InfoTrends has announced the completion of a new multi-client study entitled, Capturing the European SME Marketing Automation Opportunity, which provides a complete understanding of the small and medium-sized enterprise (SME) marketing automation opportunity as it exists in Europe today. The SME market represents a significant opportunity for service and software providers willing to invest the time to create automated, scalable, and cross-media solutions that leverage customer data and drive sales through demand and lead generation.
SMEs are the backbone of the European economy, accounting for 99% of the roughly 20 million European firms in existence today. “While SMEs are similarly impacted as enterprises by the recent changes in the communication landscape, they are often resource-strapped in budget, time, and expertise,” says Kaspar Roos, Associate Director for InfoTrends’ Production Workflow and Custom Communications Service. “In this study, we provide insights for service and technology providers on the implications of those limitations and how to tap into the €200 billion SME marketing opportunity”.
Through a survey of over 1,500 SMEs in Europe, InfoTrends has identified gaining new customers, expanding existing customer relationships, and retaining existing customers as the top three marketing priorities for the next 12 months. There is a strong desire among SMEs to be more effective in their marketing. Technology providers should consider expanding their capabilities to reach the SME marketplace with powerful, yet easy-to-use solutions that enables them to automate and integrate marketing across channels , and address “barrier of entry” for SMEs, especially around content and artwork development.
While many SMEs have a strong Do-It-Yourself (DYI) mentality, there is a sizeable group that prefers the human touch and wants to work with external suppliers, who are often very local to them. As the survey indicates, print service providers are in excellent position to help SMEs with their evolving marketing needs and should consider including digital marketing offerings, providing educational support (i.e. case studies, tips and tricks, etc.), and accommodating personalisation needs.
InfoTrends’ Capturing the European SME Marketing Automation Opportunity is ultimately intended to provide context and direction for software and services providers that recognise the opportunity that exists by serving the needs of the SME market segment. It provides a complete understanding of the market as it exists today as well as explores the expanding media mix that is driving the demand for automated solutions to accommodate a variety of media communication preferences.
This study is available immediately for purchase. For more information, please visit our online store or contact:
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