That’s according to the latest piece of data released from Borrell & Associates. As Borrell’s latest chart shows, traditional advertising such as newspapers, direct mail, radio and yellow pages remain strong with local advertisers. Despite being plagued by fraud, bots and fake users, Social Media remains highest on the list, used by 78% of the 2,212 businesses polled by Borrell. Radio was sixth, with 44% of the respondents in the survey stating they still use radio in their media mix.
Following social media were: newspaper (67%), e-mail marketing (56%), event marketing (50%) and direct mail (47%). Borrell’s annual survey of local advertisers is done from April through July where thousands of local advertisers answers more than 40 questions.
In addition to the base questions about gross revenue, number of employees, and business type, Borrell asks about advertising expenditures on each of 13 different types of media (digital, mobile, newspapers, cable, direct mail, etc.), and what they’re planning to increase or decrease. They also ask detailed questions about digital media expenditures, including spending habits on digital services, social media, SEM, mobile, and banner advertising.