当地营销行业概述——2023年3月

Executive Summary •Digital Marketing & Advertising Spend is Accelerating for SMBs‒ Global SMB IT spend is forecasted to grow at a ~7% CAGR over the next two years reaching $1.6 trillion by 20241‒Digital Marketing & Advertising is the fastest growing category for SMBs, growing at 9% YoY in 20221‒SMBs adapt to digital transformation as customers increasingly turn to digital channels •Consumers Prefer To Shop Local ‒In an increasingly digital world where customers feel bombarded with inauthentic messaging from large multinational brands, manycustomers are turning tolocal businesses with over 70% preferring to shop local2‒Local searches are increasing with mobile searches for “where to buy” + “near me” increasing more than 200% in the past 2 years3‒The continued proliferation of social media and smartphones coupled with changing customer purchasing behavior helps drive growth with the LocationBased Marketing Services expected to grow at a 18.1% CAGR reaching $93B by 20254 Large Opportunity For SMB Focused Marketing Tools ‒With 43% of SMBs not familiar with a marketing technology stack and 2/3 not measuring the impact of their marketing, there issignificant opportunity forend-to-end marketing automation platforms focused on SMB5 In 2022, M&A Transaction Activity Peaked While Capital Raise Activity Experienced A Slight Decline Going forward, we expect M&A transaction interest to remain strong and capital raise interest to return to pre-2021 levels Local Marketing Platforms That Differentiate Themselves Are In A Good Position To Generate Strong Interest From InstitutionalInvestorsAnd Strategics Alike‒ Effective product with tangible ROI‒Well-defined and growing customer base‒Appealing retention metrics‒Attractive profitability and margin metrics Sales & Marketing Industry Drivers & Dynamics Sales & Marketing Tech Continues Rapid Innovation and Growth Digital Adoption Rising Across Industries Rapid growth driven by increasing demand for more sophisticated and complextechnologies to meet more customized needs of marketers With consumers accelerating the adoption of digital channels, businesses can no longertreat digital channels as a luxury and must invest in their digital relevancy Digital Ad Spending Slowing DownAfter several years of double-digit increases, total digital ad spending saw slow growth inDigital Ad Spending Slowing Down eCommerce Sales Growth Is Expected To Remain Constant 2022 due to difficulties in ad targeting across social media Pandemic driven eCommerce growth is expected to remain relatively constant in 2023while staying well below 2021’s pandemic-driven growth 1Emergen Research: Martech Market Size2McKinsey COVID-19 US Digital Sentiment Survey, Apr 25-28, 20203eMarketer: Worldwide Ad Spending 2022 Local Marketing is In Vogue Strong Tailwinds Drive Local Marketing Growth Local Searches are Increasing The continued proliferation of social media and smartphones coupled with changingcustomer purchasing behavior drives growth as customers increasingly seek out localbusinesses through digital sources In an increasingly digital world where customers feel bombardedwithinauthentic messaging from multinational brands and bigconglomerates, customers are using digital channels to find localbusinesses 46%of all searches on Google seeklocal information2 Mobile searchesfor “where to buy” + “near me” havegrownmorethan200%in thepast 2 years3 Social & Community Content Influences Purchasing Customers Prefer Local With over 70% of customers preferring to shop local and only 29% being agnostic, thereis a significant opportunity for small and local business owners to leverage a localmarketing strategy to displace large enterprises by increasing awareness and findability 4%3%In general, who or what influences you most when recommending a product or brand?Social proof and community content are the most influential factors whenrecommending a product or brand for the majority of generations 5 Which best describes your shopping experience?4 1Future Market Insights: Location Based Marketing Services Market2Google Trends3HubSpot: Local SEO Stats SMBs are Accelerating Marketing Spend Global SMB IT Spending is Substantial with Strong Growth Projected Digital Marketing & Advertising Spend is Accelerating for SMBs Global IT spending growth peaked in 2021 at 7.8% before returning to pre-pandemiclevels in 2022. Despite this, the sector remains strong as SMB’s continue their digitaltransformation journey and adapt to dynamic customer behavior Digital marketing and advertising is expected to see a large acceleration within SMBglobal IT spend, reaching 9% YoY growth in 2022 compared to 3% in 2021. This is greaterthan the overall SMB IT spend and speaks to the growing demand SMB IT Spend isforecasted to grow at a ~7% CAGRin the next two yearsreaching$1.6 trillion in 2024 Large Opportunity for Full Suite SMB Tools SMBs Often Switch to Marketing Suites After Trying Other Solutions As SMBs e