- Service:Business model re-engineering
- Sector:Directories and local search
Issue
Advertiser retention rates on my online B2B directory are falling and new online business models and search engines are emerging which threaten my strong position.
Approach
AMR’s approach comprised a high volume of quantitative advertiser interviews, coupled with some in-depth qualitative advertiser interviews. This enabled quantifiable results by advertiser segment, as well as insight into changing advertiser needs. Alongside this, AMR carried out a structured and detailed analysis of competitor business models.
Recommendations
AMR immediately suggested a range of short term actions to improve site usage, search engine optimisation and advertiser satisfaction. AMR then set out a roadmap, including identifying a number of potential acquisition targets, to move the business towards emerging business models and recommended initiatives to demonstrate to advertisers that they were getting results, the key driver of advertiser retention.
Result
The client implemented a new strategy, and has already identified and completed acquisitions, helped by AMR, to accelerate the business’ shift towards a new business model.
Insight from AMR’s research
Many B2B advertisers are disillusioned with existing internet business models and the complexity of the market, and will not increase their online spend unless more relevant, simpler offerings emerge.