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Digital Advertising In Detroit: How To Get Found Online

Sep 30, 2022 10:41:22 AM / by Larry Julius

Last year, $2.6 billion in marketing was spent online to reach Southeast Michigan consumers, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

There is a correlation between the massive amount of money being spent to reach Detroit consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 47.2% of Detroit adults are spending 10-plus hours during an average week online. Furthermore, The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In all, 85% of consumers say they connect at least once daily.

To successfully market and advertise a Detroit business on the internet requires a full-scale understanding of precisely what online marketing is.  Spoiler alert, having a website or having a social media site is not enough.

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Topics social media advertising, digital advertising, online advertising, web traffic, website visitor, social media, online shopping, google, internet, internet advertising, sem

Social Media Advertising In Detroit: Should A Business Pay?

Apr 12, 2022 2:07:29 PM / by Ali Ahmed

According to Nielsen, 2.9 million adult consumers in Southeast Michigan use social media every month, an audience that continues to expand. As a result of this growth, social media has become a crucial part of local advertising campaigns.

Social media allows Detroit business owners to continually be in front of their target customers and to stay top-of-mind. It allows businesses to communicate daily and be the first company on call when needed. Social media has become essential for marketing local goods and services.

The best part is that social media is free to use for both Detroit consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 75.7% of Detroit consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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Topics small business, small business owner, social media advertising, facebook advertising, facebook, instagram, twitter, borrell associates, social media, small business marketing, small business advertising

Advertising In Detroit: Don't Say 'March Madness'

Feb 21, 2022 2:12:25 PM / by Larry Julius

Right now, at least one of the 163,433 businesses located in the Southeast Michigan area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in Troy might think it would be clever to use 'March Madness' in its commercials on Detroit radio to promote a big spring sale. A non-profit in Dearborn feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Southfield believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Detroit small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics television advertising, radio advertising, social media advertising, digital advertising, online advertising, streaming audio, social media, OTT, CTV, streaming video, internet advertising, streaming media, streaming TV, search engine marketing, display advertising, sem, intellectual property, trademark, copyright

Online Advertising In Detroit: How Much Will Be Spent in 2022?

Jan 20, 2022 2:18:58 PM / by Larry Julius

Southeast Michigan business owners are expected to spend $1.3 billion advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Detroit's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Detroit area consumer is served more than 1700 of these ads per month.

Video advertising in Detroit is forecast to account for 23% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

So many Detroit business owners are investing a large portion of their marketing budgets into online advertising because that's where their customers are.
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Topics millennials, social media advertising, digital advertising, online advertising, advertising options, streaming audio, social media, streaming video, internet, ad spending, internet advertising, streaming media, streaming TV, search engine marketing, display advertising

Recruitment Advertising In Detroit: Best Way To Reach Job Candidates

Jan 7, 2022 3:32:26 PM / by Larry Julius

There are 158,041 million small businesses in the Detroit-Warren-Dearborn, MI Metro Area, according to the US Census Bureau. Based on projections from the National Federation of Independent Business Owners (NFIB), nearly half of these companies have job openings they cannot fill.

As a result of the acute labor shortage, says the NFIB, 29% of small business owners rank the quality of labor as the most important problem they face. A year ago, only 21% said finding workers was their biggest issue.

The labor crunch in the Southeast Michigan area is being driven, in big part, by a record-high number of employees voluntarily quitting their jobs. Just last month, according to the US Bureau of Labor Statistics, 4.5 million employees across the country left their current place of employment.

According to the Wall Street Journal, those who are not currently working say they are in no hurry to return to the workforce. The lack of urgency stems from five primary reasons:

  • 29% say they don't need to work right now because their spouse is employed
  • 28% say they cannot return to work because of care responsibilities at home
  • 25% say they don't need to return to work because they have a financial cushion
  • 20% say they are fearful of returning to work because of COVID-19
  • 5% say they do not need to return because of current unemployment benefits

There seems to be little chance that these resigned workers can be lured back into the labor force. Therefore, to fill open jobs, local business owners will need to focus their efforts towards recruiting among Detroit's "passive" job candidates.

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Topics radio advertising, social media advertising, passive job seekers, online job sites, Recruitment, social media, indeed, monster.com, job boards, active job seekers, zip recruiter, radio recruitment

Advertise In Detroit: Top 5 Articles From 2021

Nov 29, 2021 11:39:22 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Southeast Michigan consumers are on track to spend $63-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Detroit area business owners are expected to spend $1.6 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Detroit business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInDetroit.com.  

Here are the top five most-read articles on the site in 2021:

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Topics television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, newspaper advertising, online advertising, restaurant advertising, advertising options, advertise on radio, advertising reach, small business advertising, effective advertising, advertise on detroit radio, b2b advertising, advertising on radio, advertise in Detroit, employment advertising, internet advertising, how to advertise, advertising return on investment, advertising roi

Does The Facebook Name Change Affect Detroit Advertisers?

Oct 29, 2021 2:59:34 PM / by Larry Julius

Every month, 3.1 million adults in Southeast Michigan use social media, according to Nielsen. Seventy-three percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Detroit than watch local cable channels. Only Detroit radio and local TV reach more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Detroit area businesses are expected to spend $343 million on social media advertising, a 26.6% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Detroit businesses that advertise on Facebook?

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Topics radio advertising, social media advertising, facebook advertising, facebook, instagram, twitter, borrell associates, social media, LinkedIn, metaverse, meta

How Often Are Detroit Consumers Online?

Jul 15, 2021 3:38:11 PM / by Larry Julius

Close to 95% of Detroit adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow Southeast Michigan consumers to go online whenever they choose, which, for some adults, is always.

The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In total, 85% of consumers say they connect at least one time every day.

So, how are Detroit consumers spending all this time connected to the internet?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Detroit consumers each month.

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Topics small business, small business owner, best way to advertise, social media advertising, online advertising, streaming audio, borrell associates, social media, small business marketing, small business advertising, OTT, CTV, streaming video, SVOD, AVOD, online shopping

How Much Time Do Detroit Consumers Spend Online?

Jun 4, 2021 2:28:15 PM / by Larry Julius

According to Nielsen, 3.3 million adults in the Detroit area have access to the internet, equivalent to 94.4% of the population. On average, local consumers are spending 10.19 hours per week online.

Detroit millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Detroit's 25-39-year-old consumers are clocking 12.65 hours connected to the internet.

So, how are Detroit consumers spending their time online?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Detroit consumers each month.

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Topics best way to advertise, social media advertising, digital advertising, online advertising, streaming audio, social media, OTT, streaming video, online shopping, internet

Help Wanted: The Best Way To Recruit Qualified Workers In Detroit

May 6, 2021 1:34:31 PM / by Larry Julius

The number of job openings in the Detroit area has exceeded pre-pandemic levels, according to the Bureau of Labor Statistics.  Businesses of all sizes are adding employees in a big way, according to the ADP Research Institute, but still, large numbers of positions remain unfilled.

With the Michigan unemployment rate still at 5.2%, Detroit business owners wonder why they are having difficulty attracting applicants for open positions.

According to a recent article posted in The Economist, there are two major reasons why many sidelined workers aren't anxious to come to work. The first is fear.

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Topics radio advertising, social media advertising, Employment, passive job seekers, online job sites, Recruitment, social media, blue collar, indeed, monster.com, LinkedIn, job boards, white collar, active job seekers, zip recruiter

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