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BRANDING NEWS: Experian targets micro businesses with new marketing solutions

Experian is aiming to crack the small business data market with a new range of services to be launched over the next 12 months.

Richard Lloyd, head of B2B at Experian, explains that web-based services specifically aimed at the sub-20 person company market are currently in development, and that an entirely new brand is being considered to appeal to this audience. “This is an untapped market consisting of possibly tens of thousands of companies,” says Lloyd. “It is a segment which currently doesn't know or understand direct marketing. We are seeking to help these companies to professionalise their marketing.”

Lloyd says the initiative will focus on a service offering, providing added value rather than simply attempting to sell raw data, in an effort to break down cynicism regarding data usage and ease the process.The professional services sector will be Experian's first target.