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29.09.2014
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Understanding Marketing Strategy A sound marketing strategy goes beyond ads and promotions. The Basics of the Decision-Making Process Decision-making is a necessary leadership skill, but it is not always an easy thing to do. Today’s marketers need to stay on top of trends and technology; they need to know how social media, search, video, conversions and analytics work in the marketing mix.
Future marketing managers should think in terms of the following broad-based skills that can be applied to different scenarios, in different industries, and for companies large and small. In a 2010 survey by the American Management Association (AMA), a majority of executives responded that they need employees with solid critical thinking skills, but the current pool of workers has not sufficiently developed them.
Future managers will approach marketing by thinking in terms of integrated, interconnected systems, and how they affect each other.
Because technology will continue to advance and closely influence how marketing is accomplished, it will always be important for marketing managers to be tech savvy. The term “marketing manager” is a broad title, and the position itself can encompass several different individual roles and responsibilities.
Technology and automation are key to making your job more manageable and helping your marketing team function more efficiently.
To continue to grow and improve as a marketing manager, it is important to calculate the success of each marketing campaign. Just as you should have an understanding of the technology and automation systems in place, it is important to understand data management. One of your primary jobs as a marketing manager is ensuring that work is completed to a high standard, on time. As the saying goes, a team is only as good as its weakest player, and as a marketing manager, you essentially are coaching a team. The role of a marketing manager is by no means easy and carries with it an extensive list of responsibilities.
With technology driving change in the marketing landscape at an ever-increasing pace, it’s easy to assume that the skill-set required by a digital marketing manager is completely different than it was ten years ago.
While the knowledge arena that digital marketers find themselves inhabiting is vastly different than it was five years ago, getting things done remains a team effort and increasingly the role of the digital marketing manager is to not only to interpret, analyse and act on trends and business objectives, but also to translate these trends and persuade team members toward a united vision. With that in mind, this post explores the eleven key ‘non-digital’ skills a digital marketer needs in order to succeed and truly make an impact in a digital world that is powered by people.
The ability to see and communicate a vision has long been recognised as a hallmark quality of a leading marketing manager.


Most marketing requires a spend, and most people who hold the purse strings in a company need to be persuaded before a purchase can be made. Digital is often hailed as a cost effective medium, but whether your budget is small or large having the wherewithal to stretch that marketing budget as far as you can is in everyone’s interest and represents best business practice. The role of the managers and leaders has always been to think strategically so that tactical operations are in line with business objectives. Critical thinking, or the ability to analyze situations or statements and determine their validity, is the foundation on which modern management professionals build their careers.
Projects can be simple or complex, short- or long-term, but in marketing, they are increasingly happening in quick response to social media opportunities and customer engagement. They know the value of the vast amount of data available today, and are highly interested in what that data can reveal about consumer behavior, efficacy of various marketing approaches and more. From trade show displays to Twitter feeds, it’s vitally important to see how the relationships between all parts of the marketing plan work, and to manage them effectively. While it will be important to know how to leverage specific opportunities, marketers of the future will also need to acquire specific tactical marketing skills that can be applied to help their company reach its goals.
But marketing is more than just crafting clever campaigns; it requires an understanding of media and the market, your customer, competitors and effective communication.
In a typical workday, you may find yourself gathering and analyzing data, overseeing marketing workflow processes, holding strategic planning meetings, encouraging the talent of your team members, and more. The best way to oversee the various aspects of a marketing campaign is by taking advantage of the technology and marketing automation systems that are available. By gathering and examining historical data, behavioral data, and customer data related to a marketing campaign, you can optimize campaign success and improve future performance. It is your responsibility to set up a workflow process that you can repeat for each marketing campaign.
You have to motivate your team members to bring out their skills and talent and use them to produce innovative and creative work. However, if you possess and develop the skills mentioned above, and (perhaps more importantly) have the drive needed to achieve results, success can be yours. It streamlines the review and approval of content and creative assets so that marketing projects are completed faster and with less effort.
Yet in practice these advances in technology have in fact drummed home the need for traditional marketing and leadership skills louder than ever before, writes Eoin Mulvihill MPRII. I hadn’t realised it was an issue, yet after contacting a few of my peers I did find that occasionally the communications or marketing professionals felt they had to drum that little bit louder to get their ideas heard. The digital marketing manager now not only has to deal with a rapidly changing technological environment but also with turbulent economic conditions and changing ways in which consumers behave both online and offline. He's passionate about marketing, business development , leadership and getting results for clients.
Here, we’ll review five essential skills that every future marketing manager should develop.
Future marketing managers will need to sharpen their project management skills in order to lead their teams and accomplish their objectives. The best managers also know how to look beyond the data and pick up on trends and patterns that can lead to better, more successful marketing efforts.


So while marketing managers will depend on technology innovators to create the tools, they must be familiar with what consumers want and how best to deliver it. Any successful marketing manager should know how to use technology and automation to streamline marketing processes such as customer segmentation and customer data integration.
Though analysis and reporting of marketing campaigns are often thought of as the “boring” or “burdensome” part of the process, it is no less critical to your success and that of the client. Rather than push data management off as a job for the tech department, a good marketing manager should oversee and understand this process to ensure that data collected is accurate. You are managing resources and motivating team members, all to ensure that you meet project goals and finish them within the promised constraints. ProofHQ replaces email and hard copy processes, giving review teams tools to collaboratively review creative content, and marketing project managers tools to track reviews in progress. The digital marketing manager will have to pull themselves away from the computer screen and spend time with every department to ensure they’re speaking the same language if they are serious about uniting team members with their vision for success. Statistics, analytics reports and case studies all help to encourage other members of the board to see the value in a digital venture – yet real persuasiveness is a skill that is honed over time. Ever since the discipline of business management was formed there were people in the board room who had to fight their corner. This is why people with a background in sales and an education in marketing often do well in marketing roles – they not only understand their field but they can persuade others also. The ‘Personnel Manager’ or HR Manager were traditionally taken least seriously until attitude changed greatly toward staff management in the latter part of the century.
Listening not only allows you to get great ideas, it also inspires team members as they feel their ideas are truly being valued and integrated into the marketing mix.
Today, perhaps digital marketing managers are the ones who have to make that little bit more noise to be heard. There and then some serious doubts crept into my mind about this person’s ability to manage projects and programmes.
An experienced digital marketing manager will raise questions and problems from the data they interpret. One things for sure – if a digital marketing manager is not prepared to repeatedly make a strong case for what they believe in based on their knowledge then they’re going to find it very difficult to make an impact. They weren’t snippets of code – they were people, and it became clear after sometime that this particular coder had yet to develop the skills necessary to lead a team in a pressurised environment.
Digital marketing managers need to be prepared to to shout for what you believe in – if their convictions are right then they’ll be thanked for it, and they’ll be providing the leadership that they are supposed to.
Learning and practicing key, basic organisation skills is fundamental to successful marketing management as it is all about the flow of information. Of course, the real magic happens when you begin to apple creativity to all facets of your role as a digital marketing manager – for example providing creative solutions to getting team members involved in content creation or using social platforms to crowd-source ideas from customers.



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