For more in depth information Download the infographic: Rame-Marketing-Infographic-Marketing-needs-research-2013-1
Well the questions have been asked and over 100 small businesses participated, the answers have been collated and the results are now available. But like all survey’s I’ve ever been involved in there is always that feeling of something missed or the yearning to ask some follow up questions after you’ve read the replies to the questions. Because for me, some of the answers don’t stack up to my experience in speaking to marketing managers and business owners of small and medium sized companies and I believe many businesses are missing out on opportunities to grow their business by not devoting enough time to marketing or having a limited knowledge of marketing as a function e.g.
Key extracts of the survey show that:
- The marketing function in 73% of the businesses surveyed across Cornwall & Devon is controlled by business owners/managers
But running a business is a full time job that doesn’t leave much time for marketing planning and implementation
- 58% have no dedicated marketing staff and 31% have only one marketing role… despite 90% seeing marketing as important to the success of their business with over half (56%) saying it’s critical!
This is what I hear on a regular basis, I know marketing is really important but I don’t have the time or resource to do what I need to do
- Marketing is approached at a communications level in 58% of companies (for example, awareness raising or ad hoc campaigns supporting a new product launch), rather than at a company strategic level. Only 13% conduct marketing planning and consider customer segmentation/ targeting/ positioning
This means that 87% of small businesses surveyed don’t think too far ahead and take a shotgun approach to marketing
- 64% say they have a clear and sufficient understanding of digital marketing and social media marketing… but only 13% are as confident about their knowledge of video and mobile marketing.
This is the part of the survey results that I have the biggest issue with and I suppose it depends on how you define digital marketing. In my discussions regarding digital marketing there is a wide and varied understanding of some aspects of digital marketing, most of it at the tactical level. Some people understand what Google AdWords or Google Analytics is or does but many of those same people don’t understand how to implement or interpret those tools. Very few people I speak to have a digital marketing strategy or an understanding of what content marketing is or how it can help their business. Posting a blog or sending out an enewsletter is not content marketing
But the real frustration for me is that if so many people understand the importance of marketing and believe they have a clear and sufficient understanding of digital marketing, why do they continue to spend money on traditional marketing techniques/processes/events where the return on investment can’t be measured and why don’t they spend some of that money updating their poorly designed websites that operate 24/7 and acts as the shop window into their world?
But enough of my whinging. If you’d like to read the rest of the survey results you can download the infographic here
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