Marketing is most vital to SMEs – study

Britain’s small-to-medium businesses are the most likely to cite marketing as essential to their success and also the most inclined to invest in marketing, according to a marketing trends survey from the Chartered Institute of Marketing (CIM). The survey was conducted by MORI.

Two-thirds of marketers questioned said that marketing is a high priority within their organisation, while only eight per cent thought it to be of low priority.

Companies with an annual turnover of less than &£1m spend just over ten per cent of their turnover on marketing, significantly more than the national average figure of 7.2 per cent.

The CIM survey adds that only one-third of marketers in small companies claim that it is difficult to secure funding for marketing activities. By contrast two-thirds of those in the largest organisations find obtaining a budget for marketing “problematic”.

It is in the small organisations that marketers are most likely to be represented at board level. More than three-quarters of the smallest companies have a marketer on board. This figure falls to 37 per cent in companies with an annual turnover of between &£51m and &£100m, but rises to 51 per cent in companies turning over more than &£100m a year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here