Digital Advertising, Performance and Retention Solutions Will Be 70% of SMB Marketing Budgets by 2015
BIA Kelsey have brought out a report which forecasts that only 30% of small and mid sized business advertising spend will be going to traditional advertising media by 2015. This is a drop from 52% in 2010. The trend is now well established and this report is confident that it will continue:
” By 2015 SMBs will allocate 30 percent of their marketing budgets to traditional advertising (down from 52 percent in 2010), with the remaining 70 percent going to digital/online media (mobile, social, online directories, online display, digital outdoor), performance-based commerce (pay-per-click, deals, couponing) and customer retention business solutions (email, reputation and presence management, websites, social marketing, calendaring/appointment-setting).”
The most bullish prediction:
Small business spending on digital/online media will grow from $5.4 billion in 2010 to $16.6 billion in 2015 (24.9 percent compound annual growth rate).
Google Includes Daily Deal on its Home Page
On Wednesday Google included Google Offers on its home page for the first time. With sites like Facebook and Yelp pulling back on their commitment to daily deals and Yelp questioning the sustainability of the mark-up enjoyed by Groupon, Google are showing no such reticence.
Google Change Link Categorization in Webmaster Tools
This week Google has changed the way they categorize links from subdomains. Previously considered external links they will not be categorized as internal links.
“Most people think of example.com and www.example.com as the same site these days, so we’re changing it such that now, if you add either example.com or www.example.com as a site, links from both the www and non-www versions of the domain will be categorized as internal links. We’ve also extended this idea to include other subdomains, since many people who own a domain also own its subdomains—so links from cats.example.com or pets.example.com will also be categorized as internal links for www.example.com.”
News of this change was given on Google’s webmaster tools official blog. The post gives no mention as to whether or how this will affect how subdomains are treated in search results. Nor can we yet tell if it will affect the link weight given to links from subdomains.
Google may be thinking of a Trusted Store Badge
This cannot be considered more than a rumor, although it is clear that the idea is being tried out at Google. Google Operating System, which gives unofficial news and tips about Google, spotted a video on Google’s YouTube channel announcing the new feature. The publishing of the video turned out to be either a leak or a mistake and has since been made private. Google currently publishes an average rating and a link to customer reviews in the search results. If this turns out to be true then it will add to the power over online businesses which Google has. There are obvious dangers both for businesses and ultimately for Google. However, it would be better to discuss that when we know if it is going to happen. Google are not giving anything away:
“We’re always exploring new ways to help improve the online commerce experience but don’t have anything new to announce today. Stay tuned for more.”
Related posts:
- Online Marketing News this Week – 9th Sept 2011
- Online Marketing News this Week – 16th Sept 2011
- Online Marketing News this Week – 23rd Sept 2011
- Online Marketing News this Week – 30th Sept 2011
- Online Marketing News This Week – 2nd Sept 2010
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