This report provides PC manufacturers, vendors and marketers a clear understanding of how the SMB market has been impacted by the current recession. It begins with higher-level changes and impacts to the market and then provides key year-over-year (YoY) changes that have occurred since the start of the downturn. In addition the report provides the critical blueprints to:
1. Segment the SMB market in a way that capitalizes on the downturn 2. Target based on needs, behaviors and planned spending 3. Optimize marketing to ensure the highest return-on-marketing-investments (ROMI)
The current recession offers PC manufacturers and vendors new opportunities and challenges. The challenges include highly constrained spending, prolonged replacement cycles and pervasive expectations relating to PC discounts and aggressive price promotions.
The opportunities come from segmenting the market from a customer-value perspective and aligning offerings and marketing to the more pronounced pain points, new willingness to view and use technology to help businesses run more effectively and embracing non-traditional marketing approaches.
