The Benefits of Being Small

Yesterday I made a blog post that talked about the sudden, growing influx of major businesses to the world of search engine marketing. While all those dollars flowing in to the mix could make it more difficult for small businesses to compete, some news out of another Jupiter Research report could be showing the benefits of being small when it comes to creative online marketing.

The study, released just yesterday, pointed out that smaller size businesses are far more likely to take advantage of marketing tactics like blogging and word of mouth buzz because their size allows them more flexibility in both tracking and responding to online responses. Larger firms often have a bevy of lawyers deciding what can and cannot be posted and are faced with organizations that are so large that it would be impossible to track what everyone is saying online. Thus, it's easier for larger firms to simply say "no" to blogging.

"Small companies often leverage free tools such as blogs and message boards, and allow company employees to engage with customers frequently and directly," the report stated. "Small companies are therefore more confident than large companies in their ability to monitor and control consumer product decisions."

The study showed that 44% of small businesses had blogs while only 24% of larger firms have them. It also showed that 74% of small businesses have posted material online in the hopes of generating buzz while just 61% of larger firms have done so. That leaves a nice, wide opening for small businesses that learn how to take advantage of blogging and consumer generated media for spreading the word about their products.