• About Us
  • Advertise with Us
  • Contact Us
  • Offers
  • Events
  • Newsletter
  • Podcasts
  • Digital Magazine
  • Home
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability
  • About Us
  • Advertise with Us
  • Contact Us
  • Offers
  • Events
  • Newsletter
  • Podcasts
  • Digital Magazine
NZBusiness Magazine

Type and hit Enter to search

Linkedin Facebook Instagram Youtube
  • Home
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability
NZBusiness Magazine
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability
News

Digital SMEs enjoy higher revenues

A new Yellow survey shows the ‘digital readiness’ of Kiwi SMEs is slowly increasing.

Glenn Baker
Glenn Baker
August 20, 2014 3 Mins Read
562
Savvy New Zealand SMEs are benefiting from digital with the Yellow SME Digital Readiness Survey revealing the average annual revenue of SMEs using digital marketing tools is $150,000 higher than SMEs disengaged from modern marketing practices.
The survey, commissioned by Yellow® and conducted by Colmar Brunton, showed Kiwi businesses that are online enjoy a range of benefits. Forty per cent said digital helps boost their revenue and 52 percent said it generates positive word-of-mouth.
Yellow CEO Michael Boersen says small businesses are vital to New Zealand’s economy and the economic benefits could be substantial if all SMEs used digital tools to help grow revenue and productivity.
“We commissioned this research to put SMEs under the microscope and understand which digital marketing tools they’re using and what’s working for them. It’s important we share this information amongst the SME community to help them market their businesses better and in turn grow,” said Boersen.
However, Boersen was quick to point out that all is not rosy when reviewing the finding of SME’s marketing practices.
“It’s hugely concerning that overall there’s been little progress in the uptake of company websites around the country since last year – it’s stayed stagnant at 50 per cent. So we’re at least three years behind Australia – their uptake was at 52 percent in 2011.
“What SMEs need to remember, is that websites aren’t just about e-commerce – they’re a vital research tool for customers. According to Roy Morgan Digital Research, 47 percent of people who researched online bought offline and smartphone users are even more sophisticated – Google Mobile Planet NZ 2013 reports 74 percent of them using their device to research a product or service.”
Further, the Yellow research examined how confident businesses are in the effectiveness of their digital tools, and it found that it’s not always the highest rated that are top of the list for small business owners.
Boersen explains: “If we look at websites for example, 61 percent of SMEs agree that their website is effective at promoting their business. Despite this, just 16 percent of those without one are considering getting one in the next six months.”
Consideration of social media however, is higher than websites with around a quarter (26 percent) of business owners planning to use it in the next year or so.
“SMEs considering social need to be aware that for those using it, the jury is still out. The majority (55 percent) of SMEs using social weren’t confident that it was effective at promoting their business, or described it has having a ‘neutral’ impact.
“It seems SMEs are prioritising social, but it’s a bit of the cart before the horse. Social works best when there’s a strategy and call to action behind it. Often that’s to drive web traffic, so if there’s not one – or it’s a bad one – it’s a bit of a wasted exercise.”
In terms of what’s next for SMEs, Boersen says, “We can expect to see savvy SMEs turning to video to boost their content play online and on social. While uptake is low at seven percent, there’s a 53 percent confidence rate.” 
SMEs owners wanting to know more about digital marketing can visit www.yellowbusiness.co.nz .

Share Article

Glenn Baker
Follow Me Written By

Glenn Baker

Glenn is a professional writer/editor with 50-plus years’ experience across radio, television and magazine publishing.

Other Articles

Twins cropped
Previous

Identical lawyer twins cause people to see double

ICFlogo cropped_0
Next

International Coach Federation: Business Building Conference

Next
ICFlogo cropped_0
August 22, 2014

International Coach Federation: Business Building Conference

Previous
August 19, 2014

Identical lawyer twins cause people to see double

Twins cropped

Subscribe to our newsletter

NZBusiness Digital Issue – September 2025

READ MORE

The Latest

Evan Goldberg: “AI is about putting power back in people’s hands”

October 16, 2025

Westpac NZ announces $100m commitment to support small business owners

October 16, 2025

The freedom problem: How being your own boss backfires

October 16, 2025

AI comes to the back office as NetSuite Next brings enterprise intelligence within reach

October 8, 2025

Construction sector leads sustainability charge despite industry pressures

October 8, 2025

Tune into the brand: How Radio BurgerFuel amplifies a strong identity

October 1, 2025

Most Popular

Understanding AI
Economy, AI, and exports dominate 2025 business outlook
Cecilia Robinson’s mission to revolutionise healthcare
Confessions of a serial investor
NZBusiness Digital Issue – June 2025

Related Posts

Westpac NZ announces $100m commitment to support small business owners

October 16, 2025
ASB report on improving productivity

Investor confidence tumbles amid global uncertainty

September 22, 2025

Wallace Cotton celebrates 20 years of comfort and style

September 18, 2025

Voyager founder Seeby Woodhouse returns as CEO

September 18, 2025
NZBusiness Magazine

New Zealand’s leading source for business news, training guides and opinion from small businesses to multi-national corporations.

© Pure 360 Limited.
All Rights Reserved.

Quick Links

  • Advertise with us
  • Magazine issues
  • About us
  • Contact us
  • Privacy policy
  • Sitemap

Categories

  • News
  • Entrepreneurship
  • Growth
  • Finance
  • Education & Development
  • Marketing
  • Technology
  • Sustainability

Follow Us

LinkedIn
Facebook
Instagram
YouTube
  • Home
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability