Local Ad Dollars 2013: What Business Categories Are Spending And Where

BIA/Kelsey Media Ad View Plus Categories Infographic

BIA/Kelsey Media Ad View Plus Categories Infographic

Local advertising market is expected to grow from $132.5 billion in 2012 to $148.8 billion by 2017, according to BIA/Kelsey’s U.S. Local Media Forecast (2012-2017). However, some key questions arise from this data:

  • What media channel(s) is experiencing growth or worrisome declines?
  • How are advertisers spending their money across local search, video, classifieds/verticals and other displays?
  • What business categories should be targeted in local sales efforts?
  • How is a particular local market comparing to nationwide forecast?

Learn the answers to these and other questions during BIA/Kelsey’s Media Ad View Plus forecast webinar on Wednesday, June 19th from 2 to 3 pm Eastern. Click here to register for free.

According to BIA/Kelsey, the Media Ad View “local advertising revenue forecast monitors advertising spending by 12 media channels and 94 business categories for the most recent year and five years out, for every local market.” The data has been updated for 2013, and includes insights into top business categories, like auto and financial/insurance segments, top growth areas, as well as online, mobile and search.

BIA/Kelsey Speakers:

  • Mark Fratrik, VP and Chief Economist
  • Billy McDowell, Vice President of Research, Raycom Media

Register for free by clicking here to ensure you receive a link to the Webinar recording and other resources.

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Are we still amazed that there are advertisers on the radio?

Are we still amazed that there are advertisers on the radio?

That was a discussion question posted online by a smart, tech-savvy entrepreneur and media expert. And it got me thinking: are we surprised about any place a person or company advertises these days?

So many people used to question the value of advertising online, because it was either overvalued, overpriced or the ROI was non-existent. Now, the traditional forms of media, like radio, are having their value questioned. Interestingly, it is because radio is somewhat cost-effective, undervalued and the ROI is thought to be difficult to determine.

The truth of the matter is, while traditional media still outstrips digital in terms of reach, we cannot even think of advertising in terms of technology or form of media. We actually have to think of media in a more singular tone and realize that by NOT using all techniques together whenever possible we are really limiting the effectiveness of our own efforts.

Today’s technology enhances the effectiveness of all media. And in the years ahead, the expansion of mobile networks and satellite will take what we think of radio today and shatter it completely. Just imagine if you are a small, cable-casted and/or Internet streaming station? And we go from 4G to the next generation in wireless? People will be able to get Internet feeds in their cars. This potential alone connects to advertising in ways that are not realized, but soon will be.

In 5 years, voice recognition, Internet streaming via subscription and the like will enable even the smallest station or lone individual to reach an unlimited audience, deliver targeted marketing message via SMS and wireless (to a car or mobile device – though, cars themselves might be considered the ultimate mobile devices soon), and then track user activity to gauge the effectiveness of such a marketing campaign.

All this brings me back to the original questions.

    1) Are we still amazed that there advertisers on the radio?
    2) Are we surprised about any place a person or company advertises these days?

I think the answer is clear: We should not be amazed. Unless, of course, we are talking about newspaper!

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Other thoughts from Blog Potomac: blog with your customers in mind

After making my initial post about Blog Potomac, I’ve decided to write something shorter along the lines of customer interaction.

Lionel Menchaca, Digital Media Manager and Chief Blogger at Direct2Dell, had some excellent points during Blog Potomac that deserve some mention in this space.

For one thing, Menchaca started in tech support providing information and support to customers. This experience gave him crucial insight into both the issues from Dell products that were negatively impacting customers, as well as how Dell customer support was causing anguish and frustration.

One of the important themes in Menchaca’s presentation was the need to “listen” to what people were saying. For Dell, learning about what customers were talking about – the core listening stage- helped them to understand the fundamental issues at stake, which in turn helped to drive solutions.

Another important factor for Menchaca was to establish his voice as a blogger, and learn how to connect with other people. Customer support is not only about listening and responding with technical answers, its communicating those answers in a clear, friendly and understandable manner. When its done correctly, the results are going to be worth it.

Of course, managing the dialog you have with your customers not only depends on listening and communicating, but also managing expectations. You have to know the limits that exist within your company, and not risk over-promising and under-delivering for your customers on support issues.

Playing the expectation game also is not something reserved for the customers. Internal managers are interested in the results from customer support oriented blogs. The key here is to make sure that executives and managers understanding that a learning curve exists for everyone. What’s more, people need to recognize that positive as well as negative conversations are going to take place in this environment. As Geoff Livingston would say, “You cannot control the conversation”. However, convincing your CEO or direct supervisor that having “negative” conversations is just as valuable is not an easy task.

When its all said and done, Menchaca mentioned some other challenges that are important for many businesses that seek to establish a blog for customer support:

  • You need to recognize the challenge for your support staff in balancing blogging and other customer support responsibilities. Time management is a crucial issue.
  • You need to understand who you customers are. Do they ALL speak English as a first language, for example? Menchaca mentioned how Dell has a real challenge blogging in the European market, because there are so many languages.
  • Issues take time to develop, but so do answers. This means you need to help your customers understand that a response is coming, but it may take time. Larger technical issues can take weeks to resolve. Patience is an important component of customer service.
  • Personal interaction can go great lengths to change perception of your company. If you company improves is level of personal connectivity and interaction, the results will show. Dell used to have very high negatives when it came to its customer support.  However, hard work and dedication to positive engagement helped turn many of those challenges around.

    • Lastly, I think it is important to note that if you blog with your customers in mind, and work towards establishing relationships – you can drive improvements in your company’s brand, reputation, product development, and in some cases, customer satisfaction, which is ultimately measured in repeat business and referral business. Dell has proven to be a good industry case study of this approach.

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    DC Bloggers Gather for Blog Potomac – Engagement, Measurement and Ethics Seen as Keys

    Last Friday, June 13th (yes, Friday the 13th), I ventured to Blog Potomac, where Geoff Livingston and his team at Livingston Communications, the folks at Viget Labs, WordBiz.com, Inc., and others put together a premiere social media marketing event for the greater Washington DC area at the State Theater in Falls Church, VA.

    First of all, I should probably change the title of this blog entry to read “DC Marketing and Communications Professionals Gather for Blog Potomac”. When asked who was in marketing, communications or PR, close to 200 hands went up, prompting the emcee, Josh Hallett, to say, “Holy shit!”

    But true to its form, Blog Potomac was exactly what marketing and communications professionals needed – a solid event geared around social media.

    THE STARTING POINT

    One topic discussed over and over again during Blog Potomac was about starting a blog at the corporate level. For anyone who has tried to get their company more engaged in using social media, writing a blog has been the logical starting point. With bloggers permeating mass media and popular culture, the chances your corporate executives have heard about and even read a blog or two is pretty high. Whereas, going to the CEO or division head about initiating a company Twitter account might get a more skeptical response.

    Before your blog initiative gets underway, there are some important factors you need to take into account, which the speakers discussed during Blog Potomac.

  • As Maggie Fox noted during her presentation, people have to want to do it. As Fox notes, “often the leaders you want to get involved are the ones with the least amount of time.” This means, as a marketing and communications professional, you need to find those individuals who not only want to blog, but are able to write and have something to say that is going to be of value to your audience.
  • To get executives and other busy professionals engaged, you sometimes need to offer a “carrot”. This is typically something that is unique to the individual whom you want to blog. In some cases, it could be their gaining name recognition in their industry, joining a community and building new relationships (the right people in business development and customer service are natural fits for this), or perhaps there is some measurable statistic or case study from a similar organization you can point to that can be a compelling force. At the end of the day, the “carrot” cannot replace individual motivation – it can only help to whet someone’s appetite and spur them on.
  • Perhaps most important component to any social media or public relations initiative is building the strategy behind the activity, and the ability to measure before, during and after. Whether it is launching a blog, holding regional press meetings, creating a corporate presence on social networks like Facebook, or using Twitter (and to a lesser extent, Plurk), you need to know what you want to accomplish and establish some sort of baseline from which to measure. You also need to think about how the program is going to run over the long haul, what happens if it should end, and to remember through out that it is not about the “eyeballs” but rather the relationships you are starting to build.

    • ONCE YOU ARE ROLLING

    Assuming you have built an initial strategy, have your team assembled and everyone is ready, willing and able to contribute (no small task in itself), another critical component is measurement.

    If your organization is remotely skeptical about the value of blogging, being able to identify some return is going to be critical to continued support and future development. To that end, no one’s presentation was more anticipated than KD Paine’s talk on measurement and value.

    One of the most important things Paine discussed was how measurement to many marketing and communications professionals is equated with monitoring. Paine noted that “measurement says, I’ve done something over here… I’ve started to listen and as a result something over here is happening…” Marketers certainly monitor web traffic, PPC advertising campaigns, and the like, but the key is not watching results as much as it is measuring how something has happened based on some other action that took place earlier – and evaluating those results against the goals you have set.

    It all starts, according to Paine, with identifying what return you want from your marketing initiatives, what investment you want to put in, and start with some kind of benchmark for evaluating your success.

    An important point Paine stressed in this context was that you “cannot measure via eyeballs.”

    Measuring the amount of eyeballs, Paine said, was one of the most common mistakes people make. For example, if you developed a website or launched a widget and measured strictly on eyeballs, what are you gaining? In business, eyeballs are never the most important factor; leads and business opportunities are. Items such as downloads of a white paper, purchases of a publication or software solution, clicks on advertising, and the like are all specific results stemming from goals your team sets. At the end of the day, it all comes down identifying your goals and then measuring based on that criteria.

    KD Paine’s points were all about getting back to what you and your business / organization want to do, and making sure you are keeping track and measure the right things.

    Some questions for consideration along this line are:

  • How are you currently engaging the customer?
  • What is the value of this engagement to your business?
  • What about your corporate reputation? Is this positioning your company the way you want to be positioned?
  • Are you out there with people who are paying attention to you? To your message?
  • What are people saying about you, your company, your product line?
  • What is your goal in reaching out to a specific community?
  • Are you actively listening and engaging the community?

    • LET’S MORALIZE

    Lastly, Kami Huse, MyPrPro, gave a very solid presentation on blogging ethics. As with many of the presenters, Kami was quick to point out that “blogging is not a sales channel. It’s a conversation channel.” If you treat your blog as just another sales tool, you are going to miss the point of blogging altogether.

    Kami included a number of examples in her presentation, but the main take away, from my perspective, is that when managing a blog you need to stay away from manufacturing things (ie, fake outrage or a fake persona or online identity), and stick to building an honest identity and honest relationships.

    If we accept that social media, and blogging as a subset of that, are about building relationships online, trust is such an important factor. Misleading people online is deadly, because it can destroy your company’s credibility in ways you cannot calculate. Huse suggested that we become anthropologists of social media – in the sense that we study the culture of the communities we are participating in, so we know what is acceptable online behavior and what is not acceptable. The same holds true of the standards you create for your own company and its blog initiative.

    IN CONCLUSION

    As with any one-day conference or un-conference, a lot of material tends to get rolled into the various presentations, experiments take place with speakers, topics, and formats, and challenges occur (the lack of wireless was the only real frustrating element). But as this was the inaugural Blog Potomac event, it was an exciting start to what I, and many others in the DC region hope will be an annual event for many years to come.

    Though the focus was overwhelmingly on blogging, everyone recognizes that there is more to social media than just a blog. However, taking that first step in using social media for your company or organization is not easy, and blogging can represent the easiest way to step forward. In that regard, Blog Potomac accomplished a valuable service – stressing the fundamentals marketing and communications professionals all need to consider.

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