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Vistaprint Survey Indicates Online Marketing Taking Hold Among Small Businesses

December 10, 2009
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VENLO, THE NETHERLANDS—12/10/2009—Vistaprint N.V. (Nasdaq: VPRT), the company that provides high-impact personalized products and services for small businesses and the home, recently conducted a comprehensive survey that unearthed interesting trends in small business marketing. According to the survey results, small businesses are likely to increase their use of online forms of marketing including email marketing, paid and organic search, and custom websites over the next 12 months. As small businesses have more time and money to focus on marketing, many indicated that they are considering testing online programs, among other areas.

“It’s apparent from the results of our survey that small businesses are adapting to market changes and are considering trying other methods, including online initiatives,” said Trynka Shineman, chief marketing officer for Vistaprint North America. “Not only are online options like email marketing, local search and unique websites cost efficient, especially in a recession, but the Internet is where potential small business customers are moving. This survey has confirmed that small businesses will start to try and incorporate online options as part of their overall marketing plan. Of course they are still using tried and true methods like direct mail, but it seems they are more willing to diversify than ever before.”

Vistaprint’s survey was an in-depth look at marketing avenues that small businesses are currently embracing. After analyzing the results of the survey, Vistaprint expects the following small business behaviors in the next year:

• Email marketing will continue to be a very important marketing tactic, as small businesses cited it as one method that they have most commonly used or would be likely to try moving forward.

• Social media avenues like Twitter and Facebook are an area many small businesses will look to explore and capitalize on in the next 12 months. Time is the biggest perceived barrier to these efforts.

• Despite time and money being perceived barriers to starting websites for small businesses, it’s clear that their adoption rate will continue to increase, especially amongst micro and single proprietor businesses. Currently only 38 percent of small businesses have a website.

• YellowPage ads and listings continue to be frequently used, indicating that local search is very much an area of focus for small businesses, especially online.

The survey also found that small businesses might need more education when it comes to marketing, including resources they can tap into. Almost 50 percent of the survey respondents don’t regularly seek any type of advice or counsel with regard to their marketing efforts. When they do, they typically look online for resources. Only four percent took advantage of their local Small Business Administration office, and only eight percent actively participated in their local chambers of commerce. Finally, many small businesses are interested in testing and tracking their marketing campaigns, but only 50 percent are currently doing so to ensure success.
 
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Most Recent Comments:
ryan - Posted on December 26, 2009
Interesting… I might try some of this on my blog, too. It’s quite interesting how you sometimes stop being innovative and just go for an accepted solution without actually trying to improve it… you make a couple of good points.
david - Posted on December 24, 2009
I have always been curious about functionality in websites and, well, the world in general. I read this article with great interest. It does seem to me that the reason we comment is to speak our minds so why not have the comment field first? However, as others have pointed out, one gets used to the conventions regardless of reason.
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Archived Comments:
ryan - Posted on December 26, 2009
Interesting… I might try some of this on my blog, too. It’s quite interesting how you sometimes stop being innovative and just go for an accepted solution without actually trying to improve it… you make a couple of good points.
david - Posted on December 24, 2009
I have always been curious about functionality in websites and, well, the world in general. I read this article with great interest. It does seem to me that the reason we comment is to speak our minds so why not have the comment field first? However, as others have pointed out, one gets used to the conventions regardless of reason.