The SMB´s of the world have always been a key driver in online advertising growth. Google’s success being the prime example of how “uninteresting” companies suddenly became the backbone of their business model.
SMB´s are spending more and more dollars online and their perspective on what is “advertising” is getting broader and broader. Their web site is often their only communication platform towards their clients and it’s easy to understand its importance. This study that I stumbled upon shows that 2/3 of the marketing professionals in these companies wants to spend more money next year in the “media” channel “my own web site”. The next wave of new corporate web sites is a huge opportunity for marketers. Finally the market will approach the job wanting to create value for users and not only show off the new fancy logo and the CEO!
The blurring lines of what is advertising is critical to understand if you are in the agency business today. One side of the coin is a huge opportunity the other a big threat…
The report is here: http://www.borrellassociates.com/report_details.aspx?prodID=173
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