Can marketing achieve more?
The changing face of Direct Marketing
In the last issue of NZ Marketing Magazine, Michael Pryor, our then CEO, articulated the new vision and purpose of the Marketing Association. Part of that new vision is to help facilitate and collaborate in a vibrant, interconnected and engaged marketing community. Sounds good right? But what does that actually mean? We asked ourselves “Can marketing achieve more? More for marketers, more for business and more for New Zealand by working together?” As a member-based organisation, our membership community is the centre of our conversation. We exist to ensure the profession achieves the recognition it deserves, and that as marketers, we are equipped with the information and tools to perform to a global standard. If what we do and how we approach our work does not add genuine value and opportunity for our membership community and therefore business in New Zealand, then we must ask ourselves – why are we doing it? Put simply: prioritize and focus on what can measurably deliver value and contribute to our organisational mission. A way to deliver that value and demonstrate what it means to “facilitate a vibrant and engaged marketing community” is to practice it ourselves. Given our previous home in Freemans Bay, Auckland is being torn down to create apartments, an office move was inevitable. Changing our location enabled us to look for new premises that would better support the refreshed purpose and realignment and showcase this community vision. The MA is essentially your association and our space should be as creative, dynamic and vibrant as our community. Our new offices present us with an opportunity and the means to become open, inclusive and welcoming for our members. One of the key considerations during the process of identifying our new location was that the environment would be conducive to us being more member centric and working more collaboratively, and we believe that we have achieved that aim. We co-habitate with Energise – a small, growing marketing consultancy and the Interactive Advertising Bureau (IAB). This microcosm of the marketing community helps us model what facilitating and collaborating might look like. The facility enables us to host more training, in-house events and meetings; bringing members together to share ideas, learn and develop. We want our membership to work with us, join the conversation, make use of our meeting spaces, and work as a community to influence and improve. True community is not just about proximity and surroundings inhabited by people but a mixture of aligned purpose and diversity. In the words of Wendell Berry – American conservationist and novelist “A community is the mental and spiritual condition of knowing that the place is shared ….. and the knowledge that people have of each other, their concern for each other, their trust in each other, the freedom with which they come and go among themselves.” Some thoughts that might help support a healthy marketing community:
1. Aligned purpose
– creating and abiding by a community wide objective, collectively developed and agreed, clearly articulated and regularly reviewed means marketers can invest themselves in their community with a sense of direction and hope. We have a higher purpose – to enhance businesses contribution to a better New Zealand.
2. Intentional engagement
– to be in community is to purposefully engage with each other, creating time and space to connect and collaborate, to work, strategize and plan, but also to play, rest and even dream – what could the future hold? The MA
and our new space is here to support marketers learning, growing, connecting and creating together. Competition is healthy – to develop efficiency and good use of resources – but it can be counterproductive to the greater good of marketing.
3. Appropriate transparency
– to develop trust and to invest ourselves widely in each other requires honesty, openness and a willingness to engage. With the growth of content marketing in a digital world we are sharing ideas, concepts and tools more than ever.
4. Healthy diversity
– whether it be business models, strategic approaches or more personal - gender, ethnicity, culture, ways of thinking or engaging – diversity should be embraced, enhanced and the richness that that experience brings, can make our marketing community more vibrant, more open to new ideas and innovations, more resilient. As a marketing community we can embrace all – clients, agencies, consultants, vendors, suppliers, not-for-profits, public sector, academia etc. With our new CEO, Gill Stewart taking the helm, our new premises in Parnell, we move forward from here with a collective anticipation and enthusiasm to work more closely with you our members, to help facilitate and collaborate in this evolving, interconnected marketing community and to deliver on our promise to champion the professional practice of marketing and the role of marketers in building a better New Zealand.
For the first time we are offering a Diploma-level course in Strategic Marketing. This is a CIMaccredited course aimed at marketing managers who want to take their careers to the next level. With international recognition you’ll have a qualification that can travel across borders and is recognised globally. Our first Certificate in Customer Experience gives you the opportunity to specialise in this crucial area. CX is in great demand by all marketing departments and you have the opportunity to understand the approach to evaluating, designing and implementing a successful CX strategy. Again – this is a CIM-accredited course which is internationally recognised. New to marketing? We have two courses just for you. Our brand new Certificate in Marketing takes you through the basics of marketing that all practitioners should know. With time to focus on each of the seven elements of the marketing mix you’ll emerge ready to make an impact in your workplace. International accreditation is a welcome bonus. Complete any of these and get an MA certificate. You will also get the equivalent CIM Award. Complete any of these and get an MA diploma. You will also get the equivalent CIM Award. Direct marketing is gaining popularity again. This is one of the MA’s most popular courses and most of today’s senior Marketing practitioners started their journey with our Certificate of Direct Marketing which dates back to 1986. Newly revised the course takes into account the latest technology and trends. Spaces for all our qualifications are in demand so make contact right now on our website: When in doubt, look it up. We’ve just released our latest Professional Development Guide which contains detailed information about all our courses and study options. If you know what you need and just need to get more information hop on to our website and download your copy. We’ll send you a printed version if you’d prefer. If you would like to assess your current skills level, we have a simple to use, online Skills Analysis tool. By answering a series of questions about your knowledge and professional development so far, it will highlight any potential skills gaps and create a personal summary report for you. Then you can give us a call to talk through the options. The Skills Analysis tool is free to use for members. Hop on to our website, go to our Skills Analysis page under the “Careers” tab. Finally, if you are ready to take the next step but not sure you’re at the right level for a certificate or a diploma, we have a diagnostic test. With this tool you can test your subject knowledge on a range of marketing disciplines and we’ll be able to advise which of our qualifications may be best suited to your experience level.
We know that individuals may find it a challenge to pay course fees in one lump sum. We’ve come up with a plan to help you spread the payments into manageable amounts so you can concentrate on your study. For individuals and small businesses we require a 35 percent upfront payment and the remainder can be settled in two additional instalments. This applies only to our certificates and diplomas. Call us to discuss this. For small businesses there may be additional help: you may qualify for NZTE funding on short courses and longer qualifications. Many of our courses are registered with NZTE and you could apply for support with the course fees. You’ll need to have a discussion with NZTE’s regional partner to assess your training needs and this will determine the level of support you may get. Contact them soon to get the process going. Search for NZTE Capability Development Vouchers. Don’t be frustrated if the course you want is not being delivered in your region. We’d love to see you in Auckland, we’ll even help you get here. Talk to us about a travel discount on all our short courses presented in Auckland. We’ll help cover the cost of your travel to make sure you don’t miss out on your professional development. You’ll need to prove that you’re from out of town (more than 3 hours’ drive) and that the course is not being presented in your area. Our online training courses are more popular than ever. We have a full range of courses covering many aspects of marketing. There’s no need to travel to a class, just study wherever you are. You’ll have the support of a tutor to answer your questions. You’ll be able to work at your own pace but still get the recognition you deserve with a completion certificate and CPD hours. We now have new online courses in: 'Mobile Marketing', 'LinkedIn' and 'How to create a Social Media Brief'. We have also launched the first online course in Sustainable Marketing. This tells you everything you need to know about evaluating and promoting your brand’s sustainable practices.
Blue Wing Honda
Beds R Us
Webscope OMD New Zealand
Datacom Institute of Directors
Data analytics is set to change the face of financial services. The sheer volume of data involved in a single banking customer relationship is staggering; when that is multiplied across an entire customer base, the result is data on a seriously big scale. Marketers in any industry can learn important lessons from the ways in which banks are making better use of their data to predict customer behaviour, drive operational efficiencies and provide more targeted marketing opportunities. While these aren’t new concepts in the world of banking, putting that power into the hands of customers is. And this underpins what Westpac New Zealand set out to do with its new internet banking platform. When Westpac launched ‘Westpac One’ earlier this year, it did so by taking a holistic view of the bank’s relationship with its customers. It started with what it already knew about the kinds of services its customers wanted and married that to the needs of the business, including future-proofing for tomorrow’s technologies. The result is a fully responsive banking platform which provides a consistent customer experience on any device, whether it be mobile, desktop or an emerging one like a smartwatch. “The notion that comprehensive online banking is done on the desktop and then dumbed down for tablet and mobile — that is really an outdated strategy,” explains Westpac NZ Chief Digital Officer Simon Pomeroy. “To be able to change that, we needed to provide rich insight around data from a single hub. And that’s what IBM Watson has enabled us to do. “Watson allows our customers to access data very quickly, taking complex structured and unstructured data from multiple sources, and retrieve this information in real-time via Westpac One.” These insights can help customers make more informed decisions about their money, like month on month spending comparisons, or identifying individual merchants where that money is being spent. It’s easier to calculate whether a car loan is affordable, or how much to save for a house deposit, when the information is visual, interactive and in real time. Consumers are empowered with insights into their individual spending and saving patterns, which boosts loyalty – vital for any established bank in a market facing competition from new online services and international banks. For Westpac, the removal of the silos between different devices through the creation of one powerful, consistent interface has also led to increased customer engagement. Customer behaviour is changing in light of the new platform’s capabilities, like approving online loan applications for existing customers in less than 60 seconds. Eighteen months ago less than 10% of lending applications were made online, today that figure is 40%. Pomeroy expects that number to climb to over 50% by the end of the financial year. By using analytics on their stores of customer data, banks globally are able to unlock valuable insights about customer needs and then use it to build stronger, more profitable relationships. Westpac New Zealand is showing how consumers value the ability to apply data for decision making as highly as the banks do themselves. To learn more or try a free version of Watson Analytics go to