Who is a marketer?
A marketer is a specialist who analyzes the market, develops marketing strategies and promotes goods or services. His main goal is to create and maintain demand for the company’s product through the effective use of marketing tools. A marketer works with various communication channels, advertising, content, market research and consumer analysis.
What does a marketer do?
A marketer’s main tasks include developing marketing strategies, analyzing consumer behavior, brand management, planning and implementing advertising campaigns, creating content, optimizing digital channels, conducting market research, working with CRM systems and evaluating the effectiveness of marketing activities. They collaborate with various company departments to achieve common business goals.
What goals should a marketer set?
A marketer’s goals depend on the company’s strategy, market position and specific business objectives. Among the main goals:
- Increase brand awareness.
- Attracting new customers and expanding the target audience.
- Increasing sales volume.
- Improving customer loyalty and retaining current customers.
- Optimizing the marketing budget and increasing advertising effectiveness.
- Increasing conversions at all stages of the marketing funnel.
What KPIs should a marketer measure?
The following key performance indicators (KPIs) are used to evaluate a marketer’s effectiveness:
- Quantitative indicators: number of leads, website traffic, audience engagement level.
- Financial indicators: ROI (return on investment), CAC (customer acquisition cost), LTV (customer lifetime value).
- Conversion indicators: conversion rate, cost of conversion, depth of page view.
- Brand indicators: recognition level, media mentions, brand trust indicators.
Functional responsibilities of a marketer
- Market analysis
- Study of market trends, competitive environment and target audience.
- Identifying consumer needs and behavioral factors.
- Evaluating the effectiveness of competitors’ marketing strategies.
- Analysis of macro- and microeconomic factors affecting the market.
- Study of new technologies and their impact on the market.
- Development of a marketing strategy
- Shaping the company’s marketing policy.
- Developing strategies for promoting the brand, goods and services.
- Identification of communication channels and advertising tools.
- Creating a road map for the implementation of marketing activities.
- Developing a plan for short- and long-term marketing activities.
- Brand and reputation management
- Positioning the brand in the market.
- Creating and maintaining a visual brand identity.
- Monitoring consumer perceptions of the brand and responding to reputational risks.
- Implementing brand standards in all communication materials.
- Managing crisis communications.
- Planning and implementation of advertising campaigns
- Development of a media plan.
- Launching and monitoring the effectiveness of advertising in various channels (online and offline).
- Optimization of advertising costs.
- Using A/B testing to increase campaign effectiveness.
- Selecting contractors and interacting with advertising agencies.
- Content marketing
- Development of content strategy.
- Coordinating the creation of text, graphic and video content.
- Cooperation with copywriters, designers, videographers.
- Analysis of content effectiveness and optimization.
- Preparation of materials for various platforms (blog, social media, PR publications).
- Digital marketing
- Managing SMM, SEO, PPC, email marketing.
- Using analytical tools to evaluate the effectiveness of digital campaigns.
- Optimizing websites and landing pages to increase conversions.
- Working with advertising networks (Google Ads, Facebook Ads, LinkedIn Ads).
- Using marketing automation software (CRM, email newsletters, chatbots).
- Marketing research
- Consumer surveys and focus groups.
- Analysis of customer behavior patterns.
- Testing new products and concepts.
- Using big data and artificial intelligence to predict trends.
- Creating segmentation of the customer base.
- Marketing products
- Identification of a product’s unique selling proposition (USP).
- Analysis of the product life cycle.
- Creating a pricing policy.
- Testing product concepts before launch.
- Managing the launch of a new product.
- CRM and customer service
- Implementing customer retention strategies.
- Analyzing the customer base and personalizing communications.
- Monitoring customer loyalty levels.
- Interacting with the sales department to optimize the customer experience.
- Developing loyalty programs and bonus systems.
- PR and communications
- Interacting with the media and shaping the news agenda.
- Organizing press conferences and publishing press releases.
- Working with bloggers and influencers.
- Working on sponsorship projects and partnership initiatives.
- Developing corporate social responsibility (CSR).
- Organization of events and promotions
- Preparation and organization of exhibitions, conferences, webinars.
- Development of mechanics of promotions and special offers.
- Evaluation of the effectiveness of events.
- Cooperation with event agencies and contractors.
- Using event marketing to attract audiences.
- Financial planning and budgeting
- Creation and control of the marketing budget.
- Evaluation of profitability of marketing activities (ROI).
- Analysis of advertising and promotion costs.
- Optimization of resources to increase cost efficiency.
- Creating predictive models for future expenditures.
- Collaborating with other departments
- Interact with sales, IT and production departments.
- Communicate marketing insights for product improvement.
- Coordinating a unified marketing strategy within the company.
- Organizing internal training and educational events.
- Jointly testing new products with other departments.
- Evaluating the effectiveness of marketing activities
- Use of analytical tools (Google Analytics, CRM systems).
- Analysis of KPIs and conversion rates.
- Generating reports and recommendations to improve strategy.
- Developing a system for continuous improvement of marketing activities.
- Use of models to predict the effectiveness of marketing decisions.
- Innovation and adaptation to change
- Implementing new marketing technologies.
- Analyzing trends and adapting to market changes.
- Testing new advertising and communication formats.
- Developing an agile approach to marketing processes.
- Implementing automated solutions to improve productivity.