By T. Leigh Buehler | 12/24/2024
Today’s marketers are often asked, “What exactly do you do?” As an assistant professor who teaches marketing courses, I am often asked this question. While this question may seem simple, answering it involves a discussion of areas from a diverse marketing landscape.
The marketing job description varies from company to company and from industry to industry. The world of marketing is multifaceted and is ever-evolving. If you are interested in a career path that shifts with new technology and is filled with excitement and a lot of data, then marketing might be the right industry for you.
The Dynamic World of Marketing
Marketing is the merging of the art and science of connecting products and services to the right audience at the right time.
In today’s digital-first world, the role of marketers has expanded far beyond traditional advertising campaigns and promotions. Now marketers are strategists, data analysts, content creators, and customer experience architects.
From tech startups to established Fortune 500 companies, marketers are the bridge between what a company offers and its target audience. Marketers ensure the value of a product or service is effectively communicated and help establish a company’s relationship with consumers through creative marketing campaigns.
The Marketer's Job Description: Wearing Many Hats
So what does a typical day in the life of a marketer look like? Well, there really is not a “typical” day.
The role and responsibility of the marketer is varied, and different marketing efforts are challenging. If you are a marketer working for a company, you may have segmented responsibilities.
If you are a marketer working for yourself, then you will most likely cover all these roles:
- Strategy development: Craft comprehensive marketing strategies aligned with business goals
- Brand management: Build and maintain brand identity and perception
- Market research: Analyze market trends, consumer behavior, and competitive landscapes
- Campaign planning and execution: Design and implement marketing campaigns across various channels
- Content creation: Develop engaging content that resonates with target audiences
- Data analysis: Measure campaign performance and derive actionable insights from customer data
- Customer relationship management: Foster long-term relationships with customers
In essence, today’s marketers do a little bit of everything. Adaptability is key in the ever-changing marketing world.
To excel in the diverse world of marketing, marketers need a unique blend of skills. Creativity is crucial for developing innovative campaigns and content. Also, analytical skills are essential for interpreting data and market trends. In addition, communication skills are vital for conveying messages effectively across various mediums, such as radio, television, print publications, and social media sites.
Marketing Campaigns
Inevitably, all marketers will be involved in marketing campaigns. Marketing campaigns are coordinated, strategic efforts to promote a specific company goal. For instance, that goal might be to raise awareness of a new product or capture customer feedback.
Marketing campaigns are the vehicles through which marketers deliver messages to their target audience, and the importance of well-executed, creative marketing campaigns cannot be exaggerated. These campaigns can dramatically increase brand awareness, drive sales, and win customer loyalty.
Here are some creative marketing campaigns and an analysis of why they worked.
Fiat's 2023 Ad Campaign
For Fiat®, its most praised advertising campaign of 2023 focused on effective brand building and differentiation. This campaign stood out for its creativity and resonated well with audiences, significantly enhancing the brand's image.
Its success can be attributed to its ability to differentiate Fiat in a crowded automotive market while building a strong emotional connection with consumers. The company did not shy away from crediting their competitors’ strong, reliable cars, but focused on the creativity and “life” behind the Fiat.
Dove’s Empowerment Campaigns
Dove® launched a long-running campaign focused on empowering women in 2023. This initiative challenged the beauty industry’s norms in the hope to inspire a positive change.
The success of this campaign comes from the consistency of Dove’s brand values, as well as its ability to address social issues relevant to their target audience. This marketing message of empowering girls and women and improving their self-confidence helped to develop a deep connection with consumers.
Heineken’s Gaming Strategy in Brazil
Brazil has a vibrant gaming community. Heineken® used this cultural knowledge and combined it with a unique marketing strategy that blended social gaming with its brand message.
This approach attracted gamers and allowed Heineken to position their product as a relatable brand in a niche market. The success of Heineken’s advertising campaigns demonstrates that there is power in understanding and engaging with your target audience in meaningful ways.
Digital Marketing
Online marketing is now an indispensable part of any marketing strategy. Digital marketing incorporates multiple tactics and channels, such as online ads, websites, and social media platforms.
Digital marketing also uses search engine optimization (SEO) and search engine marketing (SEM). SEO involves optimizing website content to rank higher on search engine results pages, while SEM relates to using paid advertising on search engines to increase visibility.
Digital marketing involves different areas:
- Content marketing is the creation and distribution of valuable, relevant content to attract and engage with a target audience. This content can include information such as upcoming promotional events or advice on different ways to use a company's products.
- Email marketing focuses on using email to build relationships with potential customers or to keep current customers informed.
- Social media marketing promotes products or services on social media platforms. It is also an opportunity for companies to engage with current customers and potential customers, as well as offer another level of customer support.
- Online advertising involves digital marketing activities such as placing ads on websites, social media platforms, or other digital channels.
Companies across multiple industries have seen significant growth through strategic digital marketing efforts. For instance, ecommerce businesses can increase their sales through a targeted social media ad or a business-to-business (B2B) company can generate leads through content marketing. The power of digital marketing is unmistakable across all industries.
Market Research
Conducting market research is the foundation of effective marketing. It is the process of gathering, analyzing, and interpreting information about a market, a product, or a service to be offered for sale.
The purpose of market research is to understand customer needs and their preferences. Also, it helps to identify market trends and potential opportunities.
In addition, market research allows companies to assess their competitive landscapes to gain insights that can help with their business strategy. For instance, researchers can conduct analyses to understand how their competitors behave or market themselves. Market research also helps to find market gaps and various ways to expand a company’s customer base.
By conducting market research, marketers can test new product or service ideas. This work provides marketing teams with useful feedback to assess customers’ interest in that product or service.
It also helps to find potential issues in areas such as pricing strategies or public relations or determine the viability of launching a new offering before the company significantly invests in full product development.
An additional key component of market research is measuring brand perception and awareness. Marketers can measure brand perception in different ways, such as:
- Surveys
- Online reviews
- Social media
- Website analytics
- Marketing software
- Net promoter scores (NPS)
- Customer satisfaction scores (CSATs)
- Direct traffic
Social Media Marketing
Social media has revolutionized the way companies interact with their audiences and extend their brand reach. Social media provides a platform for marketing initiatives that promote direct engagement, real-time feedback, and viral content distribution.
For a social media manager, successful social media marketing strategies often involve a thorough understanding in various areas, such as:
- Creating and sharing engaging content
- Building and nurturing online communities
- Leveraging influencer partnerships
- Running targeted ad campaigns to promote brand consistency and brand loyalty
- Providing real-time customer service and support (super important for public relations!)
- Reviewing web analytics to determine what worked and what didn't
Let us discuss some effective social media marketing campaigns and break down why they worked.
Airbnb’s Photography Campaign
Through user-generated content (UGC), Airbnb® invited customers to share candid photographs of their stays at Airbnb facilities. This UGC strategy was successful because it created authentic, relatable content that resonated with customers. This campaign led to high engagement levels as users shared their stories and pictures, which led to a stronger community feeling about the brand.
Nike’s ‘Dream Crazy’ Campaign
Nike® created an award-winning campaign in 2019; its Dream Crazy campaign won an Emmy. This marketing campaign featured controversial football player Colin Kaepernick and focused on athletes who overcame adversity.
This advertising campaign was successful because of its strong message that aligned with societal issues. Also, its content went viral and sparked discussions across multiple media marketing channels. This campaign resonated strongly with people from younger demographics who support brands with strong stances on social issues.
Coca-Cola’s ‘Share a Coke' Campaign
In 2011 and for several years afterward, consumers rummaged through the refrigerator section of conveniences store trying to find their names on cans of Coca-Cola®. These names replaced the Coca-Cola logo.
Many consumers found bottles with their names and shared them on social media Although I didn’t have a popular name, I still loved finding my friends or relatives’ names. It truly encouraged me to purchase the drink.
This campaign worked because it personalized the product. It fostered a personal connection for consumers and encouraged social sharing – driving user-generated content and engagement.
Marketing Managers
Marketing managers are creative masterminds who use their creative ideas and marketing skills to turn marketing materials into brand magic. These professionals have a deep understanding of analyzing trends, leading campaigns, and connecting with audiences. To become a marketing manager, you typically need a bachelor’s degree and hands-on experience within the world of marketing, business, or communications.
Key qualifications that companies seek in a marketing manager include a strong grasp of marketing strategy, data analysis, project management, effective marketing plans, and inbound marketing activities. This knowledge should be partnered with creativity and leadership skills, as well as good decision-making skills and a thorough awareness of company goals and business objectives.
Many marketing managers also have experience in digital tools, content creation, and customer insights. These capabilities help to give them an edge in crafting campaigns that drive results.
The Impact of Marketers
As you can see, the role of digital marketers is vast and dynamic. They do not just create ads or manage social media accounts. Marketers are strategic partners in the business growth, customer engagement, and brand building of an entire organization.
If you choose to enter the fast-paced environment of marketing, you may develop comprehensive marketing strategies or create advertising campaigns targeted to a particular audience. You may leverage the power of digital platforms or conduct in-depth market research.
Marketers play a crucial role in connecting a company with its target audience in a meaningful way. Effective marketing strategies can be the difference between a company that thrives or one that struggles to survive. Marketers drive brand awareness, generate leads, foster customer loyalty, and have a massive impact on the company’s bottom line.
A marketer’s role will continue to change and evolve as the marketing world shifts. Marketers will need to continue to adapt, continue to learn, and continue to innovate.
This work is the essence of what marketers do. We are storytellers, strategists, and bridge-builders in the business world.
What Skills and Qualifications Are Needed by Today's Marketers?
Many of my students often ask me what type of skills or qualifications are needed to be a marketing professional. In today’s world, any experience with marketing is useful.
If you’re starting out in marketing, it is very helpful to have a degree in marketing, business, or another related field. However, many of the most successful marketers are the people who combine their formal education with practical experience alongside a commitment to continuous learning.
The Marketing Degree at APU
For adult learners interested in pursuing a career path at a marketing agency or other companies, American Public University (APU) offers an online bachelor’s degree in marketing. This degree offers courses in a wide variety of topics such as branding, marketing strategy, marketing research, marketing with social media, and the basics of business. Other courses include digital marketing, web analytics, search engine optimization, and web ecommerce development.
These courses are taught by experienced faculty members who are also marketing professionals. For more information about this degree, visit APU’s marketing degree program page.
Fiat is a registered trademark of FCA Group Marketing, S.P.A.
Dove is a registered trademark of Lever Investments Corporation.
Heineken is a registered trademark of Heineken Brouwerijen B.V.
Airbnb is a registered trademark of Airbnb, Inc.
Nike is a registered trademark of Nike, Inc.
