Six digital marketing behaviours within the SME landscape




What type of small businesses are you selling digital marketing too?

Based on the digital SME survey completed in 2015 with BingAds we have categorised six groups of different marketing behaviour towards digital marketing.  If you are selling into this market try and consider what your typical customer segment is, and then adjust your approach accordingly. For example the sales approach would be much different for an “advanced” behaviour compared to the “casuals”







Advanced (19%) – These SMEs have fully embraced digital marketing with formal plans laid out. They also have a digital budget to ensure things actually get done and not just talked about. These SMEs are more likely to be medium sized companies and are likely to be looking to grow over the next couple of years.Advanced


Close Followers (10%) – Similar to ‘advanced’, these SMEs have an overall marketing plan but are not quite as advanced in ‘digital’ – only doing it when they have the time. They also often lack a formal digital budget. It is likely that as the benefits of this ‘occasional digital’ come to the fore, these close followers will invest more heavily.

Close Followers


Un-committed (7%) – These SMEs have plans for both offline and digital marketing but no budgets in place to guarantee execution. Spending is done ad-hoc or is focused entirely on ‘free’ channels. These SMEs have good intentions but may not be maximising digital benefits.




Casuals (14%) – Casuals are not opposed to marketing but it’s not a top priority. They only do it when they have the time and very few have a budget.



Old School (25%) – These businesses do marketing activity but are yet to move to digital, sticking instead to offline channels. Old School SMEs tend to be smaller companies of 1-10 employees.

Old School

Uninterested (24%) – This group say ‘no thanks’ to marketing, claiming not to do any marketing activity (or at least not realising that they do). This group often feel like the David struggling against Goliath and are typically less interested in growth.



“The Digital SME 2015 report is based on an online survey of 311 marketing and advertising decision makers amongst UK SMEs.”

For more insights into the SME survey, and how Latitude White can help you, please contact us at

To download the digital SME 2015 report for FREE, go to