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SMEs more aware that marketing is 'vital'

Published On 2 March 2007 at 13:35:40

Marketing is being taken more seriously by small and medium-sized enterprises (SMEs), according to new findings released this week.

Research conducted by the Chartered Institute of Marketing (CIM) into SMEs that had not done much previous marketing, showed that workshops on the fundamentals of marketing and marketing communications are now favoured over any other.

The Institute's marketing director, Geoff Hurst, commented: "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.

"As a result, these courses are becoming much more popular. 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."

The CIM research also revealed that companies are keen to widen their knowledge of how e-marketing can be used for the development of their business and improve returns.

 

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