what is the role, the main positions and how to structure – WAU
An efficient marketing department is essential for the growth and consolidation of any business. The professionals in this sector, in addition to attracting and retaining customers, carry out market research and work to develop a positive brand identity.
You probably already know what marketing is. It is a set of techniques and strategies that seek, among other things, to win and retain the consumers of a company. Given the importance of this activity, any brand that has success as an ambition needs to have a strong marketing department.
Professionals in this area, who follow the variation in consumer characteristics, need to be aware of the market and the emergence of new trends. With the use of Digital Marketing, department reach is enhanced, as well as their ways of acting.
In order to better understand the current context, we have prepared this article. In it, we will detail the positions and functions present in the marketing sector of a company, in addition to indicating how you can structure yours. Check out!
What are the functions of a marketing department?
As we mentioned at the beginning of the text, one of the main functions of the marketing department is to attraction and customer loyalty. However, without the other activities carried out by the responsible team, this task would be much more difficult, not to say unfeasible.
First of all, your marketing team must know how to conduct a complete business mapping. This understanding is crucial for the development of strategies that are, in fact, efficient. With this idea, marketers are increasingly betting on the development of a persona.
This semi-formal profile represents the ideal consumer of the company and, therefore, serves as a basis for elaboration of approaches that dialogue with the client’s pain. From that comes another function of the marketing department: understanding the sales phases and developing appropriate communication campaigns.
To facilitate the visualization of this process, there is the sales funnel. The tool is nothing more than a graphic representation of the path taken by the consumer from the moment he establishes the first contact with the brand until the moment he makes the purchase decision.
This first contact is made possible by the generation of attractive content, which encourages a website visitor to leave their contact and become a lead. For this purpose, creating landing pages that offer material relevant to the persona is a very efficient practice.
To ensure the efficiency of the relationship between brand and consumer, the marketing team must understand what stage the customer is in and know how to define the most appropriate approach.
A lead at the top of the funnel, for example, is still aware of the problem itself and must be nurtured with educational material. A lead in the consideration phase is more apt to receive more advanced and suggestive content.
Establishing the brand image
In addition to more direct functions, such as creating campaigns based on understanding the funnel stage, the department is responsible for the image passed by the brand. For this, works related to branding, such as establishing the visual identity, are essential.
Furthermore, the marketing sector must be able to efficiently explore the channels in which the persona is present. Therefore, it is important to have professionals able to create actions on social networks, manage blogs and run email marketing campaigns.
Measurement of results
Without recording and analyzing the results achieved, no project can be optimized. Therefore, measurement is one of the essential functions of the marketing department.
Using tools like Google AdWords, you can easily access data that indicates the effectiveness of digital ads and campaigns. However, it is essential that this mapping includes satisfaction surveys, since customer feedback is one of the biggest generators of insights for optimizations.
What positions make up the marketing department?
Having understood the main functions of the marketing department, we will turn our attention to those who are responsible for carrying them out.
At the top of the hierarchy is the marketing director, directly responsible for creating all the strategic planning to take the company to a level of success in the market. The actions of this professional, who must have an analytical profile, can be related to both the internal and external environments.
Another important piece is the manager. Among its most important functions is the elaboration and execution of market research, which are fundamental to optimize the brand positioning. It is a basic requirement that this professional deeply understands the characteristics of the target audience of the business.
To ensure that the products and services developed by the company are in the appropriate market, it is important that the department has a product manager. He is responsible for preparing the plan to launch new solutions, in addition to leading the contact with customers to understand their pains and needs.
In addition to those already mentioned, there are other important positions. It is the case of marketing analyst, which, aided by Marketing assistant, is responsible for coordinating the most administrative activities in the area, such as holding events and distributing promotional material.
It is worth noting that, with the development of new techniques and practices, new positions can emerge and gain relevance. Today, any company that values its own strategy on the internet needs to have a specialized professional, the Digital Marketing coordinator.
It is crucial that the one chosen for this function be trained to use essential tools, such as automation. He needs to be an expert on social networks and have the ability to coordinate the production of content following some basic rules, such as the application of SEO techniques.
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How to structure the marketing department?
A well-structured marketing department can be the necessary differentiator for the success of an enterprise. After all, there is no point in offering qualified solutions if there is no effective communication with the public that may be interested in acquiring them.
We know, however, that there is no exact solution for structuring a productive department. Each company must understand exactly what are the internal and external factors that influence its business in order to develop an efficient marketing plan.
So, the first step should be the clear definition of goals and objectives. This step is essential to make it possible to measure results in the future. In addition, a document that leaves no doubt about the results that the department should seek can serve as a guide for the performance of professionals.
Therefore, work on the elaboration of a chart. It is a diagram that establishes the functions and hierarchical information of all the positions involved in the operation. It is important that the occupier of each position is aware of what is expected of him and is trained to fulfill them.
Find the right professionals
Training, in fact, is one of the keywords for the creation of a marketing department capable of meeting its own goals. Therefore, one of the most important processes is the search for qualified professionals. It is essential to have at least one person who can perform the following functions:
It is important to note, however, that demand should not be limited to technical capabilities. The professional’s aptitude for work in groups, stick to schedules and maintain a good work environment are decisive for the productivity of the company as a whole.
In addition, all candidates for vacancies in the marketing department must fit entirely into the organizational culture proposed by the company. In addition to seeking new names in the market, a very efficient practice is to offer training courses to qualify the professionals who are already part of the team.
Invest in research and technology
In many ventures, marketers encounter some resistance from managers to conduct research and invest in technological tools. This is extremely harmful to the health of the company, especially if we think about it in the long term.
We live in a period when companies, in order to achieve success, need to adapt their operations to digital transformation. This means that the best performances can only be achieved with the intelligent use of technology resources available on the market.
If your department works with email marketing campaigns, for example, investing in an automation tool can increase the reach of the approach, optimize the strategy and even reduce costs, since the segmentation offered by the tool avoids waste with leads considered cold.
In addition to technologies, another expense that should be seen as an investment is research. Only through this material can the department make decisions with greater security, making the actions carried out have much higher levels of efficiency.
Behind every successful venture is a well-structured marketing department. The professionals involved in this area are responsible for developing effective campaigns to attract and retain the public. In addition, they must be qualified to work strategically on the brand image in the market.
As we saw in the text, expenses related to marketing should be seen as an investment. Still, you need to control them. So, check out the article where we give you tips for setting your company’s marketing budget!