Collaboration, Competition and Community

As marketeers we face 3 key challenges.

Demonstrating the value of marketing. Helping ensure a better understanding and appreciation of the disciplines - from those considering career options to those who are looking at the relative importance in the board room.

Promoting best practice. Marketing remains the most ill disciplined of the business disciplines and we must all continue to strive to improve and ensure a consistency, professionalism and value in all of our activities.

Encouraging investment. Marketeers most continue to promote marketing spend as a long term business investment both in terms of jobs and resources as well as in annual budgeting. And we need to demonstrate that the money is spent wisely not just in short term promotional campaigns but in terms of long term business growth.

Within Scotland we should also encourage investment in local marketing services in helping build the economy, the community and our culture. Buying local should also be more cost effective as well as developing a more sustainable and environmentally friendly community.

So how should we organise ourselves as a marketing community in Scotland and how can collaboration and competition both help.

With such a broad church there are many communities and industry bodies that operate effectively within the broadest marketing community. Some promote specific marketing communication disciplines e.g. advertising (IPA) and direct marketing (DMA) others promote at different levels and with different roles e.g. CIM ( training). Some focus on marketing services objectives ( MIN) and others on client objectives ( ISBA).

Many of these organisations are run with limited resources and rely heavily on the time and commitment of volunteers and through the financial support through membership and sponsorship.

It is unlikely that any one organisation could or should take a central or lead role in promoting marketing generally but it is clearly in the interests of all that we collectively and individually work effectively and reflect a world class community.

As with most industries competition will remain at the centre of a successful community. Those that develop and deliver a strong product with clear benefits to a market they understand and service will survive. And those who don’t wont.

Twas always the way.