New survey data from a sample of almost 10,000 US small businesses (SMBs) finds that the advertising model most appealing to them is one that takes a commission or percentage of an actual sale – and eliminates almost all the risk of traditional advertising. Is this a function of a shift in SMB expectations or simply the product of an uncertain economy?
Simultaneously these survey respondents also indicate a preference for clicks over calls and in-person visits. This is a curious result that is challenging to reconcile with their preference for the commission-based ad model.
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