At Galway Business School, you can take up a Certificate in Sales and Marketing as part of the Springboard scheme, but how can smaller companies tackle the might of Big Data?
Most businesses start small - growing from niches created by geography (a local business) or by niche - selling into a specific need.
In the sepia-tinted past, taking the step from local and/or niche to global was difficult. Frequently, the only way for companies to extend their reach beyond the local area was to open shops or offices in new locations or spend a fortune on advertising. Often neither option was practical.
Of course, digital technologies mean that any local business can now sell beyond its own postcode and a niche business can find enthusiasts for its products and services around the world.
Digital is the key to breaking out from ‘small’ and, if nothing else, the Covid-19 pandemic restrictions have meant that everyone has had a crash course in their own version of digital innovation and delivery. It has been adapt or crash this year.
That change, driven by circumstance rather than ambition, has taken many businesses into the world of multi-channel sales and marketing - where a business sells its products or services through more than one medium. That might be a combination of a permanent physical space (some people call these ‘shops’ or ‘offices’), a temporary physical space (a ‘pop-up’ or a market, or conference) via a website, via an app, by phone or by catalogues and phone orders. The more options that customers have, the more of them will be able to give you their business.