Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Small and Medium-Sized Enterprises (SMEs) have come a long way and are no longer the store or business around the corner, according to a new study by Forrester Research titled “Earning Income from SMEs in an Economic Environment. complex ”, which shows how the best SMEs have reacted to the current depression by adopting social and online marketing strategies and tools. The study, carried out with 208 companies with between 50 and 2,409 employees and identified as “top performers” the 56% that had exceeded financial objectives and achieved faster growth than expected, despite the complicated economic scenario and the decrease in the consumer spending. Only 33% of top performers reduced their marketing budgets, while 27% increased them. Even more important, while 84% of all responses acknowledged using digital marketing tactics, top performers went even further, calling online marketing a game changer. Of all companies, 36% reduced their general budgets in response to the crisis. 35% kept budgets unchanged, and about a quarter expanded them.
All top performers reported using Venezuela Email List similar mix of marketing strategies and tools. Forrester has found that SMEs still use, albeit on a different scale, more traditional techniques such as personal relationships (95%), trade shows (89%), perhaps as a legacy of the still recent past. Other techniques, very present in large companies, proved to be less popular, such as email marketing (72%) and social marketing (69%).SMEs that use social marketing generally follow the majority trends, such as the use of the most popular social channels such as Facebook, Twitter, YouTube and LinkedIn, but far from reaching high levels of interaction. A significant percentage of SMEs use all these types of social tools, but admit that they do not know if they are being useful to them, a sign of the delay of SMEs in this area of social marketing. Thus, 32% of SMEs that use Facebook are not able to know if it is working for them, compared to only 4% who affirm that it is serving them and that they will continue to use it at the same level, and 28% who recognize that it is working for them and they plan to increase their use in the next 12 months. SMEs are more inclined to mention the ability to convert leads into opportunities and close them as one of their most important marketing challenges, instead of generating new leads, showing a greater emphasis on management than on their generation.
Here again there is a gap between those SMEs with the best results and the others. 44% of top performers consider that converting leads into new opportunities is one of their great challenges, compared to 34% of companies with lower results. On the contrary, 51% of them are more concerned with making greater sales of their current client portfolio, compared to 34% of those that obtain better results .Forrester points out that SME managers should focus more on sales-generating actions. While the standard SME obtains a 28% share similar to the percentages of large companies, only 35% of sales in SMEs originate from a marketing program, compared to 38% of the average of large companies. In addition to being behind in time when it comes to implementing social media tools, the study shows that SMEs are also behind when it comes to adopting marketing automation technologies. 19% of SMEs have adopted this type of solution, compared to 45% of large companies. SMEs show tiny numbers, compared to 56% of large companies that have adopted CRM solutions. Forrester believes that with the combination of automated CRM and marketing tools, SMBs could better manage the sales process. Additionally, Forrester comments that SMEs that use marketing automation technologies are 55% better prepared to measure the results of campaigns, 40% social media engagement, and 100% more prepared to measure ratios. Of conversation. Forrester attributes these results to a better marketing management process in SMBs alongside marketing automation.
Taking the results as a starting point, Forrester offers five tips for SMB managers: Don’t reactively cut your marketing budget: Top performers have shown that increasing your marketing budget in tough times helps improve expected growth. Seriously Concern About Lead Generation – Generating new customers is just as critical and critical as growing sales on existing customers and accounts. Implement digital marketing techniques: SMEs must move away from traditional techniques and implement new tools that allow them to stay competitive against large companies, such as email and social channels. Get serious about social marketing: SMEs need to understand that true “social marketing” means interacting and engaging with customers through social channels, more than just opening a page of our brand on social networks. Complement the CRM together with marketing automation tools: This helps to improve the effectiveness in both activities and the successful completion of the entire process of conversion into sales of potential customers.