Small businesses in our Local Commerce Monitor™ survey of small businesses (Q3/2016) were split in their digital advertising implementation preferences. Of the small businesses in the full sample of the survey, 48.2% preferred a “Do It Myself” (DIY) model for digital advertising, more than double the amount that preferred a paid model with an agency, such as “Do It With Me” (DIFM) or “Do It For Me” (DIFM), at 22.5%. The rest of the respondents didn’t have a preference. Working with small businesses on digital advertising, Facebook in social and Google in online have made it easy for small businesses to buy and implement their own digital advertising. Companies such as Tegna and YP have made it easy for small businesses to work with a partner to manage their advertising and marketing, no matter their size and spend.
To help understand the differences we created an infographic (below). For more details on what small businesses buy through agencies or direct, how much they spend and other advertising habits check out our latest Small Business Research Reports in the BIA/Kelsey shop.
BIA/Kelsey’s LCM, Wave 20 reports can be purchased a la carte in the 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.