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The State of Small Business Digital Advertising in 2014

digital marketing strategy

Recently, we sat down with small business owners to discover how they advertise and why they choose the media they do. We outlined our findings to see if other local business owners could relate to the marketing strategies and processes.

We didn’t just ask how they advertise their businesses on traditional channels. We also wanted to know how they’re advertising digitally. After all, digital advertising has been growing exponentially in recent years, and has become an important part of a well-rounded advertising plan.

Let’s see what our panel of small business owners and decision makers had to say about their digital marketing.

Digital Marketing Trends

First and foremost, we found that digital advertising continues to be important to businesses across industries. Most of our participants indicated they will spend the same or more on digital advertising this year. Furthermore, they are going to spend that money primarily on web pages, email marketing, social media and SEO best practices.

How do they make those strategic digital decisions? As it turns out, many small businesses want an expert at digital advertising to talk them through their options. As we look for advertising trends, this desire to seek expert digital marketing guidance certainly signifies just how important the digital landscape has become.

Social Media Statistics

According to our respondents, only 6% of small businesses do not have a social media presence. This means 94% of small businesses find investing in a social media presence is important. Combined with the plans to spend the same amount, or more, time on social media this year shows a significant shift in how many businesses are focusing on digital marketing. So what exactly are local businesses’ plans for social media?

Many business owners are focusing in on social media, especially Facebook, in order to foster customer loyalty with current customers, as well as gain new customers, through buzz and social sharing. However, businesses with low ticket, high frequency transactions indicate that they use social media to monitor business mentions, and provide promotional opportunities. Meanwhile, businesses with high ticket, low frequency transactions are trying to use social media to generate leads. These objectives fit seamlessly with over-arching advertising goals, as well as the opportunities available through various social media marketing channels.

How does your small business compare with your digital advertising plans?



Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. With nearly 170 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month.
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