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Digital Advertising In Southwest Florida: How To Get Found Online

Sep 30, 2022 12:05:33 PM / by Larry Julius

Last year, $711 million in marketing was spent online to reach SWFL area 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 Fort Myers area consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 46.8% of Fort Myers 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 Fort Myers area 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 web traffic, online advertising, digital advertising, social media advertising, internet, website visitors, social media, online shopping, internet advertising, sem, seo, google

Social Media Advertising In Fort Myers: Should A Business Pay?

Apr 12, 2022 2:36:13 PM / by Ali Ahmed

According to Nielsen, 802,781 adult consumers in Southwest Florida 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 Fort Myers-Naples-Cape Coral area 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 SWFL consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 75.1% of Fort Myers consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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Topics small business advertising, small business owner, swfl small business, southwest florida small business, twitter, social media advertising, facebook, instagram, small business, facebook advertising, Borrell Associates, social media, small business marketing

Advertising In Fort Myers: Don't Say 'March Madness'

Feb 21, 2022 4:05:45 PM / by Larry Julius

Right now, at least one of the 32,556 businesses located in the Southwest Florida 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 Naples might think it would be clever to use 'March Madness' in its commercials on Fort Myers radio to promote a big spring sale. A non-profit in Cape Coral feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Bonita Springs 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 Fort Myers 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 streaming audio, radio advertising, online advertising, digital advertising, social media advertising, television advertising, streaming video, streaming TV, streaming media, internet advertising, search engine marketing, sem, trademark, copyright, display advertising, intellectual property

Recruitment Advertising In SWFL: Best Way To Reach Job Candidates

Jan 7, 2022 4:50:27 PM / by Larry Julius

There are 30,689 small businesses in the Cape Coral-Fort Myers, FL 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 Southwest Flordia 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 Fort Myers's "passive" job candidates.

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Topics radio advertising, radio recruitment advertising, recruitment advertising, social media advertising, employment advertising, social media, internet job posting, passive job seekers, active job seekers, monster.com, zip recruiter

Advertise In Fort Myers: Top 5 Articles From 2021

Nov 29, 2021 4:10:00 PM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Southwest Florida consumers are on track to spend $17.2-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, Fort Myers area business owners are expected to spend $621-million 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 SWFL 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 AdvertiseInFortMyers.com.  

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

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Topics b2b advertising, radio advertising, advertise in southwest florida, radio recruitment advertising, recruitment advertising, online advertising, digital advertising, social media advertising, effective advertising, television advertising, employment advertising, facebook advertising, advertise on radio, issue advertising, advertising on radio

Does The Facebook Name Change Affect Fort Myers Area Advertisers?

Oct 29, 2021 3:52:16 PM / by Larry Julius

Every month, 802,000 adults in Southwest Floria use social media, according to Nielsen. Eighty-six 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 the Fort Myers area than watch local TV stations. Only Fort Myers radio reaches 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, Fort Myers area businesses are expected to spend $112 million on social media advertising, a 27.9% 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 Fort Myers area businesses that advertise on Facebook?

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Topics radio advertising, fort myers radio, twitter, social media advertising, facebook, instagram, facebook advertising, Borrell Associates, social media, linkedin, metaverse, meta

How Often Are Southwest Florida Consumers Online?

Jul 15, 2021 4:53:10 PM / by Larry Julius

More than 97% of Fort Myers-Naples area adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow Southwest Florida 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 Fort Myers-Naples 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 Fort Myers consumers each month.

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Topics best way to advertise, small business advertising, streaming audio, small business owner, swfl small business, southwest florida small business, online advertising, social media advertising, small business, social media, small business marketing, CTV, OTT, streaming video, avod, svod, online shopping

How Much Time Do Fort Myers-Naples Consumers Spend Online?

Jun 4, 2021 3:56:47 PM / by Larry Julius

According to Nielsen, 937,000 adults in the Southwest Florida area have access to the internet, equivalent to 97.1% of the population. On average, local consumers are spending 10.68 hours per week online.

SWFL millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, SWFL's 25-39-year-old consumers are clocking 13.35 hours connected to the internet.

So, how are SWFL 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 SWFL consumers each month.

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

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

May 7, 2021 10:28:08 AM / by Larry Julius

The number of job openings in the Fort Myers 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 Flordia unemployment rate still at 4.7%, Fort Myers area 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, radio recruitment advertising, recruitment advertising, white collar workers, social media advertising, employment advertising, social media, blue collar workers, internet job posting, passive job seekers, indeed, active job seekers, linkedin, monster.com, zip recruiter

Advertise in Fort Myers: How Local Consumers Use The Internet?

Feb 26, 2021 9:20:10 AM / by Larry Julius

Southwest Florida business owners are expected to invest $265-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 96.3% of adult consumers in the Fort Myers-Naples area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-six percent of SWFL adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business advertising, small business owner, advertise in southwest florida, swfl small business, southwest florida small business, online advertising, digital advertising, social media advertising, facebook, instagram, internet, small business, facebook advertising, social media, direcTV, small business marketing, Advertise on Fort Myers Radio, CTV, OTT, avod, svod, online shopping

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