BIA Kelsey Says Small Businesses Plan To Allocate 26% Of Ad Budgets To Digital Media
February 29, 2012 at 4:35 AM (PT)
Get ready to have your sales department pitching your web presence, as small businesses continue to gravitate to digital/online media, particularly to self-serve advertising and promotional tools, including video, social media and search engine marketing, according to the latest wave of Local Commerce Monitor, BIA/KELSEY's 15-year tracking study of SMB advertising spending, media usage, Web presence and sales channels. SMBs surveyed in LCM Wave 15 reported they plan to allocate 26% of their budgets to digital/online media over the next 12 months.
"SMBs continue to get more focused and precise about how they use and analyze their advertising and marketing budgets," said Dir./Research STEVE MARSHALL. "We continue to see a powerful pattern in usage of digital/online media according to the age of the business. Younger businesses spend much more of their ad budgets on digital/online media than their older counterparts that spend more on traditional media."
"The LCM data show SMBs love the easy-to-use tools, like YOUTUBE, FACEBOOK, TWITTER and self-serve advertising," said SVP/PD MATT BOOTH. "Our analysis is that we are on the verge of a real revolution in marketing platforms that serve SMBs, in particular around digital presence."
BIA/KELSEY analysts will pull back the covers on the LCM data during Interactive Local Media East (ILM East), MARCH 26th-28th in BOSTON.