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Forward-Thinking SMBs
Targeting a Lucrative Segment of Intensive Online Users
Concept Report
Sonal Gandhi -
May 7, 2008
SMBs' purchase decisions are motivated by different factors. Segmenting these companies by what inspires them to buy is an effective targeting approach online.
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Green Marketing
Targeting Environmentally Conscious Small-Business Executives
Concept Report
Sonal Gandhi -
March 12, 2008
Currently, for small-business executives, being environmentally conscious may just be a matter of personal choice. However, it will rapidly become a response to the demands of their own green customers.
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Targeting Small Businesses
Building the Case for Behavioral Tactics
Vision Report
Sonal Gandhi -
January 11, 2008
Targeting small businesses online is increasingly challenging, even as content and social sites that cater to them proliferate.
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eBridge Helps Web Hosting Clients Make Most of Their Search Spending Through Retargeting
Case Study
Sonal Gandhi -
January 11, 2008
eBridge Marketing Solutions is a Vancouver-based online marketing agency that provides solutions for both advertisers and publishers. eBridge serves technology companies that target the small-business market.
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Marketing Web Hosting
Competing Against Free
Concept Report
Sonal Gandhi -
January 3, 2008
Convincing a small business to pay for a basic Web site is becoming a tall order even as the penetration of Web sites among the smallest businesses remains low.
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Vertical Search
Reaching SMBs Via Business-to-Business Search Sites
Concept Report
Sonal Gandhi -
November 5, 2007
As general search engines grow more expensive, companies that market to SMBs are looking to diversify their search spending.
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Consumer Connection
Measuring the Effects of Personal Online Behavior on Business Behavior
Concept Report
Sonal Gandhi -
October 3, 2007
Personal experiences often color business-related actions, whether consciously or not. Measuring the extent of this phenomenon is crucial in marketing to businesses.
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On-Demand Software
Riding the Rising Tide
Concept Report
Sonal Gandhi -
September 21, 2007
On-demand software has been generating much buzz, potentially putting packaged applications at risk.
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US Online Small Business Market Category Forecast, 2007 to 2012
Vision Report
Sonal Gandhi -
September 7, 2007
Small businesses constitute a lucrative market for online retailing of technology and office products. As the online small business market matures, growth in online retail in these categories is likely to slow down.
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BLR.com Increases Registration for Free Trials Using Multivariate Testing
Case Study
Sonal Gandhi -
July 16, 2007
Business and Legal Reports (BLR), headquartered in Old Saybrook, Connecticut, helps human resources, safety, and environmental professionals with legal compliance issues through its Web site, newsletters subscriptions, and video- and CD-ROM-based training materials.
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Optimizing Web Site Features to Improve the SMB Buying Experience
Vision Report
Sonal Gandhi -
July 16, 2007
Decision makers at small and mid-size businesses have a great number of retailers to choose from on the Web. Retailers aiming to increase their share of the SMB market should optimize site features to cater to the preferences of such decision makers.
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Shaklee.net Makes Search the Cornerstone of Its Site Experience
Case Study
Sonal Gandhi -
July 16, 2007
Shaklee Corporation is a Pleasanton, California-based maker of natural nutrition, personal, and household care products. The products are sold through a network of distributors. Shaklee.net is a members' only site catering to Shaklee's distributors.
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