Online Tactics Used by Retailers in 2011

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Here’s a chart from a recent report by American Express Open that shows the online marketing tactics used by small businesses.

There is a lot to glean from this but one of the major changes from 2007 until recently is the increased usage of social sites by small businesses, growing from 11% to 35%.

Talking with retailers with think this is happening because Facebook is popular, free and relatively easy to work with and most retailers have at least one trustworthy person on their staff who is addicted to Facebook and therefore very willing to help with a page for the retailer.

Savvy brand managers are taking advantage of this interest in Facebook by providing their retailers with brand friendly Facebook content via their online ad builders or marcom portals.

The other findings of interest include that only 65% of SMBs have websites and very few are buying Google AdWords, even though other studies tell us that websites and search campaigns are very effective, in not critical, advertising tools for retailers today.

This study and others points out that local retailers are heading in the right direction when it comes to adding new media to their marketing plans but still need help in understanding and executing online.

A brand that can fill this void now will lockout the competition and gain more share of voice locally for years to come.

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