Author Archive

03
Jul

Trends in Local Ad and Promotion Spending Local advertising is changing in many ways and Borrell Associates has been tracking the way local retailers are spending their local advertising dollars and the move to spending on local promotions is very clear from this chart.   You can download this chart here and from the Executive Summary you’ll read where Borrell Associates feels that owned media is a big deal for local retailers as it’s an inexpensive ...

14
Jun

Customers, Patients, Clients Are Researching Your Business Online Here is another report that confirms that consumers go online to learn about companies they are planning to do business with This chart comes from an article on MarketingCharts.com 56% of Americans agree that now more than ever, they’re pro-actively trying to learn more about the companies they hear about or do business with, according to [pdf] results from latest Harris Poll Reputation Quotient (RQ) study. ...

30
May

The Paywall Effect - What it means for SMB's If you do local advertising for your business you’re naturally interested in the viability of local newspapers. As consumers move online and away from the printed copies of newspapers, the papers built great internet sites for consumers. Unsuccessfully, the banner ad revenue never matched the decline in print advertising so they went to the idea of paywalls to charge consumers for the online content.

06
May

Ad Dollars Continue to Move to Digital: See Proof There have been so many studies supporting the idea that brands are recognizing the change in consumer behavior and are reacting by moving ad dollars from traditional media to digital. While this study from emarketer.com doesn't break down national advertising vs. local advertising, the logic should be the same. If consumers are relying more on the internet to get product information, then local advertisers should be ...

16
Apr

Printed Newspaper Ads vs. Google AdWords Newspaper ad sales continue to fall as Google ad sales continue to climb. The chart shown here is from a post on Reflections of a Newsosaur and clearly makes the case that ad dollars are going digital at the expense of printed newspaper ads. This still understates the move from print to digital because so much of digital advertising is done via free or owned media which are free of media costs and therefore not ...

09
Apr

Save Money by Going Digital Locally

Most of the articles we read about how brands are moving advertising dollars from traditional to digital media explain the move as a reaction to consumer behavior. It just makes sense to follow consumers online. Now we’re starting to see more articles that mention that the lower cost of digital advertising is a big influence, too.   This chart is from an article on eMarketer.com and documents what percentage of company revenue is being ...

15
Mar

Here’s an interesting report that should be of great importance to local retailers, yet they probably will never run across it.  It’s from anarticle on businessinsider.com The Closer Users Are To A Business, The More Likely They Are To Click Through A Mobile Banner Ad For That Business   It all makes perfect sense: Making ads more valuable and effective: Advertisers pay a premium for location-enabled ad impressions. Data from several mobile ad networks and ad exchanges ...

28
Jan

In 2013 Local Digital Advertising predicted to grow 31% Lots of studies predicting where local digital advertising is heading in the near future and none better that what Borrell and Associates is predicting. This chart is from an article on eMarketer.com where they also report these findings: According to a report from Borrell Associates, “2013 Local Advertising Outlook: Get Ready for the Rebound,” US local digital advertising will reach $24.5 billion in 2013, to take a 25% share of total local ad budgets. That’s an ...

07
Jan

SMBs use of Social Media is on the Rise

SMBs use of Social Media is on the Rise Here’s a recent report from MarketingCharts.com that paints a good picture of where small businesses are today with their usage of social media and how according to Facebook the trend is up. From the article, Small businesses are behind in their adoption of social media, finds Hiscox in survey results released in December 2012. ...

04
Jan

Remember Email Marketing? Don't Forget It. We spend a lot of time researching the many ways that local retail advertising is changing from traditional media to digital.  A great example of how retailers are moving to digital is in the growth of email over the last several years, including a 19% growth this past year. Number of promotional emails sent monthly by top online retailers to each of their ...

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