JUPITERRESEARCH LAUNCHES NEW SMB MARKETING RESEARCH SERVICE AND RELEASES FIRST REPORT FINDING SMALL BUSINESSES LESS THAN THREE YEARS OLD REPRESENT A TECHNOLOGY MARKETING OPPORTUNITY(New York, NY - April 19, 2005) - JupiterResearch, a division of Jupitermedia Corporation (Nasdaq: JUPM), announced today that, according to a newly published analysis, while technology spending by small businesses will be relatively flat in 2005, certain segments are planning spending increases and should be targeted by technology marketers. The analysis appears in the first research report of a new research service called SMB Marketing, which JupiterResearch has launched today.
According to a survey of 260 purchase decision makers at small businesses (less than 250 employees), overall Small Business technology spending will remain flat in 2005 compared to 2004, with 44% of establishments budgeting less than $5,000 for technology purchases this year. A closer analysis of the Small Business market, however, reveals spending dynamics in certain segments that marketers should exploit. For example, businesses less than three years old will increase spending in the $5,000 - $24,999 range and thus represent a 2005 technology marketing opportunity.
"Too many vendors take a one-size fits-all approach to small-and medium-size business marketing, by lumping businesses of one size together," said JupiterResearch Senior Analyst Joe Wilcox. "My doctor's office and dry cleaner have the same number of employees, but I assure you that they don't buy or use the same technology products and services," added Wilcox.
The SMB Marketing research service marks the ninth new practice started by JupiterResearch since its acquisition in July 2002 by Jupitermedia. This service helps companies market effectively and increase sales to small- and medium-size businesses. Though numerous, small-and medium-size businesses are highly diverse, variable in their technology purchasing patterns and difficult to target cost effectively. Drawing on comprehensive surveys of SMB decision makers, intelligence from successful marketers and JupiterResearch studies on evolving online marketing best practices, SMB Marketing identifies and profiles attractive market segments and spells out effective tactics to win SMB market share.
"While the SMB market is legendary for the challenges it presents to otherwise successful marketers, our unique data driven research can help vendors to better understand this market and how it differs from both consumer and large enterprise markets," said JupiterResearch Senior Vice President David Schatsky.
Clients of the service will discover what segments of the SMB market are most valuable, easiest to reach and easiest to influence; how to target key decision makers online; what channel strategies will be most effective in selling to and servicing SMBs; or which purchase influencers trigger small business sales and the differences from consumer or enterprise markets.
The report is available online immediately to clients of JupiterResearch's SMB Marketing service at www.jupiterresearch.com. For more information on SMB Marketing and the first report contact Kieran Kelly, Vice President of Global Sales and Client Service at 1-800-481-1212 or [email protected].
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