In her CM Spotlight, Emily Rabe, CM, Director of Marketing and Communications at The Bishop Strachan School, suggests that marketers learn as much as they can before accepting a role. She also discusses trust, choice, and how hard it is to create compelling messages when a brand is not aligned with what makes it unique.

Trust, Choice

The Chartered Marketer designation gives marketers credibility inside and outside the profession. Like financial planners and Chartered Accountants, the CM indicates a marketer’s level of skills and expertise. It also demonstrates marketers’ dedication to staying abreast of regulations and trends, their commitment to the profession, and their sharing of knowledge. The value of the Chartered Marketer is the same as the value of a brand; it signals trust and makes choice easier.

The Connection

At first, I was drawn to how advertising creative engages consumers, draws them in, and influences their purchase. While studying marketing in school, I became interested in the connection between a customer’s perceived needs and cheep viagra uk the factors that influence their choice. I was captivated by the connection between advertisements and their ability to influence consumers to make purchases.

The Hub

I wish I spent more time researching marketing roles throughout my career. I took the first position that came my way, which was more of a sales role, and years went by before I could land the marketing role I wanted. Marketers should read job descriptions, research company websites and industry forums, and learn as much as possible before accepting a role.

I also wish I had known the value of cross-functional relationships earlier in my career. Marketers can’t work in a vacuum. They rely on others to be successful, which is why some say marketing is the wheel’s hub. Building strong, productive relationships with different business partners is vital to success.

Education & Division

There are many misconceptions about marketing, such as “Anyone can do it, it’s only advertising, or it doesn’t drive revenue,” and so on. When something goes wrong, the blame lands on marketing, which is why, to me, the biggest challenge is educating senior leaders about the role marketing plays and the value it adds to an organization. Marketing has become diluted with the proliferation of titles and sub-disciplines.

In some organizations, non-marketers lead the marketing department. In others, marketing is separate from key functions that require customer understanding, like product development and pricing. Dividing these activities up and not having an effective marketing structure devalues the department.

Read & Listen

I stay current by reading and http://fablabjapan.org/it/acquista-stendra-online-paesi-bassi/ listening to content related to my profession and to my discipline. Another way I stay current, is through conversations on the CMA’s Brand Council. Since everyone comes from different industries and backgrounds, they all bring unique perspectives, and are eager to share.

The CMO

I’ve noticed that marketing is being combined with other teams, and the CMO role is getting removed, thereby signalling that it’s less important to an organization. Another change I’ve noticed is that the CMO is tasked with too many responsibilities, some of which may not actually be marketing, thereby setting them up to fail. Organizations are forgetting to accommodate the role of marketing and the value it brings.

Compelling Messages

Some of the most difficult challenges have been misalignment in the fundamental strategic building blocks, such as who the target customer is, what the company’s brand is, and what makes it unique or differentiates it. Without alignment in these areas, it’s hard to move forward and create cohesive, compelling messages.

Learn More

The defining moment of my career is the recognition I’ve received for my current admissions campaign called Learn More, which I’ve presented to industry and non-industry peers. The positive feedback has been great, and we are still seeing results from this campaign, which continues to validate it. We did extensive research to get to this creative concept, from understanding our audience to digging back into our DNA.

We know that consumers are viewing the Learn More campaign and seeing it align with our mission and our brand ethos. To us, one of the biggest signals of success is hearing more and more people use and integrate the Learn More line.

Brand

I’m excited for the return of brand marketing and brand value. The brand has been lost and forgotten, and as consumers have more choices and are bombarded with more content, the role of a brand becomes even more important. I am excited to see companies invest in brands and make decisions based on their values. Brand is more than the creative elements (logo, colours, fonts, etc) and more than the product benefits. Brand is perception. A consumers’ experience, the content they engage with online, and the reviews they hear and read, all contribute to building an emotional connection with brands, and ultimately garnering trust and loyalty.

Explore

Marketers should explore different industries and seats, whether client-side or agency. That’s the best way to learn from various marketers and their experiences and apply them to each new role. This is the time as a marketer to take risks, whether it’s with a campaign, a new channel, or a partnership. It will pay off if it’s on-brand and aligned with the company’s values.

 

 

 

 

Becoming a Chartered Marketer not only boosts your credibility but also ensures you stay competitive in this evolving field. Download the CM Brochure to learn more about the pathways to becoming a Chartered Marketer program today and take a significant step in your marketing career.