Canadian S-M Businesses Lack the Proper Digital Skills

By: Independent Internet Marketing IIM
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TORONTO - Oct. 19, 2015 - PRLog -- Peter Hall, the chief economist for Economic Development Canada (EDC), said that Canadian S-M business growth is frustrated by the type of digital marketing skill now being used.  Mr. Hall's observation is echoed in the 2015 Digital Marketing Survey (a joint research venture initiated by Marketing CoPilot Inc. in conjunction with Georgian College Centre for Applied Research and Innovation and the National Research Council of Canada).

"There’s another skills gap that is looming. It’s a marketing skills gap, particularly digital marketing skills. I see this issue every day. And it’s an issue for small and mid-sized B2B companies because they often don’t know which specific marketing skills they need. As a result, they often hire marketers who don’t have online marketing skills. In the next two years, B2B marketing will move dramatically to online tools, including social media. Knowing how to use those tools and tactics is among the greatest assets a B2B marketer can have."

"But there is a dearth of online skills among B2B marketers. My colleagues and I interview over 100 candidates a year and Mezzanine receives over 2500 resumes each year for marketing director and coordinator roles. Despite those numbers, we have a hard time finding digital marketing skills."

"Hold out for the candidates who can bring those skills to you or demonstrate the initiative and appetite to learn them fast. In a year’s time you’ll be glad you did."(1)

The 2015 Digital Marketing Survey reveals that "many Canadian companies are under-utilizing their websites. They aren't structuring their websites in a way that helps people choose them. Our goal is to gather data that will enable Canadian companies to create websites that assist, instead of hinder, the buying process," added Wiese. "The goal of this research project is to support businesses with important website research and give them a competitive advantage."(2)

Surveys by major internet vendors also point to indications that companies are using a hodge-podge of deluxe solutions yet breaking away from traditional sales-purchase funnels.

"We also see a lot of clients now moving towards more compelling types of content, such as video and infographics that take a little bit of resources to implement and create.”
— Ted Risdall, Risdall Marketing Group(3)


60% of S-M businesses are concerned about the lack of adequate exposure of their product offering and service.(4) Yet only 35% use online advertising.(3)

46% S-M businesses desire more qualified leads and sales  through the web. Yet 83% of S-M businesses use their website to introduce their product or service.(4)

54% of small businesses say SEO (Search Engine Optimization) is a must. Yet only 40% use it and but really three quarters of all S-M businesses do not understand it.(4)

About Independent Internet Markteting IIM.
Independent Internet Marketing IIM is an internet marketing management and advice company for forward-thinking better businesses to be competitive, profitable and avoid falling behind. You can contact IIM at (437) 887-9572, and visit IIM's website

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