Why become a marketer?
Editorial

Why become a marketer?

Marketing is central to business today and in future. Whether you fall on the arts or sciences side of the profession, training in the fundamentals can bring different skill sets together.

Marketing is concerned with winning hearts and minds. It’s also an art and a science – an industry centred on innovation and creativity, but which is informed and driven by data and close measurement.

In a world where technology is automating many marketing tasks – generating leads, targeting prospects to a personalised degree, and generating huge amounts of analytical insight – being able to navigate both sides of the arts/science split is more crucial than ever.

Marketers must have the ability to interrogate all that data, but are also freer than ever to act creatively on their findings. Little wonder, then, that marketing attracts people with widely diverging skill sets.

It’s imperative, though, that whatever the advances in technology – or changes in the scope of marketing’s role, or the pace of change itself – the fundamentals of marketing are understood by those coming into the profession, so that they can fully contribute to business growth.

Taking a professional marketing course or qualification can upskill marketers to excel on both sides of the arts/science divide – and bring them back together in practical harmony.

For example, on the ‘science’ side, training can help you collect, process, analyse and utilise quantitative data, derive relevant information more efficiently and effectively, and to justify plans and quantify results at a time when there is often increasing pressure on budgets. It can also assist in understanding and using key financial terminology in order to speak the same language as the CFO and CEO, or in determining the bottom-line impact of marketing activities.

Alternatively, it can help marketers create programmes for measuring and improving digital media effectiveness, improve search engine optimisation (SEO), and deliver cogent digital marketing strategies and planning.

On the ‘arts’ side, marketers can learn about the anatomy of successful brands, or about constructing the components of an effective brand plan document; about the essential principles of good copywriting and advice on style, or in best practice when it comes to combining words and images, and in the challenges and opportunities presented by new media channels.

As business becomes ever-more consumer focused, it’s marketing’s role to communicate and deliver on these fundamentals for the customer’s – as well as the company’s – benefit.

Being able to listen, measure and learn about customers’ changing needs, and then innovate creatively on those findings, places marketing at the centre of modern business – and bodes well for a future career in the profession. Marketing is not just a job for today, it’s a career for tomorrow, too.

Curious about a career in marketing and whether it's the right fit for you? Vist our Get Into Marketing world and explore a wealth of information about the different roles available in marketing. 

CIM
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