81% of SMBs To Increase or Maintain Ad Spend
ADOTAS – The economy isn’t slashing the ad budgets of small and medium-sized companies, according to a report from the Kelsey Group. The Local Commerce Monitor, an ongoing study of SMB ad behavior, conducted by the Kelsey Group and ConStat, found that 81% of SMBs survey expected to maintain (47%) or increase (34%) their spending on advertising over the next year. About 9% plan to decrease ad spend.
SMBs surveyed stated the primary influences on their advertising spending decisions are:
– Performance/return on investment (31%)
– Business partner or competitor (25%)
– Information from media such as newspapers, TV and trade publications (14%)
– Friends or family members (12%)
“The data reveal a remarkable resilience of the SMB advertising segment in the face of economic pressures on local consumers and businesses,” said Stephen Marshall, director, research and consulting, the Kelsey Group. “There’s an opportunity for media that can demonstrate ROI to tap into SMBs’ future advertising plans.”
The companies surveyed also plan to dive (further) into Web 2.0 in the next year. About 40% plan to add customer reviews to their sites, 30% will add links or place ads on social sites or blogs and 26% will incorporate video into their sites.
Local Commerce Monitor is The Kelsey Group’s annual tracking survey of small and medium-sized businesses, conducted with research partner ConStat since 1999.
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