Marketing Transformation is all about understanding how people think. It is marketing’s most important principle: customers are always right, but marketers must also understand why people do not buy what they do. The problem has its roots in the fact that marketing is a management tool, rather than a direct product or service delivery strategy. Marketing is really a discipline designed to help people understand their goals and opportunities. Marketing Transformation therefore drives marketing sigma: the enormous power and ubiquitous distribution of information and technology.
Technological innovation is so pervasive that it almost no longer matters whether you’re an engineer, mechanic, marketing manager, publicist, or salesperson. So ubiquitous is technology these days that it’s virtually meaningless to distinguish between non-tech and tech businesses and industries: everything is a tech business. This has resulted in the marketing job description “non-tech,” as opposed to the more traditional “tech.” This distinction has profound implications for both marketers and the companies they work for.
Marketing job descriptions within a traditional marketing company
A company with a traditional marketing job description can use traditional marketing approaches like advertising, direct mail, and PR to gain a foothold on the local market. The company can then do comprehensive market research to determine where to go next. The key is not to recognize potential customers but instead to know who the customers are that will be most interested in your product or service. Marketers who don’t recognize potential customers often spend a lot of time correcting wrong strategies or focusing on unprofitable customers rather than customers who fit the profile they are trying to target.
Digital marketing has become the traditional form of marketing in the 21st century
Marketers are now focusing on digital marketing. Digital marketing means using the Internet, email, online forums, blogs, and social media websites to advertise and promote a product or service. The Internet, email, and social media allow marketers to reach thousands of people at once, whereas the traditional marketing job descriptions limited their audience to a local market of a few hundred to a few thousand. The Internet allows marketers to also be highly targeted by their marketing campaigns because they can target people who have shown interest in a product or service by personalizing the message or by setting up an event.
This form of marketing works better in certain markets than others, but it works anywhere. The reason is that people have a wide range of income and spending habits. Someone who makes a six figure salary might be very concerned about spending money, but would likely be quite happy spending her time doing something else. This same person might only make a couple hundred dollars a month. This person’s income level depends on her income level and her spending habits. The same concept applies to marketing on the Internet as well as traditional marketing.
Marketers now want to be able to reach as many people as possible, but they also want to be highly targeted. They know that in order to be successful they have to be able to reach the right kind of people at the right time with the right kind of content. Social media marketing provides them with this ability. By having the right content and sharing it with the right people, marketers can target the right people to whom they are most likely to get a response, which increases the chances of conversion.
Content marketer – the most in demand job title in the digital marketing world
Another thing that content marketing provides marketers with is a way of measuring success much more accurately than traditional marketing does. Marketers know very well that they cannot just change their ad or website appearance to see an increase in traffic. Measurement is vital.
Many digital marketing job titles refer to the work done by content marketers. They need to know all of the skills required to use the Internet, such as search engine optimization. They must know how to create unique content that will be attractive to readers, and they must know how to push that content to readers in a way that will make those readers come back for more. They must learn how to write articles to drive traffic, and they must know the ins and outs of the social media systems, such as Twitter and Facebook. They must be skilled at using keywords effectively, and they must be adept at using digital tools such as photo captions to attract readers and to push content to other platforms so that those sites can rank well for those particular keywords.