CIM enlightens marketers on Database Management

"The Database - Quintessential Technology for Everyday Marketing" was an interactive workshop on database management organized by The Chartered Institute of Marketing Sri Lanka Region under the CIM Professional Series, which was held on October 16 at Palm Lounge, Galle Face Hotel. This programme was conducted by Ian Ramsden. Nearly 30 participants representing a cross section of industries availed themselves of this one day workshop.

Emphasizing the growing demand for Direct Marketing (DM) skills of marketers, Ramsden quoted "As direct marketing, internet and interactive marketing becomes more important over the next five years, marketers who have DM skills, in addition to understanding advertising, will be in world wide demand", a statement made by Sir Martine Sorrell, the Chairman of WPP Group in 2003.

He illustrated how the evolution of computer technology and its widespread use has contributed towards increasing the significance of database management as an effective direct marketing tool. Databases have enabled organizations to identify customers and prospects as individuals & build continuing and profitable relationships with customers.

Important aspects of database management including how to create, populate and use a database effectively; legislations and ethical concerns of database management; common issues related to database management; and how an organization could use databases towards achieving its strategic objectives were some of the key topics that were covered in this programme, complemented with local and international examples.

The presenter, Ian Ramsden possesses over 30 years of experience in Advertising and Direct Marketing, having held numerous portfolios in some of the leading international advertising companies.

"The Database - Quintessential Technology for Everyday Marketing" is the third programme that has been organized by The Chartered Institute of Marketing Sri Lanka Region, which was conducted by Ian Ramsden.

The Institute has been conducting a series of workshops and training programmes in order to cater to the diverse needs of its members and the marketing community at large.

The Institute has initiated the CIM Professional Series with the objective of aiding its members to achieve the next level in their professional careers and to inculcate best marketing practices in the country.