Here’s another in a long line of studies documenting the shift and growth in local advertising from traditional media to digital media.
This study was done by BIA/Kelsey and they report that, “SMBs will allocate 30 percent of their marketing budgets to traditional advertising (down from 52 percent in 2010), with the remaining 70 percent going to digital/online media (mobile, social, online directories, online display, digital outdoor), performance-based commerce (pay-per-click, deals, couponing) and customer retention business solutions (email, reputation and presence management, websites, social marketing, calendaring/appointment-setting).”
As a marketer responsible for a brand, you have to make sure the tools you’re providing your dealers meet their new requirements. It’s not enough to have co-op rules and an ad portal system that encourages dealers to simply create traditional newspaper ads and flyers.
If you’re in a competitive situation, where you are fighting for your dealers’ attention and ad budget, then now is the time to add digital assets, templates and tools to your current ad building system. The good news is that the technology is here to make this happen, for much less effort and money than you think.