Research

From time to time we like to let you know about events run by other professional bodies, and they also publicise some of our events to their members. This full day event is run by the Market Research Society and may be of interest to you, especially if you work in forecasting, profiling or retail.

Market Reasearch SocietyHarnessing Open Data for Business Advantage
Wednesday 5 November
Hallam Conference Centre
44 Hallam Street
London
W1W 6JJ

All CIM members are eligible for the MRS member entry rate.

It is specially designed to focus on how users have been applying census and other open data, with an emphasis on ‘how to’ case studies and useful lessons learnt. Speakers include professionals from ONS and CACI. The event covers:

  • Techniques for visualising population change
  • Predicting retail performance using data on home and workplace populations
  • Using census migration and commuting data to analyse who moves where
  • Geodemographics of use/engagement with the Internet
  • Open data – suppliers’ update and user experiences
  • Applications and use cases for samples of anonymised raw data from the census
  • Social and cultural influences in the digital age – the balance between individual and area data

See the full programme
Find out about prices and book your place

Make sure you state you are a CIM member entitled to MRS member rates.

Dawn SouthgateMarketing Expert is a free online benefit for members. It holds a vast amount of valuable resources. Just take a look at a few of the tools and resources available. Don’t forget to log in as a member to gain access to this benefit.

New to marketing
For those who are new to the profession, Marketing Expert clearly sets out the principles and theories that guide marketing activity and strategy. You’ll find flow charts that give you a step by step guide to the marketing planning process, as well as detailed checklists and templates.

 

Tactical tools
me2Big marketing ideas will remain simply ideas, unless you have the capability to make them happen. Marketing Expert’s Marketing Toolkit provides a wealth of resources for implementing tactical initiatives. Whatever you need to do, you can find out how to do well.

It covers many, many disciplines including digital advertising; on-pack promotion; door drops; email and telemarketing. There’s even guidance on briefing agencies and evaluating results.

 

 

For the strategist
Jack Welch, former CEO of General Electric famously said:

“There are only two sources of competitive advantage. The ability to learn more about our customers faster than the competition, and the ability to turn that learning into action faster than the competition.”

me3Customer insights are at the heart of the big strategic ideas that set your organisation apart from the competition. From brand positioning to pricing, digital strategy and customer reactivation, Marketing Expert helps you to create strategies that develop your competitive edge.

Go to Marketing Expert for tools, templates and a whole lot more besides.

ResearchIlya Girson, our contact at the University of Westminster, is conducting a cross-cultural survey on communication in the workplace. Ilya, is a marketing lecturer at the University, and has asked for CIM members to be given the opportunity to contribute their views as part of the UK element of this international study conducted simultaneously in various developed countries in the world. Specifically, they are seeking the views of ‘the native’ UK/British professionals/managers/marketers who are currently in employment.  Anonymity and confidentiality will be respected as the data will be used for statistical analysis only. The results will be published in peer-reviewed journals and provided to any participant on request.

Please share your views!

Main aims of the cross-cultural study
UK views will be analysed and contribute to at least three unique studies.

  1. How different aspects of the workplace influence employees’ communication styles at work, and the degree to which these relationships are consistent in different countries.
  2. A cross-cultural assessment of the degree to which corporate culture influences employees’ trust of management, engagement in citizenship behaviours, and level of satisfaction with their career success.
  3. The cross-cultural differences in the role that one’s perception of psychological safety plays in influencing employees’ attitudes and behaviours at work.

 

As a member you have access to marketing journals and one supplier is global publisher Emerald. There are over 20 available online and they’re crammed with best practice information and research insights.

Dawn SouthgateA dozen amongst the best

I’ve highlighted a dozen here that could really add extra depth to your marketing knowledge:

  1. Arts Marketing: An International Journal
  2. Corporate Communications – An International Journal
  3. International Journal of Bank Marketing
  4. International Journal of Pharmaceutical and Healthcare Marketing
  5. Journal of Business & Industrial Marketing
  6. Journal of Consumer Marketing
  7. Journal of Fashion Marketing and Management – An International Journal
  8. Journal of Islamic Marketing
  9. Journal of Product & Brand Management
  10. Marketing Intelligence & Planning
  11. Pricing Strategy and Tactics
  12. Young Consumers: Insight and Ideas for Responsible Marketers

How to access the journals

Simply go to our main website at www.cim.co.uk. Click on MyCIM and login using your username and password. The links to the services will then become active – choose Resources, then Online journals and then click the link to Emerald Journals.

If you need any help just contact www.cim.co.uk/elibrary or e-mail library@cim.co.uk or phone 01628 427333.

Dawn Southgate, Head of Knowledge Looking for your next marketing job? Or perhaps you’re just starting out in marketing? The good news is that however competitive it is, there’s a wealth of information available which can give you the edge. Some you’ll find as part of your membership and some is courtesy of national careers resources.

Our Career Hub

Careers information for members can be found on our Career Hub .

This includes:

Interview preparation help

When you’re preparing for a job interview, do you look closely at the company, do you know how they make their money, and have you looked at any recent press?

The company website of larger companies will have a lot of this type of information but why not also look at services you have via the CIM website? You can search both journals and newspapers to find more on all sizes of company and also investigate the sector they are working in. Researchers can also assist in finding any market research that may have been carried out on the market in question. Alternatively if you have identified a company you would like to work for you can set up a regular alert that will tell you when they are mentioned in the press or in other published items.

Don’t forget! Our Information and Library Service can help you understand a company better before you get asked those searching questions.

www.cim.co.uk/elibrary or e-mail library@cim.co.uk or phone 01628 427333

As well as our marketing-specific careers help, there are other useful careers bodies. National careers advice has been pulled together over the past few years – many of the quangos merging to create new bodies. Here are a few key players that you may not have come across.

National Careers services
www.nationalcareersservice.direct.gov.uk

This is the publicly funded careers service for adults and young people (aged over 13) whose website aims to:

  • Help you with careers decisions and planning.
  • Support you in reviewing your skills and abilities and develop new goals.
  • Motivate you to implement your plan of action.
  • Enable you to make the best use of high quality career related tools.

Have you been made redundant and are unsure of your next move? Are you returning to work from time out? Then they can help.

Perhaps you have just finished college or university and are considering your next move. You might be unhappy in your current job and ready for a change, but not sure what. You might have been out of work for a while and looking for job hunting tips.

Whatever your situation, whatever your barriers, they’re there to help you overcome them and reach your potential.

National Centre for Universities and Business
www.ncub.co.uk

The National Centre for Universities and Business (NCUB) was created to enhance university-business collaboration across talent, skills, innovation and brokerage, informed by a leadership council of senior figures drawn from universities and business, with policy experts across a range of key areas which affect business and universities.

Their work focuses on two broad themes:

  • Finding ways to improve the entrepreneurial and employability skills and opportunities of students in all stages of higher education in the UK.
  • Maximising the value of the UK’s strength in innovative research and development.

A few others worth a mention:

Education and Employers Taskforce

Inspiring the Future (operated by the above)

National Apprenticeship Service (NAS)

 

 

Food labellingHave you kept yourself up-to-date with consumer and industry views on food labelling?

Our research survey supported by YouGov and The Marketing Trust revealed that over half of consumers find nutritional information on food and drinks packaging confusing. Almost all senior industry representatives agree that education is critical to promote healthy living and the majority (almost 60%) are investing in this area. While on-pack and website information is widely used, social media and online events form a smaller part of the education mix.

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.

November 1, 2013

Dawn Southgate, CIM, on Statistics – no lies!

Tweet Dawn 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 [...]

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August 1, 2013

Join the debate – CIM Women in Marketing Discussion Paper

Tweet 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 [...]

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