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SMB Marketing Services Needs Outlined in New InfoTrends Study

March 6, 2012
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WEYMOUTH, MA—March 6, 2012—InfoTrends is pleased to announce the availability of its newest multi-client study, “Capturing the SMB Marketing Automation Opportunity.” The study is designed to supply service providers and software vendors with a better understanding of the small- and medium-sized business (SMB) marketing automation opportunity and its future requirements.

Key Highlights:
  • The marketing needs of small- and medium-sized businesses (SMBs) are spread across a variety of channels; including mass media, promotional print, digital, mobile and social media.
  • Commercial printers, office superstores and online printing services are go-to resources for SMBs, providing a tremendous opportunity to diversify their services and help SMBs with their marketing efforts.
  • Only 7.4 percent of SMBs report using external services for ALL of their marketing activities. SMBs are “do-it-yourself” companies; they need self-service tools that help them meet their marketing objectives.
  • Just over 14 percent of SMBs reported that they are currently using a marketing automation solution for their business, while another 25 percent are considering.

Budget, Time and Expertise
Small- and medium-sized businesses (SMBs) account for the majority of U.S. firms in existence today. Included are construction companies, hairdressers, dentists, lawyers, real estate agents, and local “mom and pop” retail stores. While major enterprise corporations have the luxury of spending millions, or even billions of dollars on marketing and advertising annually to build sales and grow profits, SMBs are often restricted by three key areas—budget, time and expertise.
 
Top Challenges When Marketing to Existing Customers
What are your business’ top three challenges when marketing to existing customers and prospects?
 “SMB
N = 2,010 Small & Medium Businesses
 
“Like enterprises, SMBs are facing a dynamically changing mix, no matter the medium of choice, SMBs want to look credible and professional as they spread the word about their businesses,” according to Stephanie Pieruccini, project manager for the study and senior research analyst at InfoTrends. “The fragmented nature of the SMB market provides an enticing, yet challenging, sales opportunity for print service and software providers.

“Software and service providers need to recognize that the marketing communication needs of SMBs are being redefined. Solutions that focus on all digital or all print marketing are no longer viable in the cross-media world. SMBs are turning to service providers and web-based software to provide solutions to manage their media needs.”
 
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