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The traditional marketing department focused on brand management, advertising and communications, event management (trade shows, lead generation, etc.) along with product management with product ownership across all sales channels.
If your marketing department still sits in these roles, it’s probably part of the old school and you’re likely to be replaced by new roles and responsibilities that you may not be very comfortable with.
While traditional media such as television, newspaper, magazine and radio advertising continue to decline, advertising in new media that requires a very different skill set such as banner ads, PPC advertising, media mobile phones and social networks, continues to grow.
The modern marketing department should probably change its name to the customer relationship management and analytics department. The new roles in marketing departments are usually:
(1) Management of social networks. The free and fast language of social media is very different from the traditionally carefully scrutinized advertising process and the skill sets are very different and require a good understanding of the do’s and don’ts of this world of social media. Millions of potential customers can read a simple response written to one person and delivered in minutes without any formal internal review process. One wrong move and a large number of customers can be lost. Freestyle methods require an enormously important special skill set.
(2) Web marketing/lead generation and channel management. The modern marketing department has responsibility for keyword analysis for PPC, banner advertising (for quality sites that properly represent the brand), as well as channel relationship management to make sure you are using and promoting your company. effectively on partner sites.
(3) Data quality management. With the amount of data from social media, web analytics, and the complexity of customer master data now available to the marketing department, the responsibility for managing data quality falls not just on IT, but on IT. also in the marketing department.
(4) Analysis of marketing data (Big Data). The marketing department is now a key consumer of Big Data and new data sources and is beginning to employ data scientists to analyze the vast amounts of information available to generate new leads, enhanced personalized services/offers, and analysis of complex marketing strategies. web marketing and campaigns The traditional saying that “only 50% of advertising is effective but the problem is that we don’t know which 50%” can disappear to a greater extent. With careful and thorough analysis of the data, the effectiveness of campaigns can be better understood.
(5) Search engine optimization and blog management. The marketing department (not the IT department) should take responsibility for search engine optimization, as more and more of the force of search engine ranking is done through social media, web content and interactive communications with other web media.
If your marketing department does not have these responsibilities, you are probably missing out on important opportunities to be had in this new world of media. If your competitors are using these techniques and methods effectively, you will quickly end up at a competitive disadvantage.