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Marketing Institute Highlights from 2015

Posted By The Marketing Institute, Thursday 14 January 2016

As the 2015 marketing year comes to a close, we have summed up some of the highlights of the year for The Marketing Institute.

Marketing Institute Announces New Fellows

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Six new fellowships of the Institute were announced in December to April Redmond, Tom Kinsella, Lisa Browne, Liam McDonnell, Sharon Walsh and Nicky Doran. Fellowship is the highest grade of membership, and it’s a form of recognition of a member’s exceptional professional achievement and standing. The Fellowship concept seeks also to create a cadre of senior-level ambassadors for the aims and objectives of the Institute in regard to strengthening the profession of marketing in Ireland. 

DMX Dublin 2015

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This years DMX Dublin event featured over 30 international and local speakers, with 800 marketing professional attendees in a full day of sharing, learning and networking. 

New Chairperson of the Board Appointed

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The Board of Directors of the Marketing Institute appointed Paula Murphy as Chairperson, in May. Paula, who has taken the position over from Páraic O’Toole, Chief Executive of Automsoft, is responsible for brand operations at Vodafone Ireland. 

All Ireland Marketing Champion Announced

Gary Feature

The Marketing Institute announced Gary McGann, Group Chief Executive at Smurfit Kappa, as the 2015 All Ireland Marketing Champion at the Annual Irish Marketing (AIM) Awards, in May. 

Executive Diploma in Digital Marketing Unveiled


The Marketing Institute once again broke new ground in professional marketing education with the introduction of a 13-week Executive Diploma in Digital Marketing, with full academic accreditation from DIT.

Q&A with Alina Uí Chaollaí, Marketing Director, Largo Foods

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One of our highest rated Q&A’s, was with Alina Uí Chaollaí, Marketing Director at Largo Foods. Alina addressed the current FMCG sector in Ireland, and everything from brand positioning to buyer behaviour. 

CMO Summit 2015 Highlights 

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At this year’s CMO Summit in November we heard from marketers: Christian Purser, Interbrand London; Vanessa Hartley, Google; Martin Thomas,; Jon Woods, Coca-Cola; and Meabh Quoirin, The Future Foundation. 



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Media Monitoring: The 5 New Missions Of Communications Pros

Posted By KanterMedia, Monday 7 December 2015
Updated: Wednesday 10 February 2016


In today’s intensely competitive global market, in which business transformations and communication strategies are closely linked, communications professionals are taking greater responsibility for their organisation’s brand and reputation.

In a 24/7 media environment, protecting reputation is now clearly a top priority for companies, meaning communications professionals must dedicate part of their role to monitoring their reputation online.

Brand building has also become increasingly relevant as corporate communications functions integrate more and more with marketing functions. Communications pros have broader responsibilities – positioning their company across all audiences (including clients) and managing and monitoring messaging through a variety of channels and media, both offline and online.

In these circumstances, today’s communications pros must expand the scope of their media monitoring and analysis activities. What will be their focus in this field over the coming years? Let’s now look at 5 of their core media monitoring tasks…

Download the Whitepaper here.

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How To Make Your Weekly Marketing Meetings Count

Posted By, Monday 7 December 2015
Updated: Wednesday 10 February 2016


    It’s crazy how every day brings its own list of tasks, challenges, and opportunities. You come in with a list, and end with a bigger list.

    It’s easy in all this organised mayhem to not find the time to know what is happening with your digital marketing, and that is why weekly digital marketing meetings are very important.

    Whether you have your own in-house team or working with a digital agency it is important to know what you are spending your money on, the results you are getting, and what should be the next actions.

    Weekly digital marketing meetings help you keep track of live campaigns and their performance, but also potential new ideas and campaigns that have been brought to the table, and it’s a great opportunity to decide on HPOAs (High Payoff Activities) with all of the stakeholders present.

    Weekly meetings should be driven by numbers and figures. I find the monthly meetings are good for sales and performance numbers, overall campaigns, and a great time to also include new ideas and initiatives, and go a little crazy.



    The meeting should be sharp and to the point. 30 minutes to an hour should be more than long enough.


    Your team should come prepared for the meeting. They should know what numbers they are accountable for and have them to hand. You will know if they harvested the numbers last-minute because when you dig deeper they won’t know why those numbers happened – they just know the numbers. A natural conversation around the numbers tends to show they live, breathe, eat the numbers.


    Focus on the macro stuff. How posts get put up, emails get sent out and so on is the micro-management stuff that should be left to your line manager or agency. If these things are being done right the results will come, if not then they won’t – this can be your measure for if the micro tasks are being done. You can delve more into this in your more in-depth monthly meeting.


    Talk about the campaigns in progress or just finished. There are a lot of figures and KPIs you can get burdened with, but the main ones you should ask about are :

    • What was my reach versus my universe (am I reaching enough of the audience I want to reach)
    • What was my CTR / ER (engagement rates) in percentages (is the campaign engaging the audience)
    • What were my costs per engagement (am I keeping costs under control and within agreed margins)
    • What is my overall cost of the campaign (is it within budget? If we have gone over budget has this been effective for me to do so – for example if I spend another €1k will I keep getting the results)
    • What is my ROI – particularly in e-commerce campaigns

    There are of course many others, but I feel if you have these in hand it covers the main drivers – most other numbers feed into these somehow.


    Look at future ideas and plans. If you are using a HPOA framework then only talk about those which are highest priority. You want to know the short to medium term at these meetings.


    Listen to what your team is saying. Make sure answers match the question being asked, or the numbers relate to a particular campaign action. People find it difficult to answer with numbers – sometimes because they feel they are too transparent and they might be scared of showing a weakness or failure in the campaign, or sometimes because they actually don’t know the numbers. Always encourage transparency with numbers, and demonstrate that the team is in this together. The number is not there to show a personal failure but for the team to help make it a success.


    Feed a sense of urgency into a meeting. Successful campaigns happen with planning, but often fail because they don’t happen soon enough. If actions are missed one week it could be a whole week before you know whether they get done again. The weeks, as you know, can fly by. Words like “waiting for a response …”, “I emailed them …”, “Getting the material together …” normally means they forgot about it and have not really driven that action. Find out what resources they need to make this happen – it could be beyond their capabilities, or they might need support to free up some time.


    It is very important that agendas and action plans are recorded and formalised. Often there are some great conversations within meetings but when people walk away you can find that accountabilities for those jobs are vague and nothing will get done.

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    WEBINAR: Creating Engaging & Shareable Content

    Posted By Kantar Media, Wednesday 25 November 2015
    Updated: Wednesday 10 February 2016

    Faster is better on the internet. We call this the “quick action web,” meaning the more quickly and easily you can share information, the more rapidly your content will catch fire and spread.

    Watch the Kantar Media video that will provide a few simple and effective methods to leverage highspeed sharing…

    And if you want to dive in deeper, you can download the full Kantar Media report “The science behind crafting contagious content” here.


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    Why Brand PPC is a Good Bet

    Posted By iProspect, Monday 16 November 2015
    Updated: Wednesday 10 February 2016

    Some marketers use a solid SEO strategy to justify not bidding on their brands for paid search ads. Are these affordable and flexible ads really a waste of money?

    As a PPC Manager I have heard many times: “why should I spend money on ads when searchers can click on my organic link for free?” or “but it won’t generate any new customers since they were already looking for my brand.” In fairness, it does sound logical. However, in my humble opinion, this is an oversight of the value that branded PPC ads can provide.

    And here is why;


    Spend on these types of ads is minimal and the return is always positive. Branded clicks tend to be the cheapest clicks you’ll get since the CTR and Quality Score will be extremely high due to the fact that people are already searching for your company.


    Bidding on your brand terms ensures you’re ranking on the top of the page. It also helps you own more of the search results page and pushes any competitors further down the page, sometimes shutting them out completely. So why not to double your visibility to searchers by showing up twice on one SERP.

    Also, organic listings limit your flexibility to express yourself in the SERPs. After all, there is only so much you can do with meta tags. Brand paid ads give you a lot more control, allowing you to create specific messaging to grab searchers attention and encourage click-throughs.


    If you work with Google Analytics you know the “not provided” very well which has seriously limited marketers from knowing which organic search queries lead searchers to the website.

    Fortunately, these search terms are still available for AdWords advertisers. Running ads for branded terms is a good way to do search term mining to see what other modifiers searchers are including when they’re looking for your site (i.e.: top products, locations, etc.). Using this info, you can tailor ads to best serve what the customer are looking for.


    Failure to secure a paid ad on your brand name could lead to a situation where your plain old organic listing is preceded by a competitor’s eye-catching ad.You wouldn’t like that,would you?

    Sadly it is becoming common to bid on your competitors’ brand terms to hijack their traffic (and unfortunately it is not possible to trademark keywords). So do bid on your brand name and be at the top of the pile, where you belong!


    Paid ads do increase the total amount of clicks. In 2011, Google released a Search Ads Pause research study which showed that on average, 50% of the ad clicks that occurred with a top rank organic result are incremental, i.e, they would not be recovered organically if the ad campaign is paused.

    The number is even higher if the organic result isn’t ranking at the top of the search results. Google has shown below the affect stopping PPC can have on organic traffic.

    Now, imagine half of your brand ad clicks and conversions going to someone else. This point is usually enough for me to decide to continue with brand search.


    As a marketer you probably already pay to have your brand visible to customers: in newspaper ads, via TV or radio commercials or by putting print ads in magazines. Have you ever figured out what the cost per conversion is for that media?

    The return on investment from the paid branded keywords is exceptionally high. I’m positive that you are unlikely to find a less expensive cost per acquisition (CPA) anywhere else, unless it’s word of mouth. So if you care about profit, why wouldn’t you pay for the most profitable conversion you could?

    That’s my story! I accept that some marketers don’t want to cannibalize organic (free) clicks and they want to focus PPC spend on more competitive, generic keywords. I’ll however stand by bidding on brand terms as a solid strategy. Because if I asked you to invest a euro and told you you’d get 100 back, would you do it?

    This article was originally published, from an Account Manager’s perspective, on

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