A new InfoTrends study entitled ‘Capturing the European SMB Marketing Automation Opportunity’ aims to help guide the evolution of SMB solution offerings specifically for the European marketplace.
“This study is very timely as the current economic situation is forcing European SMB companies to embrace technology that significantly lowers the cost of marketing and business promotion,” said Kaspar Roos, an associate director at InfoTrends. “Despite the negative economic sentiment the potential for marketing automation technology is enormous: there are over three times as many SMB companies in Europe than in the US and as the number of media channels rises, so does the need for effective technology that manages and automates the marketing process.”
Through a Web survey and interviews with small and medium businesses across Europe, InfoTrends intends to provide information surrounding:
- Business communications priorities for the next 12 months
- Key applications by SMB vertical and country
- Current spend and outlook across applications and channels
- Internal infrastructure and resources for marketing communications
- Content creation and production processes
- Awareness and usage of external service providers and technology
- Current marketing mix for customer acquisitions / retentions
- Effectiveness of cross-media communications for SMBs
- Management and analytics capabilities of customer information
- Pain points and future requirements for business communications
The scope of the research includes the UK, France, Germany, Italy and a fifth European country depending on client interest, e.g. Netherlands or Sweden.
The results of this study will provide service and technology providers with a better understanding of the changing opportunity of the SMB communications market and offer insights for future requirements. In addition to summary report, presentation, and tabulated data, subscribers will receive a summary of key study findings that can be leveraged as content marketing to promote and justify solution offerings.
Early subscriber discounts are available until 13 July, 2012.