I was asked the other day to explain the role of a marketing manager. It is a good question because it has changed so much over the past few years. I love this Gartner map that outlines all the areas that a marketer needs to be across today.
Lets look at each section in turn.
Strategy – Understanding market opportunities, cultivating markets and customers, generating demand and awareness.
Marketing Management – Business processes and tools associated with implementing the marketing activities
User experience – the discipline associated with creating customer experiences that meet business objectives.
Analytics – the process of discovering meaningful patterns in data.
Creative – services and tools that supports the implementation of marketing programs.
Ad Tech – managing advertising through all the channels (web, social, offline, mobile) – targeting, design and bid management, optimising and reporting and automation.
Real Time Data – can now be provided by geotargetting and other technologies to assist us reach prospects on the fly
Search – to help get found and find things on the web.
Social – applications, technologies and environments that build social communities
Mobile – communication, applications and wireless devices (smart phones, tablets, portable computers)
Emerging technologies – new technologies that consumers are adopting, 3D televisions, solar cars, google glasses. Only very early adopters. 5% of the market.
So as I see it the role is enormous. In the coming years I see more experts being created around each area of expertise. The intersection between customer centricity, strategy and technology is my sweetspot. Learn more.
Here is a good slideset on the future of Marketing