Social media is the most effective way of improving a small business’ digital presence, according to new research by GetApp, which finds that 56% of small business owners and managers polled said that social media trumps all other digital brand building techniques.
The second most important tactic for brand building, according to the survey, is having a mobile website, with 28% of respondents citing this as having the greatest impact on their company’s digital presence. The least effective methods for impacting digital presence are mobile apps, digital signage, and NFC (e.g. Apple Pay and Samsung Pay).
“It’s clear from this research that small businesses view social media as a more effective brand building strategy, compared to developing apps, or investing in technologies like digital signage or NFC,” said Christophe Primault, co-founder of GetApp, in a news release. “The beauty of developing your company’s presence through social media is that it is relatively simple to implement, and there’s a whole host of tools that can help organize effective campaigns. That said, small businesses shouldn’t close themselves off to other technologies that can boost their digital presence.”
“Small businesses can combine social media and other technologies such as digital signage for an even stronger brand building strategy,” added Mike Kilian, director of business development at digital signage firm Mvix, in the release. “Together, social media and digital signage can help reinforce the brand message and create memorable experiences that will drive customer satisfaction and loyalty.”
The survey sought answers to the question: “Which of these impact the digital presence of your business the most?” The top responses include:
- Social media – 56%
- Mobile web site – 28.4%
- Mobile app – 7.6%
- Digital signage in the business – 5.8%
- NFC (e.g. Apple Pay, Samsung Pay) – 2.2%
The new survey forms part of GetApp’s ongoing research program, GetData, which canvases multiple choice responses from over 500 business professionals working at small and mid-sized companies across the U.S.
Source: PR Newswire; edited by Richard Carufel