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SME marketing: a local and global battleground - Venture Insights

Report Overview

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SME marketing: a local and global battleground

PublisherEnders Analysis.
Publish Date July 24, 2017
Sector Internet, Media.
Company Facebook, Google, Johnston Press, Local World, Trinity Mirror.

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Accelerating print advertising declines in 2016 are placing pressure on local newspaper publishers to deliver faster online growth

However, digital growth is being supported yet compressed by Google and Facebook; we estimate SME expenditure on Google is roughly 2x the local press, and we expect SME spend with Facebook to match local newspaper advertising revenues in two to three years

Publishers need to grow consumer registrations and subscriptions, digital display and also digital marketing services, in partnerships with the tech giants – but first they have to convince consumers they have relevant use-cases that global platforms cannot replicate