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Capturing the European SME Marketing Automation Opportunity



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For more information, join Kaspar Roos as he discusses a new multi-client study that will examine the changing SME marketing and enterprise communications automation opportunity in Europe.

Introduction

The small & medium-sized enterprise market (SME) has a wide range of enterprise communication needs, including corporate identity (e.g., business cards), marketing collateral, direct marketing (e.g., direct mail, e-mail, Web), point-of-sale materials, transactional documents (e.g., invoices), and publications (e.g., newsletters). With the expansion of media types and added channels, SMEs are seeking new opportunities to acquire and retain customers. Impaired by limiting internal infrastructures and know-how for more complex document production, SMEs are looking for providers who can help them navigate through the world of multi-channel communications.

Emerging automation technology essentially “unlocks” this marketing opportunity for very small enterprises, but the recent flood of solutions to the market complicates the search for solutions that fit. Savvy service providers will need to look at a horizontal focus offering design, photography, advertising and print services through web portals. In addition, they will also need to build vertically-focused solutions offering marketing automation technology to enable enterprise growth through customer acquisition / retention activities.

To gain insight into this rapidly evolving market, InfoTrends is conducting a multi-client study entitled “Capturing the European SME Marketing Automation Opportunity”. This study aims to provide an understanding of the changing SME marketing and enterprise communications automation opportunity.

Project Objectives

Through this research, InfoTrends intends to provide information surrounding:

  • Enterprise communications priorities for the next 12 months
  • Key applications by SME vertical and country
  • Current spend and outlook across applications and channels
  • Internal infrastructure and resources for marketing communications
     o Content creation and production processes
  • Awareness and usage of external service providers and technology
  • Current marketing mix for customer acquisitions / retentions
     o Print, e-mail, Web, mobile, and social channels
  • Management and analytics capabilities of customer information
  • Pain points and future requirements for enterprise communications

Analysis & Project Deliverables

InfoTrends will perform an extensive analysis of the research to develop an understanding of the opportunities and issues surrounding the European SME market. Subscribers of the study will receive:

  • Summary report detailing key findings and recommendations
  • Management presentation (PowerPoint)
  • Survey results delivered as data tabulations and PowerPoint
  • Study summary with key statistics targeted to SMEs
     o Leverage as content marketing on your company’s website!
  • On-site briefing (optional)

Getting Started

For more information on the study, contact Jason Russell at +44 7585 506079 or e-mail jason_russell@infotrends.com.

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