Maltese companies are taking to Facebook faster than any other form of online marketing, according to an e-commerce study being published tomorrow.
More than three-quarters (76 per cent) of businesses that use the internet for marketing cited Facebook, the world’s largest social networking site, as one of their promotional channels.
On the other hand, advertising via e-mail, search engines and website banners were all mentioned significantly fewer times than Facebook.
The website, which has more than 800 million users, provides various tailor-made advertising options where companies can target their audiences by age, location and interests, while paying according to how many times their adverts are viewed or clicked on.
Besides pay options, businesses can also use Facebook for free promotion through the creation of profile pages, groups and event pages.
More than 700 businesses, spanning all sectors proportionately, were interviewed for the detailed e-commerce survey commissioned by the Malta Communications Authority.
Of these, 45 per cent said they still used only traditional marketing like print, TV and radio. Meanwhile, 14 per cent said they used online marketing and 23 per cent used a mix.
Businesses that were making use of the internet for marketing were asked to list the channels they used.
28%
Percentage of Maltese businesses that advertise on Facebook
Facebook was mentioned by 201 companies – 28 per cent of all those interviewed.
Meanwhile, 102 businesses mentioned e-mail marketing, 86 says banner advertising, 73 mentioned links with other companies and 71 search engine marketing.
The research study gives an overview of how Maltese companies are making use of computers and the internet.
It reveals that while the majority of businesses use both, online marketing is more popular than e-commerce.
Just 10 per cent of businesses do not use computers or the internet, compared to two-thirds that have their own websites.
But while 37 per cent of businesses use the internet for marketing, only 28 per cent sell their products or services through the internet and only 14 per cent use this tool as their primary sales channel.
The survey will be launched tomorrow at the eighth edition of the MCA e-commerce forum.