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BizReport : Social Marketing : June 14, 2011

Regus: Over half of businesses worldwide use social

New research from workplace provider Regus reveals that while over half of businesses globally now use social networks to engage, connect, and inform existing customers it's a balancing act with traditional media that leads to success.

by Helen Leggatt

regus_logo.jpgSocial networking's place in the marketing tool box is well and truly secured. According to figures recently revealed by Regus, 52% of businesses globally now use the channel.

In fact, three-quarters (74%) of businesses around the globe agree that their marketing initiatives could not be successful without engaging consumers on social networks.

However, putting all marketing eggs in one basket isn't the way forward. Almost two-thirds (61%) believe that a combination of digital and traditional media is the right balance.

"As businesses emerge from the downturn they are increasingly reconsidering pre-recession working practices and opting for more flexible, competitive strategies," said Celia Donne, Regional Director at Regus.

"Among these, the use of business social media is proving extremely successful and suited to the fast pace of recovery."

Regus' findings were based on a survey of more than 17,000 managers and business owners across 80 countries including the US and UK.

A recent survey by mail and document management firm Pitney Bowes reveals that social is the most popular 'new' channel being added by SMBs with 20% only just beginning to use it.

However, the survey also found that the inability to measure social's "proven effectiveness" meant it remains behind direct mail and advertising.

"The results are an indication that traditional and new digital marketing methods are co-existing to create effective campaigns," said Pitney Bowes.

"The findings say 58% of small businesses surveyed use multi-channel marketing. Business owners are integrating various channels in order to properly serve the needs of their wide range of customers though there continue to be barriers to integration for many."

Tags: marketing strategy, Pitney Bowes, Regus, social marketing, social media, social network

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  • Social media is undeniably important and here to stay, but it is by no means the answer to everyone's online marketing needs. Social media is only another piece of the puzzle. Putting all your marketing eggs in one basket is plain irresponsible. You want you site to have a wide variety of traffic sources.

  • Social media is here to stay for good. Given vast variety of the existing channels to choose and stick with, it’s time for such a hot space to enter into a new category.

    There is a need for a portal to provide a quick and intelligent decision for both the consumer and the enterprise about their online connections. A Platform to Help us to Distinguish Our Quality vs. Quantity Friends, Fans, Followers, and Companies.

    Facebook, Twitter, LinkedIn, Youtube, Flickr and others have been doing a decent job of providing additional marketing exposure and even in some cases, additional revenue. However, as more and more social networking sites pop up, the task of picking the right channel getting more challenging.

    This reminds me of the early 90’s when WWW was adopted broadly by the general public. Every company rushed to have a presence, to the point it became literally impossible to find the right information on the Web. That’s when yahoo and google where born and helped us find the most relevant information by just typing simple keywords.

    Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace, Facebook, Twitter and countless others have turned everyday people into content producers, influencers and experts. We basically tripled down on the information overload How do you know which channels to select for deploying your social media strategy?

    That is why I built to accomplish such a mission - the portal to all your existing social media channels.


    CEO & Founder



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