The Director of Small Business at Google, Alice Mansergh recently released a report on Digital Capabilities in Irish SMEs. 

Since the beginning of the Covid-19 pandemic, 80% of EU businesses increased their use of digital tools during the pandemic. It’s no surprise to us at VIMAR that the vast majority of these businesses don’t plan on reversing these recent changes.

As a result, Google commissioned Amárach to engage Irish SMEs on their lived experiences and expectations of their digital journey. 

In this article, we will outline some of the main findings from this report and how they directly relate to digital marketing for Irish small businesses. 

If you would like to read the full report, click here.

Digital Transformation For Small Business In Ireland

Companies that implemented working from home, e-Commerce, digital marketing, and digital customer care channels have no intention of reversing or unwinding the changes they recently made. 

2022 will be a year in which digital transformation becomes the core driver of post-pandemic business recovery.

This report indicates that overall, small businesses in Ireland want to adapt and welcome digital innovation. But they face considerable challenges. The main challenges include;

Why Does Digital Transformation Matter for SMEs?

Before we explain why digital transformation is important for SMEs in Ireland, we must first state what digital transformation is. 

The World Bank defines digital capabilities as ‘the ability of an organization to use digital resources effectively for achieving its overarching goals and objectives.

Only 1% of Irish SMEs said they were at the end of their digital transformation journey. Only 6% said they were well advanced on their journey. 

This report found that the majority of Irish businesses are ‘less than halfway’ on their digital transformation journey. However, the majority expect to be halfway or further within the next 3 years. 

If you have not yet considered, or implemented a digital marketing strategy, then it’s crucial you get started now. Your competitors are starting to implement digital marketing and innovation.

What Difference Could Digital Transformation Make To My Business?

When faced with questions about return on investment in digital skills, Irish businesses believe an investment in digital skills is not only worthwhile but necessary. 

  • 57% stated that investing in digital skills would help them grow faster
  • 57% stated that investing in digital skills would make them become more profitable
  • 40% stated investing in digital skills would help them expand into new markets

In fact, smaller firms (10 employees or less) are more bullish on the idea of adopting digital innovation.

Why Are Irish SMEs Hesitant To Invest In Digital Transformation?

The majority of Irish businesses realize the importance of digital transformation. So what is stopping them from investing in their future?

  • 42% of businesses surveyed stated that they did not have a clear digital strategy. I.e they weren’t sure what to invest in.
  • 37% stated they did not know the right sequence to invest in.
  • 35% stated they did not know the right staff to invest in. 
  • 30% stated that not knowing how to position themselves to customers was a challenge.
  • 26% stated they did not know where to find potential customers.

VIMAR Digital Marketing

Digital transformation is constantly changing. It can be hard for full-time digital marketers to keep up to date, never mind busy business owners. 

If you find yourself relating to other business owners in Ireland who are struggling with digital innovation, then don’t worry. Forward-thinking businesses are releasing the benefits of hiring an outsourced marketing agency.

VIMAR Digital Marketing is a marketing agency based in Portlaoise, Co. Laois. We are a team of professional digital marketers, web developers, graphic designers, business strategists, and digital experts with many years of experience.

Our professional marketing team can help you with

If you want to grow your business through the power of digital marketing, then make sure you book a free consultation with VIMAR today.