In our Local Commerce Monitor (LCM) Wave 19 survey of small businesses, when we look at small businesses who use direct mail, almost 60% pay a third party to manage their digital advertising. 30% of these small businesses say they use small, local digital agencies for their digital marketing. While their digital advertising is heavily focused on promotions, extending the direct mail reach of their offers through social, mobile channels includes the need for marketing assistance. Digital agencies and digital marketing providers who have clients who use direct mail programs have an opportunity to sell managed services- customer targeting, digital presence management, social media, customer segments, listings management and customer loyalty programs which rank high on their current and future digital marketing intentions.
BIA/Kelsey’s LCM, Wave 19 reports can be purchased a la carte in the new BIA/Kelsey eStore. Our LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for marketing and advertising. Additionally, our reports provide analysis on the best product and service offers for highly coveted groups of SMBs.