Although roughly half of local marketing dollars today go to newspaper and broadcast advertising BIA/Kelsey predicts that only 30 percent of an expected $151 billion in local marketing expenditures in 2016 will be spent on the legacy media. Prior to the arrival of the Internet Main Street merchants typically put 70 percent of their marketing budgets into print and broadcast.
Today local businesses are investing in websites social media campaigns mobile couponing search advertising email marketing and other tactics that enable them to establish direct and sustained relationships with consumers. Even the best print broadcast and banner ads don’t have the power of deft digital campaigns to target the right offer to the right person at the right place at the right time.
http://www.editorandpublisher.com/Newsletter/Columns/Newsosaur–Got-a-Digital-Product-Plan-
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