how to ensure marcoms reach smes exploring channel preferences

Post on 21-Dec-2015

227 Views

Category:

Documents

6 Downloads

Preview:

Click to see full reader

TRANSCRIPT

How to ensure marcoms reach SMEsExploring channel preferences

2

Q: Below are various methods a prospective supplier might use to engage with potential buyers like you.

Thinking about the main products and services you buy in a professional context, please indicate whether each

source would be very, quite, not very or not at all effective in gaining your attention

451 buyers of B2B services in UK SMEs interviewed

Average scores calculated with weighted importance (very = 2, quite = 1, not very = -1, not at all = -2)

www.circle-research.com/blog

3

An overview: SME’s marketing channel preferences

0.450.32

0.230.08

-0.04

-0.29 -0.35 -0.41 -0.45 -0.45

-1.04

-1.26 -1.28

-1.46

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

Prioritise Handle with careDeploy selectively Think carefully

www.circle-research.com/blog

4

Visit

www.circle-research.com/blog

for commentary and interpretation

5

An analysis by size

6

The view from: Sole traders

0.580.45

0.17 0.11

-0.09

-0.58 -0.61 -0.62-0.7

-0.84

-1.22-1.33

-1.42-1.49

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

7

The view from: Micro SMEs (1 – 9 employees)

0.40.29

0.19

0.01

-0.07

-0.33-0.42

-0.51-0.58 -0.58

-1.12

-1.36 -1.39-1.53

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

8

The view from: Small SMEs (10 – 49 employees)

0.370.28 0.22

0.02 0.02

-0.22 -0.26 -0.29 -0.31 -0.31

-1.01

-1.22-1.33

-1.49

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

9

The view from: Medium SMEs (50 – 249 employees)

0.560.44 0.38 0.38

0.26 0.210.1 0.07 0.05

-0.05

-0.39

-0.77-0.9

-1.08

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

10

An analysis by industry sector

11

The view from: ICT

0.44 0.390.27

0.15 0.1

-0.05 -0.1 -0.12

-0.29

-0.51

-1.17-1.29 -1.34 -1.39

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

12

The view from: Financial Services

0.470.4 0.36 0.36

0.2 0.160.09

-0.02-0.16

-0.27

-0.91

-1.33 -1.33-1.42

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

13

The view from: Marketing and Media

0.24 0.18 0.18

-0.05

-0.45 -0.5-0.63 -0.68

-0.97 -0.97

-1.18-1.29

-1.5 -1.53

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

14

The view from: Business & Legal Services

0.590.44 0.41

0.170.02

-0.33 -0.39 -0.39

-0.55 -0.58

-0.92

-1.12-1.26

-1.58

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Co

nf.

Sp

eak

ing

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

15

0.45 0.450.33

-0.15 -0.15 -0.18 -0.23 -0.23

-0.43

-0.6

-1.13 -1.18

-1.35-1.43

Co

nf.

Sp

eak

ing

The view from: Retail

Sea

rch

En

gin

es

Em

ail

Ma

rke

tin

g

Trad

e A

rtic

les

Trad

e A

dve

rtis

ing

Dir

ect

Mai

l

Net

wo

rkin

g

Trad

e D

irec

tori

es

Sem

inar

s

Trad

e S

ho

ws

Tele

mar

keti

ng

Twee

tin

g

SM

S

Blo

gg

ing

www.circle-research.com/blog

3rd Floor71 Hopton StreetLondonSE1 9LR

andrew.dalglish@circle-research.com+44 (0) 20 7960 3802

www.circle-research.com

top related