Mobile Key For Small Businesses In 2017

Mobile Key for Small Businesses in 2017

Mobile usage by consumers has a direct impact on small businesses' decisions to use mobile advertising channels -- specifically location based advertising. With nearly 90% of US consumers having a phone, small businesses are increasing their use of mobile advertising over other media…

Read More

At BIA/Kelsey NATIONAL: Location Services Will Kill Traditional Display Advertising

To kick-off BIA/Kelsey NATIONAL, the analyst team sits down to review 2015 – 2019 local advertising across 12 different channels and 94 industries, summarizing key issues for marketers over the next half decade.

Michael Boland, Chief Analyst and Vice President of Content, BIA/Kelsey
Peter Krasilovsky, Vice President, BIA/Kelsey
Steve Marshall, Research Director, BIA/Kelsey
Stacey Sedbrook, Vice President of Strategic Sales Consulting

Steve Marshall opens with our Local Commerce Monitor results on franchisees. They send $87K-plus, the highest level of marketing spend among the SMBs BIA/Kelsey tracks. They are highly engaged in digital — 42.9 percent of 2015 spending will be on digital; again, far ahead of the average SMB.

Franchises also spend at least 10 hours a week on social networks. About 85 percent maintain customer lists (compared to only about half of SMBs have customer lists in digital form). Seventy-one percent of franchises will have a loyalty program this year. This is a vindication of loyalty programs. Hand in hand with these loyalty programs, franchises are driving huge investments in discounting — 50.7 percent of revenue will be due to discount sales tied to loyalty programs.

This is the wave — loyalty and discounting — that will sweep the local space. There will be a much deeper, more committed relationship between the franchises and customers.

Franchises tend to favor buying through on-premise sales reps (feet on the street), even though many have national agency relationships. The franchises buy most through agencies and are extremely satisfied. Sixty-three percent are extremely satisfied with their agency relationships, though they prefer making individual purchases with assistance (expertise) from the agency. “They like a partner for these activities versus doing it themselves.”

Co-op advertising represents about $50 billion in U.S. spend annually and franchisees are the most prevalent users of co-op (more than 50 percent of all co-op monies flow through franchises). As a result, they want more analytics and analysis for their planning and assessment of campaigns.

Next up, Mike Boland discusses technology, particularly mobile.

Read More

xAd’s Data Visualization Tool, Visualized

Last week we covered xAd's new Footprints data visualization play. It paints a better picture (literally) of location ad targeting capabilities. This was a key topic at BIA/Kelsey's Atlanta conference earlier this month, where xAd's Therran Oliphant updated us on…

Read More

xAd's Data Visualization Tool, Visualized

Last week we covered xAd's new Footprints data visualization play. It paints a better picture (literally) of location ad targeting capabilities. This was a key topic at BIA/Kelsey's Atlanta conference earlier this month, where xAd's Therran Oliphant updated us on…

Read More