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SMBs Should Not Place All Their Eggs in One Basket, Report Suggests

A recent report by Borrell Associates lists small businesses' marketing and advertising plans for 2011, finding online to be the No. 1 priority, followed by direct mail, newspapers and radio, respectively.

The report also found 83 percent of all local advertising is controlled by small or medium-sized businesses – a figure that is due more to their sheer volume than their actual spending habits.

However, Radio Ink magazine recently interviewed Gordon Borrell about the report, noting how SMBs may be putting all their eggs in one basket by relying too much on one marketing channel.

"The smarter media companies will find a way to play to that belief and cultivate a relationship that drives traffic to the advertiser's site through a myriad of things," Borrell told the source. "They need someone to help them drive traffic, not just buy one ad on one website. That means help with email advertising, Facebook campaigns, search engine optimization, radio commercials, deals programs, etc."

This week, the Newspaper Association of America reported that 2010 newspaper advertising fell to the lowest level in 25 years. However, it is interesting to note how other channels such as direct mail are experiencing a surge.

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