According to the survey Shell is the most digitally connected when it comes to marketing its brand to consumers. The oil giant scored highly because of its fully optimised mobile site and its “immersive” and “intuitive” YouTube channel. These activities helped put Shell top of communication consultant Radley Yeldar’s analysis of the UK’s biggest companies’ corporate digital strategies.

Shell was also praised for offering timely and regular content, which is both text-based and multimedia across its all its digital channels. Shell was considered to be the only FTSE 100 firm to be using mobile as a customer communications tool.

Richard Coope, Head of Digital at Radley Yeldar said: “We applaud those companies who have dipped a tentative toe in the exciting universe of mobile communications but there is much to be done. Mobile is undoubtedly an area to watch in the future. As more and more time-poor stakeholders want (and need) to connect on the move, businesses will have to respond to the demand. We predict that mobile will shift from being an add-on or after thought within the digital toolkit to becoming an integrated part of a company’s communication strategy”.

However many companies in the FTSE 100 are failing to use digital, social and mobile channels effectively to talk about their corporate brands, the report says.

Failings include one in five (22%) companies not introducing “their story” on their homepage. Another problem cited was the fact that only 22 of the FTSE 100 offer mobile-optimised sites and just 17 having mobile apps.
Companies ranking the lowest for their joined up corporate communications digital strategies include Prudential, Burberry, International Airlines Group and Admiral, according to the survey.

Coope said: “These companies tend to feel a bit overwhelmed by the pace of change. The technology can be a bit bewildering. Trying to get your head round whether you should have a mobile website or a mobile app can take time to work out. Also, people do end up focusing on the technology rather than what it is trying to do from a communications perspective.”

Video is fast becoming a requirement for corporate websites, yet only 61 of the FTSE100 have video anywhere on their main corporate site with only 21 featuring video on the homepage, reveals the report. Quality is currently poor and viewers tend not to be engaged for more than a minute, says Radley Yeldar.

Coope says: “Our research has flagged-up that businesses need to use online video in a way that’s intuitive for users and integrated with their other digital channels. It’s a powerful tool which gives a voice and a platform to employees and customers,as opposed to senior execs, who are often the business’s most effective spokespeople. It is a tool that is currently under-utilised by the FTSE 100.”

Top 10 most digitally connected FTSE 100 companies

1. Shell
2. Unilever
3. SAB Miller
4. Kingfisher
5. Aviva
6 = Reckitt Beckiser
6 = Centrica
8 = InterContinental Hotels Group
8 = BP
8 = Sainsbury’s

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Photo: Shell

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1. Stay positive

It’s vitally important to stay positive, especially when dealing with potential employers. In marketing being a sharp communicator and a quick thinker is expected of you, so don’t make calls or approach influential people at networking events unless you’re certain a positive mindset will come across. Career experts say it helps to build a support network of friends and family you can to talk to, for support and advice. Remember to stay focused on your strengths, not weaknesses. Write an action plan too. By setting some written goals you have a structure to work to. Confidence and enthusiasm helps make a good impression, both in writing and in person.

2. Research target companies

Don’t even think about targeting a company for a marketing job unless you fully understand what they do, what their brand values are and how they operate. When you approach a company to offer your skills and talents in marketing you must prove from day one that you are as good as you claim to be. That means being bright, inventive, knowledgeable about their market and on top of your game. Research will be key so scour the corporate website. What is the company’s mission statement? Do customer testimonials or forums give insights into what they do and how they are viewed by the public? How financially successful do the relevant industry news services say they are?

What is their current marketing strategy and how do you think you could help them reach their brand-building goals. Which channels do they sell through and are they international? Other areas of research not to skimp on are: the competition in the market; their top personnel; their latest product launches or service announcements. If you arrive at an interview with plenty of relevant knowledge and are able to ask the right questions, you will really impress.

3. Network tirelessly

Marketers are expert networkers, so step up your use of contacts as you look for a job. Letting people know you’re ready for a new challenge can be a fast, effective way to get in the door of a new company. It’s also worth attending as many industry events as you can, and of turbo-charging your social networking activities will be vital. Do you have your own web page or blog as a showcase for previous work and current activities? Make sure your LinkedIn profile is up to date and shows all your relevant skills and interests, with plenty of connections (there should be well over 50 to help you come up in searches) and lots of the right keywords. Ensure you have at least two really positive ‘recommendations’ from previous employers on your profile page, and get signing up to the relevant discussion forums where valuable connections can be made.

Use Twitter to show how clued up you are about the industry you work in, or want to work in, and send Tweets that will get you noticed and impress the right people. Video interviews are starting to be used by large companies who want to ‘meet’ individuals, so preparing your own showcase video could help get you through the door of your target company and land your ideal marketing role. Include a link to this on any emails you send out.

4. Differentiate yourself

Once you have researched the company you’re targeting, spend some time thinking about what will make you different – better – than the competition going in for marketing job interviews. Are they looking for people who adapt to a changing market? If they are opening up new international sales channels, do you have skills and experience that will be of use? Maybe they are hoping to use social media for brand-building, so can you talk about how you have successfully done this before? If you go in armed with things like this to talk about, backed up with solid examples of what you’ve already achieved, you will feel fully prepared, and be able to present yourself in a very good light.

5. Always follow up

Follow up your interviews by asking for feedback. It’s incredibly useful to gather information that will prevent you making the same mistake twice. If something was missing from your experience, find out precisely what that was and get to work remedying the situation. You may need more experience of social media, or evidence of being a team-player for the marketing executive role on offer. These are things you can get working on ready for the next interview.

Even if you have to take a series of rejections, don’t give up. As our jobs section shows, there are lots of options out there. It’s really about finding the right one for you.

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Marketing manger – Financial Services

Salary: £50k to £65k

If you have strong management skills, are a self-starter and have experience of working in the business services sector, this could be the role for you.

London-based, this marketing manager role is involves delivering a marketing plan in line with the wider business strategy, so you’ll be overseeing online marketing, print, brand campaigns as well as events and third party partnerships. The company also wants their new marketing manager to set-up marketing reporting to provide weekly overviews for the Head of Business and Group management office.

In this financial services marketing role it will be necessary to demonstrate experience of social media and new digital trends, and ideally you will have an extrovert personality, be energetic, committed and passionate about the business and this sector.

Click here for more information.

Brand Manager – Warwickshire

Salary: £28,000 – £30,500

In this exciting Brand Manager role, the successful candidate will be responsible for several in-house brands, devising and implementing innovative marketing campaigns. This is a varied role involving event management, direct mail campaigns, responsibility for all online marketing and social media campaigns among other marketing activities.

A Marketing degree or equivalent will be required, or a substantial amount of experience in a busy marketing department working within brand. Strong communication skills are a must, and the ideal candidate will be a team player and a confident self-starter. The Warwickshire-based firm offers competitive salary of between £28,000 – £30,500, and ongoing support and development.

Click here for more information.

PR Manager – Health & Beauty

Salary £45,000 – £55,000

Are you ready for a fast-paced PR role in FMCG health & beauty working with a portfolio of well-known brands. This Communications Manager role requires a talented person to be responsible for promoting the company and brand, and delivering inspiring PR campaigns to engage the customer. Reporting directly to the Marketing Manager, the individual will define and deliver the communications strategy, online agenda and coach and develop individuals within the team.

The company is looking for someone with a proven track record in marketing communications and PR, who can meet strict deadlines and perform under pressure. Commitment and success will be rewarded with career opportunities that are second to none, says the company.This permanent role is based in Leicester with is commutable from Birmingham, Leicester, Derby and Nottingham.

Click here for more information.

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With the London 2012 Olympic Games fast approaching ads by Olympic sponsors have been competing for our short attention spans. So which sponsors’ ads have been the most shared?

So far an Adidas film featuring David Beckham is in the lead, despite some tough competition from BMW.

The David Beckham ad, created by agency Sid Lee has inspired nearly 22,000 Facebook shares and has been mentioned in 16 blog posts.

However, three ads by BMW have been included in the top 10 chart.

The three BMW ads have managed a total of 21,355 shares between them, the most shared accounting for more than 18,500 of their all-time total.

Two ads from P&G also made the chart, managing combined total shares of 20,370 – including only one share on a blog post.

The chart, produced in conjunction with Unruly, ranks ads according to the number of times they have been shared on Facebook and on blogs.

They are:
1. Adidas ‘take the stage’ by Sid Lee – shared 22,006 times
2. BMW ‘on the beach’ created in-house – shared 18,578 times
3. P&G ‘to their moms, they’ll always be kids’ by Wieden & Kennedy – shared 11,584 times
4. P&G ‘best job’ by Wieden & Kennedy – shared 8,786 times
5. British Airways ‘boy’ – shared 8,039 times
6. Coca-Cola ‘move to the beat’ by Mother – shared 5,822 times
7. Panasonic ‘London 2012′ – shared 1,507 times
8. BMW ‘man and machine’ created in-house – shared 1,466 times
9. BMW ‘3 series’ created in-house – shared 1,270 times
10. BT ‘London 2012′ by AMV BBDO – shared 1,006 times

Most shared ads

1. Adidas ‘take the stage’ by Sid Lee – shared 22,006 times

2. BMW ‘on the beach’ created in-house – shared 18,578 times

3. P&G ‘to their moms, they’ll always be kids’ by Wieden & Kennedy – shared 11,584 times

4. P&G ‘best job’ by Wieden & Kennedy – shared 8,786 times

5. British Airways ‘boy’ – shared 8,039 times

6. Coca-Cola ‘move to the beat’ by Mother – shared 5,822 times

7. Panasonic ‘London 2012′ – shared 1,507 times

8. BMW ‘man and machine’ created in-house – shared 1,466 times

9. BMW ‘3 series’ created in-house – shared 1,270 times

10. BT ‘London 2012′ by AMV BBDO – shared 1,006 times

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BlowUP media, part of the international Ströer Group and European experts in large-scale outdoor advertising, has recruited Aimee McKay, sales director, a newly created role at the company.

McKay (pictured left) will be London-based with responsibility for leading the UK sales team and driving business across the Giant Poster and Digital Out of Home portfolios. She will report to Dominic Gesua, managing director for blowUP media UK.

blowup media manages approximately 300 locations, giving it the largest network of giant posters in Europe. The company has offices in 12 European towns and cities and is a business partner for advertisers and municipal authorities.

McKay joins the company from Clear Channel Outdoor where she spent 10 years. McKay’s role as sales group head, saw her managing sales across Clear Channel’s Pinnacle premium format sites as well as their Reach and Digital formats. McKay has also worked as a media consultant at Look Outdoor Limited (now APN) in New Zealand where she worked across their Airport media portfolio.

Dominic Gesua, managing director at blowUP media said: “Aimee’s knowledge, passion and wide-ranging experience are an ideal fit for this pivotal role. I look forward to working with her on the sales strategy and continuing the fast pace of growth we are making in the UK.”

McKay now completes the newly structured management board at the onset of a new era for blowUP media. Following a new brand identity and website re-launch earlier last month, the company is focusing on its core proposition – helping to build big brands.

Lida

Nathan Gainford has been appointed managing partner at digital marketing agency Lida. He will oversee the agency’s new client O2, heading up a 40-strong team of marketing professionals.

Gainford joins Lida from DDB where he oversaw theVirgin Media account. Before his time at DDB, Gainford spent two years at Elvis and Dare, working on accounts including Virgin Trains, Virgin Holidays and T-Mobile.

http://www.lida.com/

Fleishman-Hillard

Strategic communication firm Fleishman-Hillard has appointed Hanning Kempe as managing director for Germany. Kempe will take up the role in July and assume overall responsibility for the firm’s three offices in Berlin, Frankfurt and Munich.

Kempe (pictured left) who currently serves as the CEO of Grayling in Germany and Switzerland, will be based in Frankfurt. He will also oversee Fleishman-Hillard’s German practice groups, which include a deep expertise in corporate, consumer, healthcare, technology, as well as government relations and public affairs.

“Hanning is a highly respected practitioner with a vast range of experience,” said Dave Senay, president and CEO of Fleishman-Hillard. “He has worked for more than two decades in corporate and agency communications and also has served as a spokesperson for the German government. Add to that his experience in running his own agency, and he is clearly a great choice for this important leadership role.”

Fleishman-Hillard is widely recognized for high standards of client service and a company culture founded on teamwork, integrity and personal commitment. Based in St. Louis, the firm operates throughout North America, Europe, Asia Pacific, Middle East, Africa and Latin America through its 80 owned offices. Fleishman-Hillard is a part of Diversified Agency Services, a division of Omnicom Group Inc.

TMW

TMW, the digital and direct agency, has appointed Guillaume Buat-Ménard as its first technical director.

Buat-Ménard, (pictured left) who has 15 years experience of web development, will take over the duties of Mark Porter, TMW’s former director of digital delivery. Porter has left the agency after two years to, pursue other interests.

Buat-Ménard joins TMW from his position as the technical director at design and advertising agency Aqueduct, where he worked on accounts Lloyd’s of London and the Football Association, among others. He has also worked for Proximity London and creative agency Deepend.

At TMW he will report to managing director Chris Freeland and will be responsible for leading TMW’s technical department. He will be expected to maximise the efficiency of the department while delivering the correct technical solutions to clients.

Buat-Ménard will oversee a 23-strong technical department and will be responsible for ensuring the agency stays at the forefront of innovation in creative technology.

Freeland said: “As an agency we are constantly striving to stay at the top of our game. Guillaume’s wealth of experience makes him the ideal person to take TMW’s technical capabilities forward.”

JWT

JWT has appointed Bill Hartley and Giles Hepworth who have operated as a freelance creative team for the past two years. They have worked with several London-based advertising agencies on brands including Audi, British Airways and Johnnie Walker.

Russell Ramsey, the executive creative director at JWT London, said: “Bill and Giles have done some great work on some very grown-up brands. I’m delighted they’re joining JWT.”

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A similar tectonic transformation is happening now in the world of digital marketing. With the exponential rise of social media channels and online consumer engagement, it is getting increasingly difficult to reach consumers and increase ROI through traditional advertising.

For the full story please visit the Marketing Blogged website.

Photo by Bull3t Hughes

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It is interesting to read a recent article about the CEO of a technology business that creates products for marketers. In a world where interaction with consumers via the medium of social media is increasingly important, the CEO acknowledged the importance of converting customers by the clever and strategic use of marketing data and the increasingly detailed analysis of online media usage. However, the CEO also pointed out that no matter how clever the analysts’ strategies, the customer would always first and foremost be attracted to a company or product by content-led information. There is an emotional connection with a particular brand creates a relationship and this essential element should not be underplayed.

Creating leads and building up a rapport with and the trust of the customer base is one of the first steps in successful marketing. This is at the heart of the creative’s approach – they come up with ideas and ways of presenting a brand that will hook an audience. The look and feel of a brand is essential and unless the creative creates this initial buzz or interest, a consumer will be unlikely to be drawn to a company for its services or products. All the data analysts in the world cannot convert leads to sales when there are no leads.

It has also been noted that the changing face of social media in marketing takes account of this emotional or ‘creative’ pull on a consumer. For instance, studies have reported that a video clip can be more successful in attracting customers with an emotional draw on popular sites such as You Tube. Without an attention-grabbing creative hook, what else will draw the customer in and create leads?

Of course, the creative is not going to single-handedly cater for all aspects of the marketing strategy either. There is a definite need for the data analyst.

It would be naïve to downplay the importance of social media in marketing strategies and this importance grows more significant every day. Marketing through mobile, video and social-network channels is at the heart of many consumer purchasing decisions.

In order to maximise success in selling to this market, it is also essential to have someone on the marketing team with analytical skills who can understand the data to improve the campaign and branding or the initial big idea. A company must be able to assess user-experience research and how to boost conversions to sales. It must understand which KPIs are important and also how to maximise the use of this understanding. The rules of the game need to be understood too. Google has famously updated its algorithm and it is essential that this is taken into account so that high search-engine rankings can be achieved. It’s critical that keyword density and other SEO tactics are implemented effectively.

As with much in life, the yin and yang has to work to complement each other. A holistic approach to fulfilling a customer’s needs is the only approach that will succeed. However, for the budding marketer who wants to shine brightly, it would be sound advice to try to learn a little about the strategies and interests of both the creative and the analyst to add the most value to your input and ideas in marketing terms.

Photo by Studio Roosegaarde Traboe

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When it comes to choosing the right candidate for a marketing position, getting the right mix of technical skills and creativity is a must. Being a marketer can often mean being a jack of all trades, so having a good mix of abilities can be extremely beneficial. There is also the fact that marketing continues to be a profession that is always evolving, with new tools and techniques being used every day. When choosing a candidate, look for someone who is willing to embrace these changes and use them to the company’s advantage.

As with most potential employees, your marketing candidate will need to show good interpersonal, organisation and IT skills. Whether you are looking for a lone marketer or a new member of the marketing team, the likelihood is that they will need to work with others on a continuous basis. Good oral and written communication skills are also critical, as your candidate will be representing your company both internally and externally every day. Your potential recruit is likely to not only have to produce creative, exciting copy for your various campaigns and projects, but also be able to write clear, succinct reports in support of their work.

As well as this, your recruit will need to be able to show the ability to work in a team, using networking, influencing and negotiation skills. The job will be to present your business message in the most effective way possible and that will often mean getting buy-in from other teams or getting their involvement in new business projects. Being able to work across departments is therefore very important. Making good links with other professionals, such as journalists from the local press or your own sector can help your business in a great number of ways.

Obviously, having a creative outlook and a good imagination is also important. Being able to look at new, fresh ways to get your message across to potential buyers, as well as engaging current customers, is one of the key skills a marketer can bring to the team. But along with this, you also need someone who can look at things through analytical eyes, as any marketing role will involve looking closely at the campaigns you run and measuring the overall success and return on investment. Choosing a candidate with proven business acumen or a history in statistics could be of benefit. Being able to understand forecasting and measurements of commercial success can help when dealing with other teams, departments and, critically, senior management.

Other skills, such as being able to handle budgets, understand sales forecasting and seeing the bigger picture should also be taken seriously. You should also look for a certain amount of drive and ambition. Marketing can encompass a number of jobs so attention to detail is a must. Whether proofing the latest advert going to print or signing off on artwork, the person to get final say on your communications will be a marketing professional.

Much of marketing today is linked to society’s interest in social media, so having someone who can keep up to date on the latest techniques and tools is useful. Social media has become a marketer’s best friend over recent years, but making it work well for your business is not always easy. Understanding the importance of a good online presence and, to a certain extent, SEO, can be greatly beneficial. Choose a candidate who can identify the various potential new channels your company could be using to get your message out there.

This unique mix of skills may be difficult to find in a recruit but your perfect candidate should display at least the potential to master them.

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Communications planning is a critical part of marketing and when carried out effectively can lead to meeting your organisation’s business objectives in a cost effective fashion.

Speaker: Philip Jones has over 25 years’ experience in marketing, including a career at Scottish Television. He is a founding member of Spirit Media.

For more information please visit their website.

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TFM&A – the event for multi-channel marketing – will take place alongside brand new event Direct Marketing Expo, and also see the return of specialist event Online Advertising and Affiliate Expo. Bringing a keynote line-up of the most influential brands and pioneers in marketing today, nine themed seminar theatres, plus 250 leading suppliers of tomorrow’s technology, numerous opportunities to network and many interactive and exciting features, it’s where 11,000 of your fellow marketers will be gathering.

For more information please visit the TFM&A wesbite

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