Marketing Forecast from Ad-ology

Small business owners are hoping to engage customers in new ways in 2010. Twenty-eight percent of small business owners say they plan to spend more on online video in 2010, up 75% over last year’s plans. Twenty five percent say the same about social networking, while 21% plan to commit more resources to mobile advertising.

More than 40% of recently surveyed 18 to 24 year olds said a college or university Web site was the most influential media when choosing a college. Social networks were also influential, cited by a quarter of that demographic in the Summer 2009 Ad-ology Media Influence on Consumer Choice survey.

Traditional media influenced more than 30 percent of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers. The Ad-ology Research study also found 61 percent of U.S. consumers surveyed said they had visited “a restaurant they had not visited before” in the last year.

Thirty eight percent of U.S. auto buyers are willing to drive more than an hour for their best deal, highlighting the importance of aggressive advertising by dealers. The Fall 2009 Ad-ology Media Influence on Consumer Choice survey also found online media is now more influential than social or traditional media on auto purchasing/leasing decisions.

Nearly one in 5 U.S consumers aged 18 to 24 cited online video as an influence on their choice of banks. More than one-third was influenced by social media such as positive and negative product reviews, blogs, and social networks according to a recent Ad-ology Research study.

Nearly 30% of higher-income consumers said social media influenced their choice of home maintenance or repair services, a markedly higher percentage than other income groups. The Ad-ology Research study also found this group had notably high reports of recent maintenance services performed.