In our Local Commerce Monitor™ (LCM) survey of SMBs we asked SMBs what model they prefer for online advertising – Do It Myself (DIY) or Do It With/For Me (DIWM/DIFM). The vast majority (58.2%) prefer a DIY model. When we look at the marketing priorities of the SMBs that prefer a DIY model versus those of SMBs that prefer the DIWM/DIFM model, there are marked differences. DIWM/DIFM SMBs have grander priorities in the next 12 months than DIY SMBs. For every category in our LCM survey, at least 35% of the DIWM/DIFM rated it a very high or extremely high priority. DIY SMBs were less likely to rate a marketing channel as a very high or extremely high priority.
As you can see in the chart below, for DIWM/DIFM SMBs — SEM/SEO, email marketing and print advertising had the highest priority in the next 12 months. For DIY SMBs, email marketing, social media advertising, and SEM/SEO were rated as highest priority.
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BIA/Kelsey’s LCM, Wave 19 reports can be purchased a la carte in the new BIA/Kelsey eStore. Our LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for marketing and advertising. Additionally, our reports provide analysis on the best product and service offers for highly coveted groups of SMBs.
