Coming to terms with social media

By Roger James, Chairman, Australian Marketing Institute

There is little disagreement among marketers that new, two-way communications media are important, but there’s less certainty about how to use them effectively. The big challenge is that the communication is more a conversation than, say, sending out a direct mail brochure.

At the Australian Marketing Institute we have recently expanded our communications mix by setting up LinkedIn Groups. Since one of our objectives is to stimulate discussion and the development of ideas about marketing, this provides the opportunity to engage and involve members in a two-way dialogue. You can find our LinkedIn Group at http://www.linkedin.com/groups?gid=108419&trk=hb_side_g

We have posted some short articles and members have raised issues and questions, generating some worthwhile discussion, although it’s fair to say we are on a learning curve.  But there’s no doubt the new channel provides for feedback in a more immediate way than a broadcast email, then inviting individual responses.

In the commercial world, such a forum could be a valuable means of getting closer to your customers and getting their feedback in a more immediate way than running formal research.  An opt-in channel is like a voluntary opinion poll – subject to bias – and that’s one of the issues we need to take into account as we develop these new media.

Contact: roger.james@ami.org.au

Back to top

Countdown to Awards deadline – entries close 31 May

It's not too late to start your entry for the Australian Marketing Institute Awards for Marketing Excellence. There are 18 categories from which to choose, including a new category, 'Green Marketing'. All the information that you need can be found in the Call for Entries PDF and extra material is on the Awards website page.

The entry uploads site opens on 19 May; entries close at end of business on 31 May; state awards will be presented in August and September; and the national awards will be announced at the Annual Conference gala dinner in Melbourne on 13 October.

Do you have a great marketing story to tell? Share it with your peers and pit it against the best in the country in this year's awards program!

Back to top

World-class presenters lead new workshops for senior marketers

By Mark Crowe, Chief Executive Officer, Australian Marketing Institute

An important finding from our last membership research survey and event feedback was the continuing demand for senior-level workshops. These findings, coupled with a review of our offering to cater for the changed circumstances in the market place, has led to the development of a new advanced workshop and master class program.

This new program will deliver relevant, high-impact and challenging sessions for senior marketers that reflect a changing and often difficult business environment. We have secured world-class industry professionals with domestic and international experience to present this program. The workshops will aim to be highly engaging and interactive. Further information explore the Advanced and Master Class Workshops section of the website.

In view of the specialist nature of these workshops, it is not always possible to offer every workshop in every state and territory. Therefore, we have introduced a special discount for members who would like to attend a workshop that is not being offered in their state. This is in recognition of the additional travel costs involved. Feedback to date suggests there are benefits in attending workshops that have interaction among attendees from various locations around the country.

The initial response to the new program has been very encouraging, which reflects the across-the-board increase in attendance at the Institute’s events this year. In addition, we are already planning an expansion of workshop topics based on further research and feedback from this year’s program.

Back to top

New Membership Services Manager appointed

Yvonne Little (pictured left) has been appointed as the Australian Marketing Institute’s Membership Services Manager. Yvonne brings extensive membership, business development and database management experience to the role. Members can say ‘hello’ to Yvonne the next time they call Membership Services on 1300 737 445.

Email: yvonne.little@ami.org.au

Back to top

SPOTLIGHT: Helping members to find industry insights

The Australian Marketing Institute provides an array of preferential rates and discounts that support members' career and commercial needs while providing access to real savings and value.

One such membership benefit is the information service offered by IBISWorld, a one-stop shop when it comes to researching the key industries and enterprises that drive the Australian economy, together with the business environment in which they operate. Whether you are seeking industry insights or strategic market intelligence, IBISWorld can assist your company to evaluate the trends and future opportunities in any marketplace.

The benefits of an IBISWorld subscription for AMI members include substantial discounts on report prices, exclusive data access, and reduced rates on customised research to help you move quicker than the competition.

For further information on the IBISWorld research service, where Institute members can save up to 25% on a yearly IBISWorld membership and other member offers, please click here (member login required).

Back to top

Profile of a CPM: Maryjane Avilés

Title: Senior Manager, Global Product Management and Marketing, American Express, based in Sydney.

Experience, qualifications: 15 years in marketing, BA (Communications), MBA, GAICD

Pride in accomplishment: Designing and managing the marketing strategy that successfully achieved the architectural conservation of the Conservatorium of Music, Sydney; managing the creation of a new corporate identity from logo to corporate signage for BT Financial Group following a triple brand merger; and the brand creation of Magnitude Financial Planning.

Marketing mentor? I have several mentors I call on. I still work with my first mentor, Kathryn Hibbert (SBS Marketing & Publicity), because she has seen my career develop from the beginning and can see how the ‘dots’ connect.

What has been the biggest lesson in your career, and what did you learn from it? To guard your professional independence fiercely – as marketing programs designed by committee generally produce a compromised result. As marketers we synthesise and listen to an enormous amount of information from the market, leaders and customers. However, you need to have the confidence and courage to choose a direction and encourage the naysayers to see the vision. If at first you don’t succeed – learn, adapt and try again.

What are the biggest challenges facing marketers? In my opinion, history will show that the brands that were able to capitalise from the global financial crisis will be those that had members on their boards and executive teams who had a deep understanding of marketing and its link to company strategy, governance and financial health. While there is some change, marketers are often overlooked for board positions and/or are not taken seriously by the senior executive. Marketers need to learn the language of the board room (and ideally gain a seat) in order to be able to influence and be part of competitive strategy.

Best recent technological advance for marketing? The Internet – its past, present and future form. The Internet brings information to marketers and to consumers faster than ever before and, often, practically instantaneously. From the marketers’ perspective the ‘big picture’ is clearer than ever with ready access to industry analysis, peer feedback and consumer sentiment via social networking.

Future direction for the profession? My hope is a greater level of representation at board and CEO level.

What does the statement ‘Value Creation Through Marketing’ mean to you? It is everyone’s job within an organisation to create value – and marketing is the logical function for ensuring success. Marketing can drive brands/companies to be number one at what our customers’ value most and at what the company does best.

Find out about upgrading to Certified Practising Marketer

Back to top

Back to Marketing Update home page