Almost Biblical in its grip

Most small businesses still see print Yellow Pages advertising as the most effective way to generate sales leads.

Nonetheless, many are also eager to integrate effective internet options into their marketing approach, according to a new survey of 1,000 small businesses, writes MarketingCharts.

Some 63 percent of small businesses (25 or fewer employees) advertise in a printed Yellow Pages directory, the most commonly named form of advertising among the respondents by nearly a two-to-one margin, the study commissioned by AT&T and conducted by Western Wats found.

Among the findings:

• Of all the various forms of advertising, small businesses ranked print Yellow Pages as the medium that generates the most calls from potential customers - and the top reason small businesses cited for taking out any ads at all.
• However, small businesses increasingly recognize the need to add online advertising to their mix: About 53 percent said they expect to buy online ads featuring videos within the next couple of years.
• These businesses plan to explore an integrated approach to advertising, and the growth opportunities are strong: About 23 percent advertise online currently, and two-thirds have their own website.

MarketingCharts has some additional findings on print and online ad spend.