Local small and medium-sized businesses are applying social media to their ad plans: Nearly one-third (32%) of SMBs plan to use a page on a social networking site in the next year, and 39% plan to use customer-generated ratings or reviews on their website, according to a survey from BIA/Kelsey.
Other online tactics that SMBs plan to use in the next year:
- 31% plan to use links or ads placed on social sites or blogs.
- 23% plan to use video on their own website.
- 6% plan to use Twitter.
- 8% plan to use video or video ads placed on websites other than their own.
In addition to investing in social media, SMBs are looking to online vertical media to drive audiences, according to BIA/Kelsey.
Although only 5% of SMBs say they advertise in online vertical directories, 64% express a willingness to buy online vertical directory ads, and 32% rate the online vertical directories that specialize in their industry as good or excellent.
More than 500 million dollars have recently been invested in the local vertical media and advertising market, according to BIA/Kelsey.
About the data: Findings are from the Local Commerce Monitor, Wave XIII, August 2009, an annual tracking survey of 302 SMBs, conducted by BIA/Kelsey with research partner ConStat. (Online vertical advertising by SMBs will be examined at BIA/Kelsey's upcoming Marketplaces 2010 conference, March 22-24 in San Diego.)
