Marketing or management which is better. mission Impossible

I’ll start this topic with a letter from one of our future colleagues. This letter was the reason for writing this note.

Hello Pavel Evgenievich.

I am facing a difficult life choice. This year I need to go to university (I'm from Ukraine) but I can't decide on the direction. I'm choosing between marketing and management.

Could you describe these directions in more detail (in simple, understandable words). I want to go in these directions because I don’t see myself as an ordinary “office rat”, but I want to actively participate in the life of the company, company, and so on... I want to get a position where my word will not be empty space. I want to decide something, invent something. Maybe you have some specific tests, questionnaires, etc. which will help me decide. This is very important to me and I will be very happy about your answer. Thank you in advance.

Thank you for your question. In fact, the question is worth a million, since the answer to it lays down the vector of development, allows you to decide on a career and, ultimately, allows you to make your life better. Since I know the answer to this question, I will be happy to share this million with you.

Marketing: Science and Craft

Let's start with what seems paradoxical at first glance: the profession of manager exists, but the profession of marketer does not! Marketing is a way of thinking, an approach to market activities in which a person and a company are engaged.

Representatives of a fairly wide range of professions should have marketing thinking. Anyone who does anything for the customer, with the goal of making his life better, making it easier for the customer to choose products, helping the customer get satisfaction with the services and goods that the company offers, must have this special mindset. You must think like a marketer:

• good sellers;
• those who advertise goods and services;
• those who design, plan, and create goods and services needed by the market;
• those who, in order to help customers, come up with, plan and conduct promotions at points of sale for these goods and services;
• those who create visual, video and audio communications (posters, videos, banners);
• those who set up points of sale and display goods on shelves;
• those who manage all the processes listed above (manager);
• and so on.

All these and many other professions require special thinking, a special attitude towards everything that people in these professions do. Usually, without going into details, such professionals are called marketers. Thus, no matter what the specialist does. In fact, those involved in marketing have a huge number of professions. Everyone has one thing in common - work on the market and for the market, work in the company, but also for the buyer.

Who is a specialist?

So, do something: sell, move pieces of paper on the table, write reports, plan work, predict results, establish relationships, contacts with the press, government agencies, stores, representatives of wholesale companies, draw advertising layouts, place advertisements, come up with texts and do web work. -mastering (website development) – all this varied work – this is a special job or the work of a specialist.

Naturally, one person cannot do all the work listed, and companies employ many people (managers). Each of them performs only part of the work, and the result of this work is only part of the overall result of the company's work.

Specialist specialization

In the company, all employees are grouped by areas. Traditionally there are five directions (there may be more or less):

• sale,
• production,
• logistics,
• marketing,
• finance.

Each of these areas has its own professions that require their own special knowledge and skills. Each of these areas has its own specialists. Let’s say, having a marketing mindset, a salesperson can be a specialist (have special knowledge) in retail sales, or he can specialize in selling to state corporations under government contracts. These two specializations require completely different knowledge and experience.

Other marketing-oriented specialists, engaged in product promotion (promotion), can specialize: one - in popularizing products through retail points of sale, the other - through wholesale sales, using the experience and distribution systems of other distribution companies. The skill of the first specialist is not applicable in the work of the second.

A manager-manager is assigned to each direction: department head, group leader. Above all areas there is another group of managers - general management management. They call themselves senior management or TOP management. These are special specialists - specialists in management.

What is a Marketing Specialist?

Marketer is a general and collective concept that means special knowledge and skills in the field of a particular marketing specialization. I highly recommend reading the note in the margins about what marketing is.

A marketer can:

• Engage in sales and apply marketing ideas in your work.
• He can build relationships between the company, its products and services and the target audience;
• Can develop new advertising and information materials;
• He can develop new products.

The main thing is that a marketer is a philosophy and attitude towards market activity, he is a specialist in the science of marketing and a preacher of marketing ideas! There is no marketer without this. Take away attitude, philosophy and empathy and all that remains is a specialist and a good person, but God forbid you let someone like that into the market! Let him sit in the accounting department, turn screws in a factory, or manage a team of specialists in the office.

Who is a manager?

A manager is a specialist in management. This is not an expert in marketing, in the development of creative layouts, or in the specifics of printing. A manager is:

• managing the creativity of others;
• generation of meanings (why this or that is needed) and management of other people who generate meanings;
• analytical work;
• strategy development and planning;
• managing people and processes...

A manager is a leader, a manager. The manager manages: processes, people, distribution, waste of resources and earning money.

Market (marketing) management

Of all the groups in the “Specialization (above)” section, one is interesting for you and me - marketing: advertising and promotion. All employees of this group are called upon to bring knowledge about the product and the company itself to the masses - to the market. Employees are engaged in the development of the most necessary products for the market and services, developing simple and intelligible methods of communication with clients, partners, friends of the company, government officials, etc., with everyone who is in one way or another interested in the product and can influence its fate.

I would not say that this group of managers is the most creative and creative in the company. There is no less creativity, for example, in the work of sales staff or the developers of new products in production. They experience no less drive from the results of their activities, but I will focus on work related to the market - meeting the needs of people who are willing to pay for this satisfaction.

Manager without marketing

So, having studied, a student with a “manager” diploma in hand can lead! Can choose one of the directions and specialize in one of the types of management. If a manager, doing a good job of financial planning, manages the process of production or development of an industrial enterprise, he is simply doing his job well and he is not a marketer. Managers without a marketing education perfectly manage the processes occurring within the company, they are excellent at managing communication with suppliers and contractors, but it’s not worth allowing a manager without a marketing education and marketing thinking to approach buyers, clients, and market intermediaries. Is it clear?

About marketing and institute

If marketing is a way of thinking and a philosophy, then it is truly impossible to teach one to be a marketer at an institute. More precisely, you can familiarize yourself with the theory of marketing, you can learn the postulates of marketing, you can familiarize yourself with the works of marketing gurus... but that’s all. To understand what has been said, I’ll give an example: learning marketing at an institute is like learning to jump from a springboard while standing on the tiled floor of a swimming pool! It's like learning to ride a bike by listening to lectures or doing laps around the school motor racing track! It's like preparing for motherhood by listening to your mother's stories about your feeding, raising and "you didn't sleep at night."

Only the market teaches marketing!

Marketing is truly taught only by those who were selling this “damn” unsold product this morning. Someone who has already lost his mind in search of an answer to the question of how to force dealers to put a product on the shelf instead of a competitor’s product. Who spends their nights agonizing over the packaging design for a new product? Professors with diplomas in economics will never imbue you with the excitement of market struggle, will not light the fire of marketing in your eyes, will not teach you empathy. Only you yourself, only the team and the business you are about to plunge into can develop your marketing thinking!

What do they teach in institutes?

- the process of marketing management - still the same management, but focused on marketing, on the process of managing marketing structures and marketing processes. In order to understand why marketing is needed and how to manage marketing, it’s really worth listening to lectures at the institute.

You will not get more systematic knowledge about the THEORY of marketing anywhere, and the practice of marketing without its theory is wandering in the desert and searching for answers to questions, the answers to which have long been found and formulated by the founders of marketing and marketing practitioners. But, and this is important, you can become a marketer in spirit only by plunging headlong into the market!

Marketing professions?

I described in more detail the specializations of marketing managers that are familiar to me in this article. I would like to add that this is to some extent an exhaustive list. If you are familiar with other management, say, the management of organizing the printing of business cards, then this management is as close to marketing as the marketing philosophy is close to those who are involved in this process.

What to choose: marketing or management?

In essence, a correctly formulated choice costs:

• between marketing management and
• management not related to marketing.

If in the future you want, for example, to concentrate on production management (build factories, dams and power plants, manage RAU EU or Gazprom, for example, then the specialty of a manager is for you.

If you want to engage in financial management, your path to the profession lies through universities with financial management departments.

Having received a marketing manager diploma, it is quite possible to become a manager at GAZPROM, although managers-economists or managers-lawyers are more favored there.

If you want to become managers in the field of marketing, then management faculties of universities with a strong marketing department are for you. If you are interested in the prospects of: developing a new product, implementing creative ideas, managing the development of industrial design, mastering new communications with people, creating new sales markets - if marketing ideas are close to you, then in addition to the management specialty, you will have to master one of a long list of marketing professions. The Marketing Faculty will give you all this, but this will only be the beginning. Next, you will have to choose and master one of the marketing professions and will have to become a specialist in one of the areas of marketing, and later, gain in-depth specialized knowledge - you will have to become a specialist and.

Well, that's all for now. If you have questions, write on the marketers forum or by email. I will always answer, even if not always on an hourly basis with your letter. Good luck.

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Key words: marketing, management, choice

The profession of marketer, or marketing manager, is quite young. But at the same time it is very promising and dynamically developing. The essence of this profession is to manage value (as it is perceived by consumers of a product) to increase sales or profits.

Large companies divide the marketing profession into various specializations: analyst, marketing specialist, brand manager, marketing research specialist, marketing director, BTL manager, art manager, product manager, etc.

Story

Marketing is a fairly young specialization. However, this does not prevent it from developing dynamically and quickly.

At first, marketing was not an independent direction. In most cases, it has been interpreted as advertising that is based on consumer needs, as opposed to conventional slogans.

But the speed of development of marketing was so high that in 1902, lectures on marketing began to be given at US universities. About 20 years later (1926), the first marketing association arose. After some time, similar associations began to be created in Europe and other countries of the world. Marketing reached the USSR in 1970 - the first marketing chamber appeared. It was from this time that such a specialty as a marketer began to actively develop in our country. Due to the fact that the marketing profession is new for our country, the functions continue to vary. And in each company this position may be interpreted differently, which means the responsibilities may be different. But there are general standards established by the Russian Marketing Association.

Who is a marketer?

Many people do not have an accurate idea of ​​who a marketer is and what they do. Responsibilities (main) give an idea of ​​the profession itself:

1. Market analysis.
2. Working with clients.
3. Competitor analysis.
4. Looking for new clients.
5. Search for new interesting offers.
6. Financial analysis.

Market analysis

The most important function in marketing. A marketer must constantly monitor any changes in the market and be able to quickly adapt to them.

If, for example, a plant producing certain iron products does not quickly respond to market changes (does not replace machines with newer ones, etc.), then it risks losing in the competition. This means that the company will lose not only time, but also a lot of money.

Among the specific tools, the main ones can be identified: tracking periodicals, consumer surveys, analysis of information from competitors, public opinion, social surveys, etc.

Collecting the necessary data is the responsibility of a marketing analyst. He must be able to process this data, conduct a thorough analysis, draw conclusions and propose solutions.

Working with clients

Communication with clients is the direct responsibility of the manager. Only by interacting with consumers will you be able to answer questions such as:

• Why does he buy this product?
• Why in your company?
• Why this particular product?
• How does he like it?
• What additional services is he interested in?
• What does the client not like?

Having found the answers to these questions, the marketer will discover many secrets about the market, competitors, customer expectations, etc.

A marketer must always know how his company differs from its competitors. But here it is important to pay attention to one feature: what makes you stand out in the eyes of clients, and not in your own eyes. Perhaps this is a complete trifle (free Wi-Fi in a cafe always increases the flow of customers).

It is necessary to communicate not only with VIP clients, but also with ordinary, small ones. Your speed depends on the latter.

Competitor analysis

Communication with clients is, of course, good. But you need to know your competitors even better. Marketer responsibilities include:

• control over the pricing policies of competitors;
• knowledge of their strengths;
• knowledge about their additional services;
• understanding why some clients switch to them.

Research into these issues needs to be ongoing. Because the market, as mentioned earlier, is constantly changing.

In some ways, it's easy to keep track of your competitors these days. Almost all companies have their own blogs with customer reviews, official news on their websites, and press releases. If necessary, you can use a mystery shopper. All legal means are good.

If the market in which you provide your services is small, then most likely all the business leaders know each other. Conferences, seminars, exhibitions - these are the places where everything often intersects. Sometimes you can learn a lot of useful information at such events. The main thing is to try to follow what you say (especially about innovations, large-scale advertising campaigns, rebranding and other drastic things).

Looking for new clients

The functions of a marketer also include finding new clients. In small companies this can be done by a marketing assistant. He is looking for new niches where the product can be used. This can be either a new segment or an entire market.

The job of a marketer is to check everything. It often happens that a product that was previously used by one group of customers becomes very popular among another group.

A good marketer is well versed in advertising and knows how to do it. Therefore, the effectiveness of advertising campaigns should be analyzed periodically. When launching a new product, different strategies should be developed to conduct advertising campaigns. And then find the best one based on the research done.

Search for new interesting offers

Looking for new opportunities is not an easy job. A marketer must always look to the future and improve his customer care.

An example is home delivery of bottled water. Most organizations that do this, for some reason, deliver water exclusively during working hours. That is, many potential clients simply cannot use the company’s services, because they are at work at the time.

Almost any service area can be improved by adding a range of improved customer service options.

A marketer can find, analyze and highlight what will be economically justified and beneficial for the enterprise.

Not all services directly bring profit, but the quality of service and customer loyalty always increase.

Financial analysis

The last major responsibility of a marketer is handling money. A competent marketer is able to calculate the approximate turnover of the company, competitors and the market as a whole. Particular attention should be paid to:

• Market dynamics, ups and downs. Do your business's growth cycles generally coincide with market growth? If not, your company has problems.
• Dynamics of competitors.
• Revenue by various segments. Perhaps there is something worth giving up.
• Revenue/profit per unit in different segments and markets.
• How competitors respond to your price manipulations.
• Do you need VIP clients (big discounts and high requirements).

Financial analytics is not the main task, but you need to spend some time and effort on this process.

Job and functional responsibilities

The main responsibility of a marketer is to study and analyze supply and demand in the market for goods and services. Then he forms the company's development strategy.

The main goal is to satisfy consumer needs. Therefore, the primary task of a marketer is to study and identify needs. And only after this can you create a product that best suits the buyer’s various characteristics.

If you are going to work as a marketer, you need to know the functional responsibilities:

• tracking prices for the offered goods, competitiveness analysis;
• search and subsequent analysis of data on potential competitors;
• preparation of analytical reports;
• market research (or market segment) for the sale of a certain type of product;
• analysis of the purchasing power of various regions and population groups;
• media planning, development of advertising campaigns;
• development of measures to improve sales efficiency.

Writing a resume

Marketing is a profession that is difficult to teach, since professionalism comes with experience. Educational institutions offer only a theoretical framework that allows one to navigate the basic concepts. Every marketer must develop independently.

Writing a resume for a marketer is a labor-intensive process. It must be approached with special care. Experts point to 9 key competencies that a marketer must have. Of course, they may not be fully expressed, but each of them must be improved.

1. Analytical skills: analysis of sales dynamics and management of this forecast; managing the advertising budget, calculating the effectiveness of investments; comparison of a number of solution options, choosing the best one; setting priorities for projects; search for a cause-and-effect relationship in customer behavior.
2. Professional competence. The resume of a marketer can include knowledge of: modern marketing techniques; about how you can develop and manage your company’s brand; about sales techniques and methods; about the basics of economics and finance; about the basics of sociology and psychology; modern trends in design (understanding of aesthetics).
3. Initiative. The ability to independently formulate tasks and understand how the business can be improved.
4. Responsibility, no job can do without it. A marketer must be able to manage the advertising budget and product profitability. Therefore, he must understand that he has a great responsibility.
5. Perseverance and effectiveness in the actions of a marketer. He must be ambitious in his goals.
6. Creativity - creating new ideas and finding alternatives to solve a problem.
7. Quality of communication: competent written and oral communication; effective interpersonal communication; public speaking skills.
8. Flexibility at work. A marketer must be able to find different approaches and be open to new technologies and views.
9. Self-development and erudition. In any business you need to constantly improve. Increasing competence and expanding horizons is something that a marketer should constantly do.

Job responsibilities

Every newcomer wants to reach such a high level that everyone will say about him: “He is a first-class, unique marketer!” The responsibilities of every marketing manager are outlined in their job description. Among others, it includes forecasting the dynamics of important indicators for the company, as well as developing recommendations for their improvement.

It is the ability to evaluate and give the correct forecast that distinguishes a professional analytical manager from a beginner. And if you learn to predict changes in the situation before your competitors, you will become a unique expert. But the path to this goal is very difficult. The level of knowledge should be constantly improved, and it is best to focus on the latest achievements in statistics and information technology.

The job description for a marketer contains all the points related to the progress of work. This document spells out what a marketer should know and be guided by, job responsibilities and functions, rights and responsibilities. It may also indicate that in case of vacation or illness, he is replaced by a marketing assistant.

In some cases, it may be specified to whom and when the marketer's reports should be transferred. These reports indicate the results of research conducted in a particular market segment: numbers, graphs, comparative characteristics. As well as a forecast and recommendations for further actions.

Who is this profession suitable for?

They say about a marketer that he must be a comprehensively developed personality, that is, he must be able to do almost everything.

A good marketer has an analytical mind and loves working with numbers. Otherwise, he won't stay in this job.

Also, a marketer must be careful. Since even a small inaccuracy can incorrectly reflect all the data. As a result, the concept will not be built correctly, and the enterprise may suffer serious losses.

Communication skills are something that a marketer must have. His responsibilities require that the marketer communicates a lot with people. After all, he needs to be able to receive data from distributors and retail outlets. He must know the level of sales of his products and competitors' products.

Of course, a marketer must be stress-resistant. Endless communication with people and enormous responsibility leave a serious mark. Therefore, you must always be able to control yourself.

Despite having an analytical mind, a marketer must remain a creative person and be able to generate ideas. After analyzing the market situation, the marketer needs to provide his recommendations on how to further promote the product.

When starting a career as a marketer, it is worth remembering that it is a long and thorny path. It will require almost all your strength and all your time. At the beginning of your career, you most likely won't earn much. And since you need to constantly develop, there will be no time for an additional source of income. But if you have everything that is inherent in a good marketer, then after a while you will be able to reach a new level. The main thing is not to stop developing. Marketing is a profession that strives forward every day, covering ever new spaces.

“Greetings, site reader. Today I heard a phrase about the differences between a marketer and a manager. I won’t write down verbatim where it was dug up, I don’t know either, but its essence is this: “Marketers should create and sell a product, and managers should manage processes and personnel.” And then, as in the song: “Well, everything is clear, but what exactly.” This is the topic I propose to discuss in the comments. In the meantime, this is my take on things.”

To begin with, I decided to look at what they write on the Internet about the differences between a marketer and a manager... I managed to read a lot of funny things However, the truth was found with great difficulty. Yes, and is it true?

First let's look at the definitions

I took all the definitions from the World Wide Web, so please do not criticize too much.

Marketer (English market - market or trade; Greek logos - teaching or science) - in other words - a student of the market or trade.

Manager (English manage – manage, lead) – i.e. supervisor.

By definition, everything is simple and even almost understandable. However, the meaning of many definitions is often forgotten, translation and interpretation are lame, and the result is a completely different picture of the world. Our marketer does everything, including drawing up layouts and ordering stationery for the office (read the responsibilities of a marketer, which he previously published on the blog). Anyone can be called a manager (office manager, for example, but the only responsibilities here are to bring coffee to clients).

Yes, modern realities have already changed a lot and all the concepts are confused. We cannot change the world, but I propose to at least put everything in its place on the pages of this blog. Add comments - it will be interesting.

What are the differences between a manager and a marketer?

The marketer's area of ​​expertise is the standard 4P marketing mix.

The area of ​​activity of a manager (manager of the organization as a whole) is the company, its development and directions.

I have written more than once about what a marketer does. The manager must only determine goals and set tasks. If you want, the manager says WHAT TO DO, and the marketer says HOW TO DO IT and launches a mechanism to implement the plan.

Naturally, when implementing a plan, a marketing specialist will have to interact with people, manage a team, think through the nuances and features, i.e. perform managerial duties. But how could it be otherwise? Launching a marketing campaign or the process of displaying goods on store shelves, determining the direction of development of the company’s assortment, and much more - all this will require certain personnel. There are people everywhere who need to be managed.

At the same time, any process needs to be supervised. Discuss nuances, pay attention to details, clearly understand how everything should work. Who does all this? Manager? No, of course, he must think about the global, for example, about the company’s development strategy. All this falls on the shoulders of the marketer. A marketer must know and control about all, absolutely all movements in the company.

Where are the differences? But they are not there. It's all about hierarchy. The marketer must coordinate and receive approval for any of his actions. With whom and with whom? With the manager and with him. And then complete carte blanche. Actually, this is why the phrase voiced at the very beginning caught my attention, since a marketing specialist is not always responsible only for the product (service). Very often, both processes and personnel management fall on his shoulders. And it is right. Otherwise, the marketer turns into an office manager who orders business cards 2 times a year. Do you agree?

Finding an Internet marketer and head of digital marketing is a headache for many companies. Where to look for such professionals? How to evaluate their skills? It is difficult to answer these questions even when hiring employees of a more narrow profile - contextual advertising specialists, SEO optimizers, email marketers or web developers.

The problem is confirmed by Completo technical director Mikhail Fedorov:

“Let's say you need to find an SEO specialist. Search options: contact a recruiting service, a recruitment agency, or search on your own. The search method is to post a vacancy, and its description will most likely be taken from the text of another vacancy or a new one will be created by compilation. However, neither you yourself, nor the HR manager, nor the agency will select a qualified person, because no one knows how to evaluate such a specialist. At the interview, HR will ask: “Do you know search engine algorithms?” How can an honest applicant respond to this? If he had known, he would have vacationed in the Bahamas and not gone on interviews. While HR listens to 10 such candidates and schedules an interview with the customer, the best of them will go to another employer. As a result, a company that does not know the criteria for evaluating a specialist will choose someone who has sold himself well, at an exorbitant price, but not someone who has the necessary knowledge and can really help. But you have a “guarantee” of results. If a person leaves after a month or turns out to be professionally unsuitable, then HR will find a similar “specialist” and fill the empty desk with a monitor in your office. After this, what can we say about generalists..."

The problem of the personnel market: there are many Internet marketing specialists, but general practitioners are rare

An Internet marketer and digital director must understand the technical side of projects, master several marketing tools (manually work with and configure them) and be able to manage a team. But in the labor market there are most often 2 types of applicants for these vacancies:

1. One tool specialists who are trying to become internet marketers (SEO specialists, context specialists, web developers, designers, etc.).
2. Managers from areas related to Internet marketing(sales, classic marketing, brand management) who are trying to become digital directors.

Separately, I would like to note a case that occurs much less frequently and is often clinical: a specialist of one tool immediately targets the digital director (by skipping steps). It is not recommended to waste time on such a candidate. If suddenly a person is ready to learn, then the plan can be proposed as follows: after 2-3 years of persistent practice, he will be able to grow to a digital marketer and after the same period to a digital director, subject to practice in managing a team.

Career path of an Internet marketing specialist to a digital director

To become a qualified internet marketer and digital director, you need to gain practical work experience, which cannot be replaced by specialized training in courses.

To become an Internet marketer, a specialist must master one or two tools and be able to manage two to four specialists, freelancers or contractors. The head of a digital department or direction grows out of an Internet marketer who manages a department of seven to ten people and/or a range of contractors.

Please note that a single tool specialist is not an internet marketer. He may be a talented and thoughtful professional who knows everything about contextual advertising, or SEO, or layout, or website creation, or design. But without knowledge of all the tools (at least superficially), an employee cannot perform the functions of a digital marketer.

Only an Internet marketer with at least two to three years of experience can become the head of a digital department or direction. A brand manager or marketer who has completed several courses on Internet marketing will not cope with the responsibilities of a digital leader. Unfortunately, even courses designed to train such leaders will not provide the necessary experience. It can only be purchased while working on projects.

“In my opinion, only a general who was a soldier himself can lead a team. I know what goes on in a specialist’s head: when he needs success, and when he can point out weaknesses. I can explain in a minute how to do what you need.”

Artemy Lebedev, Harvard Business Review

Real life example: amateur vs professional

How do you understand the difference between a professional manager or marketer and a non-professional? Notice how they strategize and set goals for the team.

Here's what you can hear from amateur:

“It’s important for us to get more organic traffic. I looked at competitors - it turned out that traffic could grow 6 times. SEO guys, hey! Come here. We need to achieve the same, it will increase sales. Work, show me the results."

Compare with comment a competent head of the digital department or internet marketer:

“We need to understand the direction of development, so I:

Analyzed downloads of contextual advertising and web analytics on the site;
- looked at conversions and sales;
- identified priority audience segments and regions;
- analyzed competitors’ traffic;
- downloaded data from the company’s financial system and compared online sales with offline sales.

The action plan will be like this:

1. We create subdomains, unique phone numbers and addresses for regions;
2. We cluster search queries as follows:

• geo-dependent/geo-independent;
• commercial/non-commercial.

1. So that search queries do not interfere with each other’s progress, we arrange them according to the structure:

• blog;
• forum;
• independent content site.

1. We check the uniqueness of content on all sites. It can be done:

• manually;
• using a synonym generator;
• through crowdsourcing copywriting.

1. Add a site to Yandex.Directory, Google My Business, set up regionality in Yandex.Webmaster and place it in specialized directories;
2. We are starting to use the sites of partners and dealers to attract traffic. To do this you need:

• specify requirements for sites;
• bring them into uniformity.

1. We set up cross-domain analytics on all sites to view organic traffic in a single Google Analytics panel;
2. We pull up key queries from Yandex.Metrica into Google Analytics so that all transitions based on keywords are visible and not displayed (not set).

We build reports like this:

1. Positions by query clusters;
2. Organic traffic by region;
3. Sales from this traffic according to the product matrix.”

The difference in approaches is obvious. If a business owner sets a task in the format “Give us a million sales,” then the team expects a step-by-step strategy from the manager: what needs to be done in order to get a million sales, and how to measure them. Therefore, in the field of online advertising and marketing, a manager must understand the processes at a technical and operational level.

“The end-to-end marketing line comes from the owner. If the top person doesn’t understand the demand, the company is stuck and there’s no point in working any further.”

Of course, the head of a digital department or an internet marketer may not know exactly how to perform absolutely all the steps listed above. But they must understand the processes at a high enough level to:

— create a step-by-step action plan
- discuss it with the team
— help colleagues with technical questions
— monitor the implementation of the project
- get a controlled and measurable result

If the Internet marketing director attracts one or more agencies or contractors, sets common goals for them and communicates in the format of monthly reports and conversations like “good/bad SEO positions”, “good/bad promotion”, “high/low ROI”, such a manager can be replaced with a Telegram bot or a regular parrot.

How to look for an internet marketer?

The Internet Marketer You Need

— This is a specialist in a group of tools that necessarily include web analytics
— He can find specialists in any marketing tools, organize their work and get a predictable result
— Able to manage a team of up to 5 people (in the office or remotely).

Search time

Approximately 1-1.5 months from the date of publication of the vacancy.

Where to look

— HH.ru (great job description is a must)
— Facebook (paid posts and targeting)

Salary

From 70,000 to 100,000 rubles per month (according to our experience and the average in Moscow). Less than 70,000 is the salary of specialists. More than 100,000 is growth for an Internet marketer based on KPIs or a transition to the position of head of the digital/Internet department.

Basic requirements

— Experience in website development. Theory, leading a website development project in a team, experience creating a website from scratch.
— Knowledge of the principles of search engine optimization and the ability to work with contextual advertising. This is the base on which most internet marketing strategies are built.
— Ability to work with video advertising, e-mail marketing, display advertising and retargeting.
— Deep knowledge of web analytics. Proficiency in Google Analytics: planning analytics and performance metrics, uploading and processing data, making business decisions based on web analytics.
— Knowledge of classical marketing, marketing analysis, the basics of building a business and economics.
— Ability to analyze competitors: from the point of view of both business aspects and Internet marketing.
— Web programming at a basic level (knowledge of HTML, JS, CSS, PHP).
— Knowledge of design and usability at least at the “Management” level. The candidate must follow the latest developments in the field of website development, landing pages and interfaces.
— Broad outlook in the professional field: tracking new products in the field of advertising services, analytics and related tools.
— Ability to communicate with people, make presentations and defend all your ideas together with account managers.

Will be a plus for the candidate

— No confusion when mentioning the concepts “CRM”, “telephone analytics”, “personalized multi-channel web analytics”.
— Experience in developing an Internet marketing strategy and detailed control of its implementation in a team of marketers, telephone operators, CRM integrators, SEO specialists, copywriters, layout designers, programmers, designers.
- Advanced knowledge of Excel.
— Knowledge of mathematics at the level of a humanitarian university.
— Knowledge of economics and statistics.
— Experience working on the side of both the client and the agency.

We have collected the minimum number of topics that a marketer should know during an interview:

— ability to work with Excel, Google Docs;
— ability to work with databases at the query language level;
— ability to program (in any language);
— ;
— landing page development from scratch;
— setting up web analytics based on Google Analytics;
— development of an intranet system;
— participation in projects where web analytics by user_id was linked with systems;
— search engine marketing (organic search);
— product aggregators such as Yandex.Market;
- partnership programs;
— Google advertising network;
— Yandex context media network;
— classic media purchases;
— programmatic (via RTB);
— ;
— content and advertising in social media;
— email marketing;
— CPA networks;
— retargeting/remarketing;
— video advertising;
— promotion of mobile applications;
— certificates, courses and seminars related to the vacancy;
- titles and authors of the last five books read that are relevant to the vacancy;
— the number of projects/clients that the candidate managed in parallel;
— the average size of the budget with which the candidate worked;
— experience in personal meetings with clients, conducting presentations;
— links to presentations or reports prepared by the candidate;
— recommendations from management or clients;
- the best project, its results and problems.

Sample questions

Ask the candidate to solve a case. Abstract questions like: “Tell me, have you worked with this tool? What results have you achieved? - this is the road to nowhere.

We have selected several questions on the topics listed above that will help you assess the qualifications of applicants.

1. 1. Questions on one tool (with a technological bias)

— You are launching display advertising in Google Display Network. How can you ensure that people who saw your banners online but did not click on them are counted in site conversions in Google Analytics like those who saw the banner?
— A plant in Moscow produces chairs, but does not sell them. Sales are carried out by dealers throughout Russia. The plant has a business card website. How to attract the maximum amount of search traffic from all regions to sell chairs from this manufacturer?

1. Trick question - test of intelligence

— There are two advertisements in Yandex.Direct. One has a conversion rate of 0.5%, and the other has a conversion rate of 0.9%. What questions do you have after hearing the problem?

1. Question on general knowledge of marketing

— How to increase the effectiveness of an ad in contextual advertising, regardless of systems? Describe the plan point by point. What factors influence this?

1. Complex questions on knowledge of several instruments

— We are planning Internet marketing for a company with a long sales cycle. Recruitment takes place via the Internet. After some time, we segmented requests by industry and decided to show clients thematic advertising of products from their industry. How to do it? List all available methods.

— There is a website with Yandex.Direct and Google Analytics. How to set up a ROI report only in the Google Analytics interface?

1. General strategic questions about marketing and knowledge of tool bundles

— You have been assigned to sell a product via the Internet and have set a sales plan. You anticipate that there will be problems with demand (there is little of it). Answer the following questions:

• How to check whether there will be problems with demand?
• How do you know that the amount of demand you saw is enough to fulfill your online sales plan?
• What do you recommend to a client in such a situation? Sketch out a quick strategy.

This is only a rough list of interview tasks; Each company develops cases to suit its own needs. For example, we have created about 25 questions that we always ask applicants for the position of Internet marketer.

Important points

— Certificates are a necessary condition, but not an indicator of qualifications. If a person has received the minimum required package of certificates (Yandex.Direct, Google.AdWords, Google Analytics IQ) - this is a plus. But answering test questions and solving real cases are two different things. We regularly interview certified professionals, and often they cannot answer practical questions.

— Find out which tools an internet marketer is best equipped with. Ask questions about them, create tasks to know all the nuances.

— Having your own online store is a serious plus for an online marketer. It is worth communicating with such specialists as a priority.

— A telephone interview allows you to save time on face-to-face meetings. Select candidates that match your resume and ask a few of the questions listed above. Usually, 60% of applicants are eliminated by the second or third question. Based on the results of all questions, out of the remaining 40%, you can call 3-5 people for an interview (sample: 200 responses to a vacancy posted on the website hh.ru).

— A resume is a great misconception. It is good to use a resume as a primary filter: to weed out non-core specialists and candidates with insufficient experience. The remaining applicants for the vacancy should be interviewed on the issues listed above, without attaching importance to the resume.

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How to look for a digital director

The digital leader you need

— A former internet marketer with good self-organization and developed systems thinking.
— A manager who can manage internet marketers.
- Has the main value of the profession - work experience, which has turned into the ability to think strategically.
— A practitioner who not only performs managerial functions, but also knows the entire production process.
— Willing to delegate some of his operational functions, but enjoys working in one or two aspects of Internet marketing.
- Can create a detailed Internet marketing strategy.

Search time

Approximately 2-3 months from the date of publication of the vacancy. Our record is 5 months.

Where to look

— Grow within the company (a priority, but not always a possible option).
— Recruit from other companies (you need to closely monitor the industry).
— Facebook (paid posts and targets. You will have to search long and hard).
— HH.ru (you will have to search long and hard, renewing the vacancy every month).

Salary

From 120,000 rubles per month (according to our experience and the average in Moscow). Everything that is more than 100,000 rubles (at least 30% of this part) must be accrued according to KPI.

Basic requirements

— Proficiency in at least one Internet marketing tool with an A plus. It could be anything: web analytics, development, contextual advertising, RTB.
— Experience in leading a team of seven to ten specialists (minimum required set): internet marketer, SEO specialist, layout designer, programmer, web analyst, web designer, IP telephony specialist, 1C specialist.
- Experience. The path covered in 5-6 years from a specialist to an Internet marketer, and then to a manager.
— Ability to manage projects and teams with a full understanding of the technological process (how everything works) and the ability to engage in project management based on deadlines and risks (assessment based on hours, deadlines, results, risks of non-fulfillment).
— Desire to test new tools and mechanics. A professional digital leader is ready to spend at least 4-6 hours a week on this.

What to talk about at an interview

When interviewing a digital leader, applied tasks on tools should be combined with questions about project and people management. Thus, each question consists of three parts: tools, management, results. Also, don't forget to ask for references.

Sample questions

We've outlined questions to ask a future online marketing director. But each company can (and should) adapt them to a specific candidate.

1. Your resume says that you built end-to-end analytics before sales.

— Tell us about your team. What specialists worked in it? What tasks did you perform at the application level?
— How long did it take you to create the system?
— Which CRM did you choose and why?
— Which telephone system did you choose and why?
— Which web analytics system did you choose and why?
— How was the connection to the warehouse completed?
— Name at least 5 technical problems that you solved during the integration process.
— How did you manage to motivate the sales department to work with such a system?
— Does the system work? How can I check this?

1. You write that you have tripled your online sales.

— How were sales measured? How did you track them?
— What tools and channels did you use?
— Which specialists worked to increase sales?
— How did you calculate that sales increased exactly 3 times? Have you already set up analytics before?
— What are your functions on the project? What tools did you use?
-Who can I call and check this?

1. Experience in contextual advertising.

— How did you cluster the requests, how many were there, what services did you use?
— How did you automate contextual advertising - services, scripts, something else?
— How did you measure effectiveness before sales? What systems have been integrated?
— What strategies were used in the context at the top level?
— How did you work with competitive requests?
— Have you used context for content marketing?
— What have you achieved for your business using context?

1. Search engine marketing and SEO.

— What was the SEO strategy: regions, queries, snippets, texts, internal optimization? How did you get external links?
— What results did you get in terms of organic traffic and sales from it, the growth of query clusters?
— What mechanics have you come up with for SEO?

1. Development.

— Have you created personal accounts, closed areas of the site, Internet services? Why, for whom?
— Have you developed websites or landing pages from scratch? How much development did you go through - in hours and specific projects?
— How did you manage the development? What methods and programs did you use? What kind of reporting did the specialists have? How did you change the work plan if deadlines were missed or risks arose?
— How did you detail the tasks, what methods did you use? Were you included in the forecast according to the timing?
— How did you structure your work with freelancers and outsourcers?

Important points

- Carefully study your work experience. If there is nothing there about internet tools, web analytics, internet strategy, managing a team of internet specialists, don’t waste your time on this candidate. Profile experience in managing an Internet team must be at least 4 years, and preferably 6 years.

— You don’t need a classic marketer. It can be calculated by phrases and words in a resume (when there is nothing else besides these skills): management of marketing activities, BTL, booklets, packaging, strategies, corporate identity, sales funnel analysis, reporting verification, analysis of the structure and level of demand fluctuations (ABC, XYZ and combined analyses), portfolio analysis, strategic and operational product analysis, SWOT analysis, competitive analysis, segmentation and positioning, consumer potential analysis, surveys. Such a candidate may be an excellent manager and classic marketer, but not a digital director.

— When assessing managerial experience, do not take into account work with contractors (agencies). It is important. Working with agencies does not count towards the experience of a digital director: such interaction in fact only reduces qualifications. And it is promoted by its own team, which needs to be managed (yes, agencies can work in parallel - this is not a problem). Therefore, always check whether the candidate did everything indicated in the resume himself with a team or, as they like to say, “managed agencies.”

— Work with people who love testing new tools and mechanics. You should not continue the interview if the applicant answers questions about tools, channels and mechanics: “Well, I’m a manager, and these are the tasks of specialists, I will manage and give tasks, and they are the result for me.” A good digital director always wants to learn new tools and mechanics, even if there is not enough time. This distinguishes a professional from just another “general manager.”

An Internet marketer and digital leader must not only be found, but also retained

Getting a good specialist on staff is a difficult task, especially on the client side. If a marketing agency clearly understands what criteria to evaluate candidates and how to develop a professional, then this can be problematic for the client.

For example, for an employee to perform the functions of a digital director, the marketing department must employ at least seven to ten people. The manager gradually builds a mini-agency within the company and manages it. In Russia there are few such cases; usually the marketing department here consists of two or three specialists and the opportunities for growth are limited.

Internet marketer and digital director are broad-based professionals who have gained serious work experience, are well versed in all processes and want to constantly grow and learn. Consider these facts to find and attract truly qualified specialists to your project.

If you plan to build work with agencies (which is often much better than many years of hard work building a department internally), check the candidates using a checklist. This way you will immediately recognize a quality agency, weeding out streaming, mass options.

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Everyone has known for a long time such specialties as marketer or manager. There are a lot of “professionals” of this kind now. Almost every university has specialties in this area. However, not everyone knows what is included in the main responsibilities of a marketer. Today our task is to explain to you absolutely all the functions of a marketer, his personal qualities and show an example of the job description of this specialty.

Job responsibilities of a marketer

Marketing is a rather labor-intensive profession that requires a strategic mindset and considerable mental endurance. Let's say right away that if a marketer works in a large company, his job responsibilities may differ from the responsibilities of a marketer working in a medium-sized enterprise. The fact is that in large companies there are special marketing departments, each of which deals with its own tasks. For example, there are marketing departments that deal exclusively with studying the market price of goods. Next we will describe everything in order job responsibilities of a marketer, both in a large company and in a small enterprise. For each function we will try to give clear examples.

Market analysis

Trends are constantly changing in absolutely any market. And you definitely need to keep an eye on this. This is one of the main functions of a marketer - to monitor market movements. It is worth noting here that the more inert the market, the more difficult it becomes to adapt to it and accept new conditions.

What can happen if you do not notice the general trend of the market and do not analyze everything correctly? It's simple, a company can easily fly out of the market. It is also worth considering that market analysis must be carried out on time. If it is too late, no analysis will save you.

Example: imagine a huge factory that smelts iron products. The marketing department conducted a market analysis and realized that there was an urgent need to change machines and update production facilities. The fact is that this task cannot be completed so quickly, since it is a very labor-intensive job (it is necessary to remove old machines, install new ones, train staff how to work with new equipment). For this reason, analysis of any market must be carried out in a timely and consistent manner.

The main tools for this function of a marketer include: tracking periodicals, analysis of market competitors, social surveys. In fact, there are a lot of tools for this task.

Cooperation with clients

Yes, the most important thing is not to “work”, but to “cooperate” with clients. You might think that only the manager should have a relationship with clients, but this is not so. A manager must be able to communicate with clients, and a marketer must understand what exactly each client needs. Analyzing each client will open many doors for you.

You need to clearly understand the main difference between your company and its competitors. Here it is necessary to have an objective assessment. That is, understand how you differ from others in the eyes of the client himself, and not what you came up with.

Example: a person can go to the same cafe all the time. Cafe workers may begin to think that the client comes to them because of the friendly staff, delicious food, or something else. In fact, this person just came because of the free wi-fi.

Analysis of the competitive environment

Another main responsibility of a marketer is to analyze the company's competitors. Of course, it is necessary to communicate with clients, but even more time must be devoted to the competitive environment, since this is your main competitor. It is necessary to understand exactly what the pricing policy of a particular company that works with you in the same segment is. How are they better than you?

There are a lot of tools for analyzing competitors: company press releases, customer reviews of their products, secret shoppers, news, etc.

Finding new ways to attract clients

The responsibilities of a marketer in an enterprise are to look for new customers, and the more, the better. What does this mean? You can look for new niches where your company can show itself. There are simply no restrictions in this area.

Don’t forget that one of the most effective ways to attract new customers is an advertising campaign. If you are a marketer, then you must understand good advertising and be able to do it. Analyze the effectiveness of advertising campaigns and develop strategies for conducting advertising events.

Cash analysis

And the last responsibility of a marketer is working with cash flows. A really good marketer will be able to calculate the company’s turnover, as well as the turnover of competitors and the market as a whole.

In this case, we would like to advise you to always carefully monitor the following points:

• Market dynamics (recessions and rises)
• Competitor growth dynamics
• Company profit by various segments
• Profit per unit
• Competitors' responses to your manipulations with product prices

It is necessary to clearly understand that your main goal is NOT financial analytics, this is the task of other departments. But this does not mean at all that you should not use them. The marketer's responsibility is to monitor the successes and failures of the company.

Personal qualities of a marketer

We have already talked about the most important responsibilities of the job responsibilities of a marketer. Now we should move on to the personal qualities of a person who can work in this specialty. Perhaps most importantly, a marketer must have a mathematical mind. Such a person is simply obliged to easily use the methods of induction and deduction.

The whole difficulty is that a marketer must be able to think, both logically and creatively. Oh yes, this profession requires creative skills, because you will have to come up with new approaches to achieve one or another goal (for example, conduct a bright advertising campaign).

Nobody said that this type of profession is very easy work. Just imagine, in one day you may have to come up with a creative advertisement using all your creativity, and on the same day make clear calculations on the effectiveness of this idea.

As a result, to become an excellent marketer, you will need knowledge in many areas of different directions. If you are promoting a product, this does not mean that you will not need mathematical calculations.

Example of a job description for a marketer

Below we will give a sample example of the job responsibilities of a marketer at one of the companies (We took a sample instruction from one of the large retail chains). And so, a person working as a marketer is required to fulfill the following points:

• A marketer must conduct research on the main factors that may in one way or another affect the dynamics of consumer disputes regarding the company’s product.
• Based on research, the marketer must develop an overall marketing strategy for the company
• Calculate the budget for the marketing plan and manage the allocated funds.
• Categorize. Identify groups of potential consumers.
• Assess the prospects of the market in which the company operates. Assess the company's future prospects for entering new markets.
• Establish a pricing policy and determine the required range of goods.
• Make new proposals for individualization of goods for further transfer of information to manufacturers.
• Establish all possible distribution channels. Be able to develop dealer and distribution networks.
• Organize the collection of information from potential customers about product quality, complaints, and suggestions. Come up with ways to eliminate product shortcomings.
• Develop strategies for all types of promotional activities.
• Develop strategies to stimulate clients (active and passive measures).
• Be able to prepare proposals for the design of a new company style and products.
• Summarize the effectiveness of the activities carried out.

Words from experts on the responsibilities of a marketer

Zingfin founder Balaji Viswanathan on marketers:

A marketer is the person who answers the questions “who is the client?”, “What does he want?” The marketer develops a pricing policy and creates a so-called “bridge to the client.”

The companies never sold services or products. They always sell benefits. The main responsibility of the marketer will be to determine the difference between the sale of a product and the benefit that the consumer can receive from it.

Another main function of a marketer is the ability to highlight a company’s product from the crowd. And in order to make your product stand out from everything else, you need to make the buying process convenient, sell at the right time, and work on the product so that it differs from all competitors.

The last thing worth mentioning is branding. This is a marketer's most powerful weapon. Agree, as soon as you hear the phrase “Just Do it”, you immediately remember high-quality sportswear and the Nike company. This is a tool that directly connects the product with the consumer.

The most obvious example would be the eternal rivalry between Pepsi and Coca-Cola. Companies sell sweet sodas that are very similar to each other. As a result, every company makes a profit by developing a brand management strategy.

Bernd Harzog on Qoura about the goals of a marketer

About 99 percent of people who claim to understand marketing know little to nothing about it. Each of them understands perfectly well that the main task of marketing is to bring the benefits provided by the company's product or service to a common denominator. At the same time, each of these people misses several very important things.

• Customers who buy a company's product now may NOT buy it in the future.
• It is not a fact that in the future the company will solve the same problem as now.
• There are no products that can instantly adapt to changing audience tastes.
• It is necessary to be able to focus on time both on immediate tasks and on future prospects.
• The task of a marketer is to simultaneously support products, study market conditions and plan strategic development.

The most important thing for novice marketers is to be able to communicate with customers and understand what they want. After all, the profit growth of the company in which you work depends on them.

• Under no circumstances should you gently prove to management that your position occupies a very important position in the company. Show your abilities in action.
• Many new marketers often feel dissatisfied that the sales manager’s opinion is more important than his.

Probably the most common mistake of novice marketers is the desire to change something. About 90 percent of newly minted marketers, when they come to work for a company, immediately want to improve something, work on strategy, while management bombards them with simple tactical tasks, which, in the opinion of the marketer himself, he is not supposed to do.

This is wrong thinking. It seems that before your arrival the company was simply falling apart, and you came here and know how to save it. This is wrong. A company is a system that could have been working perfectly for many years before you. It is necessary to soberly assess the situation, and not simply rush into a work adventure, which can only lead to bad consequences.

If you don’t see what you expected, this does not mean that the company’s management is incompetent towards your work. You here are far from being the best at understanding the life of the company. Quite a few people worked here before you. Let's say you discovered some element in the company that definitely needs to be fixed. Now think about it, do you really think that you are the only one who noticed this error? Maybe, in fact, this element was made incorrectly on purpose.

Despite all this, a marketer who is well aware of his responsibilities can definitely be useful to the company. The main thing in the initial stages is not to get ahead of everyone. It is necessary to carefully analyze everything and become part of the company in order to understand perfectly how it lives and what it breathes.

What are the responsibilities of a marketer?

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