SMBs Aim At Digital Marketing
SMBs will allocate 30% of their marketing budgets to traditional advertising by 2015 (down from 52% in 2010), with the remaining 70% going to:
- Digital/online media (mobile, social, online directories, online display, digital outdoor)
- Performance-based commerce (pay-per-click, deals, couponing)
- Customer retention business solutions (email, reputation and presence management, websites, social marketing, calendaring/appointment-setting)
U.S. SMB spending on media, marketing and business solutions will grow from $22.4 billion in 2010 to $40.2 billion in 2015, representing a compound annual growth rate of 12%.
| Advertising & Marketing Spending by U.S. SMBs ($ in Billions) | |||
| Media | 2010 | 2015 | Growth (CAGR) |
| Total | $22.4 B | $40.2 B |
|
| Traditional Media | $11.88 | 12.18 | 0.6% |
| Online digital media | 5.4 | 16.6 | 24.9 |
| Commerce | 1.7 | 4.6 | 21.5 |
| Solutions | 3.5 | 6.9 | 1.6 |
| Source: BIAKelsey, August 2011 | |||
Neal Polachek, president, BIA/Kelsey, says "With the advent of daily deals... SMBs are now focused on leveraging technological solutions... these SMBs will turn to outside providers... media companies as well as pure-play technology providers... "
And Mark Fratrik, vice president, BIA/Kelsey, concludes that "Traditional media companies and new upstarts... building products and solutions in... digital display, SEM/SEO, email marketing, calendaring, and other acquisition and retention tools... (can) take full advantage of this substantive change in the overall SMB landscape."
BIA/Kelsey's U.S. SMB Spending Forecast is derived from the firm's U.S. Local Media Annual Forecast and its proprietary Local Commerce Monitor study, and will be presented at its upcoming conference, DMS '11: The Summit for Small-Business Advertising Solutions, on Sept. 20-22.
For additional information, please visit here.
JACK LOECHNER
Center for Media Research
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