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Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)
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Digital Adoption by SMBs: A Preview of BIA/Kelsey’s Latest SMB Research - Local Commerce Monitor (LCM) Wave 18 (Q3/2014)

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During the webinar, BIA/Kelsey's Steve Marshall and Abid Chaudhry, shared five initial takeaways from our Local Commerce Survey (LCM) survey that tracks the marketing and advertising behaviors of …

During the webinar, BIA/Kelsey's Steve Marshall and Abid Chaudhry, shared five initial takeaways from our Local Commerce Survey (LCM) survey that tracks the marketing and advertising behaviors of small and medium-sized businesses (SMBS), which included:

Takeaway 1: Spend on advertising media has plateaued.
Takeaway 2: Spend for online presence and engagement is increasing strongly.
Takeaway 3: SMBs are integrating their online properties.
Takeaway 4: Discounts and promotions are growing and evolving.
Takeaway 5: Social media has become a pivotal platform.

This deck includes a full analysis of these takeaways. LCM Wave 18 will publish on September 15, 2014 and be available for purchase from the BIA/Kelsey website: http://www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Local-Commerce-Monitor/ or by emailing info@biakelsey.com.

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  • We should add a guide to assessing statistical significance.
    For example: “Results based on 300 responses have a confidence interval of +/- 5.7% at the 95% confidence level.”
  • Steve: We try to cover the waterfront, with ten different top-level groups of media and ad formats.

    Abid: How does LCM cope with the frequent changes in this space – like Pinterest or streaming audio?
  • Transcript

    • 1. The LocalMedia&Advertising Experts Webinar Digital Adoption by SMBs: A Preview of BIA/Kelsey's Latest SMB Research August 20, 2014
    • 2. © 2014 BIA/Kelsey. All Rights Reserved. 2 Today’s Webinar  Rapid discussion of Local Commerce Monitor (LCM) Wave 18 (Q3/2014), BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs)  Talking points:  Overview of survey questions  Five Initial Takeaways from LCM 18  SMB marketing going forward  SPECIAL INVITATION:  LEADING IN LOCAL: SMB Digital Marketing Foremost event of its kind, specifically tailored to digital marketing solutions that win for small and medium-sized businesses (SMBs) Steve Marshall Director of Research Abid Chaudhry Sr. Director Industry Strategy & Insight
    • 3. Quick Look: Local Commerce Monitor (LCM) © 2014 BIA/Kelsey. All Rights Reserved. 3  Online survey of SMBs about media usage, spend, performance assessments, online presence, new tools (e.g., cloud-based services) channels, loyalty and discount programs – and much more.  Unique, fresh, trusted – since 1999.  Sample of 550 SMB respondents. Diversified across categories, market types, age cohorts.  This material is a meld of the two sub-samples, Core and Plus Spenders.  New survey: Wave 18, Q3/2014 Survey details in Appendix. Results based on 600 responses have a confidence interval of +/- 4.0% at the 95% confidence level. The confidence interval is larger for those questions that were asked of just a subset of the full sample.
    • 4. Broad Coverage of the Local Media Market © 2014 BIA/Kelsey. All Rights Reserved. 4 LCM covers over 35 different media and platforms used by SMBs for advertising or promotion. The different media fall into these 10 top-level groups:  Video (e.g., website videos, YouTube)  Broadcast  Local Directories (print and online)  Giveaway Items  Community Sponsorships  Online (e.g., search, display ads, blogs)  Traditional (e.g., direct mail, newspapers)  Mobile (e.g., search, SMS, display)  Local Coupons (print and online)  Social (e.g., Facebook, Twitter)
    • 5. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 5 LCM Wave 18: You asked, we delivered.
    • 6. © 2014 BIA/Kelsey. All Rights Reserved. 6 New Questions for Wave 18 (2014)  Updated List of Media – Including:  Pinterest  Instagram  Streaming audio  Promoted Tweets  Social Engagement: Time spent on social media  Click Fraud: How big an problem?  Agency Relationships (and satisfaction)  In-Store Local Behavior: Use of mobile devices in-store when shopping  Franchise Marketing: Ad/marketing services desired from parent franchisor  Customer Incentives: Type of incentives used for customer loyalty programs  Using Transaction Data: Use of data and information collected in a transaction (sale)  Social Media Tracking Customer lists: Keep list of FB “Likes”
    • 7. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 7 LCM Wave 18: (and much, much more)
    • 8. LCM Wave 18 Release Schedule & Tie-In with Conference © 2014 BIA/Kelsey. All Rights Reserved. 8  Full survey formally released Sept. 15, 2014  BIA/Kelsey Advisory Service Clients will receive full LCM report  Report also available for individual purchase  Key conference themes at upcoming conference, LEADING IN LOCAL: SMB Digital Marketing – Sept. 22-24 in New Orleans
    • 9. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 9 LOCAL COMMERCE MONITOR 18 Turning Market Data into Action.
    • 10. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 10 The Local Commerce Monitor identifies and sizes key long term trends and behaviors of U.S. SMBs.
    • 11. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 11 Key trends & behaviors that can be used to make data-driven market and product decisions.
    • 12. Five Initial Key Takeaways You Need to Know from LCM 18 © 2014 BIA/Kelsey. All Rights Reserved. 12 Top Five Findings Thus Far 12
    • 13. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 13 Takeaway 1: Spend on advertising media has plateaued.
    • 14. SMBs Are Spending About the Same on Ad Media © 2014 BIA/Kelsey. All Rights Reserved. 14 $50,000 $40,000 $30,000 $20,000 SMB Media Spend (Average Annual Spend) WAVE 15 WAVE 16 WAVE 17 2011 2012 2013 Q101 Average annual spend by SMBs that spend for ad media. Source: BIA/Kelsey Local Commerce Monitor™ (LCM) surveys. Full sample. Outliers excluded (>$500k). 2014
    • 15. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 15 Takeaway 2: Spend for online presence and engagement is increasing strongly.
    • 16. SMBs Are Spending More on Presence 2014 © 2014 BIA/Kelsey. All Rights Reserved. 16 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 $0 WAVE 15 WAVE 16 WAVE 17 2011 2012 2013 Q307 SMB Online Presence Spend (Average Annual Spend) Average annual spend by SMBs that spend for online presence. Source: BIA/Kelsey Local Commerce Monitor™ (LCM). Full sample. Outliers excluded (>$30k). Methodology: Online.
    • 17. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 17 That said -
    • 18. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 18 Takeaway 3: SMBs are integrating their online properties, as they start to build an online ecosystem.
    • 19. = Online properties are integrated (to some degree) © 2014 BIA/Kelsey. All Rights Reserved. 19 More Online Properties Integrated 28.0% 72.0% SMBs Reporting Integration of Online Properties 2013 (17) Key types of integration:  Same person responsible  Consistent design 2014 (18) 19.8% 80.2% Q303A. Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 18 (Q3/2014); LCM Wave 17 (Q3/2013). Full sample.
    • 20. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 20 Takeaway 4: Discounts and promotions are growing and evolving.
    • 21. Menu of Discount Options Keeps Growing  Prepaid deals (“Daily  Online coupons  Mobile deals  Print coupons and books  Coupons in print media  Direct mail © 2014 BIA/Kelsey. All Rights Reserved. 21 Discounts and Promotions Getting “Baked In” Total Business That will come from Discounts (Est. for Next 12 Months) 2013 (17) 17.7% 82.3% Deals”) Q115 Question wording: What percentage of your total business do you estimate will come from promotions such as discount deals, 'daily deals', coupons, or similar discount offers. (Please estimate the overall amount for the next 12 months).. Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17 (Q3/2013.) Full sample. Methodology: Online.
    • 22. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 22 Takeaway 5: Social media has become a pivotal platform.
    • 23. Social Media compared to all other media categories (Wave 18):  #1 in Utilization  #1 in Share of Spend © 2014 BIA/Kelsey. All Rights Reserved. 23 Social Media is Now Central to SMBs in Reaching Their Audience Source: BIA/Kelsey Local Commerce Monitor™ (LCM) 18 Q3/2014. Full sample. Methodology: Online. Data is preliminary.
    • 24. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. POLL 24
    • 25. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 25 LOCAL COMMERCE MONITOR 18 Turning Market Data into Action.
    • 26. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 26 What LCM says about… The Future of SMB Marketing
    • 27. © 2014 BIA/Kelsey. All Rights Reserved. 27 Future of SMB Digital Marketing  Customer interaction activity chain  Acquisition; info capture; segmentation; tracking; offer customization; email and marketing automation; 2-way dialog  Performance analytics  To allocate digital spend  More resources going into social media and customer engagement  Content!  Discounts and loyalty programs  More robust  Modular cloud-based tools  To support all of this!
    • 28. © 2014 BIA/Kelsey. All Rights Reserved. 28 Want More LCM Data?  See our series of LCM infographics www.biakelsey.com/LeadinginLocalSMBDigital/SMB-research.asp
    • 29. © 2014 BIA/Kelsey. All Rights Reserved. 29 Purchasing LCM Research  Interested in learning more about LCM or getting a custom cut for your business?  Full LCM Wave 18 research available Sept. 15  Contact: Steve Passwaiter, VP Business Development spasswaiter@biakelsey.com or (703) 818-2425  Visit: www.biakelsey.com/LocalCommerceMonitor BIA/Kelsey is helping clients LEAD IN LOCAL through industry and local market forecasts, advisory research, small business surveys, conferences and more. Learn more on our website: www.biakelsey.com.
    • 30. © 2014 BIA/Kelsey. All Rights Reserved. © 2014 BIA/Kelsey. All Rights Reserved. 30 Continuing the Conversation… LEADING IN LOCAL: SMB Digital Marketing
    • 31. © 2014 BIA/Kelsey. All Rights Reserved. 31 Conference Overview  Conference focused on the leading edge of SMB digital marketing innovation  Digital/online media, local sales strategies, merchant outreach, social media, local search, mobile strategies, customer retention solutions  Exclusive research from BIA/Kelsey’s Local Commerce Monitor (LCM) small business research and our U.S. Local Media Forecast 2015  Valuable data, insights and intel for the fall strategic planning  45+ speakers with distinct perspectives  Solution providers to SMB marketers, startups, sales executives, women media professionals
    • 32. © 2014 BIA/Kelsey. All Rights Reserved. 32 Speaker & Session Highlights Beating Competitors with 100X Your Spending Power OPENING KEYNOTE: Kevin Ryan, Co-Author, ‘Taking Down Goliath’ Segmenting SMBs and Super-Serving Them Sharon Rowlands, CEO, Reach Local #NewParadigm: Social Media’s Shift of SMB Marketing & Commerce Joseph Devoy, Product Marketing Manager, Local Ads, Facebook Groupon's New Marketplace: 'Anytime Anywhere' Dan Roarty, VP, Local Products, Groupon Beyond Advertising: SMBs, Loyalty and Promotions Rob Bethge, VP, Perka (First Data) Stuart Wall, CEO, Signpost Randy Clark, SVP, Marketing, Mercury Payment Solutions See full agenda & speakers: www.biakelsey.com/LeadinginLocalSMBDigital/agenda.asp
    • 33. Save $200 with Promo Code: LCMSMB © 2014 BIA/Kelsey. All Rights Reserved. Join Us In the Incredible City of NEW ORLEANS, SEPT. 22-24 © 2014 BIA/Kelsey. All Rights Reserved. 33
    • 34. The LocalMedia&Advertising Experts Questions & Comments: Stephen Marshall Research Director smarshall@biakelsey.com Abid Chaudhry Senior Director of Industry Strategy and Insight achaudhry@biakelsey.com © 2014 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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