The development of data analysis, as well as the spread of new media channels, have contributed to a radical change in existing traditional marketing positions and the development of new ones.
These changes are part of some kind of marketing evolution - from simple art to a hybrid combination of elements of art and science.
All marketing professionals today must have basic data analysis skills. They are expected to go beyond the reporting level and master the full range of analytical skills. These include knowledge of the principles of data management, knowledge of analytical strategies, as well as an understanding of the role of data quality, the importance of data management and its value in marketing activities. Today's marketers need to understand the secrets of existing and emerging digital channels.
As the functional needs of the company change, we must adapt the types of positions and their characteristics in the organization. This is why marketing companies have four functions.
Digital marketing is called differently, but there is a simple equation that very clearly captures its essence. Digital Marketing = Marketing + Digital Technologies.
These are all kinds of functions related to the Internet, search, social media, email, advertising and digital media shopping. In the last decade, this category has been distinguished by extraordinary development and changes due to the rapid increase in the number of channels. More and more marketing companies are convinced that convergence is a real opportunity (which means creating strategies that use multiple channels) and therefore are looking for employees who not only understand this strategy, but also use it.
Content marketing is a form of strategy based on engaging customers with valuable and engaging content that must meet their needs and expectations. The concept refers to content, various materials that are published and distributed over the Internet.
This element has become especially important in the modern approach to marketing. Here, all our actions as marketers should be associated with such information that is interesting and necessary for the client. The format of this information, length and adequacy should serve their purpose well. You will not be able to make an advertisement from a two-minute video on your own, because for this a number of trends and marketing elements have been created, whose role is, in fact, to provide assistance where there is a lack of competencies and provide such content that will meet customer expectations.
Content marketers need to be well aware of the specifics of different channels, how they work and complement each other. Marketers using the power of data analysis can evaluate the role of content to understand how it fits into a given marketing campaign.
Another of their tasks is to evaluate and search for such content that is needed at this stage: when, for example, slides should be used, when videos, and when even printed materials. Collaboration and coordination are still key skills for marketers. Without these skills, many identical ideas or content would be created and misused.
Marketing agency FINE Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine - our marketers can manage these resources and, through the use of analytical data, will help you understand which elements of your content work better, which ones are worse and why.
The role of a marketing data analyst or data visualization analyst is also a new phenomenon in the marketing world as it is different from traditional tasks.
For example, one of the tasks of an analyst in marketing data visualization is to analyze it objectively, to determine and compare which picture the recipient sees and which picture he should see, in the opinion of the person involved in the campaign.
Marketing data analysts should be able to foresee the consequences of the introduction of new strategies, changes, be able to determine how these new products can affect the existing situation of the enterprise.
Traditional marketing based solely on customer influence, which sets visible boundaries between brand and consumer, is becoming less and less effective. We live in an era that fosters all kinds of interactions and partnerships between the company and its customers. Emotional marketing is a response to the needs of progress. His idea is to craft marketing tactics that affect the emotions and experience of customers. They are believed to help build brand image and positive associations with the company. They should become the main building blocks of communication between the company and the consumer. Experience and emotion can help in attracting a customer in both the real and the virtual world. Customer service standards are very important. A good example of the use of emotional marketing is the policy of online clothing stores, which allows their customers to place an order and then, if something goes wrong, return it back, without consequences. With this approach, the client immediately feels attention to his needs, and will definitely remember the experience with this store.