As you’re a member of the Institute, if you love a good pub quiz, why not take part in the inaugural Institute, Society and Association Charity Quiz Night, taking place on Thursday May 17 at The Blue Anchor, 35 Chancery Lane, London, WC2A 1EL.
London member, Emma Parsons, is the Marketing and Development Manager for The Energy Institute and wanted to share this exciting event with her fellow members. So why not bring a team along from your organisation and test your knowledge, with the aim of becoming Institutional Pub Quiz Champions of 2012. In what promises to be a battle of the sectors, expect questions on everything from general knowledge and film to music, science and sport, plus an eclectic round or two! There’ll also be plenty of time for a little inter-institutional socialising.
All proceeds from the event will go to Sparks and CARE International as part of the Energy Institute’s fundraising efforts to raise a total of £5,000 as part of the BG Energy Challenge 2012.
Maximum of 6 staff members per team, £10 per team. 7pm start. Book your places at pubs@energyinst.org and help support these worthwhile causes in what is set to be a fun evening for all.
Are you under pressure to cut your digital marketing costs? Small and low-budget organisations are now competing with big budget players online. And winning too!
Join 17 innovative, budget-busting organisations including Amnesty International, Big Lottery Fund, The Times and The Sunday Times, Breakthrough Breast Cancer, Médecins Sans Frontières, Oxfam GB, Guardian Jobs, Macmillan Cancer Support, University of Reading and many more at the Low-Cost Digital Engagement Conference – Fundraise, Campaign, Communicate on 17 April in London.
They will reveal how they are optimising their digital strategies using social media, websites, mobile and email – all with a restricted budget. Download the conference brochure here.
CIM members save £100
As a CIM member, you can receive a £100 discount simply by quoting ‘CIMSpecial’ under ‘ID Code’ when booking online. Places are limited at this discounted rate, so secure your place today and start boosting the impact and ROI of your digital marketing and social media activities!
What will the Low-Cost Digital Engagement Conference cover?
This dedicated one-day conference for charities, public sector bodies and low-budget organisations will focus on:
Unlocking The Power Of Social Media: Creating genuine conversations and interaction for engagement and advocacy levels that convert
Social Media ROI: Demonstrating value, returns and tangible results
Fundraising Case Study: A study in recruiting and activating supporters online
Campaigning Case Study: Cost-effectively harnessing online advocacy and awareness
Optimising Your Website For Less: Creating engaging websites that cut through and generate more revenue
Journalists’ Insights: Gaining insights into journalists’ pressures, preferences and procedures to gain greater media coverage
Mobile Sites, Apps & Mobile Donations: Where do you start and is it even worth the time, effort and investment?
Winning Tactics For Targeted, Relevant Emails: Using behavioural insights for compelling campaigns that scream to be opened and actioned
Multi-Channel Integration: Integrated campaigns on a budget.
It’s always great to hear what London member’s have to say, so here are the results from our quick-fire survey from last month on the subject of research and customer experience.
With the launch of three research papers this month from the Institute, how important is research to your company?
89% of responses said research was either fairly important, important or very important to their organisation.
What types of research or benchmarking does your organisation use?
Market research – 89%
The Marketing Investment Index benchmark – 5%
Mobile and Social Media Index benchmark – 16%
Sales Investment Index – 0%
Other answers included the Digital Market Share Index, social research and focus groups.
Providing an excellent customer experience is vital for an organisation. How do you create a positive customer service for your brand?
“We ensure that every customer has a dedicated account manager and we reward the account managers based on client satisfaction scores.” Daniel Hansens, Marketing Manager, Peerius
“Listen to what our customers want.” Rowan, Campaigns Officer, City University London
“Launching a new CRM system this month, training on email marketing with CIM and looking to revamp our complete customer communications programme to better offer what customers are asking for…targeted comms on particular topics.” Becky Reid, Marketing Manager, Fire Industry Association
“Deliver on what is promised and be responsive in the first instant and listen.”
Marc Duke, Marketing Consultant, Marc Duke Consulting
You can give your opinions in this month’s survey and try to win a Kindle!
Congratulations to London’s Francesca Poglia (left), Account Executive of White Hat Media; and Jade Murphy (right), Marketing Co-ordinator at The Princes Trust, who won last month’s prize draw. Francesca and Jade both won a pair of stylish Polaroid 3D Glasses, so their next cinema outing is going to be a fantastic experience!
Congratulations to them. This month’s prize draw gives London members the opportunity to win a Kindle. Try your luck today!
With university fees jumping to £9,000 this year it’s no wonder that UCAS has seen its application figures declining 3.4% in this year. But we can breathe a sigh of relief that young people still see a value to education, and are seeking alternative education and career options. This is what recent Chartered Institute of Marketing’s (CIM) findings have shown.
Many students are facing tough decisions about their future, and it’s understandable that they’re questioning the value of a university education when record numbers of graduates can’t find employment.
To avoid the inevitable debt, students are looking into other options, and CIM Professional Qualifications could be the way to go for many. Higher Education routes that allow students to combine professionally recognised qualifications and work can give them academic education beyond A-level qualifications, offset the costs of study and acquire valuable hands on experience. Professional qualifications are highly respected within industry and for many employers, go beyond the advantages of having a degree.
Well we knew we were bright sparks when we chose a career in marketing. And it seems we’ve been proved right, as a recent study has suggested that ‘Marketers are the happiest UK office workers’.
We’re also less likely to fall out with our colleagues, according to a new study commissioned by Mars Drinks UK. Mars found that 60% of the surveyed marketers, in the study which also included creative, legal, finance and IT, were happy where they worked, while only 2% said they disliked their current job.
This was especially apparent seeing as us marketers are said to be working longer hours than ever. It’s great to see its not denting our enjoyment. But if you’re after a change, The Marketer has all the latest job opportunities available in London and across the UK.
How did you choose your career in marketing? Let me know on Twitter #CIMIlovemarketing
People can be a little like magpies. They’re often attracted to shiny new things and, before you know it, are diving towards them without thinking.
This somewhat abstract analogy makes sense to me when I think about the evolution of social media and its role in business. During 2011 I spoke with hundreds, if not thousands, of businesses about their marketing, customer and growth challenges and I’ve concluded that social media is still a shiny, new thing for most.
It’s free (or close to it), takes little time to activate and in most cases is simple and easy to use. Oh, and in many cases your customers are probably already using it. But surely, that’s not enough of a justification to ‘be’ on social media as a business?
Numbers…
In late 2011 we conducted the inaugural wave of the new Social Media Benchmark – our definitive guide to how businesses are grappling with, adapting to and getting value from social media. On 15 February we’re launching the results and findings, and we’ll reveal that my magpie analogy isn’t as tenuous a link as you might think:
Almost one third of UK businesses using social media are still just experimenting
Only 6% of businesses say they have the optimal skills to leverage and manage social media effectively in 2012
On average, less than 15% of UK businesses say their social media activities have been effective over the last 12 months
Add to this a somewhat shaky use of social media metrics, and it’s no surprise to me that barely a quarter of UK marketers feel that senior management understand why their business is investing in social media.
So what do I mean when I talk about ‘growing up’ in 2012?
Well, over the last few weeks we’ve been filming interviews with a range of senior marketing and communications leaders, discussing challenges and opportunities in social media this year – businesses such as Psion, Financial Times, Arsenal FC, LinkedIn, YouTube, to name a few. Many of our interviewees have discussed the issue of ‘maturity’ with us, and it’s a theme which has resonated with me.
Consider the context we’re all facing: in times of economic turbulence, budgets face ever-greater scrutiny and senior management apply a laser-like focus to metrics and ROI. If leaders don’t understand the role and value of social media, will this not create tensions and perhaps affect investment decisions for the wrong reasons?
In short, the time for experimentation is over. Social media adoption by consumers is reaching saturation and businesses are broadly past the tipping point also. Facebook, LinkedIn and Twitter now all have established UK and European operations and are investing in providing education and guidance in the same way our forefathers did with radio, television and the origins of the internet.
I predict that 2012 will be the year that social stops being a bolt-on… that marketers move away from what some see as a distraction and instead embed these new channels at the heart of how we go to market and engage our customers, consumers and other stakeholders.
If nothing else, I believe we need to establish clarity around the purpose of social media, the role it plays in driving or supporting growth, and the best route to measure it. Add to this recipe a little internal education and engagement, and we might just move the perceptions of social media from ‘fad’ to ‘fundamental’ and really begin to drive value from these tools.
Social Media Benchmark – Microsoft’s Allister Frost on culture
I recently interviewed Allister Frost, Microsoft’s Head of Digital Marketing Strategy, and he shared his thoughts on this very issue. Take a look at the video below – and you can also find out more about the research and see more interviews at www.smbenchmark.com or follow the debate on twitter by searching #smbenchmark.
This article is written by Thomas Brown. Thomas is Head of Insights for The Chartered Institute of Marketing (CIM), where he leads the development of world-class research, knowledge and insight into critical marketing, sales and business issues – although any opinions in the above article are his own. Thomas is presenting results and key findings from the first wave of CIM’s new Social Media Benchmark on 15 February.
The Chartered Institute of Marketing is predicting the demise of separate marketing and sales departments within the next ten years in it latest paper, ‘Marketing and Sales fusion?’ The paper takes the Institute’s centenary year as a motivation to reflect on the history of marketing and sales, and to consider the future direction of both disciplines. It argues that businesses who have integrated their sales and marketing functions have experienced significant benefits, while those companies retaining separate departments are hindering their own growth.
Launched in London, the paper proposes that marketing has reached an evolutionary cul-de-sac, and must return to its roots in sales to continue to develop in the next decade.
John Lewis is using ‘Made in UK’ on over 4,000 products as part of their Corporate Social Responsibility programme. So I’d like to know if London members think that ‘Made In’ is relevant to today’s consumers.
My opinion is that it works for certain countries. Switzerland is synonymous with fine timepieces, Germany highly regarded for precision machinery, Italy is the ultimate for gold jewellery, and France is associated with perfumes and luxury accessories.
What does Made In mean?
It sounds obvious, but it needs defining. Currently, as long as imported goods are 51% produced in Europe, it can qualify as ‘Made In’. But we suspect that John Lewis has a more stringent category, because as a British retailer, their customers expect it to support other British firms when it can.
What does it mean for Britain?
What do you think ‘Made in Britain’ conveys? Is it design, creativity, quality, traditionalism? Let me know your thoughts on @CIMLondon Twitter. Certainly, ‘Made In’ triggers the emotions and branding is all about emotional connections.
It’s been an interesting couple of months here in Australia.
Talk about a PR nightmare – Qantas had a lot of bad worldwide press with their staff striking and then the issue escalated when CEO Alan Joyce grounded the Qantas Fleet until the matter was resolved affecting tens of thousands of passengers world wide. Australia Prime Minister Julia Gillard was forced to step in and then matters came to a quick resolution. I don’t know how it was publicised in the UK but it was a round the clock commentary here and Julia Gillard was criticised for not stepping in soon enough.
One could argue that Alan Joyce’s decision was a brilliant one PR wise as no PR is bad PR right? Although he had just given himself a nice 71% pay rise which further rubbed salt into the wound. Not great timing.
We’re seeing the aftermath of the strikes now with Qantas sweetening customers up with frequent flyer offers and complimentary gifts, and today Alan Joyce has been plugging Qantas’ new investment – the Boeing 787 which one could say is interesting timing.
We’ve also had the Carbon Tax passed here in Australia recently which if you don’t know what it is basically means that companies that generate pollution will pay per tonne of carbon they release into the atmosphere. The cost will increase up until 2015 when there will be a move towards a trading scheme that will let the market set the cost.
Many people have been for and against the tax so it will be interesting to see how it goes.
More recent news, Queensland is celebrating having just been awarded the right to host the 2018 Commonwealth Games on the Gold Coast. This will be excellent PR for the Gold Coast as it often gets a lot of bad press, although the Acting Queensland Premier Andrew Fraser has been a bit of a killjoy over the announcement today suggesting that the financial gain for the Gold Coast was completely unquantifiable.
Finally, Canberra has been at a standstill recently as US President Barack Obama was there Canberra on a whistle-stop tour. So it’s all go here down under at the moment.
30 November 2011
8:30
LCCI, Queen Street, EC4
£15 for CIM members
£25 for guests and students What’s it all about?
A century ago a group of sales managers met in London and formed the Sales Managers’ Association, which eventually became The Chartered Institute of Marketing. This paper suggests that the time has come for the two disciplines of sales and marketing to be reunited, after years of fragmentation. It asks if sales and marketing intrinsically belong together. Organisations that do create closer links between them seem to post better results, have more effective inter-departmental relationships and create positive culture change. Yet the challenges to successfully merge these powerful business forces are significant.
What’s in it for me?
Sales person or marketer – join the debate!
Get insight into how sales and marketing departments can intellectually fuse together, gain one hour CPD and receive a complimentary hard and PDF copy of the paper.
Those spare hours every month. What do you do? Shopping, cleaning, or becoming a volunteer career development coach and changing the life of a person who is long-term unemployed?
We all know how devastating unemployment can be for an individual, their family and local communities. People who have been looking for work for a long time can face many barriers to finding and keeping a job. These include lack of recent work experience or the right skills, physical or mental disabilities, lack of confidence and loss of self-esteem.
This is where the role of career development coach comes in. Career development coaches are volunteers who give one-to-one support to unemployed people on their journey from being out of work to finding a job, and keeping it.
As a career development coach, you will support unemployed people through the Careers Development Group (CDG) Work Programme, giving them regular individual coaching and mentoring, as they look for work and then begin their new job. By providing a friendly ear, and drawing on your own experience and expertise, you will be able to help jobseekers build their confidence and overcome any barriers.
The role of the career development coach is also about your own personal and professional development. Coaching is a great skill to have and you’ll get training and regular support from CDG. You should also find that the role fits easily into your life. You only need to commit for a minimum of between two and ten hours each month either inside or outside of normal office hours.
Reach hope they’ve whetted your appetite and you want to find out more. You can download aninformation pack at www.reachskills.org.uk, ring us on 020 7582 6543 or email cdg@reachskills.org.uk. Please contact them before 7 December 2011.
I recently had the pleasure of speaking to a meeting of the London region of the CIM, sharing the platform with Anthony Thomson, chairman of Metro Bank.
My theme for the evening was marketing’s readiness to lead change and develop powerful customer experiences. After 8 years as CMO of Hilton International, striving to transform that great brand’s customer experience on a global basis, I had a few ideas I was keen to share.
The challenge facing just about any business today is leading and managing change in order to improve competitive performance. Managing change is a complex and costly field. It’s fraught with pitfalls and success generally requires specialist knowledge and experience.
Yet despite this, how many businesses hire specialist managers or external support with a proven track record of delivering successful change programmes? In my experience very few, which is perhaps why so many change initiatives falter. The pattern of “launch it – neglect it – re-launch it” is a familiar one yet CEOs, COOs and CMOs continue to make the same mistakes.
When it comes to brand and customer experience, marketing should surely be the catalyst for major internal change…change that transforms what customers receive…change powerful enough to influence customer buying decisions. Marketing should be the glue that holds everything together, harnessing the energy and talent of all key functions to achieve the desired outcome.
The question is, are marketing departments and CMOs, sufficiently equipped and influential to lead the change that’s required….to secure the necessary investment…to persuade and unify senior colleagues and inspire people behind a shared vision?
A recent CIM survey suggests that in far too many cases the answer is NO, a conclusion reinforced by continuing debate about the lack of robust financial, operational and broad-based commercial skills that are essential for anyone wishing to influence business strategy and shape customer experience.
In my experience of leading and managing change across organisations like Hilton, Stakis Group and ScotRail and with clients at ABCG, the most common barriers to successful change continue to be:
Failing to identify all costs and plan adequate investment 2-3 years ahead
Failing to anticipate & plan for the operational complexity of change and resources required
Failure to deliver sustained programmes of engagement and communicate over time
Failure to identify & remove the infrastructure that stifles change & rewards ‘old’ behaviour.
These prickly issues are at the heart of managing change and shaping competitive strategy. In my view, these are issues with which CMOs and aspiring marketing leaders must be conversant if we’re to play the leadership role our chosen discipline demands. So may I humbly suggest that it’s time to dig into the nuts & bolts of what really makes out businesses run, to build our experience and with it our credibility and demand to be heard at the most senior levels. We owe it to our customers.
Achieving Chartered Marketer status is the mark of an up to date, experienced and qualified marketing professional. As more and more members register for Continuous Professional Development every year on the course to achieve this status, we take a look and congratulate the Greater London members who have become chartered this year.
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Hansha Patel
Robert Carlisle
James Murphy
Jemima Kellett
Andrea Matias
Trevor Burrows
Vera Shah
Peter Chua
Jonathan Wilson
Kate Winsall
Jessica Molloy
Louise Bloxham
Filippo Gallignani
Jennifer Breaker
Elena Bogoslovskaya
Marghaid Howie
Sophia Kakabadse
Caroline Cook
Jessica Buckingham
Victoria Cooke
Rowan Neslen
Henry Lewis
Alon Riza
Timothy Ruthven
Zoe Amar
Alison Lock
Alice Perry
Kathryn Havelock
Sangeeta Sami
Candy Nanna
Mark Holdsworth
Elizabeth Boulton
James Stanley
Janet Molloy
Benjamin Geeson
Laura McCracken
Victoria Angell
Gemma Smith
Gemma Ruggiero
Emma Bailey-Hodges
Agnes Jumah
Jacqueline Wilson-Tagoe
Paula Ansell
Bhupen Mistry
Sebastian Fuchs
Lucia Das Neves
Sarah Allen
Marie Ashton
Phillipa James
Carlos Singh
Violeta Carrillo
Christopher Robinson
Richard O’Quinn
Jason Vaughan
Anne Macmillan
Peter Kirk
Denise Troughton
Edward Walker
Matthew Jessop
Laura Joynson
Amie Feaviour
Judith Cutts
Jaroslaw Solinski
Amy Hood
Hannah Tucker
Samantha Lee
Roger Foster
Jamie Bartholomeou
Katherine Barnicoat
Bruce McCulloch
Fatima Roels
Jamie Pender
Susan Burr
Kim Thornton
Fraser Broadfoot
Gary Payne
Gwilym Cooke
Ivan Adegbulugbe
Karen Todd
Anna Kondakova
Guy Tomlinson
Nicola Hjerpe
Fiona Taylor
Melvin Hurley
David Lee
Naheed Manickavasagar
Deepa Kutmutia
Celia Rizothanasi
Zita Palosi
Austin Brown
Richard Hinkley
Priya Khagram
Ann-Marie Brooks
Want to find out if you’ve got what it takes when the heat is on, the chips are down and you only have a matter of hours to pull off the pitch of your career? If you’re serious about a career in marketing then you seriously need to take part in this unique opportunity. Working [...]
Join 21 heavyweight email marketers including: Philips, Standard Life, Tripadvisor, KLM, Which?, The Carphone Warehouse, Confused.com, NSPCC, Links of London, The Times and many more on 15th November as they reveal how they are maximising their ROI by increasing their open rates with relevant, engaging and behaviour-targeted emails. CIM members receive A £150 – £418 [...]