According to Financial Times, small businesses in the U.S. continue to spend on advertising, but media companies are missing the boat by not catering to this growing market segment.
Spending on business to business media by companies employing more than 1,000 people will fall in total by 9.7 per cent this year, according to Outsell, the information industry research firm.
Firms with fewer than 100 staff, by contrast, expect just a 0.4 per cent contraction in their total B2B marketing spending, within which they expect their online budgets to increase by 8.2 per cent, compared with larger groups’ flat online spending.
Chuck Richard, Outsell’s vice-president and lead analyst, says publishers should offer to share their online marketing expertise with clients, helping maintain customers’ websites more efficiently than they can do alone, and by offering more online options such as e-mail marketing and vertical search.
For the record, the publisher of AdPulp will be happy to share his online marketing expertise with small business owners. And this site is an ideal B2B venue for photogs, editing houses, SEO specialists, freelancers, head hunters, publishers of business books, ad schools and marketing conferences. Our rates are low and we’re willing to work a deal for multi-month ad buys, but you need to speak up.
