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Micro to Mega: Trends in Business Communications


Businesses and organizations of all sizes invest significantly in efforts to communicate with customers. Organizations of all sizes rely on a broad communications mix to steer operations, accelerate sales, and drive revenues. Customer communications span many channels—print, online, mobile, social media—and the challenge many organizations face is selecting the right mix to maximize results. Digital media continues to disrupt corporate communication requirements and spending, and organizations are integrating channels to deliver the most effective and efficient mix to serve and engage customers.

This research study evaluates communication trends, identifies media usage and spending, and defines key decisions makers’ criteria for selecting media and providers across small and medium-sized business and large enterprise organizations in key vertical industries.

Project Objectives

  • Profile communication service requirements (print and online) across 8 to 10 key vertical industries in the U.S.
  • Focus on large enterprises with 500+ employees and small-and-medium size business with less than 500 employees
  • Quantify spending by key application area and media type
  • Report on the adoption of e-mail, mobile, and social media marketing
  • Identify main objectives in using media types
  • Evaluate the effectiveness of cross-media communications
  • Document shifts to electronic document delivery
  • Track adoption of variable data printing
  • Assess provider preferences and selection criteria
  • Identify strategies and recommendations for business growth by market and application
  • SMB markets considered:
    • Construction
    • Education
    • Entertainment
    • Financial Services/Insurance
    • Healthcare
    • Hospitality (accommodations and food services)
    • Manufacturing
    • Non-profits
    • Personal Services
    • Professional Services
    • Real Estate
    • Retail
  • Enterprise markets considered:
    • Automotive
    • Education
    • Financial Services/Insurance
    • Government
    • Healthcare
    • Hospitality
    • Manufacturing/Pharma
    • Retail
    • Utilities/Telecom
    • Non-Profit


Analysis & Project Deliverables
InfoTrends’ professional staff will perform an extensive analysis of the research to develop an understanding of the opportunities and challenges in serving the SMB and enterprise markets. Subscribers of the study will receive:

  • Two executive summaries, delivered in PowerPoint format, with key findings and recommendations for enterprise and SMB Markets
  • Summary of interviews with key decision makers across markets
  • Research charts
  • Data cross-tabulations – by vertical, company size, SMB/Enterprise – In Excel & PDF
  • Presentation of summary level research findings

Getting Started
For more information on the study, contact Scott Phinney at 781-616-2123 or e-mail


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