Marketing is an expansive area of expertise that encompasses many different focus areas, skills, and job descriptions.
The ultimate goal for marketers is to show customers or clients why they should trust a company and purchase its goods or services.
Working in a marketing position involves showcasing a company in a positive light.
But exactly how do they do it?
The Marketing Job Description
Marketers are the brains behind getting the word out about their organization’s products or services.
According to the Bureau of Labor Statistics (BLS), marketers
- Monitor market trends,
- Create advertising campaigns,
- Develop pricing strategies, and targeting strategies based on demographic data,
- And work with the company to develop more awareness of what they offer.
When it comes to defining the marketing job description, you are not likely to find a universal answer.
Digital Marketing Roles
One huge category of marketing these days is digital marketing.
If you think about everything that happens online these days, you’ll have a hint at how vast these efforts are by themselves.
We asked digital marketing professionals to talk about different kinds of marketing in this branch of the field.
Pay-per-click (PPC) marketing involves sponsored content in search engines, on websites—and so much more.
In many cases, these are the people who make sure a business’s product or service landing page is at or near the top of search results by paying for placement.
“With frequent updates and new features introduced regularly, you have to make an effort to keep up to date with what is going on—or risk dropping behind the curve,” says Jamie Burgess, SEO/PPC account manager at Cariad Marketing.
Search Engine Optimization (SEO)
SEO is very much a long-term strategy that involves working with search engines and appealing to their algorithms.
(Note: This is different from paid advertising which is paying upfront for a burst of time at the top of the rankings.)
This part is also known as the “organic” side of search engine marketing.
Content Marketing
The difference between content marketing isn’t selling the products or services
Its main purpose is to bring value to customers and build strong relations between the brand and the customers
Much like SEO (and often in tandem with SEO) content marketing takes time to build to become effective.
Video Marketing
Long story short, marketers turn their clients’ stories into video assets that help them solve business problems.
Video marketers can track engagement at a much deeper level than many other forms of marketing.
Traditional Marketing Roles
Traditional marketing doesn’t exclude digital outreach efforts, but it’s less concerned with some of the main tools digital marketing relies on.
If you think of the way marketing work was done even 20 years ago, you’ll have a better idea of what this umbrella term covers:
- Radio,
- Television,
- Newspapers,
- Magazines,
- Billboards,
- Telemarketing,
- Face-to-face efforts and more.
Experiential Marketing
It’s a growing trend in marketing that directly engages consumers by inviting them to participate in an interactive, real-life, usually hands-on, brand activation.
Experiential marketing might look like pop-up shops, a virtual reality instalment or a series of events.
Local Marketing
Billboards, bus stops, cafe bulletin boards… local marketing is everywhere.
If your company exists in a physical space, odds are, some element of local marketing (whether traditional or digital) will be part of your game plan.
Many marketers will use a wide variety of marketing approaches in their jobs, specializing in their representation of a company more than any specific marketing style.
Market Research
Market research is the practice of mining various forms of data in order to more effectively market a product.
It’s a focus area that doesn’t neatly fall between traditional and digital,
To do this, they conduct desktop research on competitors, consumer surveys, and interview panels of potential customers.
In conclusion, marketing jobs are diverse, and there is a role for almost any skill set.
If you think a career with so many options sounds exhilarating, have you ever considered getting into marketing?
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