Online tops local media for first time

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Among SMBs, online/digital media took the top spot in 2015 for the first time, supplanting newspapers which held the position for more than 300 years.

Online Marketing Share Of Ad Spend Soars 06/11/2015

"This year, online media shimmied to the top of the local media food chain, appealing to the largest percentage of local advertisers and taking the largest share of ad budgets of any other media. It was a position held by newspapers since 1704. Over the next 12 months, the gap will almost certainly widen to the point that all traditional advertising channels - print, broadcast, outdoor and mail - begin to look like niche support mechanisms to a local businesses' digital marketing plan."

"Meanwhile, 82% of SMBs have established their own media channel in the form of a website or social media page. The survey found that 72% of them are purchasing digital services to support those channels, spending far more on those efforts than on basic advertising."

http://www.businesswire.com/news/hom...g#.VYTdu2Na5ae
#local #media #online #time #tops
  • Profile picture of the author Ron Lafuddy
    Good catch, Joe and definitely bump-worthy.
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  • Profile picture of the author savidge4
    Originally Posted by joe golfer View Post

    Among SMBs, online/digital media took the top spot in 2015 for the first time, supplanting newspapers which held the position for more than 300 years.

    Online Marketing Share Of Ad Spend Soars 06/11/2015

    "This year, online media shimmied to the top of the local media food chain, appealing to the largest percentage of local advertisers and taking the largest share of ad budgets of any other media. It was a position held by newspapers since 1704. Over the next 12 months, the gap will almost certainly widen to the point that all traditional advertising channels - print, broadcast, outdoor and mail - begin to look like niche support mechanisms to a local businesses' digital marketing plan."

    "Meanwhile, 82% of SMBs have established their own media channel in the form of a website or social media page. The survey found that 72% of them are purchasing digital services to support those channels, spending far more on those efforts than on basic advertising."

    Research and Markets: U.S Local Advertising Hits a Tipping Point 2015 Report: 82% of SMBs Have Established their Own Media Channel | Business Wire
    Joe I love the stuff you give us its awesome... in the comments I am about to make below do not in any way shape or for reflect on your sharing of these articles. Its one of those shooting the message and NOT the messenger kind of thing.

    The numbers in this article are straight bogus. Im not asking anyone to believe me..but here lets look atthis article dated Oct 2014: https://www.marketingtechblog.com/20...-social-media/ you see the number 80% ws present then.

    we go back to Nov 2013 with a overview of the 2012 stats: 88% Of Brands Will Use Social Media Marketing In 2014 [STUDY] | SocialTimes better than 80% is the number represented here.

    You start reading statements like this from pew research Jan 9 2015: "For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors." Wrap your head around these numbers for a moment... you read this you think 56% of all seniors are online. but no.. its 31% of all seniors are online, and 56% of the portion that is online ( 15% of the senior population ) uses facebook.

    Lets start with, clearly facebook is the front runner in terms of online social platforms. and if you are targeting baby boomers, using Facebook... you can only reach 15% of your target audience. - not so good now is it?

    So lets start looking at some more credible data. here is a study done last year by infusionsoft: Small Business Market Profiles 2014 | Infusionsoft ( try to scroll down the page to get some added content before you click to see the report itself ) Honestly probably the BEST marketers insight read you will find. take note that the number they use in terms of the use of Social Media. 71% of companies that have a website, have a social presents. a far cry from 82% of all SMB's.

    As a web developer, I take special interest in the number of business' that have sites. I funded a study last year that got into some pretty decent detail and contacted ever identifiable business we could get our hands on within a pretty good area within state I live and do business in. It on average worked out to 30% had a online presence of one form or another and 20% overall actually had a website.

    There are specific professions that can be easily tracked with a little work. Construction trades all have to be registered with the state. you can between online and sweet talking the licensing office find out the total number licensed in your state. then its a matter of tracking down web sites etc. I have found in a number of states the 20% figure is pretty accurate.

    Adobe released a study last week that stated that removing branded business' ( they are referring to the walmarts, macy's, roto rooter etc ) 28% of business' have sites. Interestingly even after the Google mobilegeddon scare, they are reporting 45% of those sites are desktop only ( not responsive - or mobile )

    I could very quickly get into the reasons I believe these numbers are skewed as much as they are. I would probably sound like a nut job to many ( not that I don't already )

    I honestly don't believe for 2 seconds that "Mobile" is as big in "retail" ( hard products ) as they are leading us to believe. buying apps and tokens and blah blah for games and video and music... that changes things.. but in the realm of "Commerce" that is but a segment, and that is a segment most here do not fall into.

    Again its not my intention to jack the thread, to make light of Joes efforts, or to be a piss ant. Good solid untramped data is out there if you are willing to look.
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    • Profile picture of the author joe golfer
      Originally Posted by savidge4 View Post

      Joe I love the stuff you give us its awesome... in the comments I am about to make below do not in any way shape or for reflect on your sharing of these articles. Its one of those shooting the message and NOT the messenger kind of thing.

      The numbers in this article are straight bogus.
      Hey, man, quit harshing my buzz! Get your own bogus stats! haha

      Yeah, there are some holes there, but my main message is people here should be encouraged, especially those who hesitate to approach business owners, that local companies are spending increasing amounts of moolah on digital/online services.

      In other words, "They need you, man! Go forth and help your local business owner!"
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      • Profile picture of the author ewenmack
        But are you really helping local businesses,
        even if they are wanting to divert more of their
        advertising online?

        When 85% of locals want to find out about a local business via their mailbox.

        Oh aren't stas fun!

        Best,
        Doctor E. Vile
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        • Profile picture of the author savidge4
          Originally Posted by ewenmack View Post

          But are you really helping local businesses,
          even if they are wanting to divert more of their
          advertising online?

          When 85% of locals want to find out about a local business via their mailbox.

          Oh aren't stas fun!

          Best,
          Doctor E. Vile

          The infusionsoft data would suggest other wise. Direct mail at 12% and print ads at 8% vs social media at 23%. But as marketers I think we can look at the numbers and better than imagine that this is more than likely data derived from business' that are NOT targeting Baby Boomers and are more targeting the Millennials, X's, and Y'ers.

          Not that I have to say this, but the target dictates the avenue of advertising. I look at my 21 yr old step son as an example. All of his "house bills" are paperless. He doesn't even have a mailbox at his house. I will say that one again.. He doesn't have a mailbox. And he is not alone in this. There is not a mailed printed card in the world that will reach his eyes! LOL
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      • Profile picture of the author savidge4
        Originally Posted by joe golfer View Post

        Hey, man, quit harshing my buzz! Get your own bogus stats! haha

        Yeah, there are some holes there, but my main message is people here should be encouraged, especially those who hesitate to approach business owners, that local companies are spending increasing amounts of moolah on digital/online services.

        In other words, "They need you, man! Go forth and help your local business owner!"

        Without question that is the message. if you look at the infusionsoft piece it is packed with not only rough numbers but specifics where we should be targeting.
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