IDM to research professional of Financial Services Marketers
Released 20 September 2004: The IDM is this month undertaking a major research project in order to better understand the professional needs of one of direct marketing’s most influential sectors – financial services. The all-encompassing survey is aimed at marketing directors and managers working in, or on behalf of, financial services organisations. The IDM will use the findings to develop and deliver bespoke training solutions.
The survey will primarily explore those barriers to financial marketing effectiveness exposed by research undertaken by the institute last year. It found that skills gaps, managing change and implementing service excellence were perceived to be among the greatest challenges for marketers in the sector.
Based on these results, the IDM held a number of successful themed workshops and roundtable events.
Neil Morris, Deputy Managing Director at the IDM says, "Whatever the sector keeping one's own skills and knowledge up-to-date is a mammoth task, but neglecting to do so often creates a significant hurdle to marketing effectiveness. We feel we were able to cover some fallow ground thanks to last’s years research, and this survey will enable us to measure how effective we have been as well as identifying the new issues with which the sector requires assistance."
The Financial Services sector has been ring-fenced for the project because the continuous onslaught of new challenges laid at the feet of financial marketers results in more significant shortfall in the training, knowledge-sharing and networking than any other.
Among the areas to be explored by the new survey are:
- what skills and knowledge do marketers need in order to be more effective?
- what are financial marketers' most pressing personal development needs; and what are the needs of their teams?
- what important professional support and practice needs are not being met?
- use of competence frameworks for staff recruitment and development;
- key strengths and weaknesses of marketing personnel operating in today's marketplace.
Full details of the survey can be found at www.theidm.com/FSsurvey and the deadline for completion is 15 October 2004. All answers are submitted anonymously, and at the end of survey respondents can enter a free prize draw to win a half-case of Moet & Chandon Champagne and £100 of M&S vouchers.
Notes to Editors
For more information contact Ruth Stone on 020 8614 0216 (direct line), 07788 417 109 (mobile) or e-mail ruth@orchidpr.co.uk.
