Deep Changes Trends in Local Marketing
Presentation given by Colby Atwood
Location Based Marketing Association - Retail Loco
Borrell Associates Inc.
Local Marketing Spending
• Advertising • Promotions • Digital Marketing Services • 100 Business Categories
• 71 Marketing Channels (National & Local) • 11 Years • 3,141 Counties
Other Services
• Strategic Consulting • Industry Papers • Presentations • Media Company Surveys • Advertiser Surveys
Advertising
•Cable •Cinema •Direct Mail •Directories •Newspaper •OOH •Other Print •Radio •TV •Telemarketing •Online •Targeted Display •ROS •Email •Paid Search •Audio/Video
Non-Ad Marketing
•Ad Production •Sales Management Tools •Public Relations •Online PR •Research •Promotions/Online promotions •Coupons •Discounts •Samples •Licenses •Games •Sponsorships •Loyalty Programs •Event Marketing •Promo Products •Proximity Marketing
Digital Services
•Web Presence •Online Public Relations •Online Marketing •Online Ad Production •Online Consulting & Research
$1.9 Trillion in Marketing Spending, 2018
Who Handles Digital Services For Local Businesses?
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Digital Services is a hugely fragmented industry, with 97% of local businesses outsourcing. Big-name providers such as GoDaddy, Wix, Squarespace, CDK Global, and Web.com collectively hold only about 10% of the market
Targeting Methods:
Targeting Method Percentage Average Spend
Geographic or Location 37% $15,315
Age, gender 23% $9,584
Behavioral 12% $4,860
Other digital targeting 6% $2,642
No targeting 21% $8,630
3,227 respondents to Borrell’s 2018 Local Advertiser Survey
Colby Atwood
catwood@borrellassociates.com