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10 Simple Questions To Assess Your CEO’s Marketing IQ

May 3, 2010

I recently came across a statistic that disturbed me, not that I wasn’t already slightly disturbed in a nice sort of way. 10 Questions To Assess Your CEO's Marketing IQ

That number that had jolted me was that nearly half of all businesses (46% to be precise) don’t have a website. Did I hear someone saying.. “you have to be joking!” (I have just checked the calendar and I have verified by the way that it is 2010 not 1910).

To make more of a point on this, a recent survey by Discover Business Watch found  “Of the 55 percent of small business owners who don’t have a Web site, 57 percent say their businesses will never have one“. Now this is starting to go from the sublime to the ridiculous.

The other not insignificant statistic that businesses should keep in mind is that 93% of buying decisions start with an online search and if you don’t have a web presence it makes it a little difficult (to say the least) to turn up in the search results and people to make an enquiry and consequently buy, if you don’t have a website.

The really fascinating thing about this is that the business owner or CEO could even put up a blog on WordPress very easily for less than $30 with features such as

  • Your own business domain name (Cost $20)
  • Videos from YouTube (Free)
  • Email subscription  to the blog (Free)
  • Images (Free)
  • Content loaded as easily as using Microsoft Word
  • Links to other content and websites
  • Menu across the top
  • Polls and surveys for your customers
  • Traffic statistics for the Blog/Website
  • Moderation of comments
  • Plus many other free features provide by plugins at no cost

Note: Cost is less than $40 and a bit of time and help from your teenage son, daughter or friend if necessary.

So with that in mind here are the 10 simple questions to assess your CEO’s marketing IQ.

  1. Do we have a web presence (website or even a blog)?
  2. Are you still spending money on advertising in the Yellow Pages?
  3. Are you still spending a majority of your marketing dollars on direct mail marketing?
  4. Are you marketing by fax broadcasts?
  5. Are you still “thinking” about having a website for your company?
  6. Have you heard of social media for business?
  7. Do most of our reps still cold call?
  8. Do you use print media for most of your advertising dollars?
  9. Are our carrier pigeons still alive?
  10. Do we have our milk delivered by horse and cart?

So if you think your CEO still has an excuse not to have a web presence so that people can find your business and buy from you then I think you should check your CEO for a pulse.

So do you know of any businesses that don’t have a website?

7 Comments leave one →
  1. May 3, 2010 4:13 pm


    That 46% with no website is from the Ad-ology Research 2010 Small Business Marketing Forecast, and I was so surprised by that number too!

    More than 90% of these small business owners agreed that the best way to get new customers is by networking and referrals, but apparently they haven’t grasped the major role that a website and online presence can play in that process!

    You’re so right that a basic website is super low-cost and brings so much value to a small business. As a consumer, I at least need to be able to 1. find your business physically, and 2. know when you’re open, and I’m looking online for even that basic info. So how do we get small businesses to understand they need a site?


  2. May 4, 2010 12:37 pm

    Excellent article … perfect example of what I am trying to convince people of every day!

  3. May 4, 2010 9:20 pm

    Jeff, you show more restraint than I might have. The really good news is as marketing automation system options evolve like every technology, the user experience will improve so that it becomes more accessible and intuitive, two key factors in adoption rates. Finally will be the compelling statistics that will flow forth making web-centric business models virtually irresistible.
    Thanks for bringing this topic forward.
    Best regards,
    Craig Lindberg


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