What Does Marketing Do

Marketing plays a crucial role in promoting products, services, or ideas to the target audience, driving awareness, interest, and ultimately, sales. It encompasses a wide range of strategies, such as advertising, market research, branding, and social media, to connect businesses with their customers and create value in the competitive marketplace.

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What is Marketing, and What’s Its Purpose? – HubSpot Blog

Marketing is the action of promoting and selling products or services, including market research and advertising. It encompasses various activities throughout the entire business process. The purpose of marketing is to attract an audience to a company’s product or services through high-quality messaging. The goal is to deliver standalone value for prospects and consumers, strengthen brand loyalty, and increase sales.

Marketing plays a crucial role in all stages of a business, starting from product development to sales and distribution. Marketers have a deep understanding of consumer personas, allowing them to effectively target and engage with the intended audience. By constantly researching and analyzing consumers, conducting focus groups, surveys, and studying online shopping habits, marketers aim to determine how consumers want to communicate with a business.

There are several types of marketing that businesses can employ based on where their customers spend their time. Conducting market research helps determine the most suitable types of marketing and the mix of tools within each type. Some relevant types of marketing today include:

Marketing and advertising are closely related, with advertising being a component of marketing. While marketing encompasses product development, market research, distribution, sales strategy, public relations, and customer support, advertising focuses on spreading awareness of a product or service. Advertising is not the sole method used by marketers to sell a product.

An example to illustrate the difference between marketing and advertising is a business rolling out a new product campaign. The company may use platforms like Facebook, Instagram, Google, and its website to support its campaigns and generate leads. Advertising takes place on Instagram and Google through paid efforts, while the marketing process encompasses the entire strategy of identifying the audience, creating a message, and delivering it across various channels.

The 4 Ps of marketing, which originated in the 1960s, explain how marketing interacts with each stage of a business:

1. Product: Market research helps understand the target audience and refine the product based on feedback and concerns from focus groups or surveys.
2. Price: Marketers analyze competitors’ prices and consumer analysis to determine an appropriate price range.
3. Place: The marketing department suggests the best locations or platforms to sell the product, considering factors like ecommerce sites or retail locations.
4. Promotion: This includes various promotional activities like advertising, events, discounts, and public relations campaigns aimed at increasing awareness and interest in the product.

Understanding the purpose of marketing and the 4 Ps helps businesses effectively utilize marketing to enhance efficiency and success. Marketing is an integral part of a business, influencing product development, sales strategies, and brand loyalty. By aligning marketing efforts with customer-focused initiatives, businesses can maximize their impact and reach their target audience effectively.

Source: https://blog.hubspot.com/marketing/what-is-marketing

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Marketing in Business: Strategies and Types Explained – Investopedia

Marketing in Business: Strategies and Types Explained

Marketing is a fundamental aspect of any business, involving various activities aimed at promoting and selling products or services. It encompasses advertising, selling, and delivering products to consumers or other businesses. Professionals working in a company’s marketing and promotion departments strive to capture the attention of key target audiences through strategic advertising and promotions. These promotional efforts may involve celebrity endorsements, catchy phrases or slogans, eye-catching packaging or graphic designs, and widespread media exposure.

The goal of marketing is to establish and maintain relationships with customers. This includes networking with potential and existing clients, which may involve tasks like writing thank-you emails, engaging in activities like golf with prospective clients, promptly responding to calls and emails, and arranging meetings over coffee or meals. At its core, marketing aims to connect a company’s products and services with customers who have a demand for those offerings, ultimately ensuring profitability.

The American Marketing Association provides an official definition of marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

The 4 P’s of marketing, namely product, price, place, and promotion, constitute the essential mix required to market a product or service. Neil Borden popularized this concept in the 1950s.

Product refers to the items a business plans to offer to customers. Marketers need to understand the product being sold, its unique selling points, whether it can be paired with another product, and the existence of substitute products in the market.

Price pertains to the amount a company sets for selling its product. Factors to consider include the unit cost price, marketing costs, distribution expenses, and competitive pricing in the marketplace.

Place focuses on the distribution channels through which the product will be sold. This includes determining whether to use physical storefronts, online platforms, or both. For physical stores, considerations include the product’s placement within the store, while digital platforms involve digital product placement.

Promotion encompasses integrated marketing communications campaigns. It involves advertising, selling, sales promotions, public relations, direct marketing, sponsorship, and more. The promotional activities employed may vary depending on the product’s life cycle stage, as marketers understand that consumers associate price and distribution with product quality.

Marketing strategies encompass a wide range of approaches that continue to evolve with the industry. Traditional marketing strategies were prevalent before the advent of technology and the internet. However, digital marketing has revolutionized the industry, enabling companies to reach customers through targeted placements and personalized advertising.

Well-defined marketing strategies can bring numerous benefits to a company. Effective marketing can lead to increased sales, brand awareness, customer loyalty, and business growth. According to MarTech, global spending on marketing is projected to reach $4.7 trillion by 2025, representing significant growth from previous years.

However, marketing also has limitations. For instance, it can be costly, and not all campaigns yield desired results. Additionally, it may be challenging to accurately measure the direct impact of marketing efforts on business outcomes.

Marketing plays a crucial role in promoting a company’s products or services. It provides an opportunity to engage with potential customers and shape the brand image. Ultimately, marketing aims to drive business growth by attracting and retaining customers. Different marketing strategies can be employed, such as personalization, predictive marketing, and customer-centric approaches that prioritize a positive customer experience.

The Four Ps of marketing (product, price, place, and promotion) are widely used in the field to guide marketing strategies. Additionally, the types of marketing have expanded with technological advancements, including social media marketing, email marketing, inbound marketing, and more.

Overall, marketing is a dynamic field that continues to evolve, requiring businesses to adapt their strategies to effectively reach and engage their target audience in the ever-changing digital landscape.

Source: https://www.investopedia.com/terms/m/marketing.asp

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What Do Marketers Do? | Indeed.com

In this video, Ron, a marketing manager, takes us through a day in his life and sheds light on the responsibilities and tasks of a marketing professional. Ron works for a community organization where he is responsible for promoting the organization and raising brand awareness. His work involves various aspects of marketing, including social media management, digital marketing, and traditional marketing. Ron emphasizes that his daily routine is not fixed, except for his regular coffee run in the morning.

One of Ron’s key tasks is managing the organization’s social media presence. He begins his day by checking emails, responding to phone messages, and creating social media posts. He uses Hootsuite to schedule and upload posts. Ron mentions that the organization has an upcoming event called the pantry pickup, and he creates a post to remind and inform the community about it. He highlights the importance of these posts in ensuring guests are aware of the services offered by the organization.

During the pantry pickup event, Ron’s main focus is to ensure its smooth execution. He interacts with individuals who come to collect their pantry boxes, ensuring they receive the right number of boxes and providing assistance when needed. Ron also mentions working on a social media calendar using Google Calendars. He schedules posts in advance, including promoting events like the upcoming air show where the organization receives proceeds from ticket sales.

Ron discusses the organization’s podcast, 10 Questions At A Table, which aims to spread its message and engage with a younger audience. He collaborates with the executive director, TJ, to brainstorm questions for future episodes. Ron mentions that the podcast serves as a platform for both volunteer engagement and providing meals to those in need, particularly within the college community.

As a marketing professional in a non-profit organization, Ron highlights the differences between non-profit and for-profit marketing. Non-profit marketing is subject to more government regulations, and there is a focus on raising awareness rather than selling products or services. Ron mentions the importance of staying updated with digital trends, especially in social media, as he is tasked with attracting a younger demographic for volunteering. To achieve this, he explores using TikTok and seeks assistance from a colleague who is knowledgeable about the platform’s features.

The video concludes with Ron and his colleague planning a TikTok dance video to create a lighthearted and engaging message for their audience. As the day comes to an end, Ron wraps up his tasks, double-checks with TJ for any pending assignments, and prepares to conclude his work for the day. He shares a personal reflection, stating that while education and training are essential in marketing, creativity and thinking outside the box are equally crucial for success in the field.

Overall, Ron’s day as a marketing manager involves a diverse range of responsibilities, including social media management, event promotion, podcast coordination, and exploring innovative platforms like TikTok to engage with the target audience.

Source: https://www.indeed.com/career-advice/career-development/what-do-marketers-do

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What does a Marketing Staff do? Role & Responsibilities

A marketing staff member plays a vital role in developing and implementing advertising campaigns to increase awareness of a company, brand, or product. Their responsibilities include creating content, conducting market research, evaluating return on investment (ROI), developing brand strategies, and coordinating the production of promotional materials. They are tasked with finding innovative ways to connect with people and communicate effectively.

The field of marketing is constantly evolving, especially with the rise of social media and online content marketing. This growth provides numerous opportunities for marketing professionals to explore and expand their skills. It is a suitable career choice for those who enjoy creative projects and have a passion for finding new ways to engage with the target audience.

In terms of salary, the average annual income for a marketing coordinator is around $51,219. However, the level of seniority and experience in the field significantly influences the salary range. Industries such as healthcare, eCommerce, software, and computer technology tend to offer higher pay for marketing professionals.

While marketing staff roles are not typically considered to be extremely challenging, they require a balanced combination of organizational skills and creativity. Marketing coordinators need to think outside the box, explore innovative ideas, and employ effective strategies. At the same time, they must possess excellent time management abilities and meticulous attention to detail.

Various job opportunities are available for marketing staff members, with different companies offering unique experiences. Some professionals have expressed their satisfaction with their work environments, highlighting the close collaboration and camaraderie within their teams. Others have emphasized the interactive and enjoyable nature of their training programs, which contribute to their professional growth.

However, some challenges have been mentioned by individuals working in marketing staff positions. For instance, pressure from clients and upper-level management can be felt, impacting the work environment. In certain cases, compensation has been described as competitive but inconsistent, with the evaluation system being perceived as outdated.

If you are considering a career as a marketing staff member, there are resources available to guide you. Career guides and interviews with marketing professionals provide valuable insights into the role and responsibilities of marketing coordinators. Additionally, frequently asked questions about this position can help you gain a better understanding of what it entails.

Overall, being a marketing staff member offers a dynamic and rewarding career path, allowing you to utilize your creativity and strategic thinking to contribute to the success of a company or brand.

Source: https://www.glassdoor.com/Career/marketing-staff-career_KO0,15.htm

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18 Common Types of Marketing (Examples Included) – Ahrefs

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Source: https://ahrefs.com/blog/types-of-marketing/

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Effective marketing teams: what is the best structure? – monday.com

Modern marketing teams are undergoing significant changes in the digital marketing era. The key to highly effective marketing teams lies in their ability to adapt and meet their business goals. Leadership, technological advancements, and cultural shifts are crucial for success in today’s business environment.

To tackle these challenges successfully, it is important to understand the basics of marketing teams. The American Marketing Association defines marketing as the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The primary goal of marketing is to convert the target audience into customers, but it also plays a role in building corporate culture and reputation.

Marketing teams consist of employees working on various marketing initiatives and goals, such as email marketing, lead generation, and collateral creation. These teams can be in-house, outsourced, or a combination of both. The hybrid option is becoming more common in recent times.

In the digital age, marketing teams play a prominent role in driving innovation. They are data-driven, constantly testing new digital tools, and collaborating across departments. Marketing-derived data and perspectives have become invaluable to other departments like sales, R&D, and customer support, as they require a deep understanding of the market and individual customer profiles.

Before building a marketing team, it is essential to set clear goals. These goals should align with the objective of converting audiences into customers. Depending on the business type and size, marketing team members may have different objectives and responsibilities. It can be helpful to create a marketing team charter or roadmap to keep everyone aligned around the chosen objectives.

Cross-team alignment is crucial for successful marketing organizations, especially in digital marketing teams that interact with other departments. Agility is key in adapting to changing marketing channels, strategies, and priorities. Agile marketing, inspired by software development, empowers teams to make decisions on the fly and work in ways that suit them best.

There are three key changes that marketing departments must embrace. First, broadening the C-suite with Chief Digital Officer (CDO) and Chief Growth Officer (CGO) roles alongside the Chief Marketing Officer (CMO). CDOs focus on digital maturity, innovation, and operational excellence, while CGOs drive broader business growth and infrastructure development. The combined expertise of these roles is essential for achieving organizational goals.

Second, mastering technology that enables innovation and drives growth is crucial. Marketing teams need digital platforms that help them manage workloads, collaborate, and optimize processes. Prioritizing mission-critical tools and investing in collaboration, workflow, and marketing management platforms is essential.

Lastly, emphasizing teamwork and individual accountability is vital. Successful team members are adaptable, agile, and proactive in learning new skills. Collaboration, communication, and accountability must be actively fostered within the team to meet rising demands effectively.

Social media and social marketing campaigns are important for spreading brand awareness and creating sales opportunities. With billions of users on various social media platforms, ignoring this target audience would be a mistake.

The future of marketing lies in achieving more than just lead generation and increasing subscribers. Successful marketing teams encourage innovation, accelerate growth, and differentiate the brand. Effective workflows and tools like monday.com help manage complex projects and keep the team aligned.

In conclusion, highly effective marketing teams are adaptable, technologically advanced, and focused on collaboration and innovation. By embracing leadership, technological advancements, and cultural changes, marketing teams can meet and exceed their business goals in the digital marketing era.

Source: https://monday.com/blog/marketing/marketing-teams/

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What Does a Marketing and Sales Professional Do? (With Skills)

Marketing and sales professionals play a crucial role in implementing innovative campaigns to attract customers and generate revenue for their organizations. If you’re considering a career in marketing and sales, it’s important to understand the responsibilities, required skills, and potential salary associated with this role. In this summary, we will explore the daily tasks of marketing and sales professionals, discuss the necessary skills, and provide resume samples.

Marketing and sales professionals are responsible for combining both sales and marketing functions in their roles. They focus on conceptualizing and executing digital marketing campaigns to reach target audiences, develop a sales pipeline, and convert potential customers into paying clients. Some of their key responsibilities include:

– Planning and executing digital marketing campaigns
– Developing strategies to generate leads and sales
– Identifying and targeting potential customers
– Creating engaging content to attract customers
– Collaborating with sales and marketing teams

To gain a better understanding of a marketing and sales professional’s job description, let’s consider a sample job posting from Wavewood, which is looking for a marketing and sales executive to support their team in driving sales and conversions. The ideal candidate should possess strong communication and interpersonal skills, digital marketing knowledge, and at least two years of relevant experience.

When it comes to the salary of marketing and sales professionals, the average monthly pay is around $3,038. However, this figure can vary based on factors such as experience level and industry. With a few years of experience, professionals in this field can advance to the position of marketing and sales manager, which typically pays around $4,482 per month.

If you aspire to become a marketing and sales professional, here are some steps you can take to kickstart your career:

1. Gain internship experience: Hands-on experience is highly valued by employers in this field. Internships allow you to learn various aspects of marketing and sales, such as client interactions and campaign development. Building your internship experience will provide you with a solid understanding of the industry and enhance your chances of securing job interviews.

2. Get a degree in business: Pursuing a bachelor’s degree in business administration can accelerate your career growth and open up more opportunities in sales and marketing. Apart from gaining theoretical and technical knowledge, forming connections with peers and professors can also benefit your career. Engaging in projects and presentations enables you to acquire industry basics and practical skills.

3. Complete certifications and courses: If you are unable to commit to a degree program, consider pursuing online certifications and short-term courses. These programs can provide you with specific technical skills relevant to sales and marketing roles. Some recommended courses include digital marketing, sales strategies, and data analysis.

4. Network with professionals: With the rise of corporate social networking platforms and forums, it has become easier to connect with marketing and sales communities. Engage with leaders and experts in your field, asking them career-related questions to gain valuable insights. Building relationships within the community not only enriches your knowledge but can also lead to potential job opportunities.

5. Start a side project: Undertaking a side project is an excellent way to apply and test your marketing and sales skills. It showcases your willingness to learn and your ability to initiate projects from scratch. These traits are highly desirable to employers. Consider starting a side project that aligns with your interests, such as a personal blog or a small-scale marketing campaign.

To succeed as a marketing and sales professional, you need to possess certain essential skills, including:

– Interpersonal skills: Building strong relationships with clients and prospects is crucial for driving sales. Highlight your ability to develop relationships and receive high satisfaction scores from clients on your resume.
– Communication skills: As a hybrid role, effective communication between the marketing and sales teams is vital for success. Showcase your experience in leading cross-functional projects and achieving collective objectives on your resume.
– Creativity and problem-solving skills: Developing innovative strategies to boost sales and overcome challenges is a key aspect of this role. Emphasize your ability to forecast sales drops and proactively plan successful marketing campaigns on your resume.
– Data analysis: Creating reports on marketing performance and sales forecasts is an integral part of the job. Highlight your expertise in analyzing and designing reports using data tools to demonstrate your efficiency.
– Negotiation skills: Negotiation plays a significant role in closing deals. While learning negotiation tactics is important, practical experience is crucial. Showcase your negotiation training and strategies on your resume.

Please note that the salary figures mentioned in this summary are based on data from Indeed Salaries at the time of writing and may vary depending on factors such as experience, academic background, and location.

If you’re ready to explore new job opportunities in marketing and sales, visit Indeed to discover available positions.

Source: https://sg.indeed.com/career-advice/finding-a-job/what-does-marketing-sales-professional-do

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What is Inbound Marketing? – Salesforce.com

Inbound marketing is a powerful strategy that revolves around understanding your target audience and providing them with valuable content. By answering their questions and being helpful, you can establish long-term relationships with customers. However, before diving into the specifics of inbound marketing, there are several key factors to consider.

First and foremost, successful inbound marketing relies on effective search engine optimization (SEO). SEO ensures that your content is discoverable by your audience. But having great content is equally important. To create engaging inbound marketing materials, you’ll need the expertise of skilled writers, designers, and web developers. Additionally, utilizing an SEO visibility tool can further enhance your content’s appeal and attract more visitors.

Managing complex, multichannel campaigns is often a challenge in inbound marketing. This is where marketing automation comes in. By automating various marketing processes, you can streamline campaign management and focus on generating high-quality content. Marketing automation also provides valuable data analytics, allowing you to gain insights into audience engagement and make real-time adjustments to your strategy.

Building customer relationships is a core objective of inbound marketing. To understand what resonates with your target audience, it’s crucial to communicate with your sales team. They can provide insights into the content that helps them connect with customers. By aligning your marketing efforts with your sales team, you can lead your audience through a buying journey effectively.

A strong web and social media presence greatly contribute to the success of your inbound marketing strategy. Your website serves as the face of your brand and is often the first point of contact for potential customers. Experimenting with content placement, testing call-to-action (CTA) effectiveness, and incorporating interactive elements can enhance user experience and increase engagement. When it comes to social media, focus on the platforms where your target audience is active to effectively distribute your content.

While inbound marketing is the primary focus, integrating traditional outbound marketing tactics can be beneficial in certain situations. By employing outbound methods alongside your inbound strategy, you can segment your audience more effectively. This segmentation can be based on factors such as prospects, existing clients, specific industries, or job titles.

Contrary to common misconceptions, inbound marketing can be executed successfully on any budget. In fact, it is often more affordable than other marketing approaches. Its cost-effectiveness lies in the creation of evergreen content, which can be promoted for years through outbound methods. Small businesses, in particular, have the advantage of close relationships with their customers, allowing them to identify the content types that resonate best with new audiences.

For marketers and sales teams seeking to optimize their inbound marketing efforts, Marketing Cloud Account Engagement offers comprehensive solutions. Leveraging the power of Salesforce, the world’s leading CRM, this platform provides content generation, insights, and automation capabilities. With a quick implementation process, you can start generating more leads and revenue in a shorter timeframe. Furthermore, B2B Marketing Analytics allows you to organize and analyze your data across sales and marketing, empowering data-driven decision-making. By automating sales processes and creating marketing-approved campaigns, you can enable your sales team to focus on closing more deals.

In conclusion, inbound marketing is a customer-centric approach that prioritizes providing value and building lasting relationships. By leveraging SEO, marketing automation, customer insights, a strong online presence, and integrating outbound tactics when needed, you can create an effective inbound marketing strategy. Regardless of budget limitations, inbound marketing offers a cost-effective solution that generates long-term results. To enhance your inbound marketing efforts, platforms like Marketing Cloud Account Engagement provide comprehensive tools and resources to drive success.

Source: https://www.salesforce.com/resources/articles/inbound-marketing/

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What Does A Marketing Consultant Do? [2023 Career Guide] – CareerFoundry

If you’re considering a career change in marketing, you might have contemplated becoming a marketing consultant. However, what exactly does a marketing consultant do? In this guide, we will shed light on the role and responsibilities of a marketing consultant.

A marketing consultant is a temporary marketing professional hired to assist an organization in enhancing its marketing efforts. Companies often seek the services of a marketing consultant when they encounter difficulties in developing or executing an effective marketing strategy. Additionally, they may opt for a consultant when they lack the resources to establish an in-house marketing team.

Marketing consultants handle a wide range of tasks involved in the development, implementation, analysis, and maintenance of a successful marketing strategy. These tasks may vary depending on the organization’s preferences or the consultant’s assessment, and they may be spread across multiple areas.

Let’s delve into the day-to-day responsibilities of a marketing consultant.

Depending on the specific circumstances, a marketing consultant may either create a marketing strategy from scratch or optimize an existing one. While the needs of each organization differ, here are some common tasks and responsibilities performed by marketing consultants:

To work as a marketing consultant, specific skills are necessary to handle a multitude of responsibilities effectively. Depending on the scope of work, a marketing consultant may specialize in one marketing channel or provide recommendations for several channels. They may also be responsible for guiding a company into a new marketing channel. The following skills are particularly valuable for marketing consultants:

1. Marketing savvy: A marketing consultant should be an expert in the field, with experience managing various marketing channels or possessing in-depth knowledge of a specific channel. This expertise allows them to provide valuable insights to the teams they collaborate with.

2. Analytics: As a marketing consultant, it is essential to understand the meaning behind metrics and identify strategies that can improve conversion rates, click-through rates, website traffic, and other key performance indicators.

3. Communication skills: Since marketing consultants are typically temporary team members, effective communication is vital. It is crucial to articulate strategies to clients and team members, ensuring everyone is on the same page.

4. Organization: Juggling multiple responsibilities requires strong organizational and project management skills. Meeting deadlines consistently and keeping track of dates are essential aspects of a marketing consultant’s role.

5. Teamwork: Despite being the expert consultant, working harmoniously with others in the team is crucial to maintain a smooth workflow. Marketing consultants may also need to provide leadership by guiding team members and nurturing their strengths.

6. Creativity: Marketing thrives on creativity, and thinking outside the box keeps ideas fresh, particularly for content creation.

7. Strong writing skills: Content marketing is increasingly prevalent, with companies relying on blogs, case studies, and eBooks to promote their brands. Marketing consultants must possess writing skills and more than a basic understanding of copywriting and content creation.

8. Design: Visuals are an integral part of marketing, whether for websites, blogs, or social media. Having an eye for design is crucial for a marketing consultant.

9. Research: Research is closely tied to marketing, and consultants must delve into competitor analysis, keyword research, subject matter research, and other areas to be effective.

Marketing consultants have the flexibility to work across various industries, as long as there is a demand for marketing expertise. This allows consultants to choose a niche based on personal preferences and the marketing channels they want to focus on. Once the niche is selected, individuals can seek marketing consultant roles in their chosen areas.

When considering a career change, it is essential to evaluate the potential salary. Since marketing consulting is a freelance role, salaries vary widely based on factors such as location, industry, and experience. Research suggests that the average marketing consulting salary is approximately $68,254 per year.

To become a marketing consultant, there are no shortcuts. If you are new to digital marketing and seeking an entry-level role, marketing consultancy may not be the best option. It is recommended to gain experience and knowledge in the field. However, for those who have been in the digital marketing game for a while, here are the steps to becoming a marketing consultant:

1. Education (optional): Pursuing a marketing degree, whether at the undergraduate or postgraduate level, can position you as an expert. Alternatively, certain certifications can also enhance your credentials, allowing you to be noticed in the industry.

2. Experience: Hands-on experience is irreplaceable in marketing. Most marketing consultants have at least five years of experience. To gain more experience, experiment with various marketing channels and industries. Take courses, learn from peers, and continue collaborating as a marketer.

3. Networking: Networking plays a significant role when transitioning to a new career. As a digital marketer interested in becoming a consultant, connect with other marketers on platforms like Twitter, LinkedIn, and Facebook groups. Joining relevant groups and engaging with professionals can provide valuable insights and opportunities.

In conclusion, if you’re considering a career as a marketing consultant, understanding the role is crucial. Effective communication, writing, teamwork, design, and research skills are essential for success in this field. However, the most critical factor in becoming a marketing consultant is gaining experience. If you are new to digital marketing, focus on expanding your knowledge, gaining experience, and building a network of peers to propel your career forward.

Source: https://careerfoundry.com/en/blog/digital-marketing/marketing-consultant-guide/

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What Does Marketing Do? | MKA Insights

Marketing is often misunderstood and underestimated in organizations, but it plays a crucial role in driving growth and developing a competitive advantage. It is a part of the value chain, which is the process of creating value within an organization as a product progresses from its introduction to the organization.

The value chain starts with raw materials that have little value until they are assembled or incorporated into a larger product. Additional value is added through packaging, branding, and logistics. Marketing is an essential step in the value chain as it enhances the desirability of the product and makes it known to potential customers.

Within the marketing value chain, Product Management takes on the role of owning the product strategy and roadmap. They define the vision, manage the product life cycle, suggest improvements, control costs, and make technology upgrades. Product Management works closely with Product Engineering teams to optimize performance, create product architecture, and integrate with other products.

In larger organizations, there is often a separate Product Marketing team that collaborates with Product Management. They handle pricing, positioning, and marketing the products for sale. Product Marketers also define the product’s value proposition and channel strategy. Some organizations have solution marketers who work across the product portfolio to create application-specific solutions for customers. This approach helps avoid being overly product-centric.

For organizations with a large product portfolio, a Global Marketing team is responsible for creating a cohesive story and promoting the organization’s products and solutions under a unified brand. They handle cross-product and cross-business positioning, event and digital marketing, message amplification, and website management.

All the efforts of product management and marketing teams culminate in a Commercial Go-To Market strategy, which includes execution by sales teams, promotion by field marketing teams, and engagement with third-party channels. Sales enablement has also become a formalized function in many organizations.

Product management focuses on leading the product strategy and managing the product life cycle. They are responsible for product margin, pricing, costs, market analyses, and target customer information. Effective product management involves monitoring and managing threats, introducing new products, and phasing out underperforming ones.

Product marketing teams collaborate closely with product management to define a value proposition, commercial Go-To Market strategy, and portfolio marketing. The Go-To Market strategy includes parameters such as target customers, channels, and messaging. Product marketing teams ensure that the value proposition is clearly articulated and help avoid bias by asking objective questions.

Global marketing is a critical function that pulls together products and business units to create a cohesive story and brand equity. It involves activities like market research, brand management, messaging, and campaign execution. Global marketers amplify messages across different products and business units to create brand equity for the organization.

Marketing generates qualitative value that drives brands and brand equity. While it includes activities like lead generation and marketing automation, its primary role is to fill in the gaps between product development and the customer’s decision to buy.

In summary, marketing plays a vital role in organizations by enhancing the value of products, driving growth, and creating a competitive advantage. It involves product management, product marketing, and global marketing, each with specific responsibilities and functions that contribute to the overall success of the organization.

Source: https://mkainsights.com/insights/sales-and-marketing/what-does-marketing-do/

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