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Table 7. Correlation of interest in tools to calculate ROI and (marketing) characteristics of the SMEs.
When we probed deeper by asking why they were not interested in a measuring tool, they
mentioned that they feared that it would be too complicated and too time consuming. If the
tool would be simple, easy, usable and manageable, they would nevertheless consider it.
Conclusions
We obtained some valuable insights on the use and efficiency of marketing communication
campaigns or actions of SMEs. A one-fits-all solution or recommendation does not exist, and
profitable actions depend on the product, sector, audience, objective and orientation (B2B
vs B2C). We formulated some valuable recommendations about marketing strategies:
activate, cooperate (affiliate with other SMEs), align your choices with the audience and
objectives you want to reach, combine (offline and online actions of which the latter were
embraced and used by almost every SME) and record/track/note down your learning. True,
gut feeling and tacit knowledge can be quite accurate, but holding track of successes and
failures, and/or making reasoned estimates are perceived as necessary by the marketing
experts and larger companies. Finally, and relevant for the further progression of our
research, (B2B) SMEs are (only) interested in tools concerning marketing actions and their
ROI, if they are very simple, user-friendly and manageable. In the next months we will
integrate the suggestions and create several (prototypes of) user-friendly tools applicable
for very small enterprises, local shopkeepers and one man businesses.
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