Small Business Observatory of GoDaddy, the company that supports everyday entrepreneurs by providing them with the tools they need to grow their online business, conducted by research firm Kantar, examined 5100 small and medium-sized businesses in Italy, Germany, France, and Spain. The study examined the strategic choices made over the past year.
Secondo GoDaddy's report il 62% of small Italian businesses owns a website, of these the 71% carries out marketing and promotional activities through its website or social media channels.
Facebook is still the most used social network in Italy (86%), Followed by Instagram (58%).
It might interest you
WhatsApp It has been used as a channel to promote services and products and maintain contact with customers by 54% of Italian small businesses that use social media for marketing purposes: according to the GoDaddy Observatory, the messaging app was the most used tool especially by small restaurants, retail stores, artisans, and family-run fruit and vegetable farms.
"In the last year, we have seen an acceleration in the penetration of digital marketing tools in small Italian businesses, especially in those sectors that previously relied almost entirely on physical sales channels, such as retail, small restaurants, grocery stores and craft shops”. explains Gianluca Stamerra, GoDaddy Regional Director for Italy, Spain and France. "However, there is still some resistance to digital tools. That's why GoDaddy is strongly committed to educating and training entrepreneurs on the potential of digital to support their day-to-day business, through courses and meetings like the School of Digital, a series of free lessons taught by digital experts to help entrepreneurs bridge the skills gap.
With regard to marketing activities, the Italian companies interviewed have shown a preference for online ones (48%) compared to offline ones (40%), with a niche of the 27% which prefers a hybrid form between online and offline. Some new digital marketing activities remain little explored: only 7% have activated influencer marketing campaigns and only 2% have exploited the popularity of podcasts.
