Small business owners surveyed in 2004 about the marketing tools they considered critical
in driving business* responded by placing a significant emphasis on the Internet.

Web sites were selected by 69% of the respondents, search engine keywords by 36% and eMail marketing by 24% as critical media for business success.

Although the emphasis was solidly on the Internet, community relations was selected by 35%
of the respondents, indicating the continued importance of personal contacts to small business. Other responses included direct mail, mentioned by 22% of respondents; Yellow Pages, 12%; newspaper advertising, 5%; outdoor advertising, 4%; and print coupons, 2%.

Polled as to how they use the Internet, survey respondents reported an increase in usage in 2003 over 2002; 45% spent more time gathering information through eMails and eNewsletters and 36% through web sites. Conventional media did not fare as well, with industry trade publication usage up only 8% and daily local newspapers and magazines down 18%. Somewhat surprisingly, 40% of the respondents said they did not use daily national newspapers, 39% did not use radio and 38% did not use television as sources for industry/business news.

These responses indicate an increasing emphasis on the Internet for small businesses, whether as a marketer or as a consumer, and point out the need for any small business to carefully analyze its web presence and effectiveness.

An integrated marketing firm such as MillerWhite, LLC can perform an Internet audit for any sized business, either by itself or as a part of developing an integrated marketing plan through its MW Fusion formula. The results of the audit can lead to recommendations for improving a web site and/or additional eStrategies to get it noticed and used by consumers and other small businesses.

*The Spring 2004 Business Barometer of Online Activities was conducted by Interland, a provider of online services, and reported in the June 24, 2004 Research Brief from MediaPost, The Center for Media Research.

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