Now that the availability of more targeted media has created additional low cost advertising opportunities for small fry, are they taking advantage? A recent survey suggests that they have. According to a SMB poll, those with annual budgets of $25,000+ have taken an IMC approach to heart and are using an average of 6.5 different media in their campaigns. And, while 26% of their budget is spent online, 16% is being spent in broadcast media. (O’Malley, 2010)
Given the sensitivity these businesses have to ROI, it will be interesting to see how these patterns evolve over time. I see some mobile in their future, don’t you?
O’Malley, G. (2010, August 24). Sweet Spot: Small Biz Uses More Media. mediapost.com. Retrieved August 25, 2010, from