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DATA FOCUS: Micro marketing to micro-businesses

Effectively reaching microbusinesses relies on the marketer's ability to identify distinct characteristics, behaviours, attitudes and triggers to engage them. Here's how

According to the Federation of Small Businesses, small firms (with up to 50 employees) contribute more than 50 per cent of the UK turnover. There are around 4.7 million small businesses in the UK. The vast majority of these – 97 per cent – employ less than 20 people, while 95 per cent employ less than five. These are the real microbusinesses. Defined as those employing up to ten people, because of their small size these businesses are as much consumers as they are businesses – which means it's critical to understand the business owner as well as the business. The owner often is the business and so the key to making a marketing message stand out rests with understanding and targeting this individual.