The Astonishing State Of Local Advertising Through Numbers

While I am no longer an accountant by trade, I remain one in spirit, and I still like to look at things through numbers. So, let us take a look at some surprising numbers regarding the current state of local advertising.

In 2009, a study reported that 82% of those surveyed use search engines as a source for local information. 50% said that engines are the first place they looked when starting a local search. 72% of consumers reported using search engines more than they did two years ago, and 35% increased their use of email newsletters as a source of information over the same period.

From those numbers, we know that a significant and increasing herd of folks are moving online. Not only that, they like what they see: 92% of searchers in the same survey said they are happy with the results provided from search engines. Since they are happy with the results, we would expect that they are using other media outlets less.

And we would be right: yellow pages directories, local newspapers, magazines and radio all saw declines, with between 23% and 31% of those polled claiming they use the mediums less than they did two years prior.

By now, you might be a bit worried that you are behind the curve when it comes to web adaptation.

But this time, our hunch is wrong! Only 44% of small businesses even have a website!

Not only are you one of the first on the block to seriously consider your web presence, you are practically a pioneer!

In fact, this lag in adaptation by businesses is an awesome opportunity.

Imagine that the success of a business is a road race, one that lasts the entire course of a business. If the race started 20 or so years ago, everyone was using the yellow pages, the horse and buggy of its time. It was the best available technology; the horse and buggy kept you competitive and served your needs. However, the automobile (a.k.a. the internet) eventually came along. It was much faster and more versatile. It was more difficult to operate at first, and making the switch was not easy, but some did. And as enough of them whizzed by, the business owner began to think, “Maybe there’s something to that contraption.”

And that’s the opportunity in front of us today.  The web is widely used by consumers but under-utilized by small businesses. It is fast, effective and dynamic like the car (but unlike the car, it is cheaper than you expect!).

Sadly there is no website-for-clunkers bill.

In the meantime, give us a call to find out more.

-Craig