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
- 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