Faced with the fragmentation of news consumption and advertising investment, a media organization wanted to understand the marketing and advertising needs of small businesses in order to develop marketing tools that are appropriate for this business segment.
Relevant Insights conducted a series of in-depth interviews with small business owners and decision makers responsible for the marketing function in these organizations. Small businesses represented different sectors such automotive, personal, home and health care services.
The results indicated that the small business segment is very diverse and different marketing tools yield different results depending on the industry and target market. The study revealed many product ideas that could benefit this segment and provided the media organization with valuable input for the development of new services.
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