Marketing is a general term that refers to the process of promoting a product, service, idea, or organization. It’s an activity that exists in nearly every industry and in every company, though the specific tasks performed by marketers may vary greatly depending on the individual company and their needs.
Marketers are responsible for developing marketing strategies. This may include running focus groups to figure out what consumers want, building a brand voice and image, figuring out how to target a specific audience, or determining how best to utilize social media platforms. They also commonly run advertising campaigns using everything from television ads to billboards to digital banners.
Read on to learn more about what it’s like to be a marketer and what it takes to become one yourself.
Marketer Job Duties
Marketers are responsible for a wide range of duties, including:
- Conducting market research to understand industry trends and competition
- Identifying potential target customers and opportunities, creating target market profiles, and identifying their buying habits
- Developing marketing strategies and planning campaigns including developing budgets and project plans
- Coordinating with departments, management, the marketing team, and advertising agencies to ensure high-quality marketing and brand integrity
- Managing and overseeing the quality of marketing campaign content such as brochures, social media ads, and event promotions
- Delegating and supporting the marketing team and resolving challenges
- Meeting with clients to understand their business and marketing objectives, competitive challenges, and unique needs
- Developing strategies to meet clients’ objectives including creating an overall marketing plan, developing a budget, and implementing the plan
- Monitoring market dynamics to ensure that any strategic changes are aligned with current trends.
Marketer Salary & Outlook
The median annual wage for marketers is $72,500. Those earning higher wages tend to work for the motion picture and sound recording industry, and the highest earners are making over $160,000 per year.
The employment of marketers is expected to grow much faster than the average over the next decade. This is due to organizations’ continued focus on improving their business processes and increasing their competitiveness in the marketplace. Marketers will play a key role in finding ways for companies to increase sales and enhance customer loyalty.
Marketer Job Requirements
The requirements for marketers are as follows:
Education: A bachelor’s degree in marketing or a related field is usually required to become a marketer. These programs generally teach students how to use marketing principles and techniques to generate revenue for a company. They will learn how to develop a target customer profile, create a marketing strategy and integrate their campaigns into the overall brand.
Training: Most marketers learn on-the-job training after they begin working with an organization. Their employers will provide them with specific guidelines and processes to follow when developing their marketing strategies. This training allows the marketer to become familiar with their company’s products and services, as well as learn how to develop effective strategies that will improve brand awareness and generate revenue.
Certifications & Licenses: While certifications are not required for this job, some may choose to obtain them to demonstrate their knowledge of certain topics. The American Marketing Association (AMA) offers several certifications in the field.
A marketer needs to possess the following skills:
Interpersonal skills: Marketers must be able to work well with clients, coworkers, and vendors.
Creativity: A good marketing plan involves coming up with new ideas for promoting a product or service. Creative people are often the best at this.
Analytical skills: A good marketer must be able to evaluate data and make sound decisions based on that information.
Leadership skills: A marketer will need to lead his or her team in order to effectively accomplish goals.
Strong written communication skills: Writing is an important part of the job, whether it’s creating advertising copy or writing emails to clients.
Writing skills: Good writing skills are needed to write marketing plans, memos, proposals, letters, and reports.
Marketer Work Environment
Most marketers work indoors at offices, but some work outdoors to promote products at sporting events, parades, and other public gatherings. Marketing jobs are often very stressful. They require constant interaction with people, which can be difficult for introverts. They may spend long periods of time sitting at computers or other office equipment.
Marketers usually work full time. However, the number of hours worked can vary depending on the needs of the company and deadlines for specific projects. Marketers may have to work nights, weekends, and holidays when deadlines are approaching.
Marketer Career Path
Marketers usually spend their first few years in entry-level positions, assisting with research and analysis. From there, they gain experience working on smaller projects or with smaller budgets. They gain knowledge about the company’s products and services, as well as its target market. As they learn more about their company’s target market, they can develop complete marketing plans for a product or service. After a few years of experience, marketers have a solid grasp of their company’s brand image and can implement a full marketing plan for a specific product or service.
Five Years Out
Five-year veterans have developed a unique understanding of their company’s unique products and services and have developed a solid understanding of the competition. They have developed complete marketing plans for several products or services. In some cases, they have been given the opportunity to put together small teams to work on large projects. They have been promoted from assistant to associate marketer or from associate to senior marketer. Many leave this level seeking greater responsibility and higher salaries in other sectors.
Ten Years Out
After ten years, marketers have been successful in raising their firms’ profiles. They have formed alliances with other prominent marketers and have built successful careers by bringing in new business and increasing revenues for their firms. They also work hard at networking events and conventions to keep their names before the public eye. The hours are still long, but satisfaction is high. A significant number have become creative directors or marketing managers of their companies at this point.
Here are three trends influencing how marketers work. Marketers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.
Customization of Product Offerings
Customization of product offerings is becoming more important for marketers today as companies need to stay relevant in a fast-changing marketplace.
For example, an insurance company may want to offer custom quotes based on the unique characteristics of individual clients, which can help ensure that products are more affordable and tailored to each client’s specific needs.
Data Driven Campaigns
Today, marketing campaigns must be highly targeted and data-driven to be effective. As more companies rely on digital channels like Facebook and Google AdWords to promote their products, the need for digital marketers with strong analytical skills is rising.
These experts are responsible for making sense of complex analytics data in order to develop successful campaigns that can generate leads and boost sales for businesses.
Consumer Interest in Transparency
A study conducted by Qualtrics and Accel found that 91% of consumers believe companies should have to disclose the ingredients they use on their packaging, while 80% think companies should reveal what is in their products.
This trend indicates that the “back to basics” movement is still strong among consumers, who are more interested than ever in knowing exactly what they are consuming.
How to Become a Marketer
1. Planning Your Career
If you’re thinking about a career as a marketer, it’s important to think about the type of company you want to work for. Some organizations have a small marketing team and others have dozens; in some companies, marketers report directly to the CEO while in others they report to a middle manager.
Regardless of your choice, take time to research the different functions that marketers can perform within an organization. This will help you narrow down your search and better define what kind of role you want to fill within a company. For example, do you want to be involved in digital marketing or brand management? Do you want to manage a small team or work independently?
Aspiring marketers should determine which aspect of marketing they are most interested in and then tailor their education and experience accordingly. Though the position requires analytical abilities, those without a background in social media may find it challenging to secure a job in this industry, By contrast, someone with more relevant knowledge could quickly get up-to-speed through independent study or some entry-level work experience.
2. Writing a Resume
The best resumes for marketers emphasize their ability to market products, build relationships, and drive results. When listing your experience, be sure to include the kind of marketing tactics you used, such as social media advertising or email marketing. List any accomplishments such as exceeding goals, winning awards from clients, or developing successful strategies.
If you worked in a position that required working with different teams or project managers, be sure to emphasize how you collaborated with them. If you have been recognized for your work by being named a top performer or rising quickly in the company, this is an excellent way to demonstrate your value. If possible, include a portfolio that shows examples of your work and gives employers a more visual way to see what your past projects looked like.
3. Applying for Jobs
To be successful in your job search, you should start by getting to know what’s trending in the world of marketing. Browse social media sites like Twitter and LinkedIn for news about brands, promotions, and various industries. Take time to follow people who work in marketing, especially those at companies you’re interested in. You can also join local marketing groups or attend conferences that are related to your field of interest.
Applying to companies directly is also an option, however, one of the best ways to find out about new opportunities is through networking. Talk to everyone you know about their current job, who they work with, and what they like and dislike about their current position. Do research on your own to see if there are any other positions that may be a better fit for you. And if you find something promising, ask for an informational interview or even apply directly.
4. Ace the Interview
When you’re interviewing for a marketing position, you’ll need to speak about your experience, and how that experience meets the needs of the company. Be prepared to discuss any and all relevant skills, such as basic business knowledge, project management skills, data analysis and planning skills, and communication and presentation skills.
Also be sure to demonstrate your knowledge of the industry. For example, if you are interviewing for a marketing job in an accounting firm, be prepared to discuss how you would market to their target audience.