2020年11月11日，星期三 | IAB英国
As we launch our new interactive tool to help small businesses get the most out of digital advertising, 找出我们为什么要创造它，以及下一步要做什么
Look at the data and you can understand why SMEs often get called the ‘backbone’ of the UK. 总共有99个.9% of private-sector business and have grown by 63% in the past two decades - providing millions of jobs and helping to define our nation as one of entrepreneurial innovation.
它的可及性和可负担性, digital advertising has played a significant part in fuelling SMEs’ growth - and vice-versa. It’s a symbiotic relationship that has helped to establish the UK’s digital ad market as a world leader and given rise to a diverse and dynamic SME economy.
记住这一点, we at IAB英国 wanted to explore how small businesses are using digital advertising and where they feel more support is needed to help them get the most out of it. This became all the more poignant when it came to conducting the study in spring/summer 2020, with the COVID-19 outbreak making ‘business as usual’ tougher than ever.
So, with the recession and the pandemic showing no signs of abating, how can digital advertising help small businesses weather the storm and recover? 看看我们做了什么, what SMEs told us and how we’re using the results to help small businesses maximise their investment in digital advertising.
我们的书房——”推动了: Helping UK SMEs unlock the value of digital advertising’ -从近1,200 UK SMEs to understand small businesses’ use of digital advertising and where they feel more support is needed. We found that 60% of SMEs across the UK are currently investing in digital advertising and, 其中, 63%的人相信它能带来良好的投资回报. 然而, this leaves 40% of SMEs that are not using any form of digital advertising and, 在那些有, they're not taking full advantage of what it has to offer - often only using one or two channels.
最重要的是, SMEs want help to utilise digital advertising more effectively, 特别是在这个充满挑战的时期. Nearly two-thirds (64%) of UK SMEs are concerned about the future of their businesses as a result of the current pandemic, and 70% feel it is more important than ever to communicate with customers about their services. One in seven SMEs describe their knowledge and ability to use digital as “not good” and, 而社交媒体是使用最多的付费数字渠道, it also has the highest demand for more support on how to run a campaign effectively.
These results showed us that while many SMEs value digital advertising, there is a huge opportunity to help them develop and diversify their use of digital channels, while also providing accessible guidance for those that are currently not investing in digital at all.
SMEs told us that they wanted accessible and tailored guidance from an objective source. 为了满足这一需求，我们推出了一个 在线互动工具 这些都是毫无行话的建议, guides and case studies to support small businesses at this critical time. We’ve worked with a range of our members from across the digital advertising industry to cherry-pick the best information for those that are keen to build or develop their digital advertising strategies. 简而言之, this tool is a one-stop-shop to help SMEs take advantage of what digital advertising has to offer - catering for a range of campaign objectives and budget levels between £500 and £5 million.
The tool encompasses channel-specific guides on how to get started in everything from social media advertising to digital out-of-home, breaking down the key considerations and what to expect at each stage of the process. It also pulls together guides on how to implement a digital measurement strategy, 如何理解程序化广告, 以及如何进行有效的彩乐园dsn宣传. 在, there are case studies to illustrate how different channels can deliver for small businesses, 以及会员提供的有用资源链接.
最好的一点? 中小企业可以根据自己的需要调整这些建议. 通过回答六个关于他们目标的简单问题, business owners can access guides and advice that are specifically designed to deliver the help that they want.
Just as it played a central role in growing the UK’s strong SME marketplace, digital advertising can now play a crucial part in keeping small businesses resilient and aiding their recovery. Our challenge is to spread the word and make sure that SMEs know that this resource exists - it can only make a difference if they know about it. 我们在问我们的会员, the wider advertising industry and MPs to amplify our efforts and share the tool with any relevant 联系s, 客户或成分. 通过提高对它的认识和鼓励采纳, we can help small businesses get the most out of their digital advertising.