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September 30, 2014

2014 Digital Marketing Services Outlook

Overview

Companies at the local level have begun spending vast amounts of money on the basic underlying services needed to support their digital marketing. Companies will spend over five times as much on digital marketing services than they will on digital advertising - costing them $501 billion this year. This report examines the results from our survey of more than 2,000 local advertisers and has uncovered some remarkable insights about what the new marketing environment has done to these so-called SMBs. In addition to what they spend on digital services, these smaller businesses spend an average of 27.9% of their ad budgets on digital media (including social media), and a further 11.3% specifically on mobile advertising. Three out of every five of the businesses surveyed use some form of digital marketing services. This 38-page report includes 30 charts and graphs, plus a 3 page appendix of open ended responses from local advertisers on their biggest challenge in creating and conducting advertising and marketing programs, and a deeper dive into digital services spending in two sample markets. It also provides attention to detail on social media, SMB web presence, projected spending in various categories as compared to larger business and the overall satisfaction by SMBs on the digital services they are purchasing. The executive summary is available for free.

 

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