Research

With knowledgeable staff and fast delivery, CIM Direct is a convenient place to go for all your marketing books, software and CIM branded gifts. We have a wide range of marketing and business publications – including the latest textbooks you need for every CIM course.

With discounts on books and study packs exclusively available to CIM members, CIM Direct is an enviable facility. We also offer the resources for you to download industry-leading software tools which allow you to build and test your marketing strategy. And there’s a free online marketing planning tool and discounts of CIM Study Packs as well.

Book of the Month

Login to MyCIM, and then check out these useful resources:

PollLast month, you voted in our poll to tell us how the concept of open innovation has changed the way your organisation markets its products.

It was great so see our members getting involved in the poll, and here are the results.

We’re running an Open innovation event on 24 April 2014 if you’re interested in discovering more about this model. Book today.

 

 

 

 

 

Dawn SouthgateDawn Southgate is Head of Knowledge at the CIM. This month, she takes us through the sometimes confusing world of TLAs. For more information, you can email library@cim.co.uk

Dawn says:

TLAs or Three Letter Acronyms
How often have you been in a meeting and someone insists in talking in TLAs? It can get confusing for all involved and engender a feeling of exclusion.
Marketing is littered with them and whilst not all are strictly acronyms some are initialisms (an Acronym is word formed from the initial letters of the other words e.g. Laser or Aids – Oxford English Dictionary) their usage should perhaps be tempered. Here are a few that are used regularly in my world. The ones in brackets are slang terms using the same letters – I’ll leave you to consider which best describes the acronym.

 

  • CPD – Continuing Professional Development – www.cim.co.uk/cpd
  • PMS – Professional Marketing Standards – www.cim.co.uk/standards or Performance Management System
  • CSR – Corporate Social Responsibility or Customer Service Representative
  • CRM – Customer Relationship Management or Cause Related Marketing
  • B2B – Business to Business or Back to Basics
  • B2C – Business to Consumer or Business to Customer
  • C2C – Consumer to Consumer (Cradle to Cradle or Cam to Cam)
  • C2B – Consumer to Business or Corporate to Bank OR Cost to benefit
  • G2G – Government to Government (Got to Go, Good to go, Good to great)
  • G2B – Government to Business [Groom to be or Got to bounce!)
  • B2G – Business to Government or Business to Giving
  • C2G – Consumer to Government (Cradle to Grave)
  • UGC – User Generate Content
  • IMC – Integrated Marketing Communications
  • ROI – Return on Investment
  • NPD – New Product Development or New Product Divestment
  • FAQ – Frequently Asked Questions
  • SMT – Senior Management Team (Sucking my Teeth)

So if you want to be understood, reduce the acronyms or should that be BTW, getting BOT, if you are TCB you need to speak clearly!* Something the Plain English Campaign would also recommend.

If you are trying to find alternative words to clean up your writing then they have a handy list of alternative words. They also have a range of downloadable guides including How to write in plain English, Writing business e-mails and Websites. There is also a grammar test for the pendants amongst us!

*By the way, getting back on track, if you are taking care of business, you need to speak clearly!

Cutting EdgeCutting Edge is our weekly analysis of marketing-related news, and as part of your membership you will receive this as an email directly to your inbox. It’s an efficient way to receive a snapshot of all the latest marketing topics, without you having to set up separate alerts for varying news sites. It will keep you up-to-date with short and snappy paragraphs on everything from FMCG to brands, and from loyalty programmes to fashion marketing.

As well as this useful digest, Cutting Edge is also available to download in a full version directly from the CIM website. You need to login first, and then you can download, for free, the full version. This counts towards your verifiable CPD if you follow our CPD programme.

Register to receive Cutting Edge.

Sign up to the CIM CPD Programme 

Dawn SouthgateDawn Southgate is Head of Knowledge at the CIM. So who better to keep us in check about the latest marketing laws! For more information, you can email library@cim.co.uk

Dawn says:
Codes affecting marketing
Marketers are constantly in the firing line regarding inappropriate advertising and cold calling. Recently there have been calls for an update to the codes regarding when payday loan companies are able to advertise – but would you know where to find the codes?

Advertising codes are administered by the Advertising Standards Authority (ASA). This is the UK regulator for advertising across all media as their role has been extended. They have the task of listening to complaints and applying the Advertising Codes that are developed by the Committee of Advertising Practice (CAP) in the form of the CAP code (non-broadcast) and the BCAP Code (broadcast) www.asa.org.uk

They have advice services both online within their advice database and bespoke copy advice.

Other industries also have codes that will impact marketers.

  • Medicines and Healthcare Products Regulatory Agency (www.mhra.gov.uk) are responsible for regulating all medicines and medical devices in the UK by ensuring they work safely. There are four clear areas which are clearly defined on their website; these are medicines, devices, advanced therapy medicinal products and blood. They have recently posted a new reference New drug driving offence – letter to marketing authorisation holders.
  • Portman Group (www.portmangroup.org.uk) is responsible for defining alcohol marketing standards. There is a wealth of information on their website covering the Responsibility Deal, local partnerships, and sponsorship deals and labelling.
  • Gambling Commission (www.gamblingcommission.gov.uk) regulates commercial gambling in Great Britain. Their remit covers arcades, betting, bingo, casinos, gambling software, gaming machines and lotteries. Their site also has industry statistics and a useful FAQ section.
  • The Advertising Association launched their Children’s Ethical Communications Kit (www.check.uk.com). ‘Check’ is a practical website with all the regulations, for every marketing and communications technique, simply explained and in one place. It covers not only marketing and advertising but also market research.

CIM helps you keep you up-to-date – online and in print
The Knowledge Services team at CIM add to a Scoop.it! feed on the topic of marketing law. Scoop.it! is an information sharing site and sign up is available at www.scoop.it/t/marketing-and-the-law. If you are looking for a book on this area then check out Essential Law for Marketers, 2nd edition by Ardi Kolah, January 2013. This is available to purchase from CIMDirect or to borrow from The Library.

Must Know Law for Marketers – CIM Workshop
26 February and 22 May 2014, London
Click here for more details.

Wave 6Exploring 2014’s marketing talent priorities

The next wave of the CIM/Bloomberg Marketing Confidence monitor explores marketers’ perspectives on a number of critical skills and talent questions for the year ahead. This survey is the leading business barometer exploring and tracking UK marketers’ attitudes, sentiment and outlook. The survey is live until 7 February 2014 – and the results will be published soon after. Don’t miss out to have your say and help shape the future of marketing by taking part now.

#marketingconfidence

Our Marketing Confidence Monitor survey is the leading business indicator exploring and tracking UK marketers’ attitudes, sentiment and outlook. The Wave 5 results were published just before Christmas. You can download your complimentary copy of the summary of the results.

About the Marketing Confidence Monitor
Created by the CIM and supported by Bloomberg, the study is one of the biggest and most representative opinion meters of its kind. Wave 3 in April 2013 secured responses from over 1,750 UK marketers.

Join the discussion on Twitter #marketingconfidence.

Dawn SouthgateMake the internet work in your favour!

Last month, Dawn Southgate, Head of Knowledge at CIM, shared her insights about the latest statistic sources. This month, we caught up with Dawn to get her latest tips on the best search and alert sites on the web. For more information, you can email her library@cim.co.uk

Dawn says:

We are all busy people and keeping up to date can be a battle. But there are tools that will help you do this. Whether it is keeping a watch on where your company is mentioned, checking out where the competition are mentioned, being aware of what key people in your industry are saying or just keeping up to date with a topic – they can save you time.

All the ones listed below are free, and your membership of CIM gives you access to Ebsco.

1. Google Alerts allows you to set a regular alert for information on a company, a product or a topic. It is worth working out what the best search is first to narrow down your search. For more tips on Google searching you can visit consultant, Karen Blakeman’s checklist. One useful tip is that you do not get a chance to say when in the day the alert is sent so if you want it to arrive at 9:00 in the morning you need to save the alert at 9:00 in the morning.

2. Watch that Page  allows you to add particular URLs to your list and it will alert you when that page is changed. This does not work on all websites but I find it really useful if I am waiting for something to be launched or a news release to be published.

EBSCO

3. CIM members only – Ebsco is a database available to CIM members.  You can set up search alerts and journal alerts on the system thatsend you an e-mail alert when anything new on your topic, or a new edition of the journal, is published. Tutorials are available. You will firstly need to set up a MyEbscohost account which is described in the lower of the tutorials and then you can go ahead and create a journal or search alert.

 

 

 

4. Emerald also has an alerting service - when you have registered you can set up alerts for the latest research findings on a whole host of subjects.

5. They Work for You  – a specific facility to keep up to date on what is being said in Parliament. It allows you to set up alerts for either a particular person or a topic being discussed. The UK information comes from Hansard and includes debates and written answers. It is also expanding and now includes portals from New Zealand, Australia and Ireland.

Get involved
Tell us what search tools you use. If you use any other alerting services that you find invaluable please send links to library@cim.co.uk or tweet @CIM_glr.

Dawn SouthgateDawn Southgate, Head of Knowledge at CIM, shares with London members, useful gems of information about researching for accurate statistics and key websites that can provide the latest data. For more information, you can contact Dawn. library@cim.co.uk

Dawn says:
We are used to sound bites and headline figures from research studies; they are quoted on a regular basis by journalists or published within market research reports. But returning to the original data can be imperative to get the true picture. Are you sure of the sample size, sure of the way the data was categorised or sure of where the data was collected? Many UK government statistics have over time been brought together into useful portals and I thought I would share a few of these with you.

Neighbourhood Statistics

The Neighbourhood statistics portal (www.neighbourhood.statistics.gov.uk) will allow you to find detailed statistics within specific geographical areas such as a postcode or town. You then need to select the type of area you need statistics for – this could be a local authority, a ward, a Health Authority or an Education Authority. The search then supplies you with datasets that match your criteria. When you carry out the selection you will find there is a wealth of data available.

You can also create a summary report of a neighbourhood by postcode. This will give you more information on the people, their health, the local economy, education, housing and crime.

Local authorities

Each authority will also publish data on their website.

Hertfordshire County Council (www.hertsdirect.org/your-local-data/) has a page on their website called Open Data where you can find links to census data, crime, economic profile, employment etc.

Not all councils signpost this data clearly but most do publish the data, although sometimes it is on a separate site. Buckinghamshire Business First (www.bbf.uk.com) creates a link between public policy and the business community in the county. Not only are there statistics but also supply assistance for start-ups, lists of businesses, trends and employment data.

Health authorities

The Health & Social Care Information Centre (www.hscic.gov.uk) has a full range of data sets that you can mine. It covers hospitals, mental health, adoption, IT Infrastructure and public health plus much more. The website also publishes standards and workforce information that includes numbers and salary surveys.

Education

The Department for Education has a portal for data, research and statistics (www.education.gov.uk/researchandstatistics). Within this website there is a link to the Edubase public portal. This allows you to search for type of educational establishment and town and it will supply an interactive list that will let you drill down to a particular college or school and find contact information, location and school census data.
There are many other suppliers of primary data from trade associations, professional bodies, other world organisations such as UNESCO and OECD – just be sure you understand how the data was collected.

The CIM has just launched a debate on ‘women in marketing,’ and we want to hear your views. As the London region is the home of the successful Women in Marketing Conferences and Awards, organised by local volunteer Ade Onilude, this debate is of particular interest. Anne Godfrey, our Chief Executive, has kick-started the discussion in Marketing Magazine’s recent issue. Now it’s your turn to get involved!

Based on significant input from our panel of senior female marketers, our discussion paper outlines some of the most frequently raised issues surrounding this subject, and provides suggested solutions on how to improve gender parity within our profession.

So what is your experience? We want to hear from you – male or female – so that we can capture the prevailing views of the marketing community. Our discussion is now live, and an opportunity for you to make your voice heard. To join the debate, get online now: engage with your peers, discuss the challenges and share success stories.

A few opinions so far:

On the difference between how men and women approach problems and celebrate success:

“Men are better at projecting their success, that’s what gets remembered at promotion time.”

Bernie Emery, Partnership Development Director, Nisai Group and CIM London Region’s Events Team

On the topic of women starting up businesses:

“Thanks to technology, young graduates are able to say, ‘I’ll start my own company.’”

Ade Onilude, founder Women in Marketing Network and Sales Consultant for Swarovski

On women owning success:

“I felt I deserved the credit for leading the Dove campaign, but I had to force myself to own it. This felt very uncomfortable because it challenged my values.”

Daryl Fielding, former VP Marketing at Kraft

CIM/Bloomberg 2013 Growth Summit
Executive Results Briefing: CIM confidence index, year one
Tuesday 3 September 2013, 15:00 – 17:45
Bloomberg, City Gate House, 39-45 Finsbury Square, London, EC2A 1PQ
Members £60, Non-member £94.80

Last month Wave four of the Marketing Confidence Monitor took place. This quarterly business barometer from the CIM tracks marketers’ attitudes, sentiment and outlook. On 3 September, together with Bloomberg, we invite you to participate in the first ‘Growth Summit’, a major industry event driven by the first full year results from the Marketing Confidence Monitor. Hosted at Bloomberg’s European Headquarters in London’s Finsbury Square, more than 250 senior marketing and business executives will gather to discuss:

  • Changes in marketers’ outlook over the last year, and predictions for the year ahead
  • Priorities for marketing leaders in driving growth, performance and economic recovery
  • Challenges for the role and influence of marketing on strategy and decisions

The latest confidence index results will be revealed, followed by presentations and a panel discussion comprising CMOs from major brands on our Steering Committee.

Book today

 

 

Speakers:

  • Anne Godfrey, CEO, CIM
  • Thomas Brown, Associate Director, Research and Insights, CIM
  • Markus Kramer, Global Marketing Director, Aston Martin Lagonda
  • Matthew Price, Finance and Commercial Director, Costa Coffee
  • Nick Adderley, Marketing and Insight Director, Heathrow
  • Misa Von Tunzelman, UK Lead Director, Marketing, Comms and Research, Jones Lang LaSalle
  • Eva Eisenschimmel, Chief Marketing Officer, Lloyds Banking Group
  • Michael Payne, Executive Director of Customer Insight and 1-to-1 Marketing, Virgin Media
  • Stewart Easterbrook, CEO, Starcom MediaVest Group

CPD#marketingconfidence

This is a CPD category 10 event. 2 hours CPD.

Moorgate

 

The results of the Marketing Confidence Monitor, Wave 3 survey are out.

See the results of our leading industry barometer tracking marketers’ attitudes, sentiment, and outlook, conducted in April.

Then make sure your voice is heard by taking part in the next wave – open from 1 July 2013. #marketingconfidence

We’ve teamed up with Staying Cool, the über-chic serviced apartment brand, to offer a wonderful getaway for one lucky member and their guest in our prize draw.

WIN

  • 1 night in the Staying Cool Clubman
  • At the Rotunda, Birmingham
  • Enter by 21 June

Enter NowThe winner will enjoy the location, design and sheer buzz of a one-night stay in the Clubman apartment in Birmingham’s iconic Rotunda building, high above the city. Converted to up-tempo apartments by cutting-edge developer, Urban Splash, and featuring bespoke British furniture, the apartment provides a refreshing alternative to a hotel stay.

The Clubman is all about 5-star cool that’s designed around you. You can rustle up some eats in the kitchen, chill in the living area and view the amazing cityscape through floor-to-ceiling windows as you stretch out on your bed. The city’s attractions are on the doorstep and it’s an ideal place to stop when on business. Birmingham’s NEC is just a taxi ride away.

MD of Staying Cool, Tracey Stephenson recently shared the success story of her company with London members. Commenting on Birmingham Rotunda as a landmark, Tracey said, “It’s a unique building, in a great location and it is very different to other hotels, not least because of its cylindrical shape.”

Missed it in 2012? Then visit in 2013

“The New York Times recently named our second city as one of the hottest destinations for 2012…its favourite place to stay? Staying Cool’s apartments atop the Rotunda”

The Sunday Times


Just answer a few very quick questions. Provide your email so we can contact the winner. And make sure you enter before 21 June 2013. Someone has to win so why not you. Enter now.

Hardworking marketers deserve a little indulgence now and then, so we’re delighted to congratulate Karen Landor, Donor Development Services Manager at Naomi House children’s hospice who wins the Bliss Chocolate Hamper from Hotel Chocolat in our latest prize draw.

“What a lovely surprise,” said Karen, from Naomi House. “Finding out I’d won is the perfect end to an amazing week which started with a trip to No. 10 Downing Street and included the excitement of a visit from HRH the Duchess of Cambridge to meet the children and staff at Naomi House.”

The Bliss Chocolate Hamper from Hotel ChocolatBritish chocolatiers, Hotel Chocolat, create witty, stylish, luxury chocolate with natural ingredients and sumptuous flavours. This is chocolate heaven with everything from milk, dark and white chocolate selections, feisty peppermint truffles and silky champagne truffles worth every delicious penny of its £150 value. What a superb prize!

If you missed out on this prize you can always visit your nearest Hotel Chocolat shop, including any of 21 right here in London or go online at www.hotelchocolat.co.uk to get your own taste of heaven.

Enter our current prize draw to win a one-night getaway to the Staying Cool Clubman apartment in the landmark Birmingham Rotunda.

April 3, 2013

Marketing Confidence Monitor – take part in Wave 3

Tweet We believe marketers play an instrumental role in shaping the performance of their organisations. That’s why as a marketer, your opinions count, as an indicator of the outlook for business. Through our Marketing Confidence Monitor, run with Deloitte and Forbes, we ask for your views and those of other marketers across all industries, company [...]

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March 6, 2013

Hotel Chocolat £150 hamper to be won

Tweet When it comes to luxury confection, British chocolatiers Hotel Chocolat offer something completely different and original – deeply authentic chocolate with a witty, fashionable edge. As one of the world’s few chocolate makers to actually grow cocoa, Hotel Chocolat makes the whole journey from natural ingredients to sumptuously flavoured chocolate. Now we are able [...]

Read more…
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