Today we will talk about what a marketer does in a company. You will also learn what are the duties of a marketer, how much you can earn and how to master this profession.
Many people ask the question, who is a marketer and what does he do? Indeed, this profession is quite multifaceted and its meaning is not clear to everyone. On the one hand, marketing is responsible for the long-term success of any business. On the other hand, it is a set of actions aimed at capturing the market.
If you look at it in a simplified way, then everyone who is engaged in business is interested in taking their place in a particular market. And for this, various systematic actions are being taken. For example, developing a company promotion strategy, building multi-step touch points to warm up interaction, etc. Various sales methods are also carried out, such as: cross-sales, up-sales or discounts when buying from 2 units of goods. And in fact, marketing is responsible for this.
Thus, marketers working in organizations are trying to attract the attention of potential customers to the product. To do this, there are various ways and methods. For example, creating a bright product packaging, placing information in the media, collaborating with celebrities or various promotions.
Marketing refers to any action taken by a company to attract an audience to the company's product or services through high-quality messages. Marketing aims to deliver distinct value to potential customers and consumers through content, with the long-term goal of demonstrating product value, building brand loyalty, and ultimately increasing sales.
Of course, this may seem strange, but marketing can also include:
- Sending thank you letters via email;
- Joint viewing of a football match at the stadium with potential clients;
- Answering phone calls;
- Lunch at a cafe with customers, etc.
With a wide range of definitions, marketing takes place in virtually all business operations, including advertising, selling, and delivering a product or service to an individual customer or business.
There are four main components of marketing, they are also commonly called 4Ps:
- Product (Product);
- Price (Price);
- Place (Place);
This concept was developed in 1964 by American academic Neil Borden and according to it, any marketing strategy should take into account these four components.
This is what lies at the heart of any business. A product should be understood as a product, service, smartphone application or software. Essentially, a product is something you sell for profit. First of all, it must satisfy consumer demand. Therefore, before you start selling the product itself, you must answer a number of questions. What problem does it solve? What difference does it have from other analogues? Why should buyers buy it? Can this product be combined with other products?
Price is the price at which a product or service is sold. In its formation, various components should be taken into account. For example, the cost of producing a product, logistics, salaries, taxes, advertising costs, etc. In addition, the prices of competitors should also be taken into account. And of course, you should not forget about whether it will be profitable for you to sell this product at a certain price.
A place is where your product or service is sold. Are you going to sell in a store or mall? Or will it be enough to make a website and sell it on the Internet? If it will be sold in a store, what kind of packaging and what kind of product will it have? What platforms and sources will be used to sell the product on the Internet?
The last of the 4Ps is how the product will be promoted. This includes everything related to getting the world to see your product. For example, newspaper ads, media, Internet advertising, participation in fairs and exhibitions, word of mouth, etc.
Not everyone who watched a free webinar or took an online marketing course can call themselves a marketer. And even if you study marketing for 5-10 years, this does not mean at all that you will be an excellent specialist. Since initially it is necessary to have the necessary qualities and abilities that will help you achieve the heights in this profession. First of all, a marketer must be creative in nature, as well as sociable. This skill is needed to communicate and work in a team. Also, a good marketer should be able to clearly understand the target market and target audience. A marketer who knows how to put himself in the place of a potential client and read other people is a really good marketer.
Of course, in addition to these skills, it is also important to be able to work with data and analytics. Indeed, in essence, marketing is a constant work with information, on the basis of which decisions are made. Modern marketers also need to be friends with the computer. After all, almost all work is carried out using a computer and special software. So you need to be able to work with Word, Excel, various photo editors. In addition, you need to know how to hold ZOOM meetings and make presentations.
Of course, it is important for a marketer to know English as well, since almost all innovations and trends come to us from the English-speaking market. You also need to be able to quickly adapt and change, as marketing is a rapidly changing area. And of course, do not be afraid to try something new and constantly experiment.
So what does a marketer do in a company? In simple words, here are the main responsibilities of a marketer:
- Market and competitor analysis;
- Creation and development of a marketing strategy;
- Selection of the target audience and creation of a client avatar;
- Search for growth points for the company;
- Promotion of the company on the Internet;
- Brainstorm with the team to find creative ideas;
- Collect competitor data, including prices, product sales, and marketing practices;
- Create reports and presentations on the results of work;
- Working with analytics, etc.
Unlike traditional marketing, today its branch concerning online promotion is rapidly developing. Such specialists are usually called Internet marketers or digital marketers. As a rule, these specialists are more focused on online marketing methods and tools. Although, of course, an ordinary marketer can combine online with offline.
Internet marketers may have a narrower specialization and be responsible for a specific area. For example, website promotion in search engines, advertising on Facebook or Instagram, copywriting or YouTube advertising. In addition, they may have knowledge of digital marketing and be responsible for digital marketing in a company or organization. Today, such specialists are hired not only by entrepreneurs, but also by state organizations. After all, many people understand that the future belongs to the Internet and information technologies.
Like any marketer, a digital marketer can have different responsibilities. They will depend on qualifications, experience, industry, as well as the company in which the specialist works. But the main ones are:
- Know the basics of classical marketing;
- Have the creativity to generate ideas and presentations;
- Understand different areas of digital marketing
- Create a promotion strategy for different businesses;
- All the time to follow all the changes in the field of marketing and be aware of all the trends. For example, updating Google or Facebook algorithms;
- Be able to identify the target audience;
- Test and verify different hypotheses;
- Know how to work with contractors. For example, copywriters, designers, layout designers, etc.
- Work with information and analytics.
The salary of a marketer will depend on many factors. First, from duties, experience and qualifications. Secondly, the level of salary will also be influenced by the region and the place of work itself. According to jooble.org, the average salary in Russia is 35,000 rubles. In Ukraine, the average salary of a marketer is UAH 17,500. according to the site work.ua.
Of course, earnings can be more, for example, in Moscow it is 65,000 rubles. In Kyiv, the salary is 21,000 UAH. per month. If we talk about vacancies in large companies, then the salary can be $ 2000-4000. However, do not forget that at the same time you must have the appropriate qualifications, work experience, as well as the presence of successful cases.
In addition to the vacancy of a marketer, you can also try yourself in narrower areas of Internet marketing. For example, SEO, SMM or targeted advertising. Depending on the direction, the salary will also be different. It can be either $500 or $2000. Here, too, the level of salary will depend on various factors.
It's no secret that in order to build a successful career in any profession, you first need to acquire a good education and relevant skills. Without this, alas, it is impossible. It's like getting behind the wheel of a car without driving skills. For this, you can go to university or take special courses. Each of these options has its pros and cons. For example, despite the fact that the university will be much longer, but thanks to it you will receive a diploma. Today, diplomas from prestigious universities are highly valued in serious and top companies.
Of course, if you choose any courses, your learning will be much faster. However, no one will guarantee you that at the end of your studies you will receive a diploma that is quoted. There is a wonderful saying: "They meet by their clothes, but see them off by their mind." So for many companies, a diploma is just the very clothes.
Of course, no one will give you a 100% guarantee that with a diploma you will be able to get a good and promising job, but it will still increase your chances.
So, if you want to get a good education and are thinking of studying to be a marketer, then we recommend that you pay attention to these courses:
- Profession "Internet marketer" from Skillbox;
- Profession "Freelance Marketer" from Skillbox;
- Course "Profession Marketing Director" from Skillbox;
- Online course "Classic Marketing from the MBA Program" from City Business School.
If you want to study marketing at the university, then we advise you to pay your attention to the following universities:
- Lomonosov Moscow State University (Moscow);
- St. Petersburg State University (St. Petersburg);
- National Research University Higher School of Economics (Moscow);
- National University "Kyiv-Mohyla Academy" (Kyiv);
- Taras Shevchenko National University of Kyiv (Kyiv);
- Odessa National Economic University (Odesa).
Of course, in order to start studying marketing, it is not at all necessary to go to university or buy paid courses. To get started, you can turn to free learning sources. For example, on the Internet there is a lot of different useful information in this area. In addition, there are a huge number of different books and free webinars. Among them are the following:
- The book "Marketing Management" by Phillip Kotler;
- The book "Why We Buy, or How to Make Buy" by Paco Underhill;
- Author Igor Mann, Elena Zolina. “Feedback. Get feedback";
- Emanuel Rosen. "Anatomy of word of mouth marketing";
- Book by David Mirman Scott. “New rules of marketing and PR. How to use social networks, blogs, podcasts and viral marketing to directly contact the buyer;
- For those interested in social networks, we recommend attending a free webinar: Getting to know the profession of an SMM manager;
- Free webinar from Skillbox "As a direction in digital marketing";
- "How to become a marketing director and what is this position" from Skillbox;
- Free webinar "How to develop a marketing strategy" from Skillbox.
If you think that there is some secret that will help you discover a fast track to success in the field of marketing, then this section, alas, is not for you. Let's say right away that there is no 100% success formula that will definitely work. In any case, everyone will have their own. But one way or another, your path must begin with knowledge. Even if you already have basic marketing skills, you will have to update your knowledge all the time, or fill in the gaps.
However, the most difficult thing is not to gain knowledge, but to find a job. There are many factors that influence this and it is difficult to say or advise anything here. Perhaps the main thing is to be open and try to prove yourself as best as possible. First of all, do not chase money, but try to gain knowledge and experience.
If you are taking any courses with a job guarantee, then you should not relax, try and give your best, this will increase your chances of getting a job. If you are learning marketing on your own, then start helping your relatives or friends in marketing. Maybe in the future it could turn into something more.
For entry-level professionals, it's best to start with something simple. For example, maintaining social networks, copywriter, marketing assistant, etc. Similar vacancies can be searched on job sites. It is possible that among them there are those that do not require work experience from the candidate. In addition, a novice marketer can turn his attention to the position of marketing coordinator. It involves working on multiple projects as part of a marketing team. Thanks to this experience, you will be able to discover other specialties and directions in marketing. For example, a project manager or marketing director.
Testing. We said above that a good marketer should not be afraid to experiment and try something new. So almost every day he has to test hypotheses, look for new approaches and test them in practice.
Analysis. Of course, testing is good, but only when you analyze your actions. Therefore, a good marketer should work with analytics all the time. Thus, he will understand what works and what does not and what needs to be done to correct his actions.
Content creation. Almost every day a marketer has to create content. Write new articles for the blog, come up with posts for social media. networks, create e-books or make presentations. In addition, he also has to write posts for his social networks. networks.
Answers to the question. Periodically, it is also worth asking yourself questions: “What worked out?”, “What didn’t work out, why and what corrective actions for the future?”, “What new did I learn and what do I plan to implement from this?”.
Education. Also, a good marketer should periodically refresh their knowledge. To do this, it is worth attending various conferences, seminars, webinars, etc.
Follow the news. Every day in marketing something changes and happens. Therefore, a good marketer should also read various forums, news portals and blogs about marketing all the time. You can also subscribe to various groups in the social. networks or find some good Telegram channels.
To become better. Every marketer needs to get better every day. To do this, it is best to find 1-2 competitors and constantly monitor them. You can learn from their experience and borrow something.
Working with the target audience. Although many people understand this, for some reason not all companies do it. If you are a good specialist, you should always determine who your target audience is and constantly work with it. After all, it is the basis of marketing.
Try and create. Marketing is a world for creative people. Therefore, you need to constantly try something new and non-standard.
Segmentation. A good marketer is always trying to find an individual approach to each client. To do this, he does not communicate with everyone in the same language, but tries to segment the audience. You can segment in different ways, for example, conduct a survey and identify the "pain points" of each person. In the future, this will help to come up with a sales method specifically for each potential client. Thus, your marketing strategy will become more effective.
So what does a marketer do in a company? The responsibilities of this profession are multifaceted. Firstly, he can build a company's marketing strategy, work with analytics, create client avatars, analyze the market, competitors, and so on. Secondly, the marketer in the company can be highly specialized. For example, conduct social networks, set up contextual and targeted advertising, or engage in search engine optimization.
The salary of such specialists will depend on experience, duties, qualifications and place of work. But in order for you to be able to earn from $500, you need to get a good education. To do this, you will have to learn, constantly develop and improve. Of course, it is best if after training you will have a diploma. After all, most top companies pay attention to this when selecting candidates for their jobs.
If you want to become a marketer, then it is not at all necessary to immediately go and get a paid education. To do this, you can start mastering this profession with the help of books, free courses and webinars.