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Archives » Directories

SMBs Ramp Up Digital Ad Spends, Favor Self Service

Published 2 years, 1 month ago

Small and medium businesses (SMBs) are stepping up their digital ad buys, reports Media Post. But they’re largely cutting out the “middle man,” with self-serve advertising.

Over the next 12 months, SMBs will allocate 26% of their budgets to digital and online media. That according to data from BIA/Kelsey, which conducts its ongoing Local Commerce Monitor study of SMB advertising and media usage.

SMBs are particularly bullish on self-serve advertising (e.g., video, Facebook, YouTube). According to BIA/Kelsey data:

  • 49% of SMBs have purchased online advertising directly from a Web site, with or without live operator assistance.
  • 52% use social media to promote their businesses
  • 22% plan to have a video on YouTube in the next 12 months

In addition to digital advertising, SMBs over the next five years will shift their spends to performance-based platforms (e.g., pay-per-click) and customer-retention business solutions over the next five years.

In 2011, BIA/Kelsey forecasted that SMBs will allocate just 30% of marketing budgets to traditional advertising by 2015, way down from the 52% they spent in 2010 on radio, local TV and print ads. That will leave 70% for mobile, social, online directories, digital couponing and so forth. With projected SMB spending of $40.2 billion in 2015, that digital spend will be $28.14 billion.

Chart: Types of Email Sent, B2B v. B2C

Published 3 years ago
About this chart: Source: Multichannel Merchant, "Outlook 2011: Marketing" March 2011. An email survey was conducted from December 2010 - February 2011, and 753 responses were received. Of those, 597 (79.3%) indicated that their company marketed products directly to consumers and/or businesses through a print catalog and/or e-commerce website, and formed the the basis of the result to the survey.

Chart: Important Marketing Metrics of Past 12 Months, B2B v. B2C

Published 3 years ago
About this chart: Source: Multichannel Merchant, "Outlook 2011: Marketing" March 2011. An email survey was conducted from December 2010 - February 2011, and 753 responses were received. Of those, 597 (79.3%) indicated that their company marketed products directly to consumers and/or businesses through a print catalog and/or e-commerce website, and formed the the basis of the result to the survey.

Chart: Marketing Media Used, B2B v. B2C

Published 3 years ago
About this chart: Source: Multichannel Merchant, "Outlook 2011: Marketing" March 2011. An email survey was conducted from December 2010 - February 2011, and 753 responses were received. Of those, 597 (79.3%) indicated that their company marketed products directly to consumers and/or businesses through a print catalog and/or e-commerce website, and formed the the basis of the result to the survey.

Email Tips: Give Consumers a Choice | Spring Cleaning Customer Data

Published 3 years ago
  • Email is still the primary means of communication used by most consumers, writes chiefmarketer.com; however, consumer surveys show a consistently expressed desire to receive solicited email—but only at the frequency they desire and expect. Few marketers are giving recipients an opportunity to state what type of mail they want to receive and how often they want it. Among other insights, the article points out that a strategy to maximize both delivery and ROI is to stop marketing, at least occasionally. Instead, allow email pieces to offer something valuable to the recipient for having received the mail. There will be plenty of time to upsell when the subscriber reaches the website or follows through on some other call to action. Read the whole story here.

Ad Spending Falls in ‘09

Published 4 years, 1 month ago
Advertisers spent an estimated $117 billion on US media in 2009, a 9% drop from 2008, according to [pdf] figures released by The Nielsen Company.

RH Donnelley Files for Bankruptcy

Published 4 years, 10 months ago
Shrinking yellow pages advertising and a $10 billion debt load led directory publisher RH Donnelley to file for bankruptcy protection last week.

FBI Renews Clear Channel Deal for ‘Most Wanted’ Ads after 13 Criminals Found

Published 5 years ago
Clear Channel Outdoor renewed its agreement with the FBI to display wanted messages on digital billboards across the country.

Interactive Growth to Offset Local Ad Market Declines

Published 5 years, 1 month ago
US local advertising revenues will decline from $155.3 billion in 2008 to $144.4 billion in 2013, representing a negative 1.4% compound annual growth rate (CAGR), according to a topline forecast released by BIA's Kelsey Group, which also predicts declining profit margins for most media, writes MarketingCharts.

Yellow Book Changes Name, Flaunts New Tagline

Published 5 years, 11 months ago
At least three companies that publish yellow pages phone directories are fiercely competing for market share - large phone directories pulled 13.4 billion searches last year, and it's a $31 billion industry, per the Yellow Pages Association - and Yellow Book is hoping to boost its presence with a new integrated campaign.