Change is in the air for marketers

CIM has a networking programme to support marketers to achieve their goals by linking to professional standards
Carol Magill

CHANGE truly is the only constant when it comes to marketing.

Marketers not only contend with the rapid reiterations taking place in digital channels but, post Brexit, a focus on new markets and planning for alterations in present markets is surely in the mind of marketing teams, directors and CEOs.

As reflected in CIM Ireland's response to the programme for government consultation, marketers have a key role to play in driving local businesses' sales globally.

In particular, the research that marketers undertake provides invaluable insight into identifying new trends, plus understanding customer experience is key to driving forward innovation and therefore new products and services.

As recently highlighted by the first minister, Northern Ireland is a “creative innovative place” and marketers can help sell that vision.

CIM's networking and seminar programme aims to support marketers to achieve their goals by linking to professional standards.

All activities have CPD returns and focus on CIM's professional marketing standards, developed following extensive research with employers. The standards have at their core the capabilities of insights, strategy and championing the customer.

Alongside this are the technical standards such as branding, digital, measuring effectiveness, reputation risk and compliance. Behaviours form the essential foundation, as marketers must be financially literate (to see the wider business context and understand return on investment) while also creative, innovative, challenging and collaborative.

For businesses seeking to hire a marketer or build a marketing team CIM sees these competences as the essential toolkit.

These underpinning principles are also at the heart of CIM's autumn programme and will be incorporated directly into CIM's key note address by one of the UK's leading communicators Alex Aiken.

His lunchtime seminar on Change, Leadership and Effectiveness in Communication takes place in Belfast on September 20.

Alex is executive director of Government Communications, based in Downing Street and the Cabinet Office – the most senior communications professional in the Civil Service.

His role covers government communications strategy, management of the Cabinet Office and No 10 communications operation and leadership of the profession.

A key part of Alex's role is to ensure efficient and effective use of a communications budget in excess of £300 million.

His strategy has involved new ways of working, restructuring, and further developing professionalism within teams of communication professionals working across government departments.

Finding returns on investment, keeping the customer in mind (in this case the tax payer) and demonstrating value in large complex organisations is a key theme. This is truly a not to be missed event.

Then in October a key digital briefing held at the Google Hive on the morning of October 18 will focus on changes to digital landscape and customer experience.

CIM's Head of External Affairs and Content, Steve Wooley, will brief local members on the opportunities and challenges that technology and data present to marketers focusing on insights from new CIM research into how customers and marketers view the sharing and use of data.

Underpinning all the competencies is the strive for excellence and CIM will celebrate this at its gala award night, held on Thursday November 10 at the Europa Hotel.

The event will highlight companies and individuals who have gone that extra mile and can demonstrate that they have nailed their marketing objectives, produced profit or change, while performing at a level which is quite simply outstanding.

Do not forget if you are a marketer and want to get your efforts recognised, the closing date is 30 September.

:: Carol Magill is CIM Network Manager for Ireland


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