eBay UK, the British branch of global online sales giant eBay, published a study last June which showed that marketing would be the main spending priority for 45% of digital small businesses, with 66% of them set to increase general investment.
Although a quarter of small business owners (25%) indicate that they do not understand SEO (Search engine optimization (1)), three quarters of them (74%) believe that social media can drive growth. Thus there is a clear opportunity for marketers.
According to the Centre for Economics and Business Research (CEBR), the average SME spends ￡24 000 per annum on marketing.
Gareth Jones, marketing director at eBay UK, said: “At a time when many small businesses are expressing disappointment at the availability of funding, they are still savvy enough to know the ROI [return on investment] that increasing marketing spending can have on their bottom line. This is good news for the industry and the economy more broadly.”
eBay Inc. is an American multinational corporation and e-commerce company, providing consumer-to-consumer and business-to-consumer sales services via the Internet. It is headquartered in San Jose, California. eBay was founded by Pierre Omidyar in 1995. Today it is a multibillion-dollar business with operations localized in over 30 countries (2011). The company’s revenue was US$ 8.59 billion in 2015.
(1) Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.