Marketing delivers exceptional results for business – and for those who work in it.
For anyone considering marketing as a career choice, there is a simple, clear, one-word motivator: success.
When you see the straplines ‘Just do it’, ‘Vorsprung durch technik’ or ‘The make-up of make-up artists’ – or know what ‘golden arches’ signify, or remember what product is associated with Labrador puppies, or what the ‘Man fom Del Monte’ is likely to say – and know what it all means without being reminded, then marketing has done its job.
The examples above are brand marketing at their best. But marketing does more than build memorable campaigns. It leads to business success by identifying something that people or businesses want and are prepared to pay for, or a problem that they would like solved. It develops products or services that meets that need and sets the right price for them. Only then, as above, do the promotional aspects of the marketing machine come to the fore.
Marketing is a core function of business from ‘Eureka’ moment to award-winning campaign. It is applicable to businesses of all sizes, in all sectors, and it also touches and influences many other departments within an organisation – not only sales, with which it has a well-defined association, but also IT and HR, for example, both of whom can learn from marketing’s ability to engage with and understand the customer’s needs.
As a marketer, your next challenge might be to inform customers about the value proposition of a product or service, or to drive brand engagement across a range of channels and touchpoints – from social media to in-store campaigns, trade shows and direct mail. It could be to reach out to potential customers, or to find new ways of sustaining existing relationships. Throughout the customer lifetime cycle, marketing is a guiding hand.
It’s a big, but rewarding challenge – and one that requires, and helps to develop, a diverse skillset and a creative and analytical mind. This brings wide-ranging benefits for the individual. For example:
It will allow you to be creative – for example, helping to design new brands, products and services, and finding fresh and inventive ways to promote them.
It will ensure you are up to date with the cutting-edge technology that is changing the world and the way we live every day – for example, using virtual and augmented reality; mastering chatbots; leading the revolution in advertising automation; tracking the rising influence of artificial intelligence.
It will keep you in touch with real-world market forces and social trends, rather than dry theory. For example, by using social media to meet customers’ individual needs wherever they are, at all times, via an agile, in-the-moment social media strategy that is intuitive, practical and personalised, you will be first to know what hits the marks for business today, and what doesn’t.
It will provide opportunities to develop your skills in rigorous, hard-edged research – for example, by conducting market research during product development, or measuring a campaign’s success through data analytics.
All of these areas fall under the remit of marketing, and it’s unlikely that can be said for the more rigidly outlined roles in other parts of an organisation. It also makes marketing a core input of business. Indeed, as the customer continues to become ever more central to businesses across sectors, marketing’s unparalleled understanding of customer behaviour provides those working within it even more opportunities to lead business success. To work in marketing today, is to be committed to being at the forefront of that journey.
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