For SMEs, Facebook takes most ad spend, but questions grow


Research by marketing agency RG Stúdió shows that Hungarian SMEs say they need to spend more to reach their target groups on Facebook. Most companies consider Facebook the most important advertising channel for Christmas: 77.3% of respondents said they will spend as much money on adverts as last year on Facebook.

For Google AdWords Search, the equivalent percentage is 49.5%, while for Instagram it is 43.5%, and for Google Display Network 42.2%, according to a press release sent to the Budapest Business Journal.

For businesses, the most important goal on Facebook in recent years has been customer acquisition, says the press release. Although brand building comes second in terms of motivation, its significance has decreased. The third placed reason is direct sales and customer relations. 

When quizzed about what they do not like about social media, Hungarian SMEs now point out more problems than previously. The biggest complaint is that their posts are not seen by all fans, but there is also difficulty in collecting followers. Nearly the same weight in terms of dissatisfaction is given to the growing demand for advertising, and a lot more respondent companies think that Facebook is beginning to lose its attraction. 

Asked whether it is worth using Facebook, almost 70% of respondents still say yes, although this proportion has dropped, while the number of respondents who answered that they could not decide has increased, RG Stúdió said. 

After Facebook, the second most important social media platform for communication for Hungarian SMEs is Instagram, followed by Messenger; most companies keep in touch with their target audiences via these platforms. 

The research involved a total of 219 small enterprises. RG Stúdió has been dealing with online marketing since 2000, and with social media for more than ten years. Its blog about social media, new features and business opportunities has been available to Hungarian marketers since 2010. 


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