>Mobile Is the Gateway to Small-Business Owners, SMBs

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Nearly all small-business IT companies purchase smartphones for employees

In March 2012, marketing agency Cargo andInc. Magazine found the majority (52%) of US small-business owners felt companies did not market to them effectively. Along similar lines, 45% said companies made little effort to understand their business and 43% said B2B marketers did not understand their individual needs as small-business owners.

Attitudes of US Small-Business Owners Toward Companies/Brands Trying to Market to Them, March 2012 (% of respondents)

Part of the problem may be that the small-business audience is widely diverse. It comprises business and service owners in industries across consulting, retail, food service, agriculture, technology and more. And even at the industry level, small-business owners’ needs are highly individualized and easily reprioritized as owners juggle their marketing, operations, sales and financial responsibilities.

“When you look at the core needs and challenges that [small] business owners are facing, they’re time-starved, and they’re not the type of people sitting in a building behind a computer all day,” said American Express OPEN’s Scott Roen, vice president of digital marketing and innovation, in an April 2012 interview with eMarketer. “They’re out front, working with their customers and employees, so they’re inherently mobile in nature.”

More at eMarketer…. http://www.emarketer.com/Article.aspx?R=1009025

Posted via email from Local Andy