What comes to your mind when you think of'marketing'? A marketer who walks the streets, observes people, and makes new attempts based on ideas that suddenly come to mind! If you think this way, I think you are a person who loves dramas and movies. In these days when it is difficult to find a job, the'marketing' job is popular with those who are preparing for a job. There may be a fantasy about marketing as mentioned earlier, and it seems that it is a field that has a lower barrier to entry than expected. If you really do marketing, is it easy for anyone to think and start enjoying a good-natured daily life?
Marketing, digging into its meaning
First of all, let's look at what'marketing' is. The definitions defined by the American Marketing Association in 2004 are as follows.
ORGANIZATIONAL FUNCTIONS AND A SET OF PROCESSES REQUIRED TO CREATE, COMMUNICATE AND DELIVER VALUE FOR CUSTOMERS, AND MANAGE CUSTOMER MANAGEMENT IN A WAY THAT BENEFITS THE ORGANIZATION AND ITS STAKEHOLDERS.
Can't you understand what I mean? Let's briefly summarize the key points. In the past, marketing was key to creating value by providing consumers with something in one direction by producers. This is when the mass media's influence was very great. But now, it is key for producers and consumers to communicate interactively, think customer-centric, and build solid relationships. You may have felt the efforts of companies to communicate on social media with the development of online. In the days when there was more demand than supply in the past, it was important to print an infinite number of products, but the customer-centered thinking changed as more suppliers than demand increased. Indeed, the field of marketing can be said to be a field of infinite competition.
Nowadays, the number of suppliers is vastly larger than the demand, and the means to promote it are becoming more diverse and more numerous, and customers are suffering from the noise of various promotional materials. Also, we are no longer competing for products/services of the same item. " For Nike Nintendo malyijyo As it can be seen in the word." As market boundaries are broken and industry divisions are not important, it has become very important to differentiate our products and services from competitors.
Marketing change and evolution
Basically, the job of marketers is to inform them of their products/services and lead them to sales. In the early days, media such as newspapers, radio, and TV commercials were actively used. In particular, in the days of advertising in print media, the technology of'copywriting' that captured the hearts of customers was very important (of course, it is still important today). Also, visiting customers directly was a way. Why don't we just suck and wait for customers to come to our store? A'visiting salesperson' actively visited each household, recommended the use of a prototype, and actively induced purchases.
But now is the era of'digital marketing '. It is no longer just the hassle of spreading publicity in one direction or visiting customers directly. With the advancement of online, there are many different marketing media available. You can talk about search ads and banner ads of Google, Naver, and the following search engines, email marketing that has replaced the past postal ads and evolved further, and building relationships with customers using social media. In particular, marketing using social media is one of the hottest marketing methods ( related article:'Digital Marketing Strategy A to Z' , which you should not know if you are dreaming of a marketer ). Facebook and Instagram are also places of active communication, and from a few years ago, even detailed targeted advertisements were able to be executed. Because it is a public relations method in which ads are clearly exposed only to the customers they want, marketers who make good use of it will be welcomed everywhere.
The'digital marketer' that these days want
In the era of digital marketing, what will'digital marketers' specifically do? It is to make good use of various marketing channels online, to produce viral contents, and to analyze their performance. All of this is the job of marketers. In particular, it can be said that making good use of marketing channels is the basic of the basics. You can think of this as the marketing space of the past has moved online. Digital marketers can be divided into two broad categories. One of the "leading customer response content marketers ', another is' one by one to analyze trekking trail, leaving the customer to online data-driven marketers is.
1)Content marketers that elicit customer reactions from'Wow, this should be shared'
Content marketing is important in producing images or videos that can hook more consumers, and the ability to extract copies that fit the characteristics of social media channels. Content marketers are also responsible for creating posts on various blogs and card news that are frequently viewed on Facebook. These days, in particular, marketing using informative texts rather than advertisements, or marketing methods that incorporate storytelling into the advertisement itself are becoming increasingly important. The core of the content is'story', and the basic power of storytelling is imagination and creativity. You need an attitude to enjoy and learn various types of content. It is important to keep track of trends in what types of content are used by which media and which phrases and images are popular for each social media channel.
Recommend Related Articles: Dig into Digital Marketing (Part 1) Content Marketing
2) Data-driven marketer who extracts insights from customers' traces
Often, the terms'performance marketer' or'growth hacker' are used interchangeably. Data-driven marketing refers to a series of marketing processes that check and improve the process of converting customers into sales through content and advertisements exposed online through various channels. We track where and how our customers find our product/advertisement, how interested we are, and how many of them actually do the targeted action. The moment a customer enters our website, it tracks each movement, analyzes it, and uncovers insights. For example, if the banner at the bottom of the website has a high click-through rate from customers, it means that it is something that customers are interested in. Put this banner on the top of your website, and make your landing page more attractive when you tap and enter the banner. It will be of great help to our goals, e.g. to increase sales, right? Not only that, but we also study how to run ads and which channels are more effective to attract more people who show interest in and buy our products/ads.
How can you become a digital marketer? Of course, you need to develop the various competencies mentioned above. But when I heard the story, it seemed that I had to decide whether to analyze data or create content... To be precise, you need an understanding of the digital marketing environment as a whole rather than having only one knowledge. Based on this understanding, the first step is to increase the understanding of the meaning of digital marketing, the characteristics of each channel, and the content. It is no longer the time to get stuck in conceptual parts such as 3C (Customer, Competitor, Company) or 4P (Product, Price, Place, Promotion), which are discussed in thick marketing books. It is important to pay attention to how you actually do marketing in the field and learn related skills.