Seeing Forests

I understand the differentiation between SME (Small-to-Midsize Enterprises) and SMB (Small-to-Midsize Businesses) in the “Reuvers Responds to ‘SMB Segmentation’” over at Screenwerk. It’s useful to differentiate the more abstract corporate entity (enterprise) from the actual brick-and-mortar business (establishment). This is how NAICS does things in their classification work. So, some companies (enterprises) have more than one business (establishment) whereas most mom-and-pop stores have one establishment per enterprise. Segmenting the advertising market based on number of establishments per enterprise makes sense.  I guess I can groove on the notion of segmenting the market based on brands by either a direct or a co-op spend but things do get a little blurry around “Best Buy” as Reuvers points out.  The thing to think about from this is looking at “de-constructing” YP as supporting facilitating brand vs business search.

Tags: No Comments