Posts Tagged ‘DMS11’

5 Considerations In Planning Your Small Business 2012 Budget

Tuesday, October 18, 2011

In our Locals Only column on Search Engine Land this month, I shared five key takeaways from BIA/Kelsey’s DMS ’11 conference that are relevant to local business owners in the process of planning their 2012 marketing budgets.

My takeaways include:

1) Small businesses are increasingly investing advertising dollars online

Total small business ad spending for online media increased to almost 40% of total ad spend in the fourth quarter of 2010, up from 22% in the third quarter of 2009, according to BIA/Kelsey’s Charles Laughlin. It’s safe to say that small businesses should be putting a heavy chunk of their advertising dollars into the online space in order to keep up with competitors.

2)  Small businesses are juggling marketing tools

With so many tools at their disposal, small businesses are especially struggling with how to manage social media channels and print media based on changing consumer behaviors. Since a growing number of platforms provide unique opportunities for businesses to reach target consumers, small businesses should explore an integrated approach that targets the widest number of customers possible.

3)  Once websites are covered, mobile-friendly sites are next

With the number of mobile Internet users set to surpass desktop users by 2015, according to BIA/Kelsey, the emphasis is increasingly on ensuring that websites can be viewed as easily on mobile as they can at the home or office computer. Small businesses should look at ways to optimize their sites for mobile over the next year to make sure their customers can easily view them on-the-go.

4)  Daily deals are hot, but customer retention and deal fatigue are issues

Daily deals will be a $4.2 billion market by 2015, according to BIA/Kelsey, but so far some small businesses who have tried them have had limited success retaining participating customers over the long-term. AT&T’s Todd Rose, who runs AT&T’s Deal of a Day offering, says capping the number of deals per merchant is sometimes necessary as well to keep consumers interested. Small businesses should ask daily deals providers to offer information on the type of return on investment they should expect – both for the deal and in the weeks and months following.

5)  Use specific criteria when choosing local ad partners

Small businesses need to take a long and hard look at the characteristics of the advertising partners they work with to make sure they’re choosing the best solutions possible.

Click here to read my full article on Search Engine Land.

#DMS2011: BIA/Kelsey Research: Fresh Insights Into SMBs

Tuesday, September 20, 2011

Tom Buono, CEO, BIA/Kelsey and Charles Laughlin, Senior VP and Program Director, BIA/Kelsey, kicked off DMS ’11 by with an overview of the latest trends in the local advertising space – how small businesses are altering their behavior in today’s rapidly-changing media environment, and the new business strategies being adopted by local search companies to better resonate with them.

The digital online space will be a major growth category over the next few years, growing at a significantly higher rate than GDP, according to Buono. By 2015, digital advertising performance and retention solutions will be 70% of SMB marketing budgets – with the rate of digital spend rising about 25% year-over-year.

Laughlin summed up key themes in today’s local search space:

  • Accelerating Change: Local search providers are rapidly changing the ways they conduct business to adopt to today’s new realities. Directory companies are implementing more aggressive business strategies that incorporate new services such as social media and reputational management. Additionally, even though the deals space is so new, it is already consolidating.
  • The Execution Challenge: Local search providers are increasingly realizing that improving and integrating their offerings needs to take place quickly, or the consequences will be very tangible.
  • The Perils of Complexity: Local search providers are finding out that they need to simplify their advertising opportunities for small business owners, who don’t have the time to understand the intricacies of the various options now available to them. Additionally, traditional local advertising providers like Yellow Pages companies are working to implement new strategies to transform their businesses to better integrate digital offerings.

Laughlin backed up his trends with some interesting data on the local search space:

  • The percentage of total small business ad spend for online media increased to almost 40% of total ad spend in Q4 2010, up from 22% in Q3 2009.
  • Younger businesses are significantly more oriented to social media than traditional Yellow Pages, which are more popular among older businesses.
  • The small business spend on its web presence has increased significantly – almost doubling between 2008 and 2010. There is a clear theme that a company’s digital presence is core to its advertising strategy.

As Laughlin described, for today’s small businesses, marketing has gone beyond simply the phone ring. Small businesses now require a mix of products and service to drive leads, measure performance, manage customer relationships and engage customers.

A great way to kick off DMS ’11.

Major Changes in Daily Deals Space

Thursday, September 1, 2011

The daily deals space saw a huge shakeup this week, with news that some players are scaling back or eliminating their offerings, while the popularity of two top sites is changing rapidly.

Here’s a rundown of what we’ve seen:

Given how new daily deals are to advertisers and consumers, the fast-changing nature of this segment is to be expected. As you may recall, just this month Google acquired The Dealmap, a daily deals aggregator, after launching its own Google Offers beta site in April. There’s no doubt that our industry will continue to invest in this segment, which is gaining traction and already changing the way local businesses advertise.

We’ll continue to keep a close eye on changing developments in the daily deals space and talk about them here on the blog. For starters, we’ll be live-blogging at BIA/Kelsey’s DMS ’11 event next month, which will include an interview with Todd Rose, VP of Business Development, AT&T Interactive about his company’s daily deals offering.  We hope you’ll be joining us in Denver.

BIA/Kelsey DMS ’11: Register Now for Discount & Chance to Win $50 AMEX Gift Card

Wednesday, August 31, 2011

BIA/Kelsey’s much-anticipated DMS ’11 is coming up in just a few weeks in Denver (Sept. 20-22), so the time to register is now! As a Local Search Association member, you receive several incentives to participate, including:

  • A discount at registration by using the code “DMS11LSA.”
  • Registered members will be eligible to win a $50 American Express gift card during the conference’s opening session on September 20. Use it to pay for a networking breakfast, or to buy your prospective client a few drinks in the hotel bar.  The DMS conference is a great opportunity for one-on-one time with your existing clients and to cultivate relationships with new ones.

This year’s conference features a long list of exciting speakers, including:

  • Fred Dimesa
    Head of Business Development, Urbanspoon
  • Rita Fabi
    Head of Market Solutions, Global Customer Marketing and Communications, Facebook
  • Ørjan Hanssen
    Product Manager, Media Products and Service, Eniro

So click here to register and don’t forget to make your hotel plans.  We’ll see you in Denver!

BIA/Kelsey DMS ’11 Right Around the Corner

Thursday, August 18, 2011

Summer is going by so quickly, you may not realize that the BIA/Kelsey DMS ‘11 conference is just around the corner – September 20-22.

Registration rates for the event will be increasing on Saturday, August 20, so if you plan on attending, the time to book is now. Local Search Association members will receive a discount when they use confirmation code “DMS11LSA.”

The meeting will be held at the Sheraton Denver Downtown, so remember to register for a room and then join us at DMS ‘11.

Our president, Neg Norton, will be a speaker, and there will be lots of networking opportunities, as well as the great content we’ve come to expect from this group. Click here to view the latest agenda with highlights on the scheduled speakers and panels.

We hope to see you in Denver!