New European SME Research Shows High Interest in Marketing Technology

Kaspar Roos and Stephanie Pieruccini
Feb 5, 2013

Small and Medium Enterprises (SME’s) are the backbone of the European economy. According to Eurostat, there are over 20 million firms (excluding financial firms) that constitute being an SME by having 250 or fewer employees, while the majority are micro enterprises with fewer than 9 employees. The sheer number of them alone presents a great opportunity to provide these businesses with tools and services to help them embrace the rapid changes in the communication world.

InfoTrends has recently completed its European research on marketing automation among Small & Medium Sized Enterprises (SMEs). The research, entitled Capturing the European SME Marketing Automation Opportunity, focused on the marketing and media needs of SME’s in five key European countries, and across 12 vertical markets. Some key highlights include:

  • European SMEs are positive about the European economy in 2013. With the exception of Italian respondents, businesses expect that 2013 will be a better year than 2012
  • Most SMEs expect their marketing budgets to grow at least a little in 2013
  • The readiness to invest in marketing technology, such as marketing automation, is high
  • The Western European market is rapidly embracing digital, mobile, and social media marketing; it is on par with the United States in terms of adoption
  • Print remains an important channel for marketing & promotion as the Figure below illustrates

Figure: Advertising/Marketing Spend of European SMEs by Category

Despite the economic uncertainty that hit Europe shortly after the downturn in the US, European SME’s are still looking for ways to boost their businesses to gain awareness and ultimately more customers. Although print makes up a large portion of their marketing efforts, most is static with limited personalization, reducing its overall effectiveness and potential ROI. Mobile and Social Media are in their infancy, with many SME’s dabbling in these channels unsure of the opportunity or applicability for their customers and business. The research shows there is a great opportunity to provide these businesses with solutions that help them raise awareness through relevant marketing techniques and a variety of media channels.

For more information about the study, please visit our online store or contact:

Europe — Jason Russell:  +44 7585 506079 or jason.russell@infotrends.com

United States — Scott Phinney:  +1 781 616 2123 or scott.phinney@infotrends.com.

A summary of topics addressed in the research include:

  • Marketing/Advertising Spend by Industry
  • Print and digital media channels used for marketing
  • Use of personalization, mobile barcodes, and social media
  • Types of customer data captured and how its stored/managed
  • How print and digital media are purchased
  • Commonly used online print and marketing service providers
  • Adoption and spend on Marketing Automation Solutions
  • And much more….

Tabulated data includes cuts by company size, vertical industry, country, and more. A complete table of contents can be reviewed here.

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