According to Ad-ology Research, the numbers of small businesses planning to invest in online video and mobile marketing are both sharply up from last year, part of an overall increase in planned ad spending.The figures come from Ad-ology's 2011 Small Business Marketing Forecast, based on a study conducted last November. For the study, the marketing research firm surveyed 752 owners of U.S. businesses with fewer than 100 employees. The results indicate that "small businesses are becoming increasingly savvy on how to market online, and their plans for increased spending on video and mobile show they are ready to try new ways to reach the customer," according to Ad-ology president and CEO C. Lee Smith.
Ad-ology found that 45.5 percent of the businesses surveyed plan to spend more on online video and more than 36 percent on mobile apps and advertising -- up from 28 percent and 21 percent, respectively, from the 2010 forecast. This, even though 22 percent said they found it frustrating trying to understand online advertising options.
As for more "old school" marketing techniques, 64 percent reported having a website, up from 53 percent last year. Half said they planned to spend more on trade shows, and even direct main and newspapers were expected to see increased resources. Overall, nearly half of those surveyed planned to spend more on advertising this year, up from 20 percent in 2010.
The full report is available for $95 from the Ad-ology research store.