What Others Think About You Matters A Lot The SIMM survey, published bi-annually by BIGresearch, shows practicality and results drive business owners' shopping and media consumption
habits. The survey, conducted from March 25 to April 22, 2003 quantifies the impact consumer media patterns have on buying habits.
Dr. Joe Pilotta, co-author of the Simultaneous Media Usage
Study (SIMM) for BIGresearch, says that "Simultaneous media usage presents a challenge for business-to-business marketers who wish to target business owners or those in professional or managerial
positions with influence over the purchase of goods and services." "Rather," he said, "business owners' shopping and media consumption habits are driven by word-of-mouth, perceived practicality of a
product and potential results."
Nearly half of small business owners surveyed said traditional marketing methods like direct mail or outdoor billboards are "not important" to them as they make
their buying decisions, a recent BIGresearch survey shows.
To the question "How important are the following media in influencing your purchasing decisions?"
- 42 percent of those
responding called direct mail "not important"
- 48 percent said the same for outdoor billboards
- 44 percent said Internet advertising was "a little important"
- 78 percent called
e-mail advertising either "a little important" or "not important."
- 81 percent ranked "word of mouth" as either "very important" or "important."
- 88 percent responded by saying that they
sought advice from others, before buying, "regularly" or "occasionally."
Pilotta said, "Professional people who favor word-of-mouth and are seeking and giving advice provide an opportunity
for business-to-business marketers. Because business owners are already processing so much information on a regular basis, they seem to rely heavily on personal networks as they make purchasing
decisions."
More information available from phil@bigresearch.com or www.bigresearch.com