Which direction is going the local advertising? As digital tools, have changed the habits of investment in advertising and promotion activities of the smaller investors? We analyze one of the study by Borrell, an media agency specializing in digital.
The results shows a profound change from a few years ago, characterized by the expected transition from analogue to digital. Much of the budget before reserved to the “traditional” advertising in newspapers and local TV, in fact, is now being invested to develop strategies of digital marketing.
A surprise, but not too much, is also supremacy of Facebook in this field. At least 90% of local businesses have a page on the social network of Mark Zuckerberg and at least 62% has invested in Facebook Ads, rate double that of the year and increased last year that the total investment in other environments such as Google, Twitter and LinkedIn. What matters most is that the vast majority of those who have invested in local advertising on Facebook is happy with their choice. This is primarily used to find new customers, as is indeed impossible relying only on the company website.
No wonder then if, as confirmed by Borrell, also local investors plan to increase budgets for digital. At least 40% of local businesses, in fact, would count for 2017 to invest more in its digital strategy. To make the cost of this digital transition would seem to be, therefore, even in the case of local advertising, especially newspapers and magazines: TV and radio, in fact, always more resistant to erosion in spending on local advertising activities.
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The reasons that go even local businesses and small investors to prefer the digital according to Borrell have to do with the wide availability of data and insight on their customers, ease of investment and the ability to track and possibly revise each stage campaign. Not to mention that online advertising, and more specifically that of the company, is able to guarantee today the best quality / price ratio, if well managed course.
All is not lost, for traditional media. As mentioned, in fact, TV and radio still have a significant weight in terms of advertising spending and nearly half of the local activities they say inclined to keep them in your marketing plan. Less good situation for local newspapers and magazines, even in their online version, continue to have advertising resources allocated only 28% of cases.
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A curious note comes from Borrell just about advertising in newspapers and local journals: the advertising space inside them sell mostly through commercial departments and their employees and, moreover, the average monthly telephone calls intended for the purpose has grown from a 14.7% to 23.7% last year at this.
The great contradiction noted by the study in question is, finally, the lack of a solid digital culture among investors. Despite the desire to invest in the field, that is, small businesses say they need help with the site and the company account, especially in the definition of a digital marketing strategy. What do you need them? Knowing more, better its customers, and their needs, offering tailor made products and services, playing on trust and credibility.
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What role can still reserve the right, then, in a similar frame of the more traditional local media? “It’s happening to them exactly what happened centuries ago blacksmiths – comments the CEO of Borrell – when cars were introduced. Then there were those who continued to believe that their activity was only forge horseshoes. Others, however, began with a view to having to meet the needs of the community movement, beginning to work on gasoline or putting on gasoline distributors and in some cases even car dealerships. If the local media learn to define their role in order to service the needs of the market, will certainly find new ways to survive. “