Small Businesses Advertising & Marketing Trends – LCM Wave 21 (Q3/2017)


Need to understand what makes small-business marketers tick so you can map the right strategy for 2018? BIA/Kelsey’s Local Commerce Monitor™ (LCM) can give you answers.

LCM is BIA/Kelsey’s proprietary annual survey of 1,000-plus small and medium-sized business advertisers (100 or less employees). The latest wave, LCM Wave 21, conducted Q3 2017 has new topics and the largest sample size ever

This trends report is taken from the new LCM survey and offers a deep dive into the hottest trends in small business advertising and marketing for 2018. Use the report to understand what small businesses are spending the most on and how they value different types of channels. It includes average spend for all types of advertising (i.e., TV, radio, Facebook, SEO, search, social media ads, audio ads.) This report also identifies the types of business tools, like cloud storage, advertisers will invest in.  This exhaustive report of 45+ charts covering 60+ topics includes firmographics.

The report, Small Businesses Advertising & Marketing Trends – LCM Wave 21 (Q3/2017), offers a comprehensive overview and analysis of the full 30-minute survey from all 1,000 small business respondents (key marketing decision makers in the businesses).

The comprehensive deck covers the following areas and more:

  • Advertising channels used, not used and want to use in the future
  • Spend by advertising product or service used and future spend
  • Average annual advertising spend and budget for each media used
  • Small business use of agencies and marketing services
  • Preference for do-it-yourself vs. do-it-with-me advertising and marketing
  • How small businesses are using:
    • Different types of leads
    • Social media
    • Analytics
    • Cloud-based services like storage, CRM and scheduling systems
    • Technology such as mobile payment, beacons and IoT

BIA/Kelsey’s report on small businesses tracks over 55 different media platforms, which fall into top-level groups:

  • Online advertising (e.g., search, display ads, blogs)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Print and digital coupons
  • Broadcast advertising
  • Local sponsorships and trade show advertising
  • Video advertising (e.g., website videos, YouTube)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, Promoted Tweet)
  • Print and digital directory advertising

Value of Report

With this report:

  • Media companies can determine where they can gain new advertisers and where competitive threats must be addressed.
  • Marketing services and technology companies can uncover how small businesses view and use DIY versus managed services.
  • Agencies and sales teams can track small businesses usage of agencies and their opinions, as well as benchmarks for sales to have successful sales calls.
  • Companies selling marketing analytics can understand what metrics small businesses value and how they measure ROI and performance.

Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling digital products to small businesses
  • Anyone focused on the trends and direction of small businesses
  • Franchisors, brands and marketers running co-op advertising programs
  • Venture capitalists, business entrepreneurs investing in the local advertising space