I received an email from a successful CIPR Advanced Certificate student this morning who is applying for a job in marketing. What made this different from the usual email keeping me up to date with how things are going, was a question relating to jargon in the job description:
To support and deliver marketing campaigns designed to recruit new members
In particular the following areas will be deemed the channels of particular interest
• Direct mail campaigns
• Media insert and product despatch insert channel management
• Member get member campaigns
What does the second bullet point mean? Media inserts are those annoying leaflets that fall out of free newspapers and glossy magazines, and I am aware of inserts sent with bills and other mailings, but I’d never heard of “product despatch insert channel management”.
A quick Google search finds Internet Retailer (strategies for multi-channel retailing) where I learn that Amazon launched this channel in 2004, through International Direct Response – enabling pre-printed ad inserts to be send in its millions of packages except, accepting only one in five of those marketers who apply to use the channel and focusing on large retailiers and manufacturers of well-known brands. So now you know!
I hope I’ve successfully deciphered this job description jargon – and I’ve learned something too.