In USA, this profession appeared along with the market economy, which has the logic of history. In the West, such specialists exist much longer. For example, in 1902, several American universities at once introduced a new specialty, which was called marketing. And in the 30s. the first specialized journal appeared. In the post-war years, there was more goods on the market than demand, and the real era of marketing began, as Robert Keith later put it.
A professional marketer is a specialist in the field of sales. Producing a quality product in the right quantity is not yet a guarantee of successful sales, and this is the work of a marketer in developing a strategy that will make a profit in sales. Marketing is an area that aims to build long-term relationships between the seller and the buyer, develop brand loyalty, and encourage the buyer to return to a trusted seller again and again.
To illustrate this more vividly, we can refer to the example of the super-successful company of Steve Jobs. Apple. They were pioneers in many ways, and the successful marketing strategy of this brand is simply canonical.
You will not see the company in price wars, it does not have deafening advertising, but their product is incredibly in demand.
And it’s all about the placement of accents. Apple sells not so much gadgets as values: simplicity, clarity, convenience, reliability. What the company does is trustworthy.
Ergonomic design, effective solution to all basic user requests. A buyer who has not yet received his smartphone, for example, already knows that it will work perfectly. Therefore, the buyer is willing to pay a lot. He becomes, as psychologists would say, emotionally richer by purchasing these products. Such sales, obviously, give not only cool technologies, but also the most accurate, smart strategy of marketers.
Similar examples show that working as a marketer is not only profitable and interesting, but also ambitious. After all, who knows, maybe you will come up with something new on the sales market and go down in history with it.
Pros and cons
The advantages are noticeable: demand, work in the field of not the worst earnings, interesting tasks, an abundance of information on the topic, the opportunity to learn and improve. This is a modern profession, which means that you won’t have to comprehend it bit by bit, finding valuable and rare information and an opportunity to realize yourself. The market is actually open, but only a great specialist will stand there.
The disadvantages are that in small towns and often in state-owned enterprises, the marketer will not be so free in his actions. Perhaps he will have to adapt too much to the “party line”, and those technologies, tools, techniques that he owns will not be allowed to be implemented. Or even he will have to perform many related tasks, someone else’s functionality, which devalues the profession. But, fortunately, this is all gradually disappearing, the importance of marketers is no longer in doubt, and the prospects for the profession are good.
A marketer is like a teacher, you immediately want to ask an explanatory question: “The teacher of what?”. That is, a marketer can be only one word in the designation of a specialty, and a second, clarifying word will be indicated through a hyphen.
This is the name of a specialist whose task is to promote and sell sports events to fans. The fans are the end consumers. That is, you need to make a profit from sports competitions, which is what the marketer does. He collects and processes information, building a competent and effective promotion strategy. He studies the market, analyzes the actions of competitors, he seeks new and profitable advertising opportunities.
Sports marketer and his tasks:
- work with the brandraise his reputation;
- work with the viewer’s emotions – understand his emotions and select competent keys to them;
- work with SMM – influence future profits through fan engagement through social networks;
- work with regular customers – maintain interest in the brand, hold promotions, make mailings, etc.
Also, a marketer has to work in PR, interact with celebrities, look for or build tactics for communicating with sponsors, etc.
Marketing for companies focused on engineering activities includes technical marketing and traditional marketing. Technical refers to the internal mechanism of production, it determines how engineers can use the product they are producing to solve the problems of the world behind the shop floor. In fact, engineering marketing is a hybrid discipline that requires both engineering excellence and basic marketing skills.
This is an attractive profession for those who work as an ordinary engineer and want to either narrow their specialization or find their place and new perspectives. Of course, just a person with a marketing degree in engineering production will not be expert enough. But a professional engineer, who has also studied marketing, can actually become an indispensable specialist.
A directologist, to put it simply, is an advertiser, an advertiser, a specialist in contextual advertising. The name itself comes from Yandex Direct. Directors are indeed often called marketers, which, in principle, is not entirely true, if only because the field of activity of a marketer is much wider. The director must set up and manage advertising in order to attract the client.
But if a company is looking for a marketing director, you need to clarify the list of job responsibilities that it is going to impute to a specialist. If this is just a director, and the prefix “marketer” here is rather decorative, the goals are clear. If this is an attempt by an employer to shove two professions into one and pay a person engaged in two areas one salary, it is better to find out all the nuances of working “on the coast”. But it is certainly possible to consider such vacancies.
Marketing consultants talk about how to run a business, or rather, how to competently engage in sales. They are not involved in the management of production processes, financial flows, personnel, they do nothing of the functions of a marketer themselves. But they tell you how to do it.
Information, experience, skills, specialization, authority – that’s what consultants stand for.
As a rule, these are not youngsters in the profession, because in this case their expertise is in question. These are people who have worked a lot themselves, but at the moment they have a base for consulting and there are clients who are ready to pay for it.
Popular specialization today – content marketer. This is a specialist who writes texts, deals with infographics, and fills brand blogs. This is not exactly a copywriter, because he does not write materials on a given topic, but creates and develops topics himself. He is planning a content plan and evaluates how the content created according to his plan works, whether it brings profit, how it drives sales, etc.
Event Marketer organizes webinars, business lunches, thematic conferences. He works closely on all of these organizational issues that also affect sales. Digital Marketer – the specialist whose work is mainly carried out online. Finally, he gradually turned away from the profession of a marketer into a separate specialty, a targetologist. This is a specialist engaged in setting up targeted advertising, who knows exactly the portrait of the target audience and conveys the message to it.
This is the document that you need to read carefully, without missing a single paragraph. Professional standard today is based on three areas: attracting a client, servicing him and retaining / returning a client.
Applicants for this position must clearly understand what duties they are charged with, and for what exactly they will be held accountable.
Most of the responsibilities include:
- forecast and simulation of demand/supply fluctuations;
- development of promotion plans;
- organizing events promoting the product;
- management of the workflow of employees of the marketing department.
And then – tasks and functions depending on the narrow specialization. If this is an Internet marketer (otherwise it may be called a web marketer), he takes on the promotion of goods in this particular niche. An event marketer focuses on meetings, business breakfasts, all kinds of conferences, which also help promote the product.
Each job description has its own. Somewhere this list completely echoes the official duties, somewhere supplemented. For example, a person can apply for a job only with a certain level of education, work experience, etc.
This item in the job description should be clear and specific, because as a specialist will be responsible for his actions in fact with his head. And it is very important that he is responsible only for his own, and does not take the blame of related employees / departments on himself. A marketer has plans, reports, forecasts and analyzes, there are reporting periods. That is, he cannot have a vague assessment of activity.
If the employer set him a deadline for the implementation of the plan in six months, in his area of u200bu200bresponsibility is the analytics of the work carried out over these six months.
A marketer cannot fully work where his capabilities are limited. For example, a specialist is not obliged to work using his own technical means. If he works remotely (and this happens), he has the right to stipulate in advance how the use of his own laptop, phone, for example, to solve purely work issues will be compensated.
All this should also be agreed upon (including documented) before taking office. If a person is so happy that he got this job that the issues of his own rights in the organization of the work process are left behind the scenes, this also indirectly reduces the level of his competence. A competent specialist will not allow this.
First, it must be a business person. The very word “sales” should not confuse him. A person aims to sell, make a profit, not be afraid of competition. Secondly, a marketer is a disciplined person, ready for multitasking, quick decision making, reorganization, etc.
He must have ambition, otherwise it will not work to bring your company to the flagships of the market. it sociable, active, attentive and responsible specialist, who monitors changes in the market, is ready to learn new things, understands that the introduction of the most modern tools in marketing will allow him to bypass less smart and mobile competitors.
Knowledge and skills
Naturally, the ideal option is training in the specialty “Marketing”. But this alone is often not enough.
The marketer must be able to:
- use modern digital tools, and since this area is changing, rapidly improving, the marketer must keep his “nose to the wind”;
- forecast and make detailed analytical reports;
- offer fresh ideas with forecasting their effectiveness;
- keep an eye on competitors and look for options for your own promotion line, taking into account the actions of competitors;
- be able to systematize your professional experience, competently presenting it in the portfolio.
A marketer must be ready for all kinds of advanced training courses, self-education, and readiness, if necessary, to recruit and manage a team.
Many universitiesin world offer higher education in this specialty. Usually these are departments of management. Often this specialty is singled out as an additional one, for example, “Advertising and public relations, marketing.” To enter a universityin world, you need to take the exam after the 11th grade. You can go the other way and first study at college, where it is easier to pass exams, and in general, pass. Economic colleges also teach marketing. Probably, in the future, a specialist will have to receive higher education, but a good basis for practice and the first professional experience will be created already at the age of 19-20.
In addition, you can also go to college after 11 classes and acquire a profession in a couple of years. Subjects in the specialty “Marketing” are often duplicated with university ones, so in the future a graduate may apply for a shortened period of study at a university.
Where can you work?
From a marketing agency and an advertising company to any commercial organization where a marketing department is present, a specialist can find a job. Beginning employees, without experience and a portfolio, can only get into a large enterprise with a referral from a university. Otherwise, they have to look for employment on their own.
You can become a marketer in dentistry – if it is a large clinic or a whole network, such a specialist is in demand there. In general, this specialty will not allow a seeking person to remain unemployed.
Career growth and prospects
From a specialist who deals with a narrow list of tasks in the marketing department, you can grow into the head of this very department. The more successfully a specialist works, the more competitive companies are interested in him. And here there are two options – either financial reinforcement increases at the current workplace, or competitors still poach a cool marketer.
In short, although this work involves close communication with other employees, collective decisions and teamwork, in many ways marketing is a personalized activity. There is an opportunity to prove themselves to people who like to act “on their own”, know how to delegate, but take responsibility, make serious decisions on their own.
As mentioned above, You can become a marketing consultant. With the widespread use of online education, courses, professional marathons, such specialists are actively finding themselves in this field. It is in demand, interesting and relevant, and therefore marketing is becoming wider as a platform for career prospects.
But the fact that marketing is developing, expanding, acquiring new narrow specializations does not need proof.