CIM Advises Organizations To Embrace Technology-Based Marketing


The Chartered Institute Of Marketing (CIM) has held an Executive Breakfast Meeting and Focus Group discussion to discuss the future of marketing by 2015, with a call on organizations to take advantage of technology-based marketing.


The Chartered Institute of Marketing (CIM), a leading international professional marketing body with some 50,000 members worldwide, was first established in 1911 with a defined marketing standards that operate in the UK and is the global champion of best marketing practice.

During the meeting, the Chief Executive Officer of CIM, Anne Godfrey said, the Institute exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners, to enabling them to deliver exceptional results for their organizations.

She averred that, the Institute also provides membership and yardstick qualifications for marketing professionals around the globe. “CIM is the largest, longest established and most respected marketing organization in the world. In our experience there?s no such thing as an unqualified success, and CIM unique set of qualifications will make a real difference to one’s career,” she said.

The UK-based CIM, which has been running for 104 years, certifies marketing qualifications in Australia through the Australian College of Marketing.

The organization undertook a 12-month extensive research and consultation process in order to redesign its brand vision, in consultation with its thousands of members, marketers, senior business leaders and its own staff.

CIM?s new brand role is as ?the catalyst for collective intelligence? as an active participant in, rather than simply a voice for, discussions on the marketing industry.

The new brand redesigned from its red and black design featuring a crown to a minimalist blue wordmark.

As part of the new strategic direction for CIM, it has announced the ?The Marketing 2025 Hackathon?, which it describes as ?the largest conversation in our history about our future?, to run over January to March 2025.

CIM chief executive Anne Godfrey said, the hackathon will bring together the ?best and brightest? marketing thinkers to address issues encountered from rapid changes to the industry.

?The last 10 years have seen seismic change in both business and society, the scale and pace of which has had a transformational effect on how we live and work. No other corner of business has felt this more than marketing, and we believe that the next ten years are a ?make or break? for the profession.?

She also averred that they are making choices that are not easily influenced by a piece of paper coming through the door because they are picking up influences through so many channels.

The challenge, she mentioned, was how to engage individuals cost-effectively across those channels.

The project will aim to gather collective insight from marketers and business people globally, exploring key themes, predictions and challenges and aiming to develop and implement solutions to marketing issues.

Giving a presentation on the CIM branding, Anne Godfrey indicated that, organizations need practical and relevant marketing knowledge to help keep abreast of everything from new technology and channels, changing legislation, shifting consumer moods, rebranding and analyzing data as well as the bigger business issues around strategy and process that can give the company credibility way beyond the marketing department.

According to her, the new visual identity was unveiled which was developed in-house over a period of one year.

“Staying true to the institute’s professional values, the redesign was preceded by months of in-depth research. Still, the problems identified with the old logo were largely functional. It was hard to make out the initials, the crest had an odd placement and the application was inconsistent.”

She mentioned that, the process of re-branding was to afford the Institute to be ?more relevant and engaging? organisation using all the tools available to the 21st century marketer.

Delivering a presentation on the theme, “The Future Of Marketing By 2025,” George Eric Gyamfi-Osew, Chairman and President of CIM revealed that, there are changes over the years which emanated through technology and Social media, and that these changes have come to stay making it very important for industry players to embrace the ever changing world.

According to him, companies are establishing authority and gaining trust with consumers by consistently creating valuable content through a variety of channels.
This typically, he said, involves relevant industry information that provides insight or entertainment to an audience, adding that doing so allows a company to steadily build rapport with its demographic and develop a loyal following.

By using one or more of the internet channels, businesses are able to build a positive reputation within their industry as trend suggests that marketing to the masses through techniques like television ads and radio ads are becoming less effective, instead, it?s better to concentrate on inbound marketing, by producing valuable, engaging content designed for a specific audience.
He also noted that Media Marketing Will Require More Diversity. According to George Eric Gyamfi-Osew new social media sites are appearing all the time and have surged in popularity. These sites, he pointed have provided businesses with a plethora of new options that allow them to produce engaging content in a variety of media forms and build their audiences across more channels than ever before.

“Consequently, it has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of consumers. This diversification seems to prove fruitful for many companies because it often builds brand equity by making it easier for consumers to recognize a particular brand,” he added.

The Minister of Employment and Labour Relations, Harruna Iddrisu, who was represented at the meeting, said CIM must make itself very relevant in the schemes of affairs to ensure that marketers are embraced in all spheres of life.
He also asked for the inclusion of marketing in the schools’ curriculum t keep people more informed on marketing strategies in the evolving world.


CIM was founded as the Sales Managers’ Association in 1911. In 1921 it was incorporated as ISMA and in 1928 it held its first professional exams.
In 1960 ISMA changed its name to the Institute of Marketing and Sales Management, and in 1968 it became the Institute of Marketing. Since being granted the authority to award Chartered Marketer status by The Queen’s Privy Council in 1998, CIM has been recognising professional excellence by awarding Chartered status. Chartered Marketer status is the mark of an up-to-date, experienced and qualified marketing professional.
In October 2014, the organization rebranded for the first time since receiving chartered status in 1989, introducing a new brand vision and a new brand identity and logo.

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