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PM Forum - London
If only 20% of digital marketing reaches the audience… what do we do next?
A briefing entitled ‘Getting used to a digital world and retaining your competitive edge’ led by Mark Power, CEOfrom Concepsupported by Simon McNidder,CRM Manager at Pinsent Masons was given to PM Forum members at the offices of Davies Arnold Cooper in Londonin late July.
"As professional services marketers, all our efforts are futile if they don’t result in getting the right people face-to-face," said Mark, as he talked the audience through the results of a recent PM Forum survey into digital marketing. His presentation gave a personal perspective of what he saw as the future trends for digital marketing, the needs of the professional services sector and the challenges that marketers faced. He remarked that whilst about 35% of digital content currently impacted audiences, in the future this will decline towards 20% of audiences, challenging us to think about how to reach the other 80%.
Key messages from Mark were that firms needed to make more sense of the data collected from digital marketing activities, to generate compelling content and integrate this back into traditional marketing channels… set against a marketplace that would see a demise of generic social media and acorresponding rise of both closed networks and invitation or subscriptionspecific communities.
Several times Mark referred to the challenges of attracting and equipping people with the skills needed to get digital marketing right; and with the future of digital marketing becoming increasingly complex it was no longer just an IT professional’s challenge.
He argued that future of digital lay in mobile applications (used for events and information delivery), the use of the Cloud for data storage, having to cope with generic search becoming less effective, and the challenges of user-customisation and usability of web sites.
Simon then introduced a new Cambridge Marketing College Digital Marketing Diploma and talked about the need for marketing professionals to develop digital skills, referring to his experiences gained working in the professional services sector at Pinsent Masons.Terry Nicklin from Cambridge Marketing College then gave an overview of the new Diploma.
The development of the Diploma has to be a good investment of timefor marketeers… and a smart move for PM Forum to link-up with CMC. My son Alex recently successfully completed aCMCCIM diploma– it was a practical course backed up withcomprehensivecourse materials and tutoring.
Judging by the compliments Mark received as people left the room the session was well received.
Derek Jones
Acuigen
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