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

Dec 15, 2020 9:29:32 AM / by Larry Julius

Over 96% of Fort Myers-Naples area adults have access to the internet, according to Nielsen. Almost 63% of these consumers spend more than five hours a week connected.

Online Advertising In Fort Myers and Southwest Florida

Nielsen reports that Southwest Florida 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 Fort Myers internet users go online each month

  • Social Media: 77%
  • Weather: 52%
  • Online Banking: 50%
  • Maps/Directions: 48%
  • Product Reviews: 39%
  • Current Events: 37%
  • Restaurant Reviews: 31%
  • Sports Scores/News: 29%
  • Real Estate: 14%
  • Job Search: 14%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 73.9% of Fort Myers 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, Fort Myers businesses will spend $260 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

Advertise Online in Fort Myers-Naples Spending

When local businesses advertise online, a primary objective is to promote e-commerce.  Based on recent projections from eMarketer, Fort Myers area shoppers are expected to spend a record $2.9 billion online in 2020.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 73.9% of SWFL consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

In addition to online advertising, many local business owners depend on other forms of marketing to reach online shoppers.

By any measure, the best way to expand the success of an online marketing campaign is with Fort Myers radio.

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Last week, for instance, local radio reached significantly more online shoppers than all other local media including, Fort Myers TV, cable, newspaper, or social media.

Advertising In Fort Myers Online Shoppers

Local radio's ability to reach online shoppers extends to millennials. This generation now accounts for over 30% of all retail sales in the Fort Myers area.

Advertising In Fort Myers Millennial Online Shoppers

On average, advertising on Fort Myers radio creates an eight percent lift in website traffic for local businesses, according to Analytic Owl, an advertising attribution company. More than 81% of this increased traffic comes from new visitors.

When advertising on Fort Myers radio to reach online shoppers, it is essential that the commercials address the reasons why consumers choose to buy from websites versus local stores.  These motivations fall into four categories, according to Nielsen: time, availability, practicality, and value.

How To Advertise In Fort Myers-Naples: Why Consumers Shop Online

Ecommerce was certainly not born out of the pandemic," says Nielsen, "but the pandemic has elevated consumer adoption and reliance in ways that would have otherwise taken years. Consequently, brands and retailers now need to innovate to meet elevated expectations."

More Advertising Advice For Fort Myers Small Business Owners

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Topics: small business advertising, radio advertising, small business owner, swfl small business, southwest florida small business, online advertising, social media advertising, small business, Borrell Associates, e-commerce, social media, small business marketing, CTV, OTT, email advertising, email marketing, online shopping

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