Steven Roberts on why the industry needs a plan to tackle continuing professional development
It is an interesting time for marketing. In recent days, we have seen calls for the sector to professionalise and enhance its commitment to continued education. Indeed, a robust exchange between Core boss Alan Cox and UCD Smurfit Business School professor Dr Damien McLoughlin tackled the issue at the recent Marketing Institute CMO Summit.
Various factors are influencing the debate. One is the continued focus of many businesses on efficiency, short-termism and tactical activations over long-term growth and brand building. The work of Binet and Field has been of particular importance in highlighting the trend. Partly, there appears to be a lack of understanding as to channel effectiveness.
How do we tackle the problem? One way is by continuing professional development – CPD. Anyone working in accountancy or law will be familiar with the term. The Chartered Institute of Marketing (CIM) runs such a programme for its members. CPD serves several functions. First and foremost, is the commitment to renew and develop skills on an ongoing basis.
To stay current, relevant and up to date with what is happening in their profession. In an industry as fast-moving as marketing, it would have many advantages. As the CIM states on its website, it shows “proactive maintenance and extension of professional knowledge, skills and personal qualities required to drive responsible practice throughout working life”.
When perceptions and reality clash: As Core chief executive Alan Cox pointed out at the Marketing Institute CMO conference, an Ebiquity report compared marketers’ perceptions of the effectiveness of 10 advertising channels with research findings. Social media and online video both made marketers’ top three. In reality, these channels came in seventh and ninth.
A lack of formal training
Marketers are often chastised for their eagerness to follow the latest trend. We need to be responsive to the latest opportunities to reach target audiences. But this judgement must be grounded in an understanding of the discipline. A lack of awareness of marketing principles when evaluating the possible gains of each new introduction on the landscape is problematic.
The Ebiquity data shows just what an issue this can be. There is a real danger of expertise in silos. For example, the marketer with deep knowledge of digital platforms and online metrics but who has never been schooled in segmentation, targeting and positioning.
No longer the ‘colouring-in department’
The Cambridge Dictionary defines a profession as “any type of work that needs special training or a particular skill, often one that is respected because it involves a high level of education.” As a profession, we tend to doubt ourselves. Only last year, Marketing Week forecast 2018 would see marketing lose the moniker of being ‘the colouring-in department’.
A formally recognised professional marketer designation, underpinned by the requirement for on-going CPD hours to maintain it, would surely help in this regard. But industry buy-in is crucial. There is a financial argument to be made too. Professions with such designations and ongoing requirements – as in law and accountancy – are typically also among the best paid.
Still judged on results
Some have voiced concerns that introducing CPD or a professional designation would harm the industry by reducing or filtering the potential pool of talent available to take up marketing roles. Marketers, they argue, should be judged on results. However, good candidates will rise to the challenge and gain the required qualifications. Recognising that in doing so they are setting a benchmark and providing themselves with increased career security.
Yes, results are ultimately the measure by which marketers are judged – and long may that be the case. But the industry can greatly increase the chances of marketers being effective – and seen to be effective among a wider audience – by ensuring those with the designation are au fait with key texts such as The Long and the Short of It, Positioning and How Brands Grow.
Up-to-date knowledge
I recently had the experience of qualifying as a certified data protection officer or CDPO. It gives me insight into data protection best practice and the legal parameters in which it operates. To maintain that qualification, I undertake CPD each and every year, in areas specifically relevant to the CDPO designation. Is it time-consuming? Yes, it is indeed.
But it is beneficial in keeping my knowledge current and in introducing me to new and forthcoming legislation, such as the proposed ePrivacy Regulation. Another aspect of CPD programmes is a focus on ethics, a subject at the heart of current debates on data and privacy.
In an era of artificial intelligence, big data and increasingly powerful consumer tracking, there is much value in marketers developing greater understandings. The conversation around CPD and increased professionalism has likely only begun. It is to be welcomed. Whatever the outcome, setting time aside to discuss personal development can only be beneficial.
Steven Roberts is head of marketing at Griffith College. A certified data protection officer, he writes on marketing, strategy and data protection issues; steven.roberts@griffith.ie
