What is marketing?
So what is a marketer?
A marketers job is to discover and give the consumers what they want and didn't know they needed. Their responsibility is to raise awareness of a product or brand by promoting it through many different strategies, such as social media. Marketers are given a profit to work with and have to stick to it.
Marketers focus on the 4 Ps (Marketing Mix):
Marketers need to consider the 4 Ps to enable them to meet their consumers' needs effectively. They have to come up with the right product, at the right price, in the right location, using the right promotional activity to ensure their target audience is aware of their brand. They need to be confident in the quality of their product or brand and need to make sure it stands out from the rest, in order to catch customers attention.
What are the responsibilities of a marketer?
- Devising marketing strategies and creating marketing campaigns in order to promote the brand/product
- Increase sales
- Doing market research
- Keeping up with what competitors are doing
- Identifying target markets and how to reach them
- Need to understand how customers think and behave when making purchasing decisions so that they are able to increase sales
- Need to take into consideration about the practical needs of the buyer and the emotional or personal needs of the individual
What are the hours?
Hours would usually be between 30-40 hours per week.
What is the average salary?
When you are starting off as a Marketing Executive, you will usually earn around £18,000 to £22,000 per year. Eventually, it can rise to between £25,000 and £40,000 per year.
Working as a Marketing Manager you are looking to be earning around £25,000 to £40,000 per year. Marketing Directors and Senior Managers can earn £50,000 + per year.
Skills and personal characteristics
What are the skills and personal characteristics needed for this role?
- Attention to detail
- Good understanding of business
- Ability to motivate others (Specifically for Marketing Managers)
- Leadership skills (Specifically for Marketing Managers)
- Excellent communication skills
- Organisational skills
- Ability to work under pressure
- Able to meet deadlines
- Budget awareness
- Ability to work as a team
What qualifications or experience do you need to have in order to become a marketer?
Different entry requirements that may be expected when applying for a job as either a Marketing executive or a Marketing manager:
- Marketing Apprenticeship
- BA Marketing (Degree)
- BSc Applied Psychology (Degree)
- BA Communications (Degree)
- BA Advertising and Marketing Communications (Degree)
- Introductory Certificate in Marketing
- Professional Certificate in Marketing
- HNC/HND or degrees in; marketing, advertising, communications or business and management
- Usually you will need at least three years of experience as a marketing executive before you progress onto a Marketing Manager
- CIM Professional Diploma in Marketing
- Marketing Apprenticeship
- BSc Marketing (Degree)
- BA Communications (Degree)
- BSc Business (Degree)
What opportunities will become available to you?
Being either a Marketing Manager or Marketing Executive could lead you onto other job roles such as, Marketing Director, Email Campaign Executive, Brand or Account Marketing Manager, Marketing Analyst or the Head of Marketing.
Comparing high-end brand to high street brand marketing strategies
Look Magazine (March 2016 Issue)
Above you can see an image of a Max Factor advert within the LOOK magazine. LOOK magazine's main target market is young women. They base their lookbooks and fashion findings on high street brands, meaning more affordable product finds for their young target audience.
Max Factor being a drugstore brand, targets its beauty products at high street prices. As you can see from the image, Max Factor has used promotional language to attract their customers. For example, it says "Richer, fuller, more lifted lashes". They have listed three reasons as to why this product they're trying to promote is something their target audience should invest in. No one needs product, however when we read "Richer, fuller, more lifted lashes" it automatically catches the target audiences' eye and makes them want something they didn't know they needed.
Vogue Magazine (October 2016 Issue)
Brands that advertise in Vogue magazines are normally high-end. Chanel don't need to promote their brand as much as Max Factor, as it is a very well-known brand globally and they do not want to ruin their reputation by using lots of promotional language, trying to obviously attract lots of customers since it is very much a high-end brand.
Within this double page spread, they have created a very chic, simple and elegant look with hardly any writing in order to portray their classy brand image.
Social Media Marketing
What is social media marketing?
Social media marketing is a form of marketing . Social media marketers use different social media platforms to market a product or brand. These days, a lot of companies are hiring social media marketers to promote their brand online. So many people use social media now, therefore it is a great way to get your brand or product out there and known.
So what do social media marketing assistants do?
- Work closely with the social media manager to create engaging content for the company's social media accounts
- Manages the social media accounts, such as, Facebook, Twitter and Instagram
- Create content that promotes audience interaction e.g. giveaways through the social media platforms
- Write e-newsletters to subscribers
- Work with marketing and the rest of the social media team to coordinate ad campaigns
Above is a graph showing different marketing strategies. As you can see, social media and all things to do with technology or online are increasing and the others are decreasing. This is why social media marketing plays such a huge part in promoting brands or products these days and why it is an effective way of marketing.