No aspect of business has changed more in the last 20 years than marketing. Marketing used to be more about understanding consumers and advertising to them in ways that primarily increases brand awareness and sells them on your products or services. Marketing departments were primarily focused on advertising and PR.
Then, the internet came along and changed the game forever. Now, there are a variety of marketing roles that every business needs in order to thrive. Today’s marketers need to understand the timeless principles of marketing along with many of the technical disciplines that also exist.
The New Marketing Roles that Are Helping Businesses Grow
The ever-changing world of marketing has created a few new roles that are helpful for businesses looking to grow:
- The Data-Scientist
Many business leaders have embraced the idea of creating a data-driven culture for growing their business. And for good reason. Companies that adopt data-driven marketing are six times more likely to be profitable year-over-year.
A marketing data scientist isn’t the analytics nerd, shooting queries to databases to make nice-looking pivot-tables. Instead, it’s someone who can define the appropriate and valid metrics to create meaningful and relevant customer data points that help you improve your marketing efforts.
- The Internal Marketer & Communications Strategist
As I mentioned in a previous post, one of the most important audiences your marketing can cultivate is…your employees. Having a dedicated (or part-time) internal marketer or communications strategist can help you enhance the culture within your company by creating engaging stories and campaigns that increase morale and improve the performance of employees across your company.
- The Brand Storyteller
When it comes to engaging customers, telling stories your customers actually want to hear is an important skill. A brand storyteller is an expert in creating an emotional connection with potential customers. This is the person who helps give your brand meaning, purpose, and movement in the world.
So, what’s the takeaway here? It’s pretty simple: Unless your business is marketing, don’t think that you can start or grow your business without a marketer—especially one who knows what they’re doing when it comes to understanding customers, earning the attention of your audience, and creating a brand that stands out among competitors.