey found that barely a third of UK businesses with one to 10 employees have an internet subscription.
"I was surprised by the low level of internet use," said UK Online managing director Chris Stenning. "I was expecting the figure to be nearer 70-80 per cent. It does show that the smallest businesses have not grasped the benefits of the Internet."
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