Companies that have been around for three years or fewer are spending far more of their ad money online than their established counterparts. Not only that, but the newer companies have a much more aggressive social media strategy. That’s the message from the Directional Media Strategies conference in Dallas. According to NetNewsCheck:
“About 16 percent of companies age 3 or under use Twitter, compared with just 2 percent of those in business 11 years or longer… About 44 percent of small and medium-sized businesses that are 3 years old or less plan to add such a site in the next 12 months, (Matt Booth, a senior vice president at BIA/Kelsey) said. Only 22 percent of similar-sized companies that are 11 years or older plan to do so.”
Those young small-to-medium sized companies are spending nearly three times as much of their marketing budget online as the older companies. And lest you think your news website is in a position to grab some of those new dollars, the money is increasingly going to mobile advertising, according to the conference’s keynote speaker Howard Lerman, the founder of Yext. The young companies want their money to be spent on iPad apps, reputation management, SEO and other new forms of marketing.
Where is your marketing money going? And are you prepared to have a local mobile strategy to excite these new companies?