Marketing ROI: Regional Also Interesting. Research into the oars SMEs (can) row on regional marketing and the associated costs and benefits
In this study, we investigated the needs of (small) Flemish SMEs in terms of marketing opportunities and the calculation of the Return On Investment (ROI) of the chosen marketing campaigns.
The conclusions are based on:
- 13 in-depth interviews with marketing experts;
- 35 interviews with B2B and B2C SMEs;
- a survey of 157 B2B SMEs;
- a survey among 91 micro and small SMEs.
These SMEs need just as much tools to help with the choice of marketing actions as tools/step-by-step plans to calculate a priori or a posteriori the ROI of the chosen actions. As long as these tools are small, intuitive, easy to use and cheap. Such tools will be created and fine-tuned in the future (by Business Management students).
Research realisations and publications
Publication
Costs and benefits of marketing communication investments for Small and Medium Enterprises (SMEs): creating tools for Return on Investment (ROI) estimations and calculations of local marketing (communication) campaigns.
Publication
Which tools about marketing ROI do Belgian micro SMEs need the most?
Subreport 1
Objective, demarcation, exploration of the research on (the ROI of) the (regional) marketing opportunities for SMEs.
Subreport 2
Qualitative in-depth interviews with 13 Experts about (the ROI of) marketing opportunities.
Subreport 3
Qualitative in-depth interviews with 35 SMEs about (the ROI of) their marketing opportunities.
Subreport 4
confidential (due to data coming from an investigation by Unizo)
Subreport 5
Explorative, quantitative research (survey) among 157 SMEs about (the ROI of) their marketing opportunities.
Subreport 6
Quantitative research (survey) among 91 small SMEs on the most desired marketing (and ROI) tools.
Instagram guide
For SMEs and the self-employed.
Pinterest guide
For SMEs and the self-employed.
LinkedIn guide
For SMEs and the self-employed.
Mailchimp: creating an account
For SMEs and the self-employed.
Mailchimp: statistics
For SMEs and the self-employed.
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