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The fourth edition of Street Fight’s Local Merchant Report, based on a survey of small business owners and decision makers, launched today. The data shows a continued movement to social media as a preferred marketing tactic among local merchants. They deem it their most effective tactic, so they’re increasing their spending.
Analysis of the survey suggests that would-be marketing suppliers can help them integrate social with their own site and email campaigns, as well as assisting them with reputation management and reviews.
Street Fight surveyed over 250 local merchants on their marketing and e-commerce usage, effectiveness, and challenges. The digital marketing usage trend is consistent with what we’ve seen in previous years’ surveys. Social usage is up slightly from last year, and email marketing retains its number two spot. That’s at the expense of print: newspaper and Yellow Pages advertising are each down by almost half.
Those patterns will only get more pronounced. Over 40% of local merchants we surveyed said they would increase their social media spending. Email and local sites will see increases, according to 35% of those polled....
Street Fight's Local Merchant Report shows social media as a preferred marketing tactic among local merchants.