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Digital marketing is all the rage among major corporations these days but not so much among small businesses, according to new research from The Boston Consulting Group.
The consultancy surveyed 550 businesses with less than 100 employees in the U.S. and found that only 3 percent of their total advertising dollars flowed online, compared to as much as 16 percent for big companies. In short, in the heart of the digital age, these small businesses—including restaurants, hair salons and furniture stores—still rely mainly on newspaper circulars and direct mail to drive customers into their stores.
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