Last month, Linkmedia 360’s Cindy Adamek, attended the BIA/Kelsey Directional Media Strategies 201 conference in Denver, Colorado. The conference was entitled “The Summit of Small Business Advertising Solutions.” There were a wide array of presenters from the print publishing, digital and marketing worlds including ATT, DexOne, Telemetrics, Facebook, Urbanspoon, Wildfire and Groupon just to name a few. The keynote speaker was the former CEO of Yellowbook, Jack Walsh. The 3 day conference was jam-packed with ideas on how the directional marketing world is changing on a daily basis. The conference held panel discussions on such topics as performance media, mobile, the shift in advertising focus to SMB (Small/Medium Businesses) and the social and local impact on marketing for the future.
The conference had two recurring themes: the mobile advertising explosion and local based advertising for SMB. Mobile advertising (including search, display and SMS text) will keep growing in the coming years. Emarketer just released their projections on mobile advertising spend for the next 3 years. Businesses need to make sure that their websites are mobile friendly. Currently, only 1.25% of the over 200 million websites online are mobile friendly. As more and more people get smartphones, it is pertinent that a business has a mobile presence. There is a great opportunity with the click to call option on mobile websites for such industries as pizza, transportation and auto repair industries.
Tracking and selling locally to SMB is key to the future of directional media marketing. Traditional media (print, TV, radio) placement is declining, while digital advertising is growing and projected to grow 15% by 2015. Local targeting is essential to find out why a mobile user is searching. But, don’t forget about the context of the advertising for the relevance of the consumer. This type of targeting involves local daily deals that are provided through sites such as Groupon and Living Social. As more people use smartphones, local targeting will increase.
The BIA/Kelsey conference was full of great information and networking opportunities. Linkmedia 360 looks forward to going to future conferences.