It's a seemingly vague, all-encompassing word that takes on multiple meanings, depending on who you ask. In fact, unless you work in or directly with the marketing department, it's highly possible everything this team does is as elusive as the Loch Ness Monster.
Of course, each department in a company has a specific, important function. Ironically, the marketing folks have one of the most important functions in any business; yet, most people have no idea what they actually do.
The good people at HubSpot.com recently published an article entitled, "Putting Meaning Back into Marketing," which we felt served the perfect example to demonstrate how important marketers' roles are. After all, at ADTACK, our hearts are filled with much marketing love. We're always looking for ways to get the word out about how important marketing truly is!
How Others View What Marketers Do
Once upon a time, marketers were solely responsible for advertising and promotion. Unfortunately, it appears more than half of business professionals still hold this belief to be true, despite the incredibly dynamic changes the marketing world has undergone in the past fifteen or twenty years.
Equally as unfortunate is the fact that people still tend to see marketing as the least valuable department, coming in well under sales, customer service, operations and IT.
People tend to see marketing as an executional role, rather than a strategic one. Naturally, there's plenty of execution that goes into the role of a marketer, but that only occurs after countless hours are put into forming the right strategies.
To get the most out of marketing efforts, it's vital other departments understand what marketers do and how essential their roles are in the future success of their companies.
The Evolution of Advertising to Data-Driven Insights
Marketers are responsible for understanding consumer behaviors. If you don't know why your customers are coming to you in the first place, you can't cater to their needs and keep them coming back.
Data Analysis. Consumer insights are derived from numbers. In recent years, the responsibility of analyzing consumer data has shifted to marketers, making this an essential function of any business.
Generating Leads. If you want to increase revenue, you must generate leads. In order to generate leads, you must understand your customers. Marketers intimately understand the analytics that help them create successful future campaigns, which captivate audiences and push them further down the sales funnel.
Marketing Your Marketers
Marketing is one of the most dynamic and ever-changing departments in the business world. You must market your efforts internally as much as you do externally. Newsletters, forums, and presentations will help your organization learn more about what you do.
Be sure to highlight how your efforts:
Impact strategic change
Popularize previously unknown ideas
Cultivate growth within your customer base
Ready to start this new year with renewed customer engagement and marketing success stories that will boost your future? Download your free copy of our guide "Jumpstart Your Inbound Marketing" today!