What do you expect from a marketer?
After a recent study of marketing recruitment adverts I have come to the conclusion that many businesses still don't put as much value on marketing as they do sales.
Marketing professionals are expected to be knowledgeable in a variety of disciplines which can alter the direction of the company yet it carries no real importance that translates into salary.
There is very little correlation between aligning marketing with sales as illustrated in the various job descriptions.
The analogy of paying peanuts and getting monkeys is definitely relevant, the salaries are woefully low.
The level of expectation is very high in terms of tasks required yet the salary and age expectation is more like asking a boy to do a man's job (or a girl and a woman's job!).
Businesses seem to get to a point where they become aware of the activities they need to undertake, probably assisted by the recruitment agencies when the job description is typed up but when it comes to realising how much time it takes to fulfill all the tasks, it comes as a surprise.
Instant Result Required
Many business owners are unaware how long it takes for marketing to have an effect on their business and so are reluctant to invest in the long term.
Whilst selling a product face-to-face can result in a sale, marketing is about slow burn. The whole point is planning and consistently following up which leads to a logical handover to Sales.
I see an element of disdain in recruiting marketing people as the perceived value rests on the sales person who is making the money. However it is more like the sale is the visible tip of the iceberg and the marketing effort is submerged and not seen!
If you know some of my background you will know that I've worked at both ends of the spectrum, from selling direct and running the whole show and after years of experience I'm now wholly committed to helping businesses function more easily and improving their income with the least amount of effort as possible.
Today's marketers need to understand the vast array of software and applications and how they are to dovetail to create a mechanism that makes money. They are to understand people and personas so that any message automated or not, reaches the right person at the right time.
I read an article recently by Neil Patel, the tech wizz who created kissmetrics, Crazy Egg and Hello Bar. The title of his article was "why you shouldn't hire a marketing consultant" but the content was really referring to pay-per-click consultants and some of them can be a complete rip-off.
An Orchestra within an Orchestra
When it comes to marketing, I think the best illustration is an orchestra within an orchestra; the managing director has his/her own orchestra to conduct and marketing have theirs.
For the sake of this article below is a list of activities which comes under the heading marketing, so just in case you were thinking to get a school leaver to do the job you might want to think again.
It's not about paying consultants to tell you the time. They should be able to advise on developing your business so it makes more money and not just talk about branding, pretty graphics and so-called high-level issues. Tom Cruise got it right when he said in the film Jerry Maguire "Show me the money!"
Pay cheap, pay twice, monkeys and peanuts and all that, but take a look at what marketing entails. I certainly wouldn't want someone inexperienced playing with my business!!!
Publication and print design
Events and exhibitions
Stand and display design
Advertising and promotional videos
Social media pages
UX & UI
Partner and associate
Strap lines and slogans
Articles and reports
PPC ad copy
Banner ad copy
SEO copy and content
Production crew sourcing
Advertising and promotional videos
Painting and drawing
Pen and ink
Mobile app development
Tablet app development
Web app development
Security system architecture
Website for mobile and tablet
Amazon Web services
Research and development
Merger and acquisition
Commercial case law
IP and Patent law
Employment & resolution
Alternative dispute resolution
Financial and tax
Pensions and incentives
Bookkeeping and accounts
Compensation and benefits
Finance and tax
Audit and compliance
Financial and business planning
Reporting and models Budgets and forecasts
Share and business valuations
Organisational design and development
HR systems and data service delivery and information
Recruitment and selection
Staff training and development
Rewards and benefits
Employee pay structure
Employment relations and performance management
HR processes and policies