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Are You Taking Marketing Seriously – But Still Unsure How to Exploit It?
 Small
businesses have traditionally taken a
cautious approach to marketing; after all,
few small organisations have the cash flow
to spend on a huge marketing campaign!
However, more and more businesses are
appreciating the benefits that investing
time and money into marketing can bring; and
with more ways than ever to spread your
business’ message, the investment you need
is probably smaller than you think.
Research conducted by The Chartered
Institute of Marketing showed that workshops
on the fundamentals of marketing and
marketing communications are now the most
popular.
“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,” said The Institute’s
marketing director, Geoff Hurst.
“All markets are so competitive now that
organisations realise accurate segmentation
and targeting are vital to give a better
return for their investment, but they don’t
have the practical knowledge of how to put
this into practice to achieve results.” said
Geoff Hurst. “As a result, these 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.
“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,” said Geoff Hurst.
“But many companies and organisations are
unsure how best to exploit this medium to
get real value from their marketing
investment.”
You can find out more about how your
business can take advantage of the different
types of marketing with the in-depth
articles in our
Marketing and Sales portal.
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