Member Article

Smaller companies taking marketing more seriously

SMEs that have previously done little marketing are getting more serious about its importance to their organisation. Research conducted by the Chartered Institute of Marketing (CIM) showed that workshops on the fundamentals of marketing and marketing communications are now the most popular.

Geoff Hurst, the CIM’s marketing director, said: “Many SMEs and small organisations are realising that there is a need to get serious when it comes to marketing their products or services, or in developing relationships with stakeholders and clients. As budgets remain tight, utilising existing staff is a sensible option for many of them, but very often they have little or no marketing training.”

The CIM found that organisations are starting to think more about accurate segmentation and targeting, and how these can be vital for a better return on their investment. The report revealed, however, that many firms do not have the practical knowledge of how to put this into practice to achieve results. As a result, training courses are becoming much more popular. The research also showed that companies are keen to get a better understanding of how e-marketing can develop their business and improve returns.

Mr Hurst said: “This is a key development area in marketing as it is seen as cost-effective and faster, with the opportunity to reach a wider and more diverse audience. “But many companies and organisations are unsure how best to exploit this medium to get real value from their marketing investment.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .