The introduction of a marketing department is required by both large and small companies. Small business owners often promote goods/services themselves, and sometimes distribute new responsibilities among the company’s employees, who already perform many tasks. In large enterprises, even such a scenario is difficult to imagine. Competent marketing development is possible only if professionals are involved: an in-house marketing department will ensure that the business brings in the expected income.
Marketing Department Area of Responsibility
The marketing department is responsible for creating favorable conditions for brand development: so that the product meets the needs of the audience, stands out from competitors’ offers and, as a result, is sellable. Through the telemarketing data advertising and marketing department, the company builds communication with the consumer. Moreover, the marketing team acts as a “translator” for both parties. After researching the market, specialists understand which side to approach potential clients from and how to convert them into real ones in a short time.
Why Marketers and Salespeople Are Best Friends
Since the marketing and sales departments are closely related, their functions are often confused. The activities of the departments are aimed at achieving a common result – increasing the company’s income while maintaining confident growth dynamics over a long period. The work of marketers is to prepare the ground for sales: being excellent strategists, they calculate every step on the way to the set goal, and always participate in the implementation of their plan. But bringing the product/service to the consumer is already the responsibility of the sales manager.
“The task of the company’s marketing department is not just to inspire a potential client, but to bring him to condition. The developed marketing strategy should be aimed at maximum warming up of the target audience: it is necessary to convince a person that the product will solve all his pains, and, thus, leave no choice but to make a purchase.”
Key goals of the marketing department
Everyone knows the ultimate goals of marketing – increasing revenue and developing the business. However, there are also intermediate, specific goals bj lists that set the direction of the marketing team and, subsequently, form the basis of the marketing strategy. Regardless of the direction, the result of properly structured work is independent sales: when the company gets to know its consumer so well that it offers him exactly what he wants. Below we will consider what tasks of enterprise development the marketing department solves.
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Increase brand awareness
Ubiquitous advertising rarely brings results if a person has not heard anything about the company. What does the marketing department do to promote a brand? It is engaged in branding – creating a positive image of bab directory the company that will firmly stick in the minds of potential clients and will work at the right moment. To do this, it is important to regularly post content about the brand on the website/in social networks, share free materials with the audience, offer loyalty programs, etc. Marketers develop an individual approach for different segments of the target audience.
Increasing company sales
To promote the brand and stimulate sales, the marketing department directs all efforts to attracting leads — interested audiences. Lead generation occurs using forms on the website, online chats, company pages on social networks and lead magnets. Leads are closer to buying than regular potential customers, but they also need warming up: they are often interacted with via email newsletters, less often — via phone calls. If the user has left their contact information, then they will not be scared off even by “head-on” advertising, although we do not recommend abusing this.
Formation of the image of an ideological leader
People trust companies that have proven expertise in a particular niche. They consider such cooperation exclusive and feel that they are getting the best of everything available on the market. What does the marketing department do to take a business to the next level? First of all, it determines the brand’s “feature”, and then selects the appropriate format for communicating with the audience. Platforms for posting expert content. Marketing team specialists prepare a strategy for increasing customer loyalty, adapted to a specific business.
Growing customer value
Consumer value is the ratio of the advantages of a product/service to the cost of purchasing it. That is, the better the quality and the lower the cost, the more valuable the product is to the customer. What product is called quality? Many characteristics are taken into account, including the company’s image, service level and warranty conditions. Costs are both financial and time-consuming. In order for a brand to become attractive to the audience. The consumer value of the product must be regulated – made higher than that of competitors. This is the responsibility of the marketing department at the enterprise.
What functions are assigned to the marketing department?
Generally speaking, the marketing team works on forming a brand that should bring in stable income in the future. But what exactly does the marketing department do in a company? Let’s consider the functions distributed among the employees of the department.
Marketing activity planning
Based on the strategic objectives of the business, the marketer develops a set of marketing actions – a strategy. First, he segments the target audience, then creates a value proposition for each segment and determines communication channels.