Firm Marketing Could Be Better, Says Survey

Even though many consulting firms have a good handle on effective marketing techniques, a new ZweigWhite survey shows that a good percentage of these firms aren't actively implementing these strategies.

10/18/2001


Even though many consulting firms have a good handle on effective marketing techniques, a new ZweigWhite survey shows that a good percentage of these firms aren't actively implementing these strategies.

For example, 40% of surveyed firms receive qualified job leads from their web sites with more than 70% resulting in jobs. However, only 29% of firms track hits to their web site, and just 8% collect demographic data on these visitors.

Similarly, while 95% of survey respondants indicated that the use of video is an effective marketing tool, a mere 27% of firms are actually using video.

"When it comes to marketing, many A/E/P and environmental consulting firms are not sowing enough to reap anything worthwhile," said Mark Goodale, a principal with the Natick, Mass-based market consulting firm. "They lack the appreciation and understanding for what marketing can really do, and the discipline to stick with it."

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