The latest results taken from a marketing survey (The Marketing Performance Index) indicate that marketing is a mystery to UK business with less than half strongly agreeing that they carry out any of 25 marketing activities to a very high standard.
The Marketing Performance Index has been running on my Brand New Way SME website since August 2004. The survey lists 25 questions across 5 categories and asks respondents to give themselves a score from 0 to 5 with:-
- 0 being 'I haven't done this at all'
- and 5 being 'I have done this to a very high standard'
'I have a clear purpose and vision for my business.'
The statement with the strongest level of agreement was 'I have a clear purpose and vision for my business.' 51% of the UK business respondents strongly agreed with the statement but 20% of respondents strongly disagreed.
'I am making the best use of the marketing communication options available'
Only 16% of respondents strongly agreed with this statement & a significant 40% of businesses strongly disagreed.
As someone who has worked in marketing for over 22 years I have mixed views. Firstly, it reinforces my view is that although many companies talk marketing, few really understand what marketing is. On a positive note, it shows a real opportunity for the few that get it, to help the many that don't.
What's your Marketing Performance Index?
The Brand New Way Marketing Performance Index is designed to help you identify your marketing strengths and opportunities for improvement. Why not complete the online questionnaire? It's free and should take less than 10 minutes.
Peter Hawtin is an internet marketing consultant with UK web marketing agency Brand New Way which helps companies to attract and retain valuable customers online.
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