The New Faces in the Marketing Department
Saatchi & Saatchi Worldwide CEO Kevin Roberts recently declared marketing dead, saying “the further up in a company you go the stupider you become.” While I (in part) agree with his latter statement, one word is missing from this shocking admission. What Roberts probably meant to say is traditional marketing is dead.
Recent marketing job postings reveal the extent of this shift from old school to new school. SEO, analytics, mobile and social media experience increasingly replace mass media and direct mail savvy in the “most desired skills” category. So how will this evolution translate to the blue-chip marketing team of the future? I asked more than 30 marketing and recruiting specialists to find out. Below are five marketing jobs titles they see rising to the mainstream during next few years. While many specialist firms already integrate variations, these jobs will become the norm very soon.
Marketing Integration Planner
Customers tend not to watch a commercial and go out and buy that product anymore like in the good old days “They search for reviews, they interact with brands, they pay attention to trending topics.” Marketing consultant Jocelyn Saurini said. The Marketing Integration Planner would identify ways to deliver a single marketing message, campaign or branding effort across multiple digital channels. For example, using a pay-per-click advertising campaign to promote a viral video, or using SEO keyword analysis to help craft a press release. The goal would be to find out where their customers already interacts with the brand, and emulate their nonlinear, multi-screen purchase behaviour. Integrated Market Planning is not just about cross media but about spanning international borders, controlling those keywords and brand messages around the world and optimising results efficiently.
Companies have been partaking in rent-a-crowd activities for years, though it takes on a new meaning when social media is involved. This role has two parts: listening and promoting. Companies can no longer dictate their brand identity to the customer. The crowd-sourcing specialist would monitor conversations happening on the Web about the brand and develop messaging that responds to customers’ voiced expectations. On the promotion side, the crowd-sourcing specialist would send out calls to action.
Content Marketing Tsar
Content is certainly still king and “Content Strategy” has been the buzzword of the last year or so with SEO agencies worth their salt. This position, would decide what content vehicles – such as websites, blogs, videos, webinars, social media and others – should be leveraged based on an overall content strategy. For example a community of vloggers could be set up (they may need to talk to the Crowd-sourcer). That content would then be promoted, cross-promoted and tracked. Finally, the content marketing leader would look for externally-created content about the company on the Web and find ways to leverage it for SEO and other marketing purposes.
Vice President of Marketing Data Analytics
Marketing campaign success shouldn’t be based exclusively on one metric like traffic, conversions or social media fans. All of this data should be analyzed together to understand exactly how strategies (that the Head of Integrated Marketing in planning) are impacting the overall perception of the brand. To this end, the Marketing Data Analytics VP would decide when, why and how marketing data should be tracked. This includes data collected through marketing automation, website analytics, social media, email campaigns, mobile, SEO tracking technology, natural search, content marketing, PPC and other channels. This information would be shared with brand and campaign strategists who design promotions.
ROI and Marketing Budget Officer
Marketing budgets are shifting from quarterly allotments for print, direct mail and media advertising to constantly-shifting spending from one channel to another. Return on Investment (ROI) data is often instantly available, from paid search ad spending and SEO resourcing, so marketing can be more nimble with resource allocation. The budget officer would track ROI from all promotion channels and adjust spending based on those results.
What’s Does it All Mean?
Most marketing teams won’t have all these job positions filled just yet, but you can be sure that agencies have some or all of them now. There is a need for each, so the future of marketing positions will be dictated through the most highly-desired skills and emerging job titles. “All the top-down, brand-driven marketing disciplines aren’t dead, they just must be balanced now with the consumer-centric disciplines that require brands to let go of the steering wheel and let the consumers drive,” Protagonist Partner Tom Cotton said.
Research for this article was provided by Software Advice Market Analyst Ashley Furness. Her professional experience spans journalism, sales, advertising and SEO marketing. She’s a seasoned writer having produced copy for business journals, sports magazines and industry blogs.
Tags: marketing strategy