Can mar­ket­ing achieve more?

The chang­ing face of Di­rect Mar­ket­ing

New Zealand Marketing - - Front Page -

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.

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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

www.ibm.com/nz/wat­son

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