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Small Businesses Value Paid Support in Digital Advertising

by | Jun 29, 2017 | BIA, Blog, SAM, SMBs

Yesterday we discussed why some small businesses prefer to DIY. Today we dive into why other small businesses prefer paid assistance, such as working with an agency or paying for someone to manage their digital presence or social media marketing.  The top reasons they use agencies and third parties:

  • Loyalty — Most agency users reported being very or extremely satisfied with their relationship with their agency. Many have been with their agency for over two years.
  • Value — These small businesses see value in the relationship with their agency and the work they receive. The expense is worth it to them due to the quality of the creative work and media placements that the agency is able to provide (as discussed below).
  • Quality of Creative — One of the top reasons that SMBs gave for being satisfied with their agency relationship was the quality of the creative work the agency provided.
  • Media Placements — The quality of the media placements provided by the agency was another important reason these SMBs were satisfied with their agency.

For more details on what small businesses buy through agencies or direct, how much they spend and other advertising habits check out our latest Small Business Research Reports in the BIA/Kelsey shop.


BIA/Kelsey’s LCM, Wave 20 reports can be purchased a la carte in the BIA/Kelsey eStoreOur LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for marketing and advertising. Additionally, our reports provide analysis on the best product and service offers for highly coveted groups of SMBs.