What is the role of Marketing Management in companies? Get the details and 10 practical tips to do a good job!
The Marketing Management process encompasses planning, analysis and control of actions within the area that aims to reach the public through the application of Marketing techniques and methodologies. Its role is to direct the teams and coordinate communication between the company and the market.
Have you ever stopped to think about all the fronts in the Marketing area today? She works on product creation, distribution, sales, digital actions with content production, social networks, search engine optimization, paid traffic, Email Marketing, results analysis and also performs post-sales activities. Phew, how much, huh? And in many cases, there are other responsibilities that go through Marketing Management.
Due to all this volume of actions and action channels, Marketing Management is a fundamental element for the success of the area . Organizations must be increasingly concerned with a continuous management process to achieve their objectives and goals.
As companies adapt to the rapid growth of using the online environment to carry out their marketing actions, in addition to the advancement of e-commerce, opportunities continue to increase. But how to coordinate these actions? Should there be a responsible person or team for this?
In practice, this is the role of the Marketing manager or manager. This professional manages internal teams to create branded messages and works to publish content across multiple channels. Managers work with many different forms of media, whether more traditional or linked to digital and social platforms.
Either way, to make things work, you need to ensure a ready Marketing Management to help you navigate a range of different channels, strategies and tactics that come together to form a coherent and consistent strategy for your company.
What is Marketing Management and why is it important?
When Blue World City talk about Marketing, we are talking about a job that covers everything from branding to product design, from advertising to content distribution, and much more. Every organization needs marketing, whether in the financial, health, education, retail, transportation, food, government or any other areas.
In this case, we can say that Marketing Management is the process that creates and controls a company’s marketing plan from the beginning of planning to execution.
This includes the process of researching, surveying and understanding your market, analyzing customers and the industry, all to ensure they are able to speak directly to your target audience in an effective way.
Marketing managers are tasked with developing plans and strategies for the company while working within the budget allocated for activities. In summary, marketing management is the process of designing, planning and executing a marketing strategy for the company.
As we know, the Marketing area needs to follow a schedule that also takes into account specific times of the year. During major company events, Marketing managers must work over the weekend to support the business. In retail, most managers work focused on Mother’s Day, Black Friday and Christmas, just to name a few dates.
Since these are normally the biggest sales days of the company, the biggest effort of the period must be foreseen in advance in the management work.
1. Manage teams
Assembling teams and managing professionals is one of the pillars of Marketing Management work. In this process, some common questions usually arise: how many people are the ideal number? And what activities should they develop?
In Brazil, especially in SMEs, it is common for companies to have a Marketing area with two or three people. With this team, it is already possible to do a good job. That’s why the answer is: the ideal structure is the one that meets your needs.
With the need to increasingly focus on the digital environment, it is important to think about the skills that every area needs to be successful in Digital Marketing actions:
- Search engine optimization: marketing teams must know how to optimize the company’s presence on the web, especially on Google;
- Analytics: knowledge of Google Analytics and data analysis provides daily and monthly progress reports on area goals and objectives;
- Social Media: Digital Marketing requires teams to be up-to-date on social media platforms to invest in new trends;
- Paid media platforms: Most companies use Google Ads to promote their brand in digital media;
- Website Optimization: Identifying website issues can increase your conversion rates and consequently your company’s revenue and customer satisfaction.
When we talk about working with more traditional marketing demands, other skills are more important:
- Writing and communication: Marketing teams need to write press releases, blogs and publicity texts;
- Creativity: Many companies need creative thinking to build new marketing campaigns;
- Negotiation: buying media and building other strategies requires negotiating with suppliers for a better price or positioning;
- Budget: Marketing managers must follow a budget and prioritize allocation across multiple channels;
- Planning and Execution: Long-term planning and monitoring of execution are crucial to launching marketing strategies.
It is up to the professionals in the management area to lead the construction of teams to cover all these aspects that are essential to deliver the area.
2. Control the operation
The Marketing Management job must have a way not only to measure the success of the individual strategies and campaigns that it executes but also to manage the activities that need to be executed.
There can be dozens – or even hundreds in larger companies – of campaigns running in a company’s Marketing department at any given time. Each of these campaigns will have its own goals and objectives, as well as operational steps.
The company and the department as a whole will have their own goals and objectives when it comes to marketing actions. That’s why controlling the operation is so important to ensure that everything runs as planned.
When you work with a Digital Marketing agency for this activity management, you can assign them to work on a specific part of your strategy, such as an individual channel, or even manage the entire area for you.
3. Generate results
Depending on the business segment of the company, the objectives of the Marketing area will be different. But what doesn’t change in any sector is the need to achieve better and better results.
With all this context within each pillar, it is essential to know which responsibilities are incumbent on the Marketing Management work. Depending on the level and seniority of the Marketing Manager, there will be a need for direct involvement in projects to see the return of each action closely.
Marketing managers are often hands-on and are actively facilitating individual projects through the production pipeline, from strategy creation to launch.
There are still larger areas where the management side works one level above, with project managers below to lead the practical demands. Either way, the goal is to ensure that projects are executed on time, on budget and helping to achieve your KPIs.
What does a Marketing Manager do?
At their core, Marketing Managers connect the value of their organization to the public. These professionals create and execute a strategy to spread the message behind the organization’s product or role, from the birth of an idea to the delivery of the final result.
A marketing strategy usually involves many people on the team and beyond. As a result, there are many considerations a Marketing Manager must take into account when planning a new strategy.
Taking into account the size of the organization, the manager can specialize in one of these channels or manage all of them. While most companies need at least one person in this position, this job requires specialized industry knowledge that takes years to develop.
By detailing what these professionals do, they are responsible for identifying, evaluating and connecting with the different audiences and markets of an organization’s product or service. Combining analytical skills and creative execution, Marketing managers need to excel in leading their departments or teams.
Working together, the team’s goal is to reach the target audience with the right message at the right time. Marketing managers are also often responsible for monitoring trends and making decisions about when and how to respond to these factors. In addition, they help companies develop strategies based on industry data analysis to maximize profits while maintaining customer satisfaction.
Management positions within the Marketing area
Many coordinators and marketing specialists are promoted to manager level after several years in the field. These managers also go further and have the potential to be promoted to positions that lead the entire management area, such as Chief Marketing Officer (CMO) or Vice President (VP) of Marketing.
These senior positions focus on the big picture and overall marketing strategy of the company, rather than the day-to-day involvement in managing different channels.
To succeed as a CMO or VP of Marketing, managers must become familiar with other aspects of the business. Marketing has an effect on production and operations, which is why understanding how the different functions and functioning of the company’s departments will make managers better qualified to make strategic decisions.
What skills does a Marketing Manager need to have?
The role of a professional responsible for Marketing Management requires a diverse set of skills that includes conflict management, creative thinking and problem-solving.
All managers must possess leadership and communication skills as they are charged with motivating teams. This is particularly important in a creative environment.
Communication is also critical because everyone needs to explain to stakeholders how marketing objectives align with those of the organization, which helps ensure collaboration on both sides to achieve goals.
Marketing managers also often need to employ analytical and research skills to understand their audience. Last but not least, they are responsible for ensuring that marketing initiatives are within the allowable budget and, at the same time, meet targets.
10 Responsibilities of Marketing Management within Companies
There are some common responsibilities that most of these Marketing Management positions share. Here we’ll list the top 10 you can’t leave out of your list :
1. Creating promotional messages to drive sales
Regardless of the format you use in your marketing actions, creating impactful messages that attract the attention of the right audience in any type of media is one of the most important responsibilities of the marketing area as a whole.
It is up to the area or responsible for management to ensure that the final choice of these messages is made with the aim of boosting sales.
2. Coordinate marketing strategies across multiple channels
One of the most relevant aspects of management is testing new messages and tools to find growth opportunities for the area.
As this is done through different channels, coordinating these demands is one of the main responsibilities.
3. Manage budgets for media and marketing campaigns
It is the responsibility of the marketing management to prepare the budget for actions that require investment, such as paid media campaigns, and also for the entire area.
By building relationships with national or local communications partners, these costs can drop and the budget becomes a plus for diversifying investments.
4. Drive the company’s social media strategy
It is practically impossible not to associate the work of Marketing Management with the position of companies on social networks.
So, it is up to the management area to make clear what will be performed in each different network and the role each one of them plays when we look at the final objective.
5. Set goals and follow-up metrics
For the entire marketing team to be able to plan its actions in the operation, it is necessary to have a previous direction based on goals. Therefore, this is one of the most important responsibilities of the management area.
6. Evaluate campaign performance and troubleshoot poor performance
The management work also involves continuous monitoring of results with a central objective: to understand the current performance of all actions in order to design adjustments and tests that help improve performance.
This work ranges from analyzing advertising returns and reporting the findings to senior management, to monitoring and improving the site to improve its digital presence through SEO (Search Engine Optimization) .
7. Management of third-party suppliers and internal employees
If one of the pillars is to manage teams, leading the internal teams, the deliveries that are the responsibility of external suppliers and partners must also go through the Marketing Management area.
8. Brainstorming to promote products and new initiatives
Bring a more complete view of the company to the Marketing team. This is also an attribution of management, which can seek in other areas – such as customer service, support and development – a vision that complements current strategies.
With this brainstorming happening continuously, not only at the end of the year when planning usually takes place, new initiatives for product disclosure can emerge with greater frequency and quality.
9. Developing relationships for co-marketing
Building relationships with companies that have similar audiences can play a huge role in the success of any Marketing department.
Whether you work with an internal team or an external agency, developing these relationships via co-marketing is an essential part of any management position and key to the company’s long-term growth.
10. In-depth customer and market research
Marketing managers must always work to increase their understanding of customers and the market in general. No company can have a complete picture of what matters and how important these issues are to its audience without conducting in-depth research.
There’s always more to learn, and the more you know, the better you can convey your value to your target audience. It is critical that companies can continually work to increase their customer data and improve their understanding of the market. Otherwise, they risk falling behind the competition.
How to establish a strategic marketing management process?
Marketing relies on a thorough understanding of consumer behavior to create value and solve a problem your audience currently has. With this clear vision, it is essential that every organization implements a strategic management process.
Being strategic goes through complete pre-planning work. To do this, you need to follow a few steps:
1. Definition of strategies
The beginning is to explore customer needs and understand how marketing plays a role in creating value by delivering solutions to those customer needs.
- Within that period of time, what strategies should we execute?
- In which context should we base ourselves to create the actions?
- Who should we talk to in our communication actions?
Your consumer’s behavior will dictate the decision making of the Marketing Management area here. Therefore, it is necessary to be based on the history of operation – if the company has been in the market for some time – and on qualitative research with its audience, both for start-up companies and for those with more experience.
2. Brand positioning
An important element of the marketing process is the value creation stage through brand positioning. Management needs to direct which market segment should act, which direction, positioning and what this implies in the campaign creation phase.
Branding actions also come in here. An effective branding strategy allows companies to differentiate themselves from their competitors in the market .
Building a strong brand, exploring how brand equity affects profitability and understanding how this helps to leverage your revenue is part of this strategic management process.
Based on the product or service you are offering, which channels work most efficiently? This is the distribution work, which involves this choice of operating channels.
To build a strong brand, marketers need to ensure that their messages to consumers are clear and consistent across all channels. Here, it is important to remember Integrated Communication, which helps companies to reach different audiences with the same message.
4. Customer profile and segmentation
As marketing managers help companies move up the ladder of customer data management, they are able to uncover new insights that inform the segmentations they can work with. This targeting is critical to delivering the right message at the right time to the right people.
When it comes to Marketing Automation, an important action to distribute your communication with these different audience segments, your customer data is the most important asset. The data shows what’s most important to your customers, what really matters to them right now.
To do this, your marketing tools must inform every step potential customers take on their path to becoming customers. This helps to have a clearer picture of what they need throughout the experience and contact with your brand.
The customer profile, segmentation and general management of customer data are important aspects of Marketing Management work. This data is the lifeblood that fuels the strategies they employ.
What marketing management tools should we use?
The management work requires several functions as we have seen so far. And for them to be made in practice, the tools are a fundamental part of the work routine.
Of course, the teams that put the actions into practice need tools capable of facilitating the application of strategies, and it is up to the team or person responsible for management to define what these solutions need to offer. But today it is even more important to have tools that clearly deliver the progress of actions and results.
Only with this in hand is it possible to do a good job of Marketing Management, and this became even clearer during the Covid-19 pandemic.
For those who were already using Marketing and Sales automation solutions, as well as the management systems themselves (ERP), they could not be without them during such a different period, even with the high number of cancellations due to cost reductions.
When we talk about contracted solutions, research shows that videoconferencing tools – essential for remote marketing management – lead the list, followed by management solutions for social networks.
These are exactly the tools you need to focus on to be able to deliver everything you plan for the Marketing area.
As we saw at the beginning, the size and need of teams can vary a lot, depending on the size of the company and the segment in which it operates. In this case, assess the team’s most urgent needs and look for more complete solutions, capable of delivering different functionalities with a single tool.
The best option is RD Station Marketing, the leading Marketing automation tool in Latin America. With it you create Landing Pages, build Email Marketing flows, create relationships that lead to sales and analyze all data from your marketing actions, refining them to achieve the best results every time.