The agency approach is important for two reasons. First, look at these numbers. The average SMB now gets 25 sales pitches per month and takes only 7 of them. So it’s getting harder and harder to get in the door – especially if you’re just pushing one product. You pretty much need a wedge – a gimmick to get in the door, and we think that hook is what we call the agency approach. Why is that important?
Transcript of "Borrell mobile insider summit"
Why Main Street Is So Hyped About Mobile MarketingJanuary 27, 2012 Mobile Insider Summit, Key Largo, Fla.
Our Foundation: ResearchDetermining how much local advertisers actually spend is extremely difficult but incredibly important in this time of shifting ad dollars. We do it better than anyone else.
Research Components Advertisers Spending: Database of 15 million companies Receipts: Database of 5,200 online media companies Verification & Forecasting: Panel of 10,000+ businesses Consumers Scarborough, Claritas Ongoing surveys of web users
A Great Retailer Once Said…www.borrellassociates.com “Half the money I spend on advertising is wasted. Trouble is, I don’t know which half." John Wanamaker 1838-1922
Historic Trends Big-Pictureskeptical of ROI Trendswww.borrellassociates.com Advertisers always Omnipresent cycle of “new media” disruptions New media peels growth away from old media… …And never kills off its primary competitor
Media’s Disruptive History Micro Trendswww.borrellassociates.com Radio advertising: 1920 Television advertising: 1950 (30 years) Cable advertising: 1980 (30 years) Internet advertising: 1995 (17 years) Mobile advertising: 2010 (15 years)
Current Use of Social Sites by U.S. (SMBs) Q: Does your company maintain a Social Network site or page?www.borrellassociates.com Have Source: Borrell 2011 SMB Survey, as of August, 2011 N=4,271
Spending Intent for Online Ad Categories Q: On which types of online advertising do you expect to spend money in [the coming year]?www.borrellassociates.com Source: Borrell Inc. 2011 SMB Survey, as of August, 2011 N=4271
Metrics for Measuring Success Q: How do you measure the success of social marketing programs you have attempted?www.borrellassociates.com Which are your key metrics? Source: Borrell Associates SMB Study, Jan-Aug. 2011 N=4271