• High-tech will no longer be a high hurdle as costs and complexity fall. The lowering or elimination of technology barriers will accelerate the formation of small and personal businesses (see pages 16–17).
• Small business relationships will become increasingly virtual as online social networks expand. The “connected world” nature of the Internet will let small businesses expand their relationships with partners, suppliers, and customers beyond their local neighborhood (see pages 19–21).
• Virtual worlds will be widely adopted venues for reaching customers and experimenting with new product ideas and business models. The real estate adage, “Location, Location, Location,” will include small businesses’ presence in virtual fantasy worlds, and virtual representations and annotations of the real world (see pages 21–24).
Small Business Marketing: The Mindset Shifts from Push to Pull.
Small businesses will need to shift their marketing methods to provide
customers and prospects with the right information, in the right context,
at the right time.
• A small business’s online presence will be the most important factor in customer acquisition. Customers will increasingly find the information they need to make purchasing decisions, rather than merely accepting what’s pitched at them. Creating an online presence that extends beyond the company’s Web site—and contains relevant content—will be an increasingly important part of the small business marketing mix (see pages 27–28).
• Small businesses will increasingly market themselves through the connected world of cars and cell phones. As the sophistication of cell phone based and automobile marketing rapidly improves, small businesses will need to be poised to take advantage (see pages 29–30).
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