There was recently a survey carried out by one of the UKs leading sales and marketing advisors regarding the marketing strategies of the UKs smaller, owner-managed technology businesses, and the results were somewhat surprising.
The general discovery from the technology sales & marketing survey was that most of the smaller technology companies in England and Wales are not taking some steps that they could take to future proof themselves from the unpredictability of todays economy.
The survey contained five main questions and was filled out by 176 small UK technology businesses. It was designed to measure the affect of the recession on their businesses to find out how they planned to market themselves in the coming year. Everyone who filled the form out expected a fall in turnover, the vast majority were going to be looking for new customers and most of them were expecting around a quarter of their sales to come from these new customers.
It was discovered that web service providers had cut most staff and were also the ones reducing marketing spend. This suggests those in this sector have felt the pain more than most but by reducing marketing activities demonstrates great short-sightedness, as it is recognised that those who continue to actively market themselves will be the ones who will emerge from the recession in the best shape. These businesses should be doing more marketing " not less.
You can also see from the results of this survey that a lot of these technology businesses are shying away from technological methods of marketing such as online marketing and are relying more or less solely on the personal approach, quoting referrals as their most used marketing method.
Ironically, it seems that it is these technology companies that are not making the most of the Internet. Yet this is a simple fix and e-marketing programmes can be initiated very quickly. Im not advocating that personal contacts should be abandoned but companies cannot afford to ignore the other marketing options open to them " especially in these difficult times.
So the main finding from this survey was that a lot of these technology companies are drastically cutting their spend on marketing, even though we can see from past recessions that the companies who carry on marketing themselves will some out on top in the future.
The general discovery from the technology sales & marketing survey was that most of the smaller technology companies in England and Wales are not taking some steps that they could take to future proof themselves from the unpredictability of todays economy.
The survey contained five main questions and was filled out by 176 small UK technology businesses. It was designed to measure the affect of the recession on their businesses to find out how they planned to market themselves in the coming year. Everyone who filled the form out expected a fall in turnover, the vast majority were going to be looking for new customers and most of them were expecting around a quarter of their sales to come from these new customers.
It was discovered that web service providers had cut most staff and were also the ones reducing marketing spend. This suggests those in this sector have felt the pain more than most but by reducing marketing activities demonstrates great short-sightedness, as it is recognised that those who continue to actively market themselves will be the ones who will emerge from the recession in the best shape. These businesses should be doing more marketing " not less.
You can also see from the results of this survey that a lot of these technology businesses are shying away from technological methods of marketing such as online marketing and are relying more or less solely on the personal approach, quoting referrals as their most used marketing method.
Ironically, it seems that it is these technology companies that are not making the most of the Internet. Yet this is a simple fix and e-marketing programmes can be initiated very quickly. Im not advocating that personal contacts should be abandoned but companies cannot afford to ignore the other marketing options open to them " especially in these difficult times.
So the main finding from this survey was that a lot of these technology companies are drastically cutting their spend on marketing, even though we can see from past recessions that the companies who carry on marketing themselves will some out on top in the future.
About the Author:
The conductor of this survey was the UKs leading technology sales and marketing coach, Terry Forsey. Terry Forsey can really help your business get through these hard times using his ample years of experience and what he has witnessed from previous recessions.
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