A recent survey suggests that although small business owners’ confidence is the highest it’s been in six years, marketing and digital advertising continue to be a challenge.
“Many business owners have shifted their mindset from recovery mode to growth mode because they feel many of the economic hurdles are starting to clear,” TheStreet.com reported, adding that 64 percent of those who responded to the Capital One survey said their strategic marketing efforts were not as effective as they’d hoped.
While in this “growth mode,” small businesses should ensure their marketing plans reflect their unique challenges and take advantage of certain print and digital strategies that will most effectively target their particular audiences.
Although measuring ROI for digital marketing can be a challenge, it seems to remain essential. According to AdWeek, Digital marketing software company Cake and eMarketer surveyed 300 industry players and found that 56 percent of marketers expected to increase their analytics budgets over the next 12 months. With this regained confidence, small business owners will also improve their faith in marketing by creating campaigns that directly correspond to their business and marketing goals.
