Product Type: Market Research Report
Published by: Warrillow & Co
Published: March 2006
Product Code: R706-3Description The Warrillow New Media Report is a comprehensive report uncovering the significant transition in media habits of small business in the digital age. It explores the effectiveness of various media in reaching small business, examines the opportunities created by new technologies, scores the successfulness of B2b™ marketing messages, analyzes where decision-makers turn for information when making purchases, and highlights relevant changes since Warrillow & Co.’s previous media habits surveys.
This report aims to answer the following questions:
- What media channels most effectively reach small business?
- What are entrepreneurs reading and listening to, both in traditional and online formats?
- How has the Internet impacted the way that small business consumes traditional media?
- How do small business prefer to receive and seek out information? To what extent has new technology affected this?
- Have alternatives channels to reaching small business emerged?
- How relevant are B2b™ marketing messages?
- Do small business decision-makers believe marketers deliver on their advertising promises?
- Where do small businesses get information about products and services when considering purchasing from Financial Services, Courier Services, Telecommunications and Technology companies?
The report is organized into three major sections:
- Section A examines the overall effectiveness of various media in reaching small business, and presents media habits by select channel, including newspapers, magazines, radio, Internet-based audio media, blogs, and search engines.
- Section B scores the effectiveness of B2b™ marketing messages in the eyes of small business and analyzes where decision-makers turn for information when purchasing products and services from Financial Services, Courier Services, Telecommunications and Technology companies.
- Section C presents key marketing implications and opportunities arising from the research. Introduction Written from a marketer’s point of view, The Warrillow New Media Report is the latest in a series of reports created, like our company, to help Fortune 500 companies get inside the head of small business.
This report is based on findings from an online survey conducted by Warrillow & Co. during October 2005 with five hundred (500) small business decision-makers from across the United States.
Particpants were recruited based on the following criteria:
- Were the owner, senior executive or manager of the business
- Were the primary decision-maker for selecting major suppliers
- Operated a for-profit entity
- Employed between 1 and 100 people (not including the owner)
- Had been operational for at least 6 months
- The sample was split equally by employee size, with half (n = 250) employing between 1-20 people, and the other half (n = 250) employing between 21-100 people.
Table of Contents - Introduction
- Methodology
- Section A: Small Business Media Habits by Channel
- Section B: Small Business Media Scorecard by Industry
- Section C: Applying the Insights
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