Table 4.

Public and private policy messages in demand-side SME advisory support in Wales.

Agent/advisory support	Advisory messages
SFBE	Informing – Multiple ‘off the shelf’ digital applications Persuading– Stories from advisor's business experience –save time and money, including live demonstrations of selected digital technologies (cloud, CRM, social media)
Google Garage	Informing– Google applications - digital marketing, websites, social media, international business Persuading– Smart working, expanding reach of business
Amazon Academy	Informing - eCommerce, marketing, exporting, business loans, publishing Persuading– Ease of use, entry into new markets, scalability of services
Lloyds Digital Academy	Informing– Digital banking, Google social media Persuading - Building digital skills and confidence, including ‘Try out digital technologies’ (on Lloyds and Google applications)

Sources:

https://www.aboutamazon.co.uk/empowering-small-businesses/amazon-academy.

https://learndigital.withgoogle.com/digitalgarage.

https://business.facebook.com/.

https://www.lloydsbankacademy.co.uk/.

Author's own observation data (see Table 3 for additional details).