Duties and Responsibilities that Must be Taken Care of by a Marketing
Netgenz - Business | The marketing department or marketing department plays an important role and role in promoting the business and mission of the organization. Marketing operations act as the face of your company, coordinating and creating all the material that represents your business. The job of the
Marketing Department is to reach stakeholders, customers, investors, and/or the community while at the same time creating a comprehensive image of your company positively.
In many companies, the marketing department has evolved into a kind of all-in-one department. Performs some tasks that are not normally linked to each other.
I can't think of a marketing department or at least a company without a marketing department. Every company knows that they need to reach out to their customers through the marketing department.
This post describes the roles and responsibilities of the marketing department. They are all essential to ensure the survival of your company. If you are interested in marketing techniques, you can read 5 Marketing Tools That Online Entrepreneurs
Read Also: 5 Marketing Tools That Online Entrepreneurs
Marketing Tasks in the Company
Depending on your company, the marketing department's duties may include the following:
1. Conduct marketing campaign management
Marketing proactively identifies products and services to focus on throughout the sales cycle and creates awareness-raising materials and communications.
2. Produce marketing and promotional materials
Your marketing department should create materials that describe and promote your core products and/or services. They should always be up-to-date as the products and services evolve.
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3. Create content and perform search engine optimization (SEO) for your website
Your website is often the first (and probably the only) place people look for information about you.
The marketing department is responsible for keeping the web content up-to-date and at the same time ensuring that the website is displayed quickly when someone searches for your type of business.
4. Monitoring and managing social media
Marketing must contribute to, manage and maintain your social media pages. It should also manage accounts and pay close attention to what is posted about you online.
5. Producing internal communication
Your employees need to understand your company, its values, goals, and priorities. Marketing is often responsible for employee communication via newsletters and/or intranets.
6. Act as a media liaison
When your company is quoted in the media, marketing department members often act as spokespersons for your company or guide executives in answering media inquiries.
7. Conduct customer and market research
Research helps you define your target market and opportunities and helps you understand how your products and services are viewed.
8. Cooperating with external vendors and agencies
Marketing is usually responsible for selecting and managing the agencies and vendors that produce marketing materials and/or provide marketing support. These include advertising agencies, printing companies, public relations agencies or professionals, web providers, and more.
Responsibilities of the Marketing Department in Business
1. Listening to customer needs
- Company internal channels: Conduct surveys or extract information from the sales and customer support teams (the department closest to the customer) that may be relevant to improve or direct future marketing strategies.
- Channels outside the company: Perform searches and create actions on social networks that help to better understand user needs, to turn them into customers.
2. Track trends and monitor competition
Similar to the previous point, it is important to know the position of the company regarding the market and competition. That's why from marketing, you should always monitor the competition to learn what they are doing well or to identify their mistakes so as not to fall into it.
3. Work value and brand
Conceptually, the brand is a representation of the feelings expressed by the products, services, and values of the company. The marketing department is responsible for creating and disseminating the images, messages, and ideas that best communicate the brand values.
4 . Finding and using new (and useful) marketing tools
Always updated in all matters concerning the field of marketing is a must. That's why as marketers we need to be aware of new digital trends, strategies, and tools that emerge from time to time.
There are currently three types of marketing tools that every marketing department should have:
Product Management Tools
- There are many types of product management software depending on your product management routine. This can include tools for Project Tracking (such as Trello or Slack); Knowing User Feedback, which is useful for collecting customer impressions (tools like SurveyMonkey, Canny are useful); and of course, analytics tools like Google Analytics (globally renowned) or Kissmetrics, which are a must to determine the success of our products and areas of the web with the greatest or lowest engagement.
Marketing automation tools
- The strength of this “all in one” platform is the possibility to manage and control all processes of our digital marketing strategy. These tools include content creation, landing pages, email marketing, lead development with automated workflows, CRM, and more. Hubspot is a perfect example of a complete marketing automation tool.
Product Information Management Tool
- Maybe you've never heard of it before, or maybe you know it as PIM or product management software. This digital solution allows you to collect, store, analyze and distribute all your product content in real-time across all platforms, markets, and channels where the product is published. Moreover, it has become a great tool for the creation and updating of sales materials: catalogs (online & offline), price lists, etc. The possibilities seem surreal, but they offer more benefits and advantages to your marketing team.
5. Coordinate efforts with the company's marketing partners
Around business marketing, there are many contributors: publishers, designers, journalists, consultants… The work of these contributors must be aligned with the goals of the company, and the department itself must control it to do so.
Customers need to be attracted every day and given the sheer number of offers going on in the world of marketing, they will be more demanding. The marketing department has to work on new promotions, affiliate programs, customer retention techniques, improvements in message conversions, and their actions.
However, lest you create disruptive or spamming actions, the responsibility of the marketing department is to find innovation in the small details and in continuous improvement.
7. Communicate with the whole company
This is also the duty and responsibility of the marketing department. The company is a chain of members pursuing a common goal: to fulfill its mission and maximize its profits while respecting the principles of business ethics.
The whole chain will be weak if one link is brittle. Imagine if the finance or production department did a perfect job, but if the marketing department failed, the entire company would fail and the efforts of other departments would be in vain.
Therefore, marketing departments need to ensure that their actions are in line with the company's overall goals and report on the work done.
8. Help improve sales and customer processes
As mentioned earlier, it is the responsibility of the marketing department to understand the emotions of users, especially customers.
A good way to get to know your customers better is to use empathy maps for all departments that have more direct customer contact.
9. Manage marketing budget & Calculate ROI (Return Of Investment) from company actions
Like any other division, the marketing department must be able to plan its budget for next year's activities, develop it to maximize it, to ensure a positive ROI.
Because as you know, marketing activities are an investment of time, money and energy. And like every investment, measures are needed to measure whether they are meeting their intended goals and to compare certain actions to others.
You will always be faced with questions like ‘should I invest in telemarketing, social media, traditional media…?’ The answer is unique: measure them all and choose by the numbers.
10. Define a strategic marketing plan
The cheapest are long-term planned strategies. To do this, you need to prepare a document outlining the goals that will be achieved in the next month. Actions to take; Corporate strengths; Competition; Target markets.
In addition, the strategic plan must also be aligned both with the company's strategic plan and with the plans of other departments.
In the end, planning is the only way to achieve the goals that have been set.