Online video and Facebook were critical to small and medium-sized businesses in the U.S. this holiday season. According to one study, 76 percent said online video was important to their holiday marketing strategy. Of that group, 47 percent called video very important and 29 percent said it was somewhat important. Only 11 percent said online video wasn’t important at all.
The study was conducted between November 28 and December 1, and was commissioned by GetResponse, an online marketing platform based in Gdansk, Poland.
“Digital video has quickly become a critical asset for SMBs,” says Simon Grabowski, GetResponse’s founder and CEO. “They are acting accordingly, incorporating more video-focused initiatives into their marketing mix.”
Asked what held them back from making more of an investment in online video, 61 percent said resources and 38 percent said timing.
The social network is also the marketing network, the study found. Among U.S. SMBs, 33 percent chose Facebook advertising as their primary online marketing channel this holiday season. That was followed by 17 percent that used their own website, 11 percent that chose email, and 8 percent that turned to YouTube.
“Facebook has proven to be an impactful marketing platform for companies of all sizes,” Grabowski says. “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.”
Holiday marketing budgets went up, reported 60 percent of the SMBs surveyed. Additionally, 33 percent said budgets stayed the same and only 7 percent said they declined.
The study found that identifying target audiences, attribution and transparency, and content creation were the biggest holiday marketing challenges for SMBs.
“As audience attention has fragmented online, identifying targets is harder than ever,” Grabowski notes. “Fortunately for SMBs, a growing number of self-serve tools and automated marketing technology platforms have emerged that streamline that process while enabling improved results.”