Main Street has gone “mobile,” adopting the latest new-media phenomenon at an alarming rate. Research indicates that half of all SMBs are hoping to jump on the mobile marketing bandwagon this year, driving combined spending on mobile advertising and promotions (including the ever-popular “deals”) over $1.2 billion this year. This 26-page report details the burst of interest by local businesses in using mobile devices to lure customers with proximity advertising, coupons and SMS offers. It offers 27 charts that show current and forecast trends for household penetration of mobile devices (including smartphones and tablets) and rich detail on local-business spending on mobile advertising and promotions.
With this report, Borrell Associates is expanding the scope of its marketing spending estimates to include Online Sales Promotions and Marketing Public Relations. A regular display ad can't compete with a coupon or a cash discount when it comes to tracking results, and we forecast tremendous growth in both Sales Promotions and MPR as advertisers migrate toward marketing vehicles that provide a maximum ROI. This subscriber version includes a more granular look at the different components of online ad spending in each market - Banner, Local Search, Email, Streaming Video/Audio, Online Promotions, Online Public Relations. These are looked at in two views - the National Advertising dollars per DMA, and Local Advertising dollars per DMA.
This report contains city-by-city estimates for: 1. Spending by national advertisers on online ads, paid search and e-mail to reach local markets. 2. Spending by local advertisers in each market on online ads, paid search and e-mail advertising. 3. Spending on national and local online promotions (contests, couponing, sweepstakes, etc.) for each market.