BIA/Kelsey: Local biz focusing efforts online

According to the report small and local businesses have spent at least $1100 on website and online efforts over the past year; compared to Q4 2011, that is an increase of nearly $200. Social media is one are getting increased attention. According to the report 63% are now using social media - with many focused on Facebook - to engage new and repeat customers.

"While total annual spending on advertising and promotion remained flat at around $3,000 for the previous 12 months, SMBs are allocating more of their marketing dollars to digital presence assets," said Steve Marshall, director of research, BIA/Kelsey. "From Web presence and mobile websites to social media, small businesses are building deeper and broader engagement with customers across a range of digital presence platforms."

Mobile is also getting increased attention from smaller businesses. According to the findings include:

• 14.7% have created mobile websites, up from 8.7% in Q4 2011
• 22% say they'll add mobile functionality in the next year
• 34% say they're using loyalty/rewards programs, 21.3% say they'll add rewards programs in the next year

The survey was conducted in coordination with Ipsos. Researchers will offer a free webinar on their findings November 8; the full findings will be presented at the Interactive Local Media West conference December 4-6 in Los Angeles.

Tags: advertising trends, BIA/Kelsey, local advertising, Local Commerce Monitor, smb advertising