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Online Advertising In Detroit: How Much Do Local Businesses Spend?

Dec 14, 2020 4:17:22 PM / by Larry Julius

Almost 93% of Southeast Michigan adults have access to the internet, according to Nielsen. Over 63% of these consumers spend more than five hours a week connected.

Nielsen reports that Metro Detroit consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Detroit internet users go online each month

  • Social Media: 75%
  • Online Banking: 50%
  • Weather: 47%
  • Maps/Directions: 45%
  • Product Reviews: 37%
  • Current Events: 33%
  • Sports Scores/News: 27%
  • Restaurant Reviews:30%
  • Job Search: 16%
  • Real Estate: 14%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 78% of Detroit area consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Southeast Michigan businesses will spend $992,000 for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics small business, small business owner, radio advertising, social media advertising, online advertising, online job sites, borrell associates, e-commerce, social media, small business marketing, small business advertising, OTT, CTV, email marketing, email advertising, online shopping

Detroit Small Business Advice: Marketing During The Corona Crisis

Apr 8, 2020 6:49:52 AM / by Larry Julius

In 'normal' times, Metro Detroit consumers would be expected to rack up $78.3 billion in annual retail sales. Of course, since the onset of the Coronavirus crisis, nothing has been normal.

But as Gordon Borrell, CEO of Borrell Associates, explained to members of the Southeast Michigan small business community via teleconference, consumers are still spending. This, it turns out, is normal.

Mr. Borrell shared research from Ibis that demonstrates during every type of crisis, including depressions, recessions, floods, hurricanes, earthquakes, fires, and, now, pandemics, consumers still spend.

The business literature contains an abundance of examples of how continuing to market and advertise during an economic crisis can help a company survive and emerge from the episode even stronger than before.

Detroit small business owners who do continue to advertise and market, however, should consider modifying their pre-crisis strategy.

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Topics small business, small business owner, radio advertising, best way to advertise, retail sales, retail store, corona, coronavirus, covid 19, crisis marketing, borrell associates

Crisis Marketing: What Detroit  Small Business Owners Should Know

Apr 3, 2020 6:47:15 AM / by Larry Julius

Last week, Gordon Borrell, CEO of Borrell Associates, shared insights with Metro Detroit small business owners on the value of marketing to consumers during a crisis. A video replay of the teleconference is available by clicking here.

Mr. Borrell is the CEO of Borrell Associates. His company is one of the most trusted sources of trends and forecasts for local media today.

According to Mr. Borrell, despite social distancing and economic jitters induced by the Coronavirus chaos, consumers are still spending money.

He points to research from Ibis that consumer consumption continues in almost every crisis, including depressions, recessions, floods, hurricanes, earthquakes, fires, and, now, pandemic.

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Topics small business, small business owner, radio advertising, best way to advertise, retail, corona, coronavirus, covid 19, crisis marketing, borrell associates

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