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.