Too Many SMEs Choosing Amateur Approach To Growing Their Business, Says Research


The lack of experience, training and qualifications in marketing means many business owners are taking a chance on amateur marketing, rather than professional effective marketing.
CIM Survey

CIM Survey 1st September 2015

A recent Chartered Institute of Marketing (CIM) survey found that only a quarter of small and medium businesses (SMEs) have staff with a formal marketing qualification. And, only 13% have marketing specialists on board.

The key points emerging from this research on the state of marketing amongst SMEs are:

  • 41% of companies lack general marketing skills.
  • 30% have no specific marketing experience.
  • Only 24% hold formal marketing qualifications.

This strikes a chord with my experience. The recession, marketing cutbacks and low cost or free marketing channels like social media have dumbed down marketing. I’m amazed how many people in marketing positions have little understanding of marketing, and, at best, only know about a small number of marketing communications channels. They certainly don’t understand marketing strategy.

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Creativity and Innovation for Success: Don’t be a Cow in the Rain!

Inspiring Sunset - Creativity & Innovation

The average man is a conformist, accepting miseries and disasters with the stoicism of a cow standing in the rain.

Tim Ferriss 22nd August 2015

Too many of us follow the crowd. We stick to the rules. We conform.

Yet, we know that creativity makes the difference between a mediocre business and a great one. The difference between success and failure.

A culture of creativity at home and work encourages better problem solving, more innovation, greater happiness and competitive advantage.

Creativity is the crucial variable in the process of turning knowledge into value.

John Kao (Harvard Business School) 22nd August 2015

Our global marketplaces has encouraged too much focus on price competion. The less developed world is catching up and it’s taking our jobs. We have to innovate to keep ahead and charge more for superior products based on brands.

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Confused about Marketing? See our Definitions.

Real Marketing will help your business conquer new peaks. [Mountains in Torridon]

I find that asking “what does marketing mean?” generates different responses and often some confusion. So, here are some definitions and explanations to answer this important question.

Firstly, marketing should not be confused with advertising, PR, sales, having a website or doing social media. These are just communication channels or promotional techniques.

This is my favourite definition and one of the simplest:

Marketing is a philosophy of business that places the customer at the centre of the universe.

Professor Peter Doyle marketing guru who taught me on the Warwick MBA many years ago! 13th May 2015

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Invest in Real Marketing to Win

When the economy gets tough there is a tendency for companies to slash their marketing budgets to improve short term profitability. But why is this when our most successful companies continue to pursue a clear marketing strategy and run carefully planned communications during a recession?

Christopher Lamotte of Real Marketing Specialists, an interim marketing consultant who has provided practical marketing services to more than 100 businesses in the technology, property and service sectors, says:

“Too often businesses don’t make their limited marketing budgets work hard enough; during a downturn, continuing to pursue a clear marketing strategy and running ongoing campaigns of focused promotion should be seen as the key to short term survival and is essential for long term success.

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Need an Interim Marketing Manager?

An interim manager tends to implement change and get the job done, compared to some consultants who advise and facilitate and may not get their hands dirty.

Interim managers are employed on a short-term basis, typically over three to nine months, as part of the business’s management team to achieve specific objectives. They are usually less than half the cost of a consultant, and act as a flexible management resource, an extra pair of hands, to get the job done. They tend to be highly experienced and more than capable of doing the required work.

To quote Digby Jones, Director General of the CBI: “Interim executives bring a wealth of experience and business acumen that helps to set a company on the right course for its future.”
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