In this increasingly digital and visual world, new needs have been created in companies followed by new positions. Some of these changes have been seen in the Marketing and Communication department, as their work is to bring the brand image to the digital world to grow it and create community.
There are many ways to set up a marketing department or team, as it adapts to the company’s needs. Moreover, the business can always count on external agencies to cover the actions where the internal team does not arrive. The marketing sector is a very changing environment, where you must be up to date with trends and the market, so throughout the last years, new profiles have been created for particular tasks, as we will see later in this article.
In this changing world, it is important to have specialist professionals by your side to help you keep up to date with the changes and the best solutions for your company. At Axxon we want to position ourselves as this support and solution through our specialized sales & marketing team. We help client companies find the talent that best fits their needs, but also identify and define the profiles that cover them to help grow the business.
What features does the marketing team have?
Normally, it does not matter how the marketing team or department is formed the actions to be carried out will be similar. However, the profiles and tasks can be merged into a different number of people depending on the company size.
The marketing department has different functionalities:
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COMMUNICATION: has an overview of what happens inside and outside the company to extract the best communication proposals online and offline. Marketing Manager, Artificial intelligence expert, Big Data Specialist, CRM Manager, Growth hacker, Public relations.
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CONTENT CREATION: as the name suggests, they take care of the content (text and image) so that the desired message reaches the appropriate target. Content manager, Copywriter, SEO.
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SOCIAL NETWORKS: dissemination of content through social networks and the web, but also its strategy to reach organically interested people to create community and, whenever possible, go viral. Community manager, Social Analytics.
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PAID STRATEGY: gives coverage or bigger visualization to other functions through strategically investing in paid content, which allows businesses to get to where the organic content does not reach and be the "shuttle" to new audiences. Media Planner, SEM, Trafficker.
What are the positions?
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Marketing Manager: the person in charge of the team managing and supervising the development of the different marketing actions. These can range from the elaboration of the plan, definition of strategy, budgets, and analysis and results.
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Artificial Intelligence Expert: helps to define marketing strategies and actions from the collection of data from users, as well as potential customers.
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Big Data Specialist: works together with the previous profile because it interprets the collected data forming reports of the patterns and behaviors of the target for a better strategy definition.
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CRM Manager: this profile focuses on customer management to maintain a good relationship with them, create community, and thus optimize sales processes.
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Growth Hacker: constant market study and contact with other professionals to find out which ways can make the company grow optimally.
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Public Relations: the person in charge of the brand's public image. The function of this profile is to know what people say about the brand and to think about which actions would result in a brand’s positive image organically.
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Content Manager: coordinates and creates the entire content strategy through different platforms to make it of interest to the public.
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E-mail marketing:manages contact with users/customers from newsletters or various emails to ensure that the message reaches the right people and then measures its impact.
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Copywriter: the creator of the different texts on the content so that they are attractive and persuasive to the target.
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SEO / SEM: by knowing which keywords have the greatest impact on the target audience, this person is responsible for creating content that improves SEO positioning. You can also make a paid investment (SEM), where keywords and content are just as important as in the organic positioning.
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Community manager: the responsible for managing all the company's social networks, as well as the announcements and campaigns that are carried out.
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Social analytics: analyses the result of the actions of the content plan of social networks to see what interactions arise. From here, new ways of improving and optimizing are proposed.
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Media Planner: through a strategic vision, this person defines which are the best media in which to invest in advertising. A plan is developed to optimize the budget and analyze the results.
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Trafficker: profile that works together with the above-mentioned to add value to their strategy to increase brand visibility.
As we have said, the marketing department is defined very closely with each company, as these can be merged or outsourced.
