How to choose a top marketer for your company?
Almost every university in Ukraine has a faculty of management and marketing. The labour market is oversaturated with people who have a degree in marketing. But it is obvious that having a diploma, experience and being a good specialist are not identical things.
Employers understand that the result of their business depends on building an effective marketing strategy. Therefore, the level of professionalism of the marketer is one of the main factors of success for the profitability of the enterprise.
To find a top specialist, first of all, you must understand for what purposes you are looking for him and what functions he will perform in your company. If you have specific requirements, you must first select a specialist according to them (for example, your business belongs to the heavy industry, so the manager must be knowledgeable in this area).
We will consider the main criteria that this specialist must meet. Paying attention to them when applying for a job, you will be able to assess the professional qualities of a marketer and choose the applicant who will not just “master the budget”, but will lead your company to economic success.
Personal qualities of a top marketer:
1. Comprehensive development.
The person who has chosen this profession must be intelligent and educated. After all, the work of this specialist involves processing data from a variety of business sectors. Besides, to develop a product promotion strategy, a marketer must understand consumer psychology, find creative solutions, and apply a variety of marketing tools that are constantly updated.
2. Critical thinking.
One of the key skills of a marketer is to put forward hypotheses, process them and draw conclusions. The specialist must be familiar with this method and be able to apply it.
Critical thinking is a skill that can be mastered, not a pattern. Personal qualities of a top marketer.
3. Sociability.
- First, the marketer is a team player. He works closely with top managers, sales and production, copywriters, logisticians, IT specialists, designers. It is more difficult to say with whom he does not cooperate in the course of his activity. The ability to communicate with employees and establish quality feedback with them is a priority.
- Secondly, the profession of marketer involves constant communication with consumers and partners. Surveys, "field" research, negotiation processes - all this requires skills of successful social interaction.
4. Analytical composition of the mind.
The job of a marketer is primarily to analyze data measured in numbers. Each study must be confirmed by calculation, each strategic step must be calculated using certain algorithms. Put it all together in your head under the power of people with mathematical thinking.
What should a top marketer be able to do?
- Do marketing research.
If a marketer acts blindly, does not analyze the market and competitors, does not know how to identify portraits of the target audience, know: in front of you is an amateur who is not able to develop an effective marketing strategy.
- Make important decisions in a short time.
Market conditions are currently changing very rapidly. The marketer must act decisively. A professional who is constantly hesitant and unable to take risks will not be able to bring your product to a leading position.
- Manage people.
A marketer must have managerial talent. After all, the success of marketing strategy depends on the level of involvement of employees who report to him. The ability to provide the right motivation, overcome resistance, create relationships based on respect and trust - the main tasks of this specialist.
- Apply data from analytical documents.
The marketer must be able to effectively process a variety of analytical documents of the company: reports of specialists, etc. It is very important to interpret the obtained data correctly, and this skill is also a sign of a high-level specialist.
The top specialist will not drown in numerous figures and graphs but will be able to "read" all the information he needs and see certain patterns and weaknesses.
He also needs to understand web analytics statistics to be aware of the effectiveness of running advertising campaigns and to track which sales channels and products are most relevant.
With the help of information and analytical data, marketers study the behaviour of the target audience, form and make changes in the strategy of product promotion.
- Conduct strategic marketing analysis.
The main tool of a top marketer, which allows you to integrate all the information obtained during the research to develop a marketing strategy for the company. Strategic marketing analysis allows you to assess the current state of the market and trends in its development, analyze and forecast consumer demand for your products, identify weaknesses and strengths of the company and more.
We have considered the main characteristics and skills that a top marketer should have. Of course, this is not the whole list. As you have already understood, this specialist is a "man-orchestra", a station wagon that must be knowledgeable in many areas, be able to apply their knowledge and constantly gain new experience.
Galina Peresypkina
