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5 Business Competencies Marketers Should Develop (Part 2)

Posted By The Marketing Institute, Wednesday 18 September 2019

business competencies for marketers

As marketing professionals, it is critical that we understand our organisation - internally, its purpose, priorities and strategic direction, externally, the commercial context and trends that influence the internal factors.

Practical business knowledge, planning, project management, change management and customer focus are some of the competencies addressed in this section. These business competencies will serve you throughout your career, regardless of role or level. 

This week, we're looking at five more business competencies that marketers should develop to grow in their career. Read part 1 here.

These are based on the Marketer Pathways framework, which was developed by the Marketing Institute following consultation with over 50 senior marketing practitioners from across a range of sectors.

 

6. Decision Making and Judgment 

Makes appropriate and informed decisions about own area of responsibility. Contributes to effective analysis and decision making within marketing and across the organisation. Develops the ability to make well informed decisions, with available information taking account of the regulatory, ethical and reputational consequences of
the chosen course of action.. Effectively problem solves, by correctly identifying and diagnosing the underlying issues, in complex situations.

Assess your level

 

7. Governance and Compliance

Maintains the highest ethical standards to prevent the risk of legal or regulatory sanctions, financial loss, loss of reputation, or loss of brand value. Will manage governance and reputation through effective monitoring of relevant legislation and regulation to ensure ongoing compliance. Seeks to protect the overall reputation of the organisation by ensuring that organisation strategy, company culture, people, business processes and brand values are closely aligned.

Assess your level

 

8. Innovation

Creates and develops new thinking, ideas, solutions, methods, business processes and market or customer opportunities, to transform or improve overall organisation performance. The capacity to turn the innovation process into a key growth driver within the business. Challenges the status quo and introduces more dynamic thinking and disruptive technologies.

Assess your level

 

9. Making a Business Impact

Has the capacity to set clear priorities and to undertake major initiatives which creates momentum and progress across the organisation and which delivers significant business impact. Generates pace and energy within the organisation to achieve ambitious commercial goals.

Assess your level

 

10. Organisational Awareness

Develops a clear understanding of organisation culture and how key stakeholders interact and how the power relationships within and outside the organisation operate. An ability to understand the formal rules and structures, including the ability to identify who the key decision makers are, as well as the individuals who directly influence
them. Will be an effective influencer and will have a clear capacity to navigate complexity across an organisation. Will use this capability to ensure that organisation goals are achieved and not to promote their own personal priorities.

Assess your level

 

Learn more about the Marketer Pathways framework.

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94% of adults in Ireland have shopped online and Brexit may have a direct negative impact on Irish consumers buying from UK websites.

Posted By iReach Insights, Tuesday 10 September 2019
Updated: Friday 6 September 2019

online shopping Ireland Brexit

  • 60% believe e-commerce is the future of shopping
  • 18-34 year olds (59%) more likely to spend more because of e-commerce websites than those 35-54 (35%) or 55+ (25%)
  • Irish adults are 10% more likely to compare online prices when shopping online (83%) than when shopping in-store (73%)
  • 77% of adults in Ireland use online reviews to help them make purchasing decisions.
  • Half (51%) of Irish consumers are likely to browse in-store, then purchase online

As Brexit is looming, the CCPC (Consumer and Competition Protection Commision) has warned that Brexit could have an impact on online shopping from UK websites and taxes could be imposed on items bought as well as consumers rights may be subject to change. With this in mind, iReach Insights conducted a nationally representative survey of 1,001 Irish adults on how consumers make decisions across purchasing channels in a new e-commerce era.
 
94% of Irish adults have shopped online, with the average consumer purchasing online once a month. Males (12%) and females (11%) are equally likely to shop more than once a month, as are those 18-34 (13%) compared to those 35-54 (13%). Consumers 55+ are the least likely to shop more than once a month, at only 7%.
 
The main appeals of online shopping are: 1. Ease of Purchase (63%), 2. Convenience of Staying Home (58%), and 3. Better Deals (58%). 3 in 5 adults (61%) are interested in using e-commerce websites, while 60% think e-commerce is the future of shopping.
 
76% are likely to look at online reviews before making an online purchase, compared to the 62% that are likely to look at online reviews before making an in-store purchase. 83% are likely to compare prices online before purchasing online compared to 73% who compare online prices before purchasing in store. Those aged 55 and over are less likely (65%) to use online price comparison tools for in-store purchases.
 
77% use online reviews to help them make a purchasing decision. Half (51%) are likely to browse in-store and then purchase online. 59% of adults aged 18-34 say that the accessibility of e-commerce has led them to spend more than they would have if they were limited to traditional brick-and-mortar stores, compared to 35% of 35-54 year olds and 25% of those over the age of 55+. Overall, 4 in 5 adults (80%) are satisfied with the purchases they make online. 

 

For more statistics you can visit us at our blog: https://ireachhq.com/blog

 

About iReach Insights
 
iReach Insights provides a range of research and market intelligence services in Ireland and Europe. iReach has built a Consumer Decisions Research Panel of 40,000 members in Ireland, delivering robust research insights. The survey questions were included in the Nationally Representative iReach Consumer Decisions Omnibus run between the 4th-11th July and has a 3% Confidence Interval and 95% Confidence Level.

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5 Business Competencies Marketers Should Develop

Posted By The Marketing Institute, Tuesday 10 September 2019
Updated: Friday 6 September 2019

business competencies for marketers

As marketing professionals, it is critical that we understand our organisation - internally, its purpose, priorities and strategic direction, externally, the commercial context and trends that influence the internal factors.

Practical business knowledge, planning, project management, change management and customer focus are some of the competencies addressed in this section. These business competencies will serve you throughout your career, regardless of role or level. 

This week, we're looking at five business competencies that marketers should develop to grow in their career.

These are based on the Marketer Pathways framework, which was developed by the Marketing Institute following consultation with over 50 senior marketing practitioners from across a range of sectors.

 

1. Action Orientation

Approaches initiatives with high levels of drive and energy. While understanding the importance of effective planning, the person has a bias towards taking action. Will set clear goals for success and will display urgency and enthusiasm. Sees the value of building momentum as a means to creating support. Will seek to win over supporters through their own personal commitment energy and enthusiasm and will act as a role model for others. Proactive and resilient in their approach to work, they will deal effectively with setbacks and will seek practical solutions to overcome significant challenges and obstacles.

Assess your level

 

2. Change Orientation

Comfortable operating in an environment where there is ambiguity and where priorities and business objectives change and adapt. Sees the necessity for the organisation to be flexible and agile and advocates the need for change as a key driver of business success and continuous improvement. Adjusts to accommodate changing situations and responds positively to new demands or circumstances to achieve better results.

Assess your level

 

3. Commercial Awareness

Seeks to develop a broad and deep understanding of the business and is not limited to a “marketing view, of the world”. Can assess the likely commercial implications and possible business consequences of significant marketing decisions; for example changes to, the product and service portfolio, pricing, marketing communications and service delivery. Keeps up to date with high level developments such as business and industry trends and with marketing and consumer trends. Can make a well informed assessment of the likely commercial impact of such trends. Can provide strong commercial insights into the strategy and business planning processes across the organisation.

Assess your level

 

4. Continuous Improvement

Has a strong ability to continuously review how the organisation operates with a view to maximising efficiency, enhancing overall quality and creating a culture of ongoing improvement to work and business processes. Leads marketing and cross functional teams to drive overall business efficiency, enhance quality, drive organisational compliance, as a basis for achieving business success. Creates and leads a culture which demands excellence regarding business efficiency and the development of work and business processes. Seeks to counter and challenge complacency within the organisation with regard to quality and overall business efficiency.

Assess your level

 

5. Customer Focus

Has a clear focus on meeting the evolving needs of customers, as a key driver in achieving overall business success. The use of customer data to successfully manage the customer relationship. Using customer insights to better understand customer priorities and needs and deliver the best possible customer experience. Demonstrates a clear commitment to meeting customer’s product and service expectations, in ways which provide a sustainable return to the business.

Assess your level

 

Learn more about the Marketer Pathways framework.

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Marketing Matters... with Moira Horgan, Head of Marketing at Business in the Community Ireland

Posted By The Marketing Institute, Wednesday 4 September 2019
Updated: Tuesday 3 September 2019

Moira Horgan

Tell us a little bit about yourself and your role.

I head up marketing at Business in the Community Ireland, the national business network for sustainability. We have Ireland’s top companies as members and have driven the sustainability and corporate social responsibility (CSR) agenda in Ireland since being founded in 2000.  I joined in 2007 when CSR and sustainability were very much on the margins and we had to work hard to encourage business to see the rationale for being responsible and sustainable. I am delighted to see sustainability becoming mainstream in the past year or two as increasingly informed employees, consumers and investors are driving the conversation around the role of business in society. Many more companies are now coming to us for advice on strategy or want to measure what they are doing and get inspired to do more. A really exciting development is how many CEOs in Ireland want to become more vocal on environmental and societal issues so that’s a real thrill to help tell their stories.
 
I am lucky to work with a brilliant team here in Business in the Community Ireland and no two days are the same. From building the network and getting more companies to join us, to working with our members on joint campaigns like our Low Carbon Pledge or ramping up for our largest event of the year, our CEO forum on the 13th November, the work is varied, always interesting and we get to meet inspirational Irish CEOs every day of the week which is a joy.

 

Why did you choose a career in marketing?

I studied Japanese and marketing in DCU. Alas, the Japanese went by the wayside! However, I was always passionate about marketing and loved the variety that was on offer. That variety has stood to me as I have definitely enjoyed variety in the sectors I have worked in. I started off in software and worked in IT for many years and then had an amazing few years as Head of Marketing with Screen Ireland (then the Irish Film Board) but always in the back of my mind, wanted to do something more meaningful but still flex my marketing and business muscles.  I stumbled across this small ad in The Irish Times (12 years ago when jobs ads appeared in print!) for Business in the Community Ireland and was blown away by it’s high powered Board of Directors and the calibre of companies they already had as members and I was sold.  Whenever I have changed sectors, I always stick by the mantra that the fundamentals of marketing remain the same, we are here to communicate ideas and build relationships. Yes, the tools and audiences may change but a marketer’s skills are always transferable.

 

In your opinion, what is the biggest challenge marketers are facing today? How would you tackle it?

Cutting through the noise. The average attention span is now 8 seconds so trying to be heard by an already overwhelmed audience can be daunting. With all the great digital tools at our disposal, we can easily target who we want to get to but I still find the challenge of standing out and being memorable can be tricky. I love storytelling and find the simplest stories make for the most memorable marketing messages. A challenge, especially when it comes to our focus areas like the low carbon economy or diversity and inclusion, is the use of jargon and complicated messages. People are bombarded by information on a daily basis so we need to deliver messages that are easy to understand, provide inspiration and prompt action when needs be.

 

What advice would you give to someone starting a career in marketing?

Network, network and network! I have been lucky to have mentored a few people over the years who have entered marketing and my first piece of advice is to get out there and network. Pick up the phone and make contact with someone who’s work you admire. Meet them for a coffee, get on their radar and keep on their radar. I have hired people who approached me that way so it does work. Ireland is brilliant as it’s so small and therefore relatively easy to get out there and meet people you want to get to know. Marketing is about building relationships and it’s important to get away from the laptop and actually go meet people, ask their advice, I have always found people love being asked their opinion, and don’t be shy about asking for opportunities. 

 

What makes a great marketer?

In my opinion, it’s the combination of creativity backed up by execution with a side order of curiosity! Some of the best people I know in the industry are not only creative but are reliable too. When they say they will do something, you know it’s going to get done. A great marketer must also always see the bigger picture and quite frankly be nosy! I love talking to colleagues about their work and always ask stories about their latest work with a member company. These stories may never become marketing messages in itself but it broadens my understanding of the impact of what we do and the passion of my colleagues is always inspirational.

 

What is your favourite marketing campaign of all time? Why?

Ooh that’s a tricky one. I am going to go for The Fearless Girl statue by State Street. Overnight, they placed this now iconic piece of art facing Wall Street’s Charging Bull statue and the campaign just exploded. It generated 1 billion Twitter impressions in the first 12 hours and stirred up fascinating conversations around diversity and inclusion. State Street is a member of ours and we had one of their VPs over for an event and he explained how impactful it had been not only to the company but for their customers as well. I think that campaign will go down in history as one of the best.

 

Where do you look for professional inspiration?

I am blessed that I work with some of the most amazing people in Ireland. Their passion for sustainability is infectious and they never give up when it comes to encouraging companies all over the country to make a real impact on the environment and on society. I am also inspired by the many activists I get to meet through the job. I interviewed the brilliant Adam Harris from AsIAm at one of our events and he is exceptional at communicating the business case for diversity and inclusion. Professor John Sweeney, the climate scientist is also brilliant. We have had him speak to the CEOs of our member companies on numerous occasions and he is always an inspiration. Internationally, people like Greta Thurnberg give me hope, she is the definition of a fearless girl!

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Fleshing out the Irish Foodies

Posted By Kantar, Tuesday 3 September 2019

Irish Foodies

With Taste the Island launching soon in Ireland to promote Ireland’s food experiences to increase tourism opportunities, we take a timely look at those who eat out regularly and how they might best be targeted.

Our TGI Consumer Data reveals that despite a decline in adults in Ireland eating out in restaurants over the last few years, from 79% in 2016 to 69% in 2018, the regularity amongst those who do has seen a modest increase. In 2016, 111,000 of those who ate food in restaurants had done so once a week a week or more, in 2018 this grew to 126,000.

Regular restaurant visitors particularly likely to choose new and good quality food

According to our TGI Consumer Data, 12% of adults in the Republic of Ireland (435,000 people) eat out in restaurants twice a month or more.

When it comes to expanding their taste buds, 71% of this group agree that they like to try out new products and are 24% more likely than the average adult to say they enjoy eating foreign food. They are also 24% more likely to buy free range products whenever they can and 69% of this group agree that it is worth paying extra for good quality goods.

Celebrities and ads on TV and internet are well placed to engage this target

An examination of the attitudes of these regular restaurant visitors shows that they are 81% more likely than other adults who eat out to agree that celebrities influence their purchasing decisions.

They are also 71% more likely to say they enjoy the adverts on television as much as the programmes and 69% more likely to agree that pop up ads help them find interesting things on the internet.

Cinema and magazines may be key media to reach this audience

In terms of some the overall media that might best reach and engage those who eat at restaurants twice a month or more, TGI Consumer Data reveals they are 85% more likely than the average adult to be amongst the heaviest fifth of cinema goers and 61% more likely to be in the heaviest fifth of magazine readers.

A more granular analysis reveals that this group are 79% more likely than other heavy cinema goers to identify martial arts as their favourite film type. Our TGI Consumer Data also reveals that this group are twice as likely as other heavy magazine readers to be very interested in bridal/wedding magazines.

This article was first published on www.kantarmedia.com

 

About Kantar

Kantar is the world’s leading data, insights and consulting company. Our media monitoring and evaluation expertise provides insights to brands and organisations to help them understand how they are seen by consumers and influencers. This enables them to respond quickly when needed and informs planning & strategies on driving long-term brand value and loyalty. Combining our expertise in human understanding with advanced technologies, Kantar’s people help the world’s leading organisations succeed and grow.

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