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Career In Marketing: 4 Avenues To Know About
Marketing is a discipline that combines psychology, consumer behavior, and communication in a way that makes it one of the most dynamic fields to work in. At any time, marketing responds to current trends and technology, while at the same time never losing sight of its core principles. For budding marketers, this means that they get to be lifelong learners.
At its core, marketing is about finding the right message for the right audience, and then crafting and broadcasting it in such a way that it creates an impact and a favourable action (like increased brand awareness, increase in sales, etc.). As customers in almost every industry become more aware and demanding, and the market becomes more competitive, it has become imperative for marketers to look for the most effective (and cost-saving) methods to send their messages across.
In this article, we’ll discuss some of the most common types of marketing that you can explore.
Marketing Based On Customer Type
There are two main types of customers you can encounter as a marketer:-
B2C Marketing | You might market directly to consumers of your products, which would call for B2C marketing strategies. When you think of consumer product companies (such as fast-moving consumer goods [FMCG] or electronics), their messaging is directed to people who will directly buy and use their products. The buying process for the customer is fairly straightforward, which means that both traditional and digital marketing campaigns work here. Of course, customers have become more discerning now, which means that your messaging needs to be informative as well as attractive.
B2B Marketing | In contrast, certain companies market their products to other companies, known as B2B marketing. For example, you could be a tyre manufacturer who sells to automobile companies. The customers you’re involved with would usually be more knowledgeable and sophisticated, which means that the buying process can be longer and more complex. It is also a highly competitive and price-sensitive process, so lots of research needs to be done.
While traditional marketing campaigns can and do help in B2B marketing, digital methods work better here because they are usually more targeted and can get more information across at a fraction of the cost. Let’s now talk about both traditional and digital marketing methods.
Traditional Marketing
Traditional marketing is the process of communicating your unique proposition to customers through print (such as billboards, newspapers, and magazines), and media channels (such as television and radio). In many ways, traditional marketing is outbound marketing, which is a way of reaching customers where they are. There are many forms of traditional marketing methods that have worked well in the past.
- Public relations (PR) marketing is a way of controlling our brand image and reputation among the public without any external parties getting involved. On the other hand, word-of-mouth (WOM) marketing is the method by which your company’s reputation is affected by your customers. When your customers like a certain product or your service, they tend to recommend you to their friends and family. Likewise, they might advise the people close to them against buying from you if they have had a negative experience.
- While PR is a controlled activity, WOM is mostly out of our control. What we can do to add some control to the process is to ensure quality of products as well as service, and to actively ask our satisfied customers to refer us to potential ones (preferably through incentives).
- Another form of traditional marketing is known as direct mail marketing, which requires us to reach customers directly with offers and discounts tailored for them. This works best when we know our customers well and can send them messages that are relevant to them. Some companies also send personalised gifts to customers who have been with them for a long time, in the hopes of building a lifelong relationship with them.
Traditional marketing is the process of communicating your unique proposition to customers through print and media channels.
Merits Of Traditional Marketing
Let us consider a small example. Amul’s outdoor advertisements, coupled with their print messaging, have become iconic to the point of successfully driving their brand image. When used correctly, traditional marketing methods can also bring in a layer of differentiation in an increasingly cluttered online space. For example, if your marketing strategy involves something tangible (as in direct mail marketing), customers usually resonate with it at a much deeper level.
Pitfalls Of Traditional Marketing
Some of the possible demerits of traditional marketing methods could be as discussed below.
- Traditional marketing is usually more expensive than digital marketing, especially when it comes to above-the-line (ATL) activities such as print and television ads.
- Also, it is usually a diffused strategy, which means that it targets a wide range of audiences and hopes to reach its target group.
Perhaps most importantly, traditional marketing methods are difficult to track in terms of their return on investment (ROI).
Digital Marketing
As we become increasingly connected with others in a virtual world, and as the amount of data available to us grows at an exponential rate, digital marketing becomes a reliable, accessible, and creative way to reach our customers. In many cases, these methods are based on traditional marketing practices, with the added help from data and online communities. Let’s discuss some of the digital marketing types you can explore in your career.
SEO Marketing
SEO stands for Search Engine Optimisation. When we talk of search engine marketing (SEM), we primarily refer to a pay-per-click (PPC) model where marketers and advertisers can offer payment to search engines such as Google, in exchange for strategically placed links that encourage their customers to visit their websites and make purchases.
Now, SEO is a more organic (and cost-effective) way of getting customers to your websites. Here, we ensure that when customers search for information on a particular topic or category, they automatically see our website as one of the top recommendations on a search engine. This can only happen if our content is both relevant and has the right keywords. These days, SEO has become an intrinsic part of content marketing as well.
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Content Marketing
As customers evolve, marketing also needs to keep up with them. People today are not content with simply being served advertisements or being told what they should buy and who they should buy from. One of the best ways to build a stronger bond with potential customers is by providing them relevant information and support when needed, and by interacting with them outside of the actual sales process. This can be achieved through content marketing.
With the advent of digital media, it has become easier to experiment with different forms of content—be it in the form of blogs or articles, videos, interactive games, and so on. The important thing to remember is that you should provide real value to the customers. Also, good content marketing requires that there is a specific call-to-action for the customers within each content. This means that, ideally, the content should encourage customers to further interact with the website or organisation.
Influencer And Affiliate Marketing
In traditional marketing, companies use celebrities to promote their products. Now, as more people become social media savvy and follow influencers, influencer marketing has become a norm. Since most of these influencers have grown organically in front of their audience, their bond is deeper than those with traditional celebrities. There’s a greater level of interaction, and consumers of their content don’t believe that products are being pushed on them. They trust the advice or recommendations of the influencers, which can help the brands that associate with them.
Affiliate marketing uses the power of content to help potential customers make a purchase. For example, if someone visits an influencer’s social media profile, video, or blog, they will usually find some relatable content that will then ask them to click on a link if they want to know more or to purchase something. The influencers are then paid according to the number of people who make a purchase using that link. In most cases, it is disclosed to the audience that the influencer makes a commission off these recommendations.
Social Media Marketing
These days, almost every brand can benefit from having a strong social media presence. For one, social media is the easiest and most cost-savvy way of connecting with a large audience. Two, in an age where people crave more engagement with organisations, social media provides them with the space to do so. Influencer marketing is usually a part of a brand’s social media strategy that helps them connect mostly with the younger generation. There are other ways to use content along with social media to build a brand image and sell products.
Apart from paid ads, user-generated organic content is one of the most potent ways to build a social media presence. Not only is this content free to generate but being generated by the users makes it that much more impactful and helpful to other users.
An important aspect of social media marketing is online reputation management and service. Since more users can use social media to air their concerns about a brand or complain about the products or service they receive, it’s imperative that companies invest in channels of communication that can pacify customers and help them resolve their issues.
Affiliate marketing uses the power of content to help potential customers make a purchase.
Personalised Marketing
Also known as one-to-one or database marketing, this is the next level of targeted marketing. Customers who have the money and want to have a deeper relationship with the companies they invest in want to be treated as unique. This means that the usual methods of dividing customers into large or even small segments don’t work. Using technology and digital media, it has become much easier to understand an individual customer’s needs and preferences. It’s also possible to build a more personalised relationship with the customer, which helps build customer retention and loyalty. Of course, this method is only as good as the database that you have. A robust database of your customers ensures that you provide them with solutions and services that are meaningful and timely to them.
Product Marketing
When we talk about crafting the perfect message for our customers, we cannot ignore the product, placement, packaging, and price-related strategy that goes into creating the proposition. For our message to work, we need to target the right customer, create the perfect product for them, and offer it to them at a price that is both competitive and conveys the value of our product. It’s important to create the right strategy for your products, which happens through product marketing.
These days, a good marketing team uses the perfect mix of different kinds of marketing (both online and offline) to capture the market.
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Aishwarya is a marketer and writer. As a marketer, she has a keen interest in creating meaningful conversations. As a writer, she loves pushing the boundaries of storytelling.
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Explore Career Options (By Industry)
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Ethical Hacker
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GIS Expert
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Data Analyst
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Geothermal Engineer
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Database Architect
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Remote Sensing Technician
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Budget Analyst
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Data Analyst
The invention of the database has given fresh breath to the people involved in the data analytics career path. Analysis refers to splitting up a whole into its individual components for individual analysis. Data analysis is a method through which raw data are processed and transformed into information that would be beneficial for user strategic thinking.
Data are collected and examined to respond to questions, evaluate hypotheses or contradict theories. It is a tool for analyzing, transforming, modeling, and arranging data with useful knowledge, to assist in decision-making and methods, encompassing various strategies, and is used in different fields of business, research, and social science.
Underwriter
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Product Manager
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Operations Manager
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Stock Analyst
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Researcher
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Welding Engineer
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Transportation Planner
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Environmental Engineer
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Safety Manager
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Conservation Architect
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Structural Engineer
A Structural Engineer designs buildings, bridges, and other related structures. He or she analyzes the structures and makes sure the structures are strong enough to be used by the people. A career as a Structural Engineer requires working in the construction process. It comes under the civil engineering discipline. A Structure Engineer creates structural models with the help of computer-aided design software.
Highway Engineer
Highway Engineer Job Description: A Highway Engineer is a civil engineer who specialises in planning and building thousands of miles of roads that support connectivity and allow transportation across the country. He or she ensures that traffic management schemes are effectively planned concerning economic sustainability and successful implementation.
Field Surveyor
Are you searching for a Field Surveyor Job Description? A Field Surveyor is a professional responsible for conducting field surveys for various places or geographical conditions. He or she collects the required data and information as per the instructions given by senior officials.
Orthotist and Prosthetist
Orthotists and Prosthetists are professionals who provide aid to patients with disabilities. They fix them to artificial limbs (prosthetics) and help them to regain stability. There are times when people lose their limbs in an accident. In some other occasions, they are born without a limb or orthopaedic impairment. Orthotists and prosthetists play a crucial role in their lives with fixing them to assistive devices and provide mobility.
Pathologist
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Gynaecologist
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Audiologist
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Oncologist
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Anatomist
Are you searching for an ‘Anatomist job description’? An Anatomist is a research professional who applies the laws of biological science to determine the ability of bodies of various living organisms including animals and humans to regenerate the damaged or destroyed organs. If you want to know what does an anatomist do, then read the entire article, where we will answer all your questions.
Actor
For an individual who opts for a career as an actor, the primary responsibility is to completely speak to the character he or she is playing and to persuade the crowd that the character is genuine by connecting with them and bringing them into the story. This applies to significant roles and littler parts, as all roles join to make an effective creation. Here in this article, we will discuss how to become an actor in India, actor exams, actor salary in India, and actor jobs.
Acrobat
Individuals who opt for a career as acrobats create and direct original routines for themselves, in addition to developing interpretations of existing routines. The work of circus acrobats can be seen in a variety of performance settings, including circus, reality shows, sports events like the Olympics, movies and commercials. Individuals who opt for a career as acrobats must be prepared to face rejections and intermittent periods of work. The creativity of acrobats may extend to other aspects of the performance. For example, acrobats in the circus may work with gym trainers, celebrities or collaborate with other professionals to enhance such performance elements as costume and or maybe at the teaching end of the career.
Video Game Designer
Career as a video game designer is filled with excitement as well as responsibilities. A video game designer is someone who is involved in the process of creating a game from day one. He or she is responsible for fulfilling duties like designing the character of the game, the several levels involved, plot, art and similar other elements. Individuals who opt for a career as a video game designer may also write the codes for the game using different programming languages.
Depending on the video game designer job description and experience they may also have to lead a team and do the early testing of the game in order to suggest changes and find loopholes.
Radio Jockey
Radio Jockey is an exciting, promising career and a great challenge for music lovers. If you are really interested in a career as radio jockey, then it is very important for an RJ to have an automatic, fun, and friendly personality. If you want to get a job done in this field, a strong command of the language and a good voice are always good things. Apart from this, in order to be a good radio jockey, you will also listen to good radio jockeys so that you can understand their style and later make your own by practicing.
A career as radio jockey has a lot to offer to deserving candidates. If you want to know more about a career as radio jockey, and how to become a radio jockey then continue reading the article.
Choreographer
The word “choreography" actually comes from Greek words that mean “dance writing." Individuals who opt for a career as a choreographer create and direct original dances, in addition to developing interpretations of existing dances. A Choreographer dances and utilises his or her creativity in other aspects of dance performance. For example, he or she may work with the music director to select music or collaborate with other famous choreographers to enhance such performance elements as lighting, costume and set design.
Social Media Manager
A career as social media manager involves implementing the company’s or brand’s marketing plan across all social media channels. Social media managers help in building or improving a brand’s or a company’s website traffic, build brand awareness, create and implement marketing and brand strategy. Social media managers are key to important social communication as well.
Photographer
Photography is considered both a science and an art, an artistic means of expression in which the camera replaces the pen. In a career as a photographer, an individual is hired to capture the moments of public and private events, such as press conferences or weddings, or may also work inside a studio, where people go to get their picture clicked. Photography is divided into many streams each generating numerous career opportunities in photography. With the boom in advertising, media, and the fashion industry, photography has emerged as a lucrative and thrilling career option for many Indian youths.
Producer
An individual who is pursuing a career as a producer is responsible for managing the business aspects of production. They are involved in each aspect of production from its inception to deception. Famous movie producers review the script, recommend changes and visualise the story.
They are responsible for overseeing the finance involved in the project and distributing the film for broadcasting on various platforms. A career as a producer is quite fulfilling as well as exhaustive in terms of playing different roles in order for a production to be successful. Famous movie producers are responsible for hiring creative and technical personnel on contract basis.
Copy Writer
In a career as a copywriter, one has to consult with the client and understand the brief well. A career as a copywriter has a lot to offer to deserving candidates. Several new mediums of advertising are opening therefore making it a lucrative career choice. Students can pursue various copywriter courses such as Journalism, Advertising, Marketing Management. Here, we have discussed how to become a freelance copywriter, copywriter career path, how to become a copywriter in India, and copywriting career outlook.
Vlogger
In a career as a vlogger, one generally works for himself or herself. However, once an individual has gained viewership there are several brands and companies that approach them for paid collaboration. It is one of those fields where an individual can earn well while following his or her passion.
Ever since internet costs got reduced the viewership for these types of content has increased on a large scale. Therefore, a career as a vlogger has a lot to offer. If you want to know more about the Vlogger eligibility, roles and responsibilities then continue reading the article.
Publisher
For publishing books, newspapers, magazines and digital material, editorial and commercial strategies are set by publishers. Individuals in publishing career paths make choices about the markets their businesses will reach and the type of content that their audience will be served. Individuals in book publisher careers collaborate with editorial staff, designers, authors, and freelance contributors who develop and manage the creation of content.
Journalist
Careers in journalism are filled with excitement as well as responsibilities. One cannot afford to miss out on the details. As it is the small details that provide insights into a story. Depending on those insights a journalist goes about writing a news article. A journalism career can be stressful at times but if you are someone who is passionate about it then it is the right choice for you. If you want to know more about the media field and journalist career then continue reading this article.
Editor
Individuals in the editor career path is an unsung hero of the news industry who polishes the language of the news stories provided by stringers, reporters, copywriters and content writers and also news agencies. Individuals who opt for a career as an editor make it more persuasive, concise and clear for readers. In this article, we will discuss the details of the editor's career path such as how to become an editor in India, editor salary in India and editor skills and qualities.
Reporter
Individuals who opt for a career as a reporter may often be at work on national holidays and festivities. He or she pitches various story ideas and covers news stories in risky situations. Students can pursue a BMC (Bachelor of Mass Communication), B.M.M. (Bachelor of Mass Media), or MAJMC (MA in Journalism and Mass Communication) to become a reporter. While we sit at home reporters travel to locations to collect information that carries a news value.
Corporate Executive
Are you searching for a Corporate Executive job description? A Corporate Executive role comes with administrative duties. He or she provides support to the leadership of the organisation. A Corporate Executive fulfils the business purpose and ensures its financial stability. In this article, we are going to discuss how to become corporate executive.
Multimedia Specialist
A multimedia specialist is a media professional who creates, audio, videos, graphic image files, computer animations for multimedia applications. He or she is responsible for planning, producing, and maintaining websites and applications.
Welding Engineer
Welding Engineer Job Description: A Welding Engineer work involves managing welding projects and supervising welding teams. He or she is responsible for reviewing welding procedures, processes and documentation. A career as Welding Engineer involves conducting failure analyses and causes on welding issues.
Quality Controller
A quality controller plays a crucial role in an organisation. He or she is responsible for performing quality checks on manufactured products. He or she identifies the defects in a product and rejects the product.
A quality controller records detailed information about products with defects and sends it to the supervisor or plant manager to take necessary actions to improve the production process.
Product Manager
A Product Manager is a professional responsible for product planning and marketing. He or she manages the product throughout the Product Life Cycle, gathering and prioritising the product. A product manager job description includes defining the product vision and working closely with team members of other departments to deliver winning products.
QA Lead
A QA Lead is in charge of the QA Team. The role of QA Lead comes with the responsibility of assessing services and products in order to determine that he or she meets the quality standards. He or she develops, implements and manages test plans.
Structural Engineer
A Structural Engineer designs buildings, bridges, and other related structures. He or she analyzes the structures and makes sure the structures are strong enough to be used by the people. A career as a Structural Engineer requires working in the construction process. It comes under the civil engineering discipline. A Structure Engineer creates structural models with the help of computer-aided design software.
Process Development Engineer
The Process Development Engineers design, implement, manufacture, mine, and other production systems using technical knowledge and expertise in the industry. They use computer modeling software to test technologies and machinery. An individual who is opting career as Process Development Engineer is responsible for developing cost-effective and efficient processes. They also monitor the production process and ensure it functions smoothly and efficiently.
AWS Solution Architect
An AWS Solution Architect is someone who specializes in developing and implementing cloud computing systems. He or she has a good understanding of the various aspects of cloud computing and can confidently deploy and manage their systems. He or she troubleshoots the issues and evaluates the risk from the third party.
Azure Administrator
An Azure Administrator is a professional responsible for implementing, monitoring, and maintaining Azure Solutions. He or she manages cloud infrastructure service instances and various cloud servers as well as sets up public and private cloud systems.
Computer Programmer
Careers in computer programming primarily refer to the systematic act of writing code and moreover include wider computer science areas. The word 'programmer' or 'coder' has entered into practice with the growing number of newly self-taught tech enthusiasts. Computer programming careers involve the use of designs created by software developers and engineers and transforming them into commands that can be implemented by computers. These commands result in regular usage of social media sites, word-processing applications and browsers.
Product Manager
A Product Manager is a professional responsible for product planning and marketing. He or she manages the product throughout the Product Life Cycle, gathering and prioritising the product. A product manager job description includes defining the product vision and working closely with team members of other departments to deliver winning products.
Information Security Manager
Individuals in the information security manager career path involves in overseeing and controlling all aspects of computer security. The IT security manager job description includes planning and carrying out security measures to protect the business data and information from corruption, theft, unauthorised access, and deliberate attack
Automation Test Engineer
An Automation Test Engineer job involves executing automated test scripts. He or she identifies the project’s problems and troubleshoots them. The role involves documenting the defect using management tools. He or she works with the application team in order to resolve any issues arising during the testing process.
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