The person in charge of marketing management can have different
functions depending on the type of company, the size of the team in charge, the
objectives that the company pursues, among many other aspects.
Broadly speaking, we can say that the role of a marketing
manager "is more than directing the creation of content: you need someone
who can balance a creative marketing strategy with the details of the projects
and the necessary business results.
Thus, some of the areas in which a marketing manager works are:
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Content Marketing and SEO
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Social Media Marketing
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video marketing
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Paid Marketing (SEM)
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offline marketing
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growth marketing
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inbound marketing
What are the functions of a marketing manager?
The main functions and competencies of a marketing manager have to do with
providing guidance to the people of the marketing team, to maintain a
continuous work rate and progressively monitoring all facets correctly.
Similarly, marketing managers must meet the requirements and
goals established by the company or organization. For example, if the company's
goal is to sell 2,000 copies of a product in 2 weeks, then an effective
strategic marketing plan will be required to meet the deadline.
But, as we said before, the functions and tasks of a marketing
manager can vary substantially from one company to another. Therefore, let's
see some of the activities that a marketing manager usually does:
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Supervise and manage strategic means.
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Develop advertising strategies and campaigns.
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Be responsible for the brand's marketing and
communication strategy to achieve sales growth.
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Supervision of advertising agencies, media,
social networks and public relations.
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Constant monitoring of the competitive
position of the brand.
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Responsibility in the development of the
comprehensive digital strategy of the brand and the implementation of the CRM.
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Propose social media strategies.
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Be in charge of launching new products.
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Convey the positioning of the brand through
digital media.
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Supervise creative processes (content
generation, graphic design, audiovisual production, among others).
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Measure and report on the performance of
marketing campaigns.
What is the work process of a marketing manager like?
According to the Indeed website, this is the typical process a
marketing manager goes through:
1. Define the objectives
One of the most important things a marketing manager does is
define the objectives. It is a 100% strategic stage in which, in addition, you
must plan promotional activities according to the previously established sales
and business objectives.
According to Maria Florencia Victorero, professor of the Media
Plan and Digital Strategy course, “the objectives of a digital marketing
strategy are established taking into account the general objectives of the
company. Likewise, the marketing department must define its own objectives,
those it deems necessary, in order to comply with the general plan of the
company”.
2. Analyze the market
In order to develop the action plan, the marketing manager needs
to know the market and the context of the company in detail. To do this, this
professional is in charge of collecting and analyzing information on supply and
demand in the market, the profile of competing companies and their business
strategies, the socioeconomic situation of the context, among other aspects.
3. Define the target audience
Almost simultaneously with the previous step, the target
audience identification process takes place. To do this, one of the actions
that a marketing manager does is define his buyer persona, in addition to
developing an action plan to carry out opinion polls and one-on-one interviews.
4. Make strategic decisions
With the objectives set, the market analyzed and the public
defined, it is time for the marketing manager to start making fundamental
strategic decisions for the business.
Thus, this professional, usually in collaboration with senior
management executives, must determine the renowned 4 Ps of marketing:
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Price: It is the amount of money that
consumers would be willing to pay for the product and the way in which the
commercial exchange will take place.
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Product: is the conceptualization of the offer
of the type of object, service or idea to satisfy a consumer need.
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Place: refers to the marketing channels of the
product and the logistics related to its distribution.
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Promotion: these are the communication and
marketing strategies that will be applied.
5. Determine the action plan
Next, the marketing manager must design the action plan to
follow, based on everything previously found out. In this step, you must assign
the responsibilities and tasks that each person in the marketing team will
have, as well as establish the steps for each action and the metrics to later
measure the results.
Also, you must determine, in greater detail than in the previous
step, the communication channels and promotion strategies used, as well as the
marketing budget.
This is one of the most important tasks that a marketing manager
does, since it outlines the path to follow in the short, medium and long term.
6. Implement the strategy
Once the marketing plan is ready and has been approved by the
company authorities, it is time to implement it. In this instance, the
marketing leader will be in charge of supervising the actions and guiding his
team to achieve the expected objectives.
7. Measure the results
The last step in this process is the measurement of the results.
For this, it is important that the metrics established above are taken into
account and that periodic evaluations are carried out to control how the
different actions are performing.
One of the responsibilities of the marketing manager is,
precisely, to establish modifications in the action plan when he deems
necessary. In other words, if an action is not performing as expected, this
professional must propose the necessary adjustments.
What are the skills of a marketing manager?
A
marketing manager must have certain professional skills that allow him to have
a broad and focused vision of the work he wants to develop.
These
are the main skills of a marketing manager:
● have social skills
● Be reliable and ambitious.
● Have a flexible and creative
mindset.
● Know how to work under pressure.
● Have a strategic vision.
● Know how to manage projects.
● Have a commercial and analytical
profile.
● Know how to identify opportunities.
● Manage time effectively.
● Have intrapersonal, oral and written
communication skills.
● Have negotiation skills and business
mentality.