4 patarimai jaunam marketingo specialistui

Marketingas – tai nuolatinių pokyčių sfera, kurioje viskas yra labai laikina. Tačiau vienas iš didžiausių jos autoritetų ir specialistų Rand Shulman, išskyrė kelias pagrindines taisykles, kurios padės siekti aukščiausių tikslų.We already know that marketing field is always changing and marketers have experienced numerous changes during the last years. Rand Shulman, a marketing executive who was ranked as one of the most influential people in B2B marketing by BtoB magazine, pointed out some rules we all should follow. If you want to take advantage of marketer job, you better comprehend the new rules that are driving now this field.

• 1.    Apjunkite abu savo smegenų pusrutulius

Geri marketingo specialistai turi gebėti vienu metu atlikti daugybę užduočių, arba kitaip sakant, „multitaskinti“. Tie, kas šito nesugeba – praranda konkurencingumą. Šiais laikais marketingo specialistai tuo pačiu metu turi būti ir aktoriais ir mokslininkas. Puikus specialistas geba analizuoti ir taip pat turi nemažiau kūrybinio potencialo.

• 2.    Pardavimas

Idėjos įgyvendinimas ar kliento pavertimas realiu – yra svarbiausias rodiklis Jūsų klientui. Pavyzdžiui, Jūsų tikslas yra interneto vartotoją, kuris naršo svetainėje, paversti nuolatiniu pirkėju. Tam, kad būtų galima parduoti, marketingo specialistai nuolatos turi kurti įdomų ir patrauklų turinį ir nepamiršti, kad svarbiausia yra pardavimas.

• 3.    Keturi marketingo banginiai

Senieji buvo šie: produktas, kaina, vieta ir reklama, o štai 4 naujieji:

Žmonės. Naujasis marketingas sukasi apie žmogų. Prekės ženklai turi rasti ryšį ir kontaktą su žmogumi, jeigu nori, kad jų veikla būtų sėkminga.

Procesas. Itin svarbu išanalizuoti turimą informaciją ir galimus media kanalus. Tai padės geriau pažinti vartotojus ir paruošti jiems reikalingus produktus.

Tikslas. Kiekvienas veiksmas privalo turėti tikslą. Negalima daryti visko tik todėl, kad taip daro ir konkurentai. Visiems veiksmam turi būti argumentuotas ir paskaičiuotas paaiškinimas bei iškeltas tikslas

 Platforma. Kai žinome savo tikslus, tada privalome išsirinkti platformą, kurioje jų sieksime. Tai bus mobilus telefonas? Spauda? Internetas?

• 4.    Aiškumas

Marketingo specialistai turi kuo aiškiau išreikšti, ko jie nori, nesvarbu ar jie kalba su klientu ar su savo kolega. Marketingo pasaulyje yra gausybė sąvokų, kurios gali sukelti bereikalingų nesusipratimų, todėl geriau iškart jas apsibrėžti.

First rule: Combine your left and right brain lobes.

The new marketer must have the ability to multitask and be able to use both right and left brain lobes functions simultaneously. All those who won’t be able to combine their lobes will be losing a lot of opportunities to make their products and services to thrive along their brands. In new digital era, marketer must be an artist and a scientist in the same vein to meet success. Perfect marketer needs to have analytical and creative skills to do their work at their best.

Second rule: Creativity without conversion means zero.

Conversion is key fact nowadays, defined as the ability to turn potential customers into real customers. An example in e-commerce would be , if we convert a customer that browses our website to a paying customer.

Marketers need to sell products, so they also need to communicate and to get conversions, micro or macro conversions. This is about creating interesting and effective content for an already-defined business purpose. All we do, we should do towards an already defined goal. We must keep in mind our business purpose and create content according to that, if we just create content without any purpose this will „fall into deaf ears“.

Third rule: Learn the new 4 Ps of Marketing.

Old ones were: Product, Price, Place and Promotion. These ones are already old fashioned, the new 4 Ps are driven by mobile and they are as follows:

-People: New marketing is about people. Brands need to interact with people and provide them high quality experiences.

-Process: processes are key for new marketing. Analyzing information and media we will use in our messages is really important. Processes are also important for evaluating the data we collect, how we do it and who is responsible for the optimization.

-Purpose: every marketing action must have a purpose behind it. It’s not enough to do something just because competitors are also doing it, you need a real reason, a purpose.

-Platform: once we know the market we want to focus on, the purpose of doing that, and we have defined our process, then it’s time to think in the platform we want to use. Which platform are we going to use to achieve our goals?

Fourth rule: ABC (Always be clear!)

New marketers need to be as clear as possible in their communication with others, even if they are customers or colleagues.  Marketing universe is full of new words and concepts and it is necessary for marketers to agree from the beginning when defining these new concepts in order to avoid misunderstandings.

Marketers have to be careful and make sure about what they are talking about.

In conclusion, marketing world is changing so fast and every time we need more and more people with new hybrid skills, product of blending both brain lobes. People who create processes and apply numbers to words with a high conversion rate are going to rule a new marketing era.