How does a small and medium-sized business decide: online marketing or print advertising?
Posted: Thu Mar 27, 2025 5:13 am
It's easy to be handed a flyer at a company event or to look at posters, cardboard cutouts, and banners as you pass by. But how effective is this form of advertising in 2016? Isn't it likely that you'll forget about the poster or banner and the flyer will end up in the trash at the next opportunity?
The marketing study of German SMEs conducted by TNS Infratest examines prevailing trends in B2B marketing . The survey of 960 companies in 11 different industries provides interesting insights into the development and key tasks and measures for achieving marketing goals.
The most important marketing measures
85% of the companies surveyed agreed that presenting product or service quality is theirusa student data most important marketing measure. Attracting prospects and communicating their innovation leadership are two other tasks considered particularly important.
Bar chart - relevance of marketing tasks
Source: Marketing study of German SMEs 2016 by TNS Infratest
Share of online spending in the marketing budget
Today, approximately one-quarter of marketing expenditures are already invested in online measures. It is estimated that this expenditure will increase to one-third within the next two years. The size of the company plays a decisive role, as large companies with approximately 200-500 employees currently spend less of their marketing budget on online advertising than small companies, where wasted advertising should be avoided whenever possible. The importance of online marketing is increasing, and the budget for it is increasing by 20% annually .
The company website is viewed by 91% of respondents as by far the most important measure for achieving online marketing goals . Companies that rated themselves as particularly profitable rated search engine optimization activities as relevant at 62% and email marketing at 53%. Google Ads, social media, and blogs play a subordinate role, but according to the survey, they should not be neglected either, depending on the industry.
The marketing study of German SMEs conducted by TNS Infratest examines prevailing trends in B2B marketing . The survey of 960 companies in 11 different industries provides interesting insights into the development and key tasks and measures for achieving marketing goals.
The most important marketing measures
85% of the companies surveyed agreed that presenting product or service quality is theirusa student data most important marketing measure. Attracting prospects and communicating their innovation leadership are two other tasks considered particularly important.
Bar chart - relevance of marketing tasks
Source: Marketing study of German SMEs 2016 by TNS Infratest
Share of online spending in the marketing budget
Today, approximately one-quarter of marketing expenditures are already invested in online measures. It is estimated that this expenditure will increase to one-third within the next two years. The size of the company plays a decisive role, as large companies with approximately 200-500 employees currently spend less of their marketing budget on online advertising than small companies, where wasted advertising should be avoided whenever possible. The importance of online marketing is increasing, and the budget for it is increasing by 20% annually .
The company website is viewed by 91% of respondents as by far the most important measure for achieving online marketing goals . Companies that rated themselves as particularly profitable rated search engine optimization activities as relevant at 62% and email marketing at 53%. Google Ads, social media, and blogs play a subordinate role, but according to the survey, they should not be neglected either, depending on the industry.