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professional development Archives - Syneka Marketing

The CEO Institute – Marketing in a business to business context

By | Advice for Businesses | No Comments

The CEO institute is a member based association that connects likeminded businesses to foster shared learning and professional development. Members of the CEO Institute form syndicates based on their turnover and business focus, which meet on a regular basis.

This morning I was invited to speak to one of the syndicates on the role of marketing in a business to business context. Unlike consumer products, business to business marketing often requires longer lead times and an understanding of key personnel, including influencers, users and decision makers.

Identifying the customer journey, by understanding the required touchpoints and the sequencing of activities, is critical. The workshop led participants through the role of marketing in building and facilitating this customer journey, as well as the metrics required to measure results.

Setting the standard: Why accreditation matters for marketing

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Resources | No Comments

Imagine, one morning someone enters your office and tells you that they want 20% of your annual turnover because they have a ‘great idea’ to grow your business. They are unable to provide any evidence to support their claims, other than saying they have a ‘great idea’.

It goes without saying, but not many business owners or managers would contemplate making such a transaction.

Unfortunately, this is what marketing often looks like, with far too many decisions made on hunches or guesses, rather than a factual understanding of market needs, positioning and opportunities. As a consequence, marketing consulting and marketing services have a surprisingly low barrier of entry, with anyone able to claim they are a marketing consultant, expert, specialist or even ‘guru’.

Research into business exits often cites the lack of marketing insights as being one of the top ten causes of business failure. This is despite marketing spend often being between 10% and 20% of an annual budget.

The current approach provided by many who claim to provide ‘marketing’ is failing businesses and the wider community.

This is why accreditation matters for marketing, and is why we are so heavily involved with the Australian Marketing Institute (AMI). Accreditation has the potential to uplift the marketing profession and provide a benchmark for the delivery of marketing services.

No business would seek financial advice from someone that lacks appropriate accreditation, given the potential ramifications of bad advice. Yet we as professional marketers, have lost track of the amount of times we have been brought in to fix the mistakes made by pseudo-marketers. It is time to put an end to pseudo-marketers by recognising the definition of marketing (as defined by the Australian Marketing Institute):

Marketing creates value – for customers, shareholders and society as a whole. It does this by creating an alignment between what consumers value and what organisations offer. It offers techniques that help firms better understand the needs, preferences and perceptions of their customers (a prerequisite to adding value to them), and ways of using that understanding to focus the value-creating and communicating activities of the firm into areas where they will be most effective.

Marketing exists to build the capacity of your business so you can achieve your business goals. This is why one of the core marketing concepts is the marketing mix (commonly known as the customer experience):

A strategic marketing approach would have asked the right questions: focusing on all elements rather than just promotions

The marketing mix highlights the areas that marketing needs to consider to enable business growth

The marketing mix shows the impact of marketing across a business, yet pseudo-marketers, the self-proclaimed ‘experts’, ‘specialists’ or ‘gurus’ will often only focus on one or two elements. This leads to disparate tactics that will create inconsistent outcomes, ultimately resulting in reputation and operational risks.

The Certified Practising Marketer - as accredited by the Australian Marketing Institute

The Certified Practising Marketer – as accredited by the Australian Marketing Institute

The Certified Practising Marketer (CPM) designation is accredited by the Australian Marketing Institute and sets the standard for the marketing profession.

Certified Practising Marketer (CPM) accreditation assesses academic and professional experience to ensure that there is an understanding, as well as ability to apply marketing. Accreditation means a commitment to the Australian Marketing Institute’s Code of Conduct and the requirement of continuing professional development to ensure ongoing learning.

A Certified Practising Marketer (CPM) understands that marketing is more than disparate tactics. A Certified Practising Marketer (CPM) realises that marketing is the strategic alignment between business goals and marketing outcomes, resulting in a measurable and positive impact on business growth and innovation.

At Syneka Marketing we are proud of our ongoing involvement with the Australian Marketing Institute. Our founder, Alex Makin is the State Chair of the Australian Marketing Institute’s Victorian Advisory Committee and our leadership team maintains Certified Practising Marketer (CPM) accreditation.

Do not risk your business with pretenders that lack accreditation and industry recognition. Accreditation matters for marketing, just as it does for Accountants, Lawyers and Engineers.

The Launch of the 2016 Australian Marketing Institute Event Series

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The Australian Marketing Institute is the professional organisation representing the marketing profession. Tonight we officially launched our event series for 2016, highlighting key events that will strengthen the marketing profession.

Our professional development series, consisting of webinars, is being complemented with breakfast educational events, providing the ability to explore topics in further detail. Emerging Marketers, connecting new marketers with experienced professionals will be returning from May, providing the ability to share skills and knowledge within the profession.

Alex launching the 2016 event series for the Australian Marketing Institute

Alex launching the 2016 event series for the Australian Marketing Institute

Tonight’s launch coincided with a networking evening, showcasing partners of the Australian Marketing Institute, as well as the ability to engage new and current members. The aim is to continue a series of events throughout this year to foster connections between members, as we work towards strengthening the marketing profession.

The 2016 Awards for Marketing Excellence will be opening on the 7th of March with an expanded set of categories to further showcase the marketing profession.

Uncovering Content; One angle at a time

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As the peak association for professional marketers, the Australian Marketing Institute provides ongoing opportunities for professional development. This evening we continued our exploration of content, discussing digital based campaigns and the latest learnings in emerging social media technologies. Tonight’s event featured three speakers who all aspects of a digital campaign, including development, education and the role of digital in influencing the decision making process.

While content might be the current emphasis in marketing, it is imperative that it is viewed as one component in a marketing approach. Successful campaigns depend on identifying the right target markets, articulating key messages and aligning the communication channels with this audience.

Australia Malaysia Financial Services Forum

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The Australia Malaysia Business Council fosters business development between the two countries, through networking and professional development. Today’s session focused on the financial services industry, exploring the growth in this sector, as well as the differing regulatory frameworks and processes between the two countries.

Malaysia and Australia are already significant trading partners and this growth is expected to continue. The Australia Malaysia Business Council helps to develop these potential opportunities.

Australian Marketing Institute Breakfast Workshop – Is Content the Game Changer?

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The Australian Marketing Institute is the peak association for professional marketers in Australia, with a particular focus on building the professional development of its members. This morning we hosted a breakfast and panel discussion exploring content and its role in marketing.

The session discussed the role of content, particularly in the use of B2B purchase decisions, where the demonstration of expertise can provide a significant advantage. In addition, prospective clients will often undertake an extensive information search using the Internet, rather than discussions with potential vendors.

The workshop highlighted the need to understand the decision making processes, where many individuals can be involved. Content, like other marketing activities, needs to provide a consistent experience that understands the processes undertaken by prospective clients.

Victoria has hosted several prominent events, promoting the role of connecting business acumen with marketing outcomes. Our next event will be the Awards for Marketing Excellence Gala Dinner to be held on the 22nd of October.