SMB Marketing Technology Adoption

Forrester surveyed 224 direct marketers in Q3 2008 about their technology adoption plans. This report drills into the technology adoption trends of our small and medium-size business (SMB) respondents. SMB marketers continue to pursue improvements to the online customer experience with a high level of adoption of email and Web analytics technologies. However, moderate to low adoption of marketing automation and data mining technologies limit SMB marketers' abilities to grow the volume and sophistication of their programs. Forrester recommends that SMB marketers: 1) continue to focus on online marketing channels; 2) add social media marketing techniques to their arsenal; and 3) explore on-demand technology solutions to balance limited budgets with a need for greater customer insight.