Professional marketing brings results
Sep 11 2002
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A survey of small- and medium-sized companies has revealed that those using professional marketing see healthy returns on their investment.
The research, Missing the Marketing Opportunity, was conducted by specialist SME marketing and PR firm TheAnswer. 120 companies were interviewed in Sheffield, Manchester, London and Reading earlier this year.
Of those in the survey who used outside agencies for their marketing – public relations companies, advertising agencies and design companies – and full- and part-time marketers within the company, more than three-quarters rated the results achieved as "very good".
But, despite the evidence that using professional marketing reaps rewards, only 14% of those surveyed used any kind of professional marketing, while 40% had no-one handling marketing on a day-to-day basis. Most people employed by SMEs for marketing had no specialist skills in the area.
TheAnswer believes that this could well be a waste of money and employing a specialist marketer either within the company or as an outside adviser may reap long-term rewards.
It points out that more than two-thirds of SMEs spend less than £20,000 a year on marketing, admittedly "a significant amount of money" for a small company. But it suggests that companies view money spent on effective marketing as an investment that would pay for itself with "healthy returns".
To find out more about this research visit www.theansweruk.com or email research@theansweruk.com.
(11/9/02)
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