Digital marketing can be vital to the success of a small business yet one-in-three end up in a dispute with their provider, according to new research by the University of the Sunshine Coast.
And almost 70% of small businesses last fewer than 12 months with the digital marketing provider they choose.
The high proportion of disputes and the large turnover in providers has prompted the Small Business and Family Enterprise Ombudsman to provide a best practice guide for small business, released today.
The Ombudsman commissioned the study by UniSC researchers, which is among the first in the world to investigate the specific relationship challenges between small businesses and digital marketing service providers. This collaboration has produced the information checklists in the best practice guide.
Lead researcher, UniSC Senior Lecturer in Public Relations Dr Karen Sutherland (pictured) said the common reason for a dispute was a lack of open, informed and honest communication between small business and a digital marketing provider.
