Marketer: description of the profession and responsibilities

Marketer is one of those borrowed words, the meaning of which is still far from clear to everyone, even though it has been in use among Russian-speaking people for a long time. Logically, the "market" is the market, therefore, the marketer must be associated with working in the market or serving it, and even with the creation of the market. Well, if you still go faster to the point of clarification, a marketer will be the name of a person who studies supply and demand in the market for the consumption of goods or services. Also, a marketer is often referred to as a sales expert for a company's products.

In Russia, this profession appeared along with the market economy, which is the logic of history. In the West, however, such specialists have existed for much longer. For example, in 1902, several American universities at once introduced a new specialty, which was called that - marketing. And in the 30s. the first specialized magazine appeared. In the post-war years, there was more goods on the market than demand, and the real era of marketing began, as Robert Keith later put it.

A professional marketer is a sales person. To produce a quality product in the right quantity is not yet a guarantee of successful sales, so the work of a marketer is to develop a strategy that will make a profit in sales. Marketing is a field that pursues the goal of building long-term relationships between a seller and a buyer, developing brand loyalty, and encouraging the buyer to return to a proven seller again and again.

To illustrate this more vividly, you can refer to the example of the super successful company of Steve Jobs. Apple... They were pioneers in many ways, and the successful marketing strategy of this brand is simply canonical.

And it's all about the placement of accents. Apple sells not so much gadgets as value: simplicity, clarity, convenience, reliability. What the company does is trustworthy.

Ergonomic design, effective solution to all basic user requests. A customer who has not yet received their smartphone, for example, already knows that it will work perfectly. Therefore, the buyer is willing to pay a lot. He becomes, as psychologists would say, emotionally richer by purchasing these products. Such sales, obviously, provide not only cool technology, but also the most accurate, smart strategy of marketers.

Examples like this show that working as a marketer is not only profitable and interesting, but also ambitious. After all, who knows, maybe it’s you who will come up with something new on the sales market and go down in history with it.

The pluses are noticeable: demand, work in the field of not the worst earnings, interesting tasks, an abundance of information on the topic, the opportunity to learn and improve. This is a modern profession, which means that you will not have to comprehend it bit by bit, finding valuable and rare information and the opportunity to realize yourself. The market is actually open, but only a great specialist will stand there.

The disadvantages are that in small cities and often in state-owned enterprises, the marketer will not be so free in his actions. Perhaps he will have to adapt too much to the "party line", and the technologies, tools, techniques that he owns will not be allowed to be realized. Or even he will have to perform a lot of related affairs, someone else's functionality, which devalues ​​the profession. But, fortunately, all this is gradually disappearing, there is no longer any doubt about the importance of marketers, and the prospects for the profession are good.

A marketer is like a teacher, I just want to ask an explanatory question: "Teacher of what?" That is, a marketer can be only one word in the designation of a specialty, and a second, clarifying word will be indicated through a hyphen.

This is the name of a specialist whose task is to promote and sell sporting events to fans. The fans are the end consumers. That is, you need to make a profit from sports competitions, which is what a marketer does. He collects, processes information, building a competent and effective promotion strategy. He studies the market, analyzes the actions of competitors, he looks for new and profitable advertising opportunities.

Sports marketer and his tasks:

• work with a brand, raise his reputation;
• work with the emotions of the viewer - to understand his emotions and select the right keys for them;
• work with SMM - to influence future profit through the involvement of the fan through social networks;
• work with a regular consumer - maintain interest in the brand, hold promotions, send mailings, etc.

Marketing for engineering-oriented companies includes technical marketing and traditional marketing. Technical refers to the internal mechanism of production, it defines how engineers can use the manufactured product to solve the problems of the world behind the shop. In fact, Engineering Marketing is a hybrid discipline that requires both engineering excellence and basic marketing skills.

This is an attractive profession for those who work as an ordinary engineer and want to either narrow their specialization or search for their place and new prospects. Of course, just a person with a marketing degree in engineering will not be expert enough. But a professional engineer, who has also trained as a marketer, can actually become an irreplaceable specialist.

A directorate, to put it simply, is an advertiser, advertiser, specialist in contextual advertising. The name itself comes from Yandex Direct. Directologists are indeed often called marketers, which, in principle, is not entirely true, if only because the field of activity of a marketer is much wider. The directorate must set up and manage ads in order to attract a client.

But if a company is looking for a directorate-marketer, it is necessary to clarify the list of job duties that it is going to impute to a specialist. If this is just a directorate, and the prefix “marketer” is rather decorative here, the goals are clear. If this is an attempt by the employer to shove two professions into one and pay a person engaged in two areas one salary, it is better to find out all the nuances of working “on the shore”. But it is certainly possible to consider such vacancies.

Marketing consultants talk about how to run a business, or rather, how to competently engage in sales. They are not engaged in managing production processes, financial flows, personnel, they do not do anything from the functions of a marketer themselves. But they tell you how to do it.

As a rule, these are not youths in the profession, because in this case their expertise is in question. These are people who have done a lot of work themselves, but at the moment they have a basis for consulting and there are clients who are ready to pay for it.

Popular specialization today - content marketer. It is a copywriter, infographic infographic infill on brand blogs. This is not really a copywriter, because he does not write materials on a given topic, but he himself creates and develops topics. He is engaged in planning the content plan and evaluates how the created according to his plan works, whether it is profitable, how it drives sales, etc.

Event marketer organizes webinars, business lunches, thematic conferences. He is working hard on all of these organizational issues that also impact sales. Digital marketer - that specialist, whose work is mainly carried out online. Finally, the targetologist gradually rooted out of the marketing profession into a separate specialty. This is a specialist engaged in setting up targeted advertising, who knows exactly the portrait of the target audience and delivers the message to her.

This is the document that you need to read carefully, not skipping a single paragraph. Profstandard today is based on three areas: customer attraction, customer service and customer retention / return.

Applicants for this position must clearly understand what responsibilities they are charged with, and for what exactly they will be held accountable.

The list of responsibilities in most cases includes:

• forecast and simulations of supply / demand fluctuations;
• development of promotion plans;
• organizing events promoting the product;
• management of the workflow of the marketing department employees.

And then - tasks and functions, depending on the narrow specialization. If this is an internet marketer (otherwise it can be called a web marketer), he takes on the promotion of a product in that particular niche. The event marketer focuses on meetings, business breakfasts, all kinds of conferences, which also help promote the product.

Each job description has its own. Somewhere this list completely overlaps with job responsibilities, somewhere it is supplemented. For example, a person can apply for a job only with a certain level of education, work experience, etc.

This point in the job description should be clear and specific, because as a specialist will be responsible for his actions in fact with his head... And it is very important that you are responsible only for your own, and not take the blame of related employees / departments on yourself. A marketer has plans, reports, forecasts and analyzes, there are reporting periods. That is, he cannot have a vague assessment of his activities.

A marketer cannot fully work where his capabilities are limited. For example, a specialist is not obliged to work using his own technical means. If he works remotely (and this happens), he has the right to stipulate in advance how the use of his own laptop, phone will be compensated, for example, to solve purely work issues.

All this should be agreed upon (including documentary) before taking office. If a person is so happy that he got this job that the issues of his own rights in organizing the work process were left behind the scenes, this also indirectly reduces the level of his competence. A competent specialist will not allow this.

First, it must be a business person. The very word "sales" should not confuse him. A person aims to sell, to make a profit, not to be afraid of competition. Secondly, a marketer is a disciplined person, ready for multitasking, quick decision-making, reorganization, etc.

It should be inherent ambition, otherwise it will not work to bring your company to the flagship of the market. it communicative, active, attentive and responsible specialist, who monitors changes in the market, is ready to learn new things, understands that the introduction of the most modern tools in marketing will allow him to bypass less smart and mobile competitors.

Naturally, the ideal option is training in the specialty "Marketing". But this alone is often not enough.

The marketer must be able to:

• use modern digital tools, and since this area is changing, rapidly improving, the marketer must keep his nose in the wind;
• make forecasts and make detailed analytical reports;
• offer fresh ideas predicting their effectiveness;
• monitor competitors and look for options for your own line of promotion, taking into account the actions of competitors;
• be able to organize your professional experience, correctly presenting it in the portfolio.

Many universities in Russia offer higher education in this specialty. Usually these are management faculties. Often this specialty is isolated as an additional one, for example, "Advertising and public relations, marketing". To enter a university in Russia, you need to take the Unified State Exam after grade 11. You can go the other way and go to college first, where it is easier to pass the exams, and in general, to pass. Economics colleges also teach marketing. Probably, in the future, the specialist will have to get higher education, but a good basis for practice and first professional experience will be created in 19-20 years.

In addition, you can also enter college after grade 11 and acquire a profession in a couple of years. Subjects for the specialty "Marketing" are often duplicated with university ones, so later a graduate can apply for a shorter period of study at a university.

From a marketing agency and advertising company to any commercial organization with a marketing department, a specialist can find a job. Novice employees, without experience and portfolio, can get into a large enterprise only from a direction from a university. Otherwise, they have to seek employment on their own.

You can become a marketer in dentistry - if it is a large clinic or a whole network, such a specialist is in demand there. In general, this specialty will not allow a seeker to remain unemployed.

From a specialist who deals with a narrow list of tasks in the marketing department, you can grow into the head of this very department. The more successful a specialist works, the more competing companies are interested in him. And here there are two options - either financial reinforcement increases in the current workplace, or competitors still lure a great marketer.

As mentioned above, you can become a marketing consultant. With the widespread use of online education, courses, professional marathons, such specialists are actively finding themselves in this area. It is in demand, interesting and relevant, and therefore marketing is becoming more widespread as a platform for career prospects.

Here, predictably, the gap will be large, since the concept of "average salary" will be different for different regions of the country.... And yet in Moscow it will amount to about 70,000 rubles (of course, beginners can hardly claim such earnings). In St. Petersburg, according to statistics, it is equal to 61,000 rubles. In the country as a whole, the numbers are decently decreasing, and the average earnings of a marketer does not exceed 35,000 rubles.

For those who are thinking about this profession, it makes sense to pass a couple of special tests. They will help to determine the correctness of the chosen profile, with sufficient expression of personal qualities necessary for successful implementation in the profession. This helps and deeper understanding of the field of activity, where you can get after training. It is logical that schoolchildren and even students do not always understand what awaits them in reality, do not always assess their capabilities, readiness for professional challenges, confuse interest in the world of business with rather routine processes associated with it.