What should a marketer do first? Marketer: Responsibilities and Required Skills. Job description of a marketer. Internet Marketer - Differences and Perspectives

The profession of a marketer, as well as its functionality, must include several qualities that are mandatory for a permanent career development. The lack of ambition and desire to regularly challenge oneself can destroy a specialist at the stage of his formation. Someone relies on personal qualities, others focus on professional skills. The main thing is not to forget that you can not stop there if you want to achieve an excellent result.

There are several qualities that a prospective marketer should have:

Pay attention to details. There is no need to be pedantic and waste time on everything, but paying attention to the nuances that contribute to the promotion of the product is a must. If you have ever given a gift without beautiful packaging, apart from its value, then becoming a marketer will be difficult for you. You have to think holistically and see the big picture, whether it's about the brand as a whole or a particular product, everything has to be connected. Striving for an ideal that is impossible to achieve will force you to improve your work every time. Missing one small detail can negatively affect the final result.

Know how to plan. Many people know how to come up with interesting moves, but not everyone manages to implement them. There are simply no guarantees of success here. There are many details that need to be observed in order to achieve positive results. You need to feel the situation and carefully plan your actions. Punctuality in work adds advantages to this skill and aims at productive activity.

Feel responsible. Many people have a variety of ideas constantly spinning in their heads, remaining in their infancy. And after a while you see a similar project with another person and are left alone with your disappointment. Let's be honest, how many readers didn't have a great business plan that didn't see the light of day? It is important to understand that starting your own business is quite difficult, so you need to be responsible for those who already have this business, moreover, who trusts you with it.

Strive for self-development. This is important for all professions, not just marketers. Our specialty is to constantly remind you that data becomes outdated. For example, I had to make a lot of revisions when I was writing my dissertation, because every time New Product, players and methods of attracting consumers. You are limited in professional growth if you do not see the point in constant learning, and therefore are doomed to lose to stronger competitors.

Know how to organize. Since each marketer communicates with all departments of the company and begins to implement his strategy from the inside, he must be able to plan and prepare everything competently in order to offer the market an already formed brand, product, service, etc.

As a rule, these people have developed internal self-control. Important quality. If it exists, everything is possible.

Do not forget that some skills are acquired over time and need to be constantly developed. Many people argue about creative thinking, but I believe it is a biological process that can be learned. For example, you can read the book Serious Creative Thinking by Edward de Bono, which describes the biological aspects of making creative decisions and methods for their development. But there are more objective qualities that I focus your attention on:

Listen and hear. Without it, nowhere. You can lose the whole point by skipping a snippet of the spoken phrase, and in the end, do extra work. Each stage must be written down on paper, in memory, in a file, and anywhere, the main thing is that you can reproduce the information at any time.

To risk. Or rather act clearly and competently in unplanned situations. This will help when you are pressed for time or lose control for a while. You can simulate a specific episode so that in the future you do not panic if there is a real threat of a project failure.

Predict trends and tendencies target audience . A prerequisite for a good marketer, which comes with experience. Of course, this can and should be strived for now, but you will gain real momentum only after years of experimentation.

Communicate. In other words, communication. For some, this skill is given from birth, but if it is not there, you should not part with hope. Develop it in stages, struggling with your nature and going against the inner voice of doubt. Believe me, the result is worth it to spend your time and effort on it.

Stress tolerance.Another quality that is useful for all professions. The ability to overcome failures with your head held high distinguishes a true professional from an ordinary employee.

Another important skill is the ability to work in a team, but here the question is moot, can this be learned? Having all these qualities does not guarantee you a job as a marketer. You need to understand that the start is different for everyone, it’s easier for someone, and more difficult for someone. The main thing is the desire and desire to be realized in your favorite profession.

How to become a marketer?
Step 1: Get higher education
Step 2: Get your certificates
Step 3: Get work experience

According to Google, these are the first three steps to becoming a marketing manager. Maybe this is true, but somewhat outdated. For starters, every marketer knows that specialized education today it is not at all necessary - and that there is no one direct way to get this position. There are infinitely many such paths. We will not list them all: we'd rather talk about the fastest one.

If you are just discovering the world of marketing, you will probably have the following questions:

• Money. Are marketers well paid?
• Interest. Is it an interesting job?
• Time. How soon can you become a marketing manager?
• Requirements. What skills and personal qualities should this specialist have?
• Education. Is higher education necessary?
• Certificates. Is it necessary to obtain any certifications for this job?
• Expectations. What do employers expect from a marketer?

From our article today you will find out the answers to all these questions.

Why Become a Marketing Manager?

Do you even know why you want to become a marketer? If you know, feel free to skip this part. If not, then get ready to fall in love, because this is a very interesting job.

Good money

Depending on where you look - on Glassdoor, Paysa, LinkedIn or AngelList - annual salaries are listed in the range of $68,000 to $185,000, and the average is $72,000. Headhunter in Moscow gives a range of 55,000 to 300,000 rubles month.

There is no glass ceiling in marketing. As long as your salary is tied to income and you are achieving business results by meeting your KPIs, you can earn more and more and get a share in the income of your company.

Flexible schedule

Do you want to be a freelancer or work full time? One way or another, marketing allows you to work from anywhere in the world: you only need an Internet connection.

You will not be replaced by a robot

There were almost 205,900 marketing managers in 2016. By 2024, there will be a 9% increase by 2024. Therefore, while in many other places people are being replaced by robots, marketing managers. The chance of automation is only 1.4%, which means you are safe.

Broad set of skills

Marketing managers have a wide, versatile set of skills that are useful in any job, such as building startups or small businesses.
Of course, the job of a marketing manager can be stressful and time-consuming because you are personally responsible for meeting KPIs. But don't let that scare you: marketing pays off, and we'll talk about that later.

Ask a marketing manager what he does all day and you're bound to get confused, for two reasons:

1. Marketers have specific jargon.
2. Marketers perform many different tasks every day.

If you ask the same question to Google, you'll read a bunch of outdated, banal answers based on what marketing managers were doing before the internet.

So what are they doing? It happens completely differently.

It depends on whether this manager works in a huge corporation or in a small company. If this is an employee of a corporation, then he probably specializes in a specific channel, for example, in attracting customers or promoting in social networks. And if a marketer works with a startup, then he probably combines several positions at once.

The main job of a marketing manager is... He generates ideas, implements them through campaigns, analyzes the results and reports on them. Campaigns usually require additional resources, and therefore, marketers often work with other specialists, find freelancers and do organizational work. Here's what Katie Hurst, marketing manager at OpenSesame, has to say about this:

“Marketing pervades all processes in the company, and I bring different teams together. For example, I need to know about new product features so that I can host webinars to answer questions and create new FAQ pages on the site. I also make sure that the sales department gets relevant leads, and the content marketing department has everything necessary tools to delight readers.

What do employers require from a marketing manager?

Above all, employers want the marketing manager to help the company grow. Joe Pulizzi, Founder, Content Marketing Institute:

“I need a marketer who understands how to grow and retain an audience so that we can constantly communicate directly with buyers and potential customers. This means that a marketing manager must be able to build relationships with a group of people and own all the tools necessary for this.

At the end of the day, marketing is all about growth: increase revenue by attracting customers. To do this, a specialist needs a set of basic skills and tools, and then we will talk about them.

What skills do I need?

It all depends on the size of the company. But, one way or another, all marketing managers should have a good understanding of the marketing landscape as a whole. You don't have to be an expert in all of the areas listed below: in most of them, it's enough to have basic skills and be a generalist.

Required Social Skills

The main skills that you cannot do without are, first of all, social ones, that is, a combination of personal qualities that make it easy to navigate the world around you, work effectively with other people and achieve your goals using appropriate professional skills (we will talk about them later) .

Ability to do your job effectively

The ability to do your job effectively is one of the most important requirements. Kevan Lee, Chief Marketing Officer at Buffer:

“Can a person stick to a given strategy or implement projects? Is he able to follow the schedule? Does he do a good job? The marketing manager must deliver results with some strategic support (usually from the marketing director, vice president, or in-house team). The ability to follow a plan is one of the main requirements.”

Work with people

To accomplish their tasks, a marketing manager must be able to work with others, both inside and outside their department. The main thing that working with people requires is this. Kevan Lee, Marketing Director at Buffer:

“Empathy is important for the personal relationships you build with your team members. A marketing manager should have interpersonal skills, but they mean nothing if he is not capable of empathy. Empathy - the ability to see the world from the point of view of another - is indispensable.

Who does the marketing manager work with?

Depending on the size of the company, your boss may be the chief marketing officer, the vice president of marketing, or, in small firms, the CEO or founder of the company. Startup marketing managers may have no reports other than a couple of interns. In more large companies you will most likely have assistants or partners.

Learning and adaptability

The marketing landscape is constantly changing and you will have to constantly adapt to it and learn new tactics and tools that appear weekly, if not daily. Rod Austin, Director of Marketing at Pagely:

“The digital marketing landscape is constantly evolving and there is a need to hire people who can adapt to changes in the industry. Learnability is a skill that is not easy to acquire.”

Creative problem solving and critical thinking

Growth hacking is just creative problem solving. Marketing managers face complex challenges every day. Why is income declining? ? How to drive more traffic to your landing page? And in most cases, you will have to deal with these issues with limited resources.

These are just some of the tasks facing the marketing manager, and professional skills are needed to solve them.

Required professional skills

Job skills are specific skills that can be acquired and measured. These include writing, math, reading, typing, software etc. Learning all this is much easier than mastering social skills.

Of course, it can be difficult to acquire skills that have nothing to do with what you learned before. Eli Schwartz, Director of Marketing at SurveyMonkey:

“Every marketing manager in our company must have both creativity and analytical skills. I need someone who truly understands data and uses their knowledge to develop creative marketing strategies.”

Analytics

The vast majority of marketing executives expect managers to be able to make data-driven decisions. Rod Austin, Director of Marketing at Pagely:

“We need a person who makes decisions based on concrete indicators, not intuition.”

X. Therefore, you must be able to work with analytics tools and, having received data, draw the necessary conclusions from them.

For example, if you see that there is more traffic and less conversion, you will need to hypothesize about the causes of this problem and conduct experiments to solve it as soon as possible.

Digital Advertising

According to a 2017 MarketingProfs report, digital advertising is the most essential marketing skill. It includes paid advertising on social networks (Facebook, Twitter, Instagram, Vkontakte and others), AdWords, retargeting, etc.

This year, social media ad spend is likely to exceed $35,000,000,000, accounting for 16% of all digital ad spend globally. Facebook is the platform of choice for most advertisers; Instagram is not far behind. Facebook generated $6,800,000,000 in ad revenue last year, up from $4,300,000,000 last year. Instagram, which has only had paid ads for two years, made about $1,530,000,000. times more than these social networks earned in the first year.

Content Marketing

According to the MarketingProfs report, the second most important skill in digital marketing is content marketing, creating and distributing content (blog posts, e-books, videos, pictures, etc.) that does not advertise your company directly, but rather answers questions from the target audience. Instead of bombarding her with ads, you educate her - and convert better potential clients who will tell all their friends about you, even if you did not directly ask for it.

Communication (written and visual)

Marketing is about getting your message across to your target audience and thereby pushing them to take the desired action. In today's world, there are many ways to communicate, but first of all, a marketing manager must be a good writer and designer.

For example, he comes up with the text for the landing page and designs it, and then writes or edits a blog post and creates original pictures and graphics to make the post visually appealing.

SEO

Content marketing and SEO can be likened to a caviar and butter sandwich. Content marketing is the main ingredient (caviar), while SEO is the butter spread on bread (website) to improve taste or experience. As you publish each post, you should optimize it for organic search.

Interaction

A marketing manager must build relationships. This often means reaching out to other blog or site editors with various requests, such as backlinking to your site or publishing a guest post.

Branding and storytelling

It is only when you have these must-have skills that HR managers start asking if you know how to work with specific platforms, programs and tools.

How is marketing success measured?

Marketing can be complex and nervous work because it is directly related to business income. At least that's how it is in many companies. For example, in LiveChat, each employee has his own area of ​​responsibility, so it is quite easy to track where the company is growing and where it is stagnating. The main KPI for LiveChat is growth rate client base, and every month the company reports on it publicly. Szymon Klimczak, Head of Marketing at LiveChat:

“It is easy for us to translate the work and results of each employee from the marketing team into the results of the entire company. Incoming traffic, the number of trial accounts, the characteristics of these accounts are the KPIs that we rely on when analyzing the results.”

Each company has its own set of KPIs. For example, in a company where there is only one marketing manager, he may focus on the number of new users or leads, and in a company where there are several marketing managers, each of them will most likely be responsible for one thing: blog traffic , brand awareness, etc.

How to become a marketing manager in the 21st century?

“To become a marketing manager, first learn how to market yourself. This way you will not only gain relevant experience in marketing, but also show that you know your business. I recommend volunteering in marketing positions, a tactic I myself have used to gain experience and instill confidence in others with my skills.” — Dan McGaw, Head of Marketing at Effin Amazing.

Don't misunderstand this advice though: if you have a job in marketing in mind, grab it. First of all, you need to gain experience.

“You have to go up the stairs. If you have worked in marketing for 1.5 years, you can usually get more high paying job in another company. Career-minded people take the next step every year or two.” — Jon Westenberg, Manager, Creatomic

Westenberg started out in music marketing, which is very different from the world of startups and technology. Therefore, proving his worth, Westenberg created phenomenal content, conducted research, led projects, sites and communities. In this way, Westenberg demonstrated his ability to effectively engage in marketing in any field and attracted the attention of startups from around the world.

Conclusion

Now it's your turn to attract the attention of companies from all over the world. Nothing is stopping you, you know how to quickly become a marketer, and now it's up to you. All you need to do is start working and gaining experience.

High conversions for you!

This article will cause a wave of anger from my fellow marketers, but it needs to be published.

At a minimum, because it will be extremely useful to owners who, regardless of their niche and field of activity, will confidently say that finding a competent marketer is like finding a treasure.

So why the anger? Everything is simple! Most marketers who offer their services to the labor market are simply not suitable for these positions. As they say, no offense. Nothing personal, just business.

And we will start with philosophical (but quite practical) topics, and finish with dry specifics.

be able to sell

The first philosophical (practical) topic is sales. And the first thing we will discuss is why a marketer should be able to sell. How to find out? Let the marketer at the interview answer one question:

- Have you ever sold anything?

Naturally, the sale of newspapers in childhood does not count. I mean serious sales - by phone, at a meeting.
I just feel that now slippers from marketers flew into me 🙂 Because:

- Why should I sell? The job of a marketer is to paint, find, make promotional materials, attract a client and that's it (as the people say, “master the budget”)!

And here it is not. In my opinion, a marketer who has never sold anything is an empty place.

How did you not sell anything?

Better then a salesperson who decided to engage in marketing. And now I will explain why.

Someone will hook, but it is not known who. And now I am talking about the b2c sector, in which everything is quite simple. In the b2b segment, things are still much more difficult.

In B2B, you can't do without sales either.

How difficult is it

He does not even know how the client will behave, which means that such a “lead marketer” cannot fully prepare promotional materials that will lead the client in accordance with the objection funnel, and this is his main task.

That is, just what an entry-level Internet marketer should know and be able to do (that is, the basics of the basics). And now I do not demand much from the future leading marketer. This is not even a tribute to fashion, but an ordinary routine.

He is an analyst

By the way. I almost forgot about one more duty, which is spelled out in all job descriptions in passing.

A marketer (and even more so an Internet marketer) is an analyst. That is, the duties of a marketer in a company are, first of all, an analysis of the effectiveness of advertising channels and their optimization.

Therefore, returning to the questions from the interview, one more mandatory task:

- What experience do you have in internet marketing or SMM?

If not at all, then you know what to do! Such a specialist will not suit you. And now I will tell you in more detail.

Do you think that there should not be such trained specialists (you can’t call them differently)? In theory, yes. But in practice, everything is different.

A simple example. As part of a marketing consulting project, we helped one of our clients select a marketer.

The main requirements are a possible lack of experience, but an understanding of marketing, sales, Internet marketing and analytics.

I, too, was fully convinced that it was impossible to find a novice marketer with such a wide range knowledge.

But how wrong I was! Seeing more than 10 applications from applicants with knowledge and experience in SMM, settings, work in and Google Analytics, and more. And all this, attention ... at the age of no more than 25 years and for no more than 30 thousand rubles a month.

common truths

Yes, I perfectly understand that if you are looking for the main responsibilities of a marketer, then 3 responsibilities in the key of “be able to sell, be friends with Internet marketing and the ability to analyze” are unlikely to suit you.

Therefore, here is a list of duties that any, even the most useless (God forbid, of course!) marketer must comply with:

1. Analysis of the target audience, company, product, markets, competitors;
2. Preparation and approval advertising budget based on the advertising policy of the company;
3. Organization of various promotional activities (promotions, sales, events, etc.);
4. Elaboration of pricing and assortment policy of the company as a whole;
5. Analysis of the effectiveness of advertising activities carried out;
6. Studying supply and demand for the company's products;
7. Forecasting sales volumes;
8. Optimization of marketing business processes;
9. Preparing reports for senior management.

Briefly about the main

I perfectly understand that it is difficult to find a marketer who will combine all these knowledge and skills:

1. Salesmanship;
2. Ability to understand both offline and Internet marketing;
3. Ability to analyze and systematize the information received.

And the rest that a marketer at an enterprise should know (the list above) is theoretically unrealistic. But as I wrote above in the example, practically it’s quite even.

Yes, you can take a marketer without sales experience and train him in this, then taking a marketer to a company without experience in the Internet is just suicide.

And yes, this approach is quite justified in all areas. So the next time you ask yourself the question “What should a marketer know?” read the last list of this article again and it will disappear from you.

The mass media loves to regale the gullible public with horror stories about the uprising of machines and the subsequent total domination of the planet: how very soon they will surpass us in development, oust us from jobs and, ultimately, arrange a coup and establish a dictatorship.

The spokesmen for such sentiments sometimes turn out to be even such significant figures for modern science and business as, therefore, even despite the fantastic nature of such a scenario, it must be admitted that these forecasts are partly true.

Will the skills and abilities that you master today become obsolete by tomorrow? Does it make sense to learn new things if artificial intelligence can do everything better? Will marketing be fully automated and no longer require a human presence?

What is artificial intelligence (AI, Artificial Intelligence)?

AI allows computers to learn from experience and perform tasks that are similar to those performed by humans. Machines can operate on large amounts of data and easily find patterns in them.

In 2018, AI has the ability to recognize sounds, faces, emotions, and objects, solve problems, understand languages, and plan. Some of the samples are based on machine learning, which involves building systems that can change previously adopted settings under the influence of changed data, making it possible to achieve a set goal.

In general, AI can learn patterns and automate various tasks, become more accurate as it is used, personalize content, and promotions for consumers, to communicate with people, helping them to achieve the goal.

How marketers are currently using AI

Among all the examples of the use of AI in the field of marketing, the following can be highlighted.

Stella & Dot gives women the opportunity to start a business. The company targets three types of women: the first is those who want to sell jewelry, the second is those who want to shop online, and the third is those who want to host sales events. “The goal was to optimize the presentation of the company for these three separate audiences,” says Guy Yalif, CEO of Intellimize. To launch more than 700 versions of their pages (including shopping cart pages and product details), artificial intelligence was used to see which of them the audience responded to the most. It was determined that changing the title on the cart page to a more emotional one contributed to a 52% increase in the number of carts whose contents were actually purchased. The company also saw that keeping a call to action on screen when a visitor viewed a product photo resulted in an 8% increase in the number of items added to the cart. To improve overall engagement, Stella & Dot tested 25 different versions of the headline on the website banner and found that the headlines resulted in over 400% engagement.

Epson

Epson, one of the largest manufacturers of office equipment, has created a sales assistant, the Rachel chatbot, to interact with visitors to the company's website. According to Jim Sterne, founder of Marketing Evolution Experience & Digital Analytics Association, using AI, the company found that visitors need to be contacted 6 to 8 times before they respond, and also found out at what time of day people respond best. Total. Thanks to the Rachel chatbot, Epson increased its response rate by 240% and the number of “hot” leads by 75%. In three months, this resulted in a $2 million increase in revenue.

HRGO

HR GO, a recruitment company, used Sentient Ascend, enhanced artificial intelligence conversion optimization technology to test 1,080 designs for your site. According to Jeremy Miller, Vice President of Marketing at Sentient Technologies, it increased conversions by 153%.

It is clear that the use of artificial intelligence allows companies to achieve hitherto unseen heights, and this is just the beginning.

In 2018, the revenue from the global artificial intelligence market amounted to $7.35 billion. This figure is expected to reach $17 billion in 2020, and $89.8 billion in 2025.

According to the 2017 Salesforce Marketing Report, 51% of marketing leaders are already using AI. 72% of top marketers use artificial intelligence for predictive lead scoring and product recommendations.

So if marketers are not needed to perform these tasks, what are they left with? Can they compete with machines? How do they fit into this ever-changing landscape? Consider which skills they should focus on improving to secure their place in the future.

Development of AI skills

You don't have to worry about AI ever replacing you. Instead, it is necessary to improve the skills that artificial intelligence does not have and learn to solve problems that it cannot solve.

"Just as Photoshop hasn't replaced artists, Word hasn't replaced writers, Excel hasn't replaced mathematicians, machine learning-enabled tools won't replace humans, but will take on some of the tedious and repetitive work," says Stern. “This will improve the quality and quantity of work that people do, but will not eliminate the need for them.”

If you want to make sure that you are up to date and able to compete with artificial intelligence, do the following:

1. Hone your soft skills (soft skills - allow you to be successful regardless of the specifics of the activity and the direction in which the person works). This includes emotional intelligence and communication skills. This way you can take your customer relationship to the next level.

2. Gain a deeper understanding of your customers through qualitative research.

3. Keep learning how to use and analyze data. You must know which datasets should be analyzed and which should not.

4. Move on to math and analytics - don't avoid them, because with the help of these disciplines you will always know what to do with data when you see the results that artificial intelligence has provided.

5. Create content (written, video, audio, etc.) that will appeal to the audience and can lure them into the sales funnel.

6. Pay attention to privacy issues, because AI does not take into account this aspect, and for many people it is important.

7. Think about what business functions AI will perform, form a holistic picture of how it will fit into your organization.

8. Make business decisions based on AI, since it cannot do it for you.

9. Think of new ways to use AI to further grow and prosper your business. What new apps can help you succeed?

Let's take a look at each of these skills individually and find out how you'll use them.

1. Improving soft skills

AI can process incredibly large datasets and analyze them better than any human. This allows him to make forecasts and in certain tasks to be more effective than the average marketer. But he cannot personally connect with the client or interpret his emotions. Isn't that a huge part of marketing?

As Raviv Turner, CEO of CaliberMind, says, “No amount of technology in the world is likely to save you as a marketer if you don’t have the right amount of soft skills like , as well as the creative mind that is required not to not only to understand your client, but also to establish contact and communication with top managers, financial and CEOs who often see marketing as a source of additional spending.

Rebecca Horan, brand strategist, believes that it is because of the human factor that marketers will always be in demand, even as technology becomes even more advanced:

“They may be needed even more than now to become a kind of mediator between artificial intelligence and human communication. Brands become great not only through effective work, but, above all, through close connection with the consumer. Consumers are much more loyal to those companies that understand who they are and who they would like to be. Sometimes this connection is subtle and easy to lose, but it always starts with emotion. I believe that a person cannot be replaced by a machine, because it is with his participation that this magical interaction between the brand and the buyer is created.

“Improving communication skills is just as important and key as learning segmentation, automation, data and analytics, and pairing them with a customer-centric mindset,” Turner continues. “The machine is not capable of mastering the ability to empathize, it does not know the curiosity and the whole range of human emotions that are required when building a trusting relationship with a client.”

2. Understanding customers through research

AI can be part of how you understand your customers.

For example, you can use it to collect information about how customers interact with different parts of the site, including headlines, lead form, and embedded video. You can also get the data you need from thousands of telephone conversations between customers and your managers, buyers and support, and identify what makes them uncomfortable.

AI helps you learn how customers move through the different stages of the sales funnel and who they interact with along the way.

But raw data alone won't give you a holistic understanding of your customers. Only you, by looking at them, can decide which elements and strategies to test.

Yalif says that no matter how advanced AI becomes, marketers should always strive to understand their customers:

“Spend time talking to your customers and learning about their needs. Look for opportunities to put yourself in the shoes of potential buyers. Try to experience the emotions that they get from communicating with your brand, from using your product or website. Think about what it's like to go from interested buyer to customer."

3. Selecting the right datasets for analysis

Your clients will be generating tons of data. But analyzing all the data, even with the help of AI, is a waste of time. You must be able to determine which datasets to consider, to know exactly if they will give you the information you are looking for.

“A small amount of data usually leads to erroneous conclusions,” says Stern. - If you flip a coin only three times, and each time it comes up tails, AI will predict the loss of "tails" on the next flip. Insufficient data diversity leaves too many blind spots. But at the same time, an excessive amount of different types of data leads to the fact that the machine begins to hesitate in any outcome, believing that all options have the same chance of success.

4. Working with analytics, code and mathematics

AI perfectly identifies patterns, which allows her to easily master the so-called hard skills (a set of professional skills and abilities related to the technical side of the activity). But marketers will still need to figure out exactly how to use the data they have to move the business forward.

Turner says you need to be curious about your data and technology. This involves visiting marketing forums and watching code samples and video tutorials.

“Getting into the basics of machine learning with Coursera or other online courses is not that hard,” he says. — I often see marketers fail to keep up with predictive marketing tools because they don’t even have a rudimentary understanding of how machine learning works or what data they need to be successful.”

You also need to be math savvy, as this will allow you to make key business decisions after looking at the data.

As Mike Moran, one of IBM's eminent engineers and senior startup strategist at AI marketing technology Converseon and SoloSegment, says, “If you chose the profession of marketer just because there seemed to be no math, then you should be disappointed. In any case, even if you don’t do all the calculations yourself, you need to be able to read the data and make decisions based on it.”

Good afternoon! Rimma Belyakina is in touch. Today we'll talk about this important profession like a marketer. We will find out who it is, what is included in its duties, how you can become a marketing pro from scratch, how much a remote marketer earns and much more. Don't go anywhere, it will be interesting.

How many words borrowed from other languages ​​appeared in Russian! And how to understand them all and not get confused in all these “trading”, “leasing”, “outsourcing”? How to figure out who a merchandiser, supervisor, promoter is?

Every time a foreign word is encountered in everyday life, I remember our notorious politician (let's do without naming), who in every election campaign promises to cleanse the Russian language of foreign rubbish.

In the meantime, he is in search of the proper tool for large-scale cleaning (oh, I got carried away) - general cleaning, let's figure out who a marketer is, because this is also a borrowed word. And I hope you will like the description of the profession and my story about it, because I tried very hard, as always. And in the end, again, as always, I am waiting for your assessments, suggestions, comments. So, let's begin.

Who is a marketer and what does he do?

Have you ever wondered why, for example, you drive a certain brand of car, have a brand new phone, buy one brand of tea, prefer to drink a particular brand of coffee, wear brand name sneakers? Most likely, you often saw them or heard about them in advertising, which means that we are talking about goods promoted by advertising.

Today we can no longer imagine our life without advertising. She is everywhere: on television, radio, in magazines and newspapers, on billboards, in stores ... Just some kind of dominance! And all why? Because it is a part of marketing, if not the main one, then one of the fundamental ones.

The word marketing comes from the English "market", which means "market" and involves the organization of activities in the process of creating and promoting a product or service.

The main tasks of marketing are the study of demand, the definition and satisfaction of human needs.

Information about the needs of the client, the expected quality and the price that the consumer is willing to pay for a product or service is needed by every manufacturer and company providing services to the public.

To stay afloat, manufacturers also need to monitor the state of affairs of competing firms: monitor the quality of their products, pricing policy. To collect all this data, as well as to think over the strategy and tactics of promoting goods and services in the consumer market, and the marketer is called upon.

Marketer is a specialist engaged in the study of supply and demand in the consumer market of goods and services, an expert in marketing the company's products.

Marketer Functions different companies define theirs. Some focus on advertising their product, doing brand promotion, others are more focused on market analysis, studying market prices, others are throwing all their efforts on detuning from competitors. But all are one in one:

The main functions of a marketer are to ensure the most effective work of the company, increase the efficiency of its activities in promoting the product in the consumer market.

Here the specialist, as they say, has “a free hand” and all means and methods are used. History knows a lot of impressive, sometimes amazingly simple, but so effective, sometimes contradictory, and sometimes curious cases of marketing moves that brought companies dizzying profits. Here are some examples. Assess the scope of the “flight of thought”.

Story 1. The American company that spawned the fast food industry, in order to attract the population to eat the hamburgers they make, applied the principle of transparency - the food was prepared right in front of consumers - everything is clean, no deception.

To enhance the effect, a non-standard marketing ploy: hired people in white coats, who could be seen every now and then in line, strengthened the idea of ​​\u200b\u200bcleanliness of the company in the minds of the population, because even “doctors” bought hamburgers.

The company began to develop rapidly, and for many years has been a leader in the consumer industry.

Story 2. Alka-Seltzer, known for its effervescent hangover pills, doubled its revenue with a simple trick: In an ad, they dropped not one, but two pills into a glass of water.

Just. That's really all ingenious is simple. Or, here's my favorite story.

Story 3. At the dawn of the formation of the profession, the owner of a certain Milanese window glazing company, in commemoration of the anniversary of his company, gave all the local boys ... a slingshot, and even with a note: “In gratitude for cooperation.”

How do you like this marketing ploy? I remember the proverb: “In war, all means are good!” How creative can be the work of a marketer, isn't it?

Marketing - is it a modern profession?

In our country, the need for marketers in the broadest sense of the profession arose in the 90s. With the transition to a market economy, a huge number of goods appeared and manufacturers began to fight for consumers.

Specialists were needed to study the market of goods, determine the needs of the population and those properties that a product must have in order to be wanted to be bought, as well as suggest ways to sell it.

The profession turned out to be in great demand, it began to develop rapidly. In 1998, only 20% of domestic companies had their own marketing department, and already in 2001 - 60%.

However, in Europe, trading companies began to use the services of a marketer already in the 17th century. The merchants sent their clerks around the cities and villages so that they would find out what the population needed, what goods they liked best. But there was no such name in those days.

What are the responsibilities of a marketer?

Marketing today is not only the creation of a product and its promotion on the market, it is the identification of the values ​​of the consumer and the creation of such a system in which the process of purchasing a product or service would fully satisfy the basic values ​​of the consumer.

“Marketing is the art of creating true value for the consumer, the art of helping consumers live better lives.”

Philip Kotler (creator of the modern school of marketing)

The world is rapidly changing. The consumer has become more legible, more demanding, more sophisticated in their requests. He needs coffee no longer just as a drink, in order to quickly move away from sleep in the morning, he needs pleasure; a dress is not just a piece of clothing, it is an image, style, image; a car is not only a means of transportation, it is speed, comfort, prestige.

Today, the so-called Marketing 3.0 system works in three directions:

1. Attracting a client.
2. Customer service.
3. Retention and return of the client.

What should a specialist be able to do so that work in all these three areas is carried out at the proper level? A good marketer is a marketing analyst, his main responsibility, as noted earlier, is to research and analyze the market: what goods and services are presented, what are missing, at what price and who buys, why buys, why does not buy.

Other responsibilities, in relation to the priorities of the company, may be:

• forecast and modeling of possible fluctuations in supply and demand;
• development of product promotion plans;
• organizing and holding events, advertising campaigns, shares;
• compiling a list of consumer goods;
• budgeting and pricing;
• managing the workflow of other specialists in the marketing department: advertising agents, designers, copywriters, etc.

And what is the responsibility of an Internet marketer, you ask. After all, we are here, discussing the possibility of working remotely. Yes, almost everything is the same, but only online.

Internet marketer must:

1. Expand client base.
2. Supervise project activities and prepare monthly reports.
3. Analyze the attendance of the resource and the work to promote the project.
4. Provide responses to incoming customer inquiries.
5. Develop plans and strategies for the development of the project and ensure their implementation.
6. Ensure compliance with contracts.

Simply put, an Internet marketer, who is also a web marketer, is engaged in managing sales on the network, attracting as many visitors as possible to the manufacturer’s website or trading company and developing strategies and ways to sell goods via the Internet.

Here, no matter how many tools are invented to help him, because Internet technologies do not stand still! Here are just a few of them:

• selling website,
• site-one-page Landing Page,
• SEO promotion,
• SMM promotion,
• advertising (, targeting, teaser, banner, viral, native),
• mailing list,
• messengers, etc.

Want to know more about it and how it all works? Here is a video about modern marketing tools.

What Qualities Will Help You Become a Marketing Professional?

It's not easy to become a professional. You need to be an extraordinary person and combine a sufficient number of both professional and personal qualities.

1. A marketer needs to have the makings of a psychologist, because the outcome of the sale of the company's products depends on his ability to influence the mind of the buyer. He knows how color, package size, smells, font size, product position on the shelf, etc., affect the consumer, and he knows how to manipulate it.
2. He must have the desire, interest and desire to work with a large amount of new, first of all, significant information: analytical data, sales data, consumer survey results, reports.
3. Creativity: the ability to come up with new ideas, non-standard moves.
4. Communication and verbal skills: networking, negotiation / presentations, communication with clients, the ability to convince.
5. good analytical, mathematical ability(ability to work with numbers, graphs, charts).
6. Humanitarian abilities (ability to work with texts).
7. Attention and focus to engage in analytical activities.
8. Organized (ability to plan work and clearly follow the set goals).
9. Stress resistance, because you need to be prepared for large volumes of work and a rapidly changing market situation.

And the main quality, the presence of which is mandatory (and not only in the profession of a marketer, as I see it) and without which neither success nor advancement in terms of career growth is possible, is, no matter how trite, love for the business you are doing. Do you agree?

Pros and cons of the profession

1. Demand. The prevalence of the marketing profession is increasingly scaling in the field of consumer demand. Business is growing. A person will always need something.
2. High salary. Internet marketers with high performance indicators can boast of large fees.
3. Opportunity for career growth. There is a chance to get a position immediately after graduation, because the demand for competent specialists is high. At the start, however, you need to be prepared for the position of marketing assistant or assistant.
4. An interesting creative profession. There is an opportunity to show their talents, to realize their ideas.

1. Low starting position without work experience and portfolio.
2. Along with the fact that this is creative work, it is also painstaking work (this is described above).
3. Great responsibility to the leaders of companies. You always need to be “on the alert”, “competitors do not sleep”.
4. Nervous work, albeit interesting. Large psychological stress - the amount of work is not sickly.
5. Often an irregular work schedule, again, due to heavy workload.
6. Possible risks in conditions of remote work: you can “run into” an unscrupulous employer; informal employment and, as a result, unpaid sick leave and vacation.

Here, as they say, “think for yourself, decide for yourself, to have or not to have”, that is, “to be or not to be”.

Where are professions taught?

Education can be taken at higher educational institutions at the faculties of sociology or management in the areas of “Advertising and Public Relations”, “Marketing”, “Applied Methods sociological research". But, unfortunately, there are not so many universities that teach in these areas.

However, this specialty can also be obtained in other educational institutions (colleges, technical schools), where courses and trainings are held. There are online universities teaching modern Internet professions.

If you wish, you can try to learn on your own, since there is plenty of material on the Internet on this topic. We'll have a marketing course review article coming soon.

How to find a job

As the saying goes, “if there is a desire”, there are many job search options:

• on job search sites, primarily: job.ru, rabota.ru, hh.ru, superjob.ru;
• on numerous;
• in social networks, after correctly and competently filling out your account;
• through commercial offers with your resume sent directly to recruiters of companies where you would like to work;
• it has become fashionable now to use multifunctional messengers (Telegram, WhatsApp), there also do not forget to set up the profile correctly, starting with the status;
• on professional forums, where, like job seekers, employers also drop in.

As you know, there are no easy ways, and "the road will be mastered by the walking one."

How much does a marketer cost?

Depending on the regions and functions assigned by the company to a specialist, according to the research center of the Superjob.ru portal, wage varies from the lowest at 23,000 to the highest at 58,000 rubles.

The Trud.com website provides approximately similar statistics, where the average salary of a marketer is clearly visible - 30,000 rubles.

Your professional abilities, accompanied by a trump card in the form of a solid portfolio, your rich experience and an irresistible desire to work in the field of PR for the benefit of satisfying human needs will be faithful companions in your search for employment.

Conclusion

What is the result? The realization that the profession of a marketer is a field of activity of creative, extraordinary personalities, but with a commercial streak, who are not afraid of difficulties, ready for development and professional growth. Learn more about the marketing profession in this video.

Did you recognize yourself in the description? There was a desire to occupy this niche? Then go ahead! And may good luck accompany you!

For now, for now. And yes, feel free to rate the article “5 stars” if it was useful and interesting to you. I look forward to your comments.