Main Street Goes Interactive: How small businesses are spending their online dollars

Published by: Borrell Associates Inc.

Published: Mar. 1, 2009 - 44 Pages

Table of Contents

Executive Summary

CHAPTER 1 - Hunting the Elusive SMB

Fig.1.1: U.S. Business Units by Employee Size Cohort

Fig.1.2: Cumulative Share by Employee Size Cohort

Fig.1.3: Spending Variation by Employee Size

Fig.1.4: Ad Spending by Media Spending Stage

Fig.1.5: Ad Spending Variation by Media Spending Stage

Fig.1.6: Percentage of Online and Oine Ad Spending Shared by Each Media Stage

Fig.1.7: Media Stage Prole for Building Contractors

Fig.1.8: Media Stage Prole for General Merchandise Stores

CHAPTER 2 - What’s happening in River City

Fig.2.1: 2008 Estimated SMB Local Interactive Ad Spending

Fig.2.2: 2008 SMB Local Interactive Ad Spending by Media Stage

Fig.2.3: 2008 SMB Oine and Interactive Ad Spending, Showing “Big 3” Shares

CHAPTER 3 - A Walk down Interactive Main Street

Fig.3.1: SMB Local Ad Spending - Top 25 Categories, Ranked by Online Share

Fig.3.2: Online Media Shares of SMB Media Stage 1 and 2 Online Ad Spending

CHAPTER 4 - More Goes Toward “Non-Ad” Marketing

Fig.4.1: SMB Ad and “Non-Ad” Share of ’08 Local Marketing Spend

Fig.4.2: SMB Ad and “Non-Ad” Share of ’08 Local Interactive Marketing Spend

Fig.4.3: SMB ’08 Local Interactive “Non-Ad” Spending - Share by Category

CHAPTER 5 - The Future of Interactive Main Street

Fig.5.1: Forecast SMB Local Interactive Ad Spending, Compared with

Fig.5.2: 2009 Spending Plans for Selected Media Choices

Fig.5.3: Selected Advertising Channels - Percent saying “Perform Strongly for my company”

Fig.5.4: 2008 to 2013 Change in SMB Interactive Marketing Spending

Fig.5.5: Change in SMB Local Interactive Marketing Budget, 2008 - 2013

CHAPTER 6 - Where the Money Goes: “My Own Web site”

Fig.6.1: Web site Support Spending for SMBs

Fig.6.2: SMB Web Spending Compared to All U.S. Businesses

Fig.6.3: Online Services Spending by Category - SMBs vs. All U.S. Business Units

Conclusions and Recommendations

Appendix A

Appendix B

Appendix C

Abstract

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