This year the CIM in association with ION Technologies has taken a step toward creating a more efficient, cost effective and sophisticated marketing strategy to promote this years CIM calendar.

As with any marketing campaign we are always keen to know how successful they have been and how we can improve our marketing spend.  With the latest innovations from ION, the CIM are able to deploy a digital marketing strategy that will allow us to track our success, embrace our members with the right message at every touch point and enhance the user experience.

So how is this different to any other web site?
Using the latest email marketing technologies the CIM will be broadcasting a series of emails to its members and interested third parties.  The initial message will be to promote the fact that this years CIM awards are now open for applications. Depending on the actions of the individual a series of automated marketing triggers will be put into action.

For example, if a member opens and email but is no encouraged to go to the web site, our systems will identify that they are aware of our brand, they have possibly read the message, but not engaged with the web site.  In this case, we will remind them again gently in a couple of weeks and try to prompt them to the next stage.

If a member opens the email and goes onto the web site but does not download an application form, the backend marketing systems understand this and will in the next emailing change the message to the individual, offering assistance and encouragement to take the next step and download the application.

The smart marketing systems behind the scene are perpetually monitoring all of the touch points we have with each member.  Using this technology, it is our ambition with this digital marketing strategy to ensure that only those that are interested are targeted, and the message is consistent, timely and pushes accurate messages to the individual in order to promote our call to action.

Some of the practical functions the web site will carry this year include download and submission of the applications for the CIM Awards in October.  The booking of tables at the event and the option to opt-in to receive updates on the forthcoming CIM Marketing Week will also be available on-line.

There are opportunities for joint promotion on the web site and all of the email marketing communication.

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