The marketing department is one of the most important parts of a company. The reason for this is simple: a brand needs a story, and it’s up to the marketing team to create that story.
Marketing professionals have many responsibilities that include building the company’s image, developing strategies to promote products or services, and providing information about those products or services to all interested parties.
In this blog, we will be talking about the key roles and responsibilities of the marketing department. Well then, let’s get started.
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11 responsibilities of Marketing departments
1. Responding to Customers’ Needs
Marketing is about more than just creating a strategy and carrying it out. Marketing, at its core, is about responding to customer needs and wants.
In order to really be on top of your game, you need to pay attention to what’s going on in the marketplace and identify problems that your customers might have.
Responding to customers’ needs is the most important role of the marketing department.
It can be done in different ways, but I will touch on two of them:
- Providing information about new products and services.
- Asking for feedback through surveys or interviews after launching a product or service helps understand how customers feel about it.
It is also important to share with clients what has been achieved during the year and what is planned for the following year. It is vital that marketing departments keep communicating with their clients if they want to increase sales and profit.
2. Conduct and Manage Marketing Campaigns
In order to be a well-rounded marketer, you must know how to manage campaigns properly.
Campaigns are a series of marketing initiatives that take place over some time and have a specific goal in mind.
Marketing campaigns can be for many reasons, from promoting a new product or service to raising employee morale. In either case, the success or failure of the campaign is based on how well it is managed as it runs its course through different phases.
The marketing team is responsible for managing the various marketing campaigns and initiatives of a company. Marketing managers are expected to be familiar with all aspects of the marketing process, from idea development through consumer research to product launch.
Managers must also take into account individual campaign objectives when determining their strategies and tactics.
Marketers who master the art of campaign management are those who pay attention to detail and make sure everything falls into place by all marketing team members.
3. Overseeing outside Vendors and Agencies
The Marketing Department is responsible for overseeing the work of outside vendors and agencies. These are companies that help with elements of marketing that are not part of your core operations.
The department oversees all activities and campaigns that promote a company’s products and services
It is essential for marketing department managers to oversee vendors’ work so they do not deviate from the agreed-upon plan or fall short of customer expectations.
Marketing campaigns vary widely in scope, scale, and complexity; therefore, it is important that managers understand how to develop and manage these initiatives.
Managers should also ensure that the vendor has proper insurance, as well as an established quality control program.
For example, you might have an agency create your website because you don’t have the in-house talent to do it yourself.
Or maybe you use a direct mail company to print postcards. Outsourcing your marketing efforts gives you access to specialists who can offer more expertise than internal teams, who are already stretched thin with their own projects.
4. Monitoring and Managing Social Media
Marketers often become so focused on designing content that they forget to monitor it. Since social media is constantly changing and evolving, you must keep a close eye on the content you’ve posted.
Social media can be used by marketing departments to get feedback, comments, ideas, and suggestions from customers. It also gives them an opportunity to see what people like or dislike about their brand or product.
Social media is a great way for companies to find out how they can improve their products and services. If something inappropriate or controversial gets posted, someone needs to address it quickly and take responsibility for the error.
There are a lot of tools out there that help you in monitoring and manage your social media, such as Hootsuite, Mention, and Sprout Social. Using one of these tools could really make marketing responsibilities easier, so it’s always better to use one.
5. Keeping an Eye on Trends and Monitoring Competition
Marketing is no longer just about the analysis and synthesis of information. Nowadays, it’s all about reacting faster than your competition and making the right decision at the right time.
As a professional in this sphere, you have to always keep an eye on trends and competitors’ activity, analyze them and prioritize tasks for your team.
Marketing departments have a responsibility to keep an eye on the latest trends, new products, and services offered by their competitors.
They need to know what customers are demanding, how they want it delivered, the price point they are willing to pay for it, and how soon they want to get it.
Marketing departments also have a responsibility to monitor competition at all times. This helps them measure their performance against that of their competitors.
It is not easy, but this is the only way the marketing department can make sure that its efforts yield results in increased sales or brand awareness.
The responsibility of monitoring your social media responsibilities doesn’t fall solely on your shoulders as a marketer. Your larger team should work together to make sure your brand is represented in the right way at all times.
6. Communicating work and brand values with Marketing Team
The primary responsibility of a marketing department is to communicate work and brand values.
It means the marketing team must effectively communicate with employees, customers, and partners about its value and how it perceives its key priorities. The key priorities include:
External communications, as well as internal communications, should be supported by such values as transparency and honesty.
This way, any employee can easily define what is essential for that particular company and what they have to do to achieve business goals.
With this approach, employees will feel much more motivated to work for the company and work harder to achieve the set goals.
Moreover, it is also responsible for communicating with customers as well as making sure that their needs are satisfied.
In order to do so, it must have a clear understanding of what drives the business forward and how to communicate those core values effectively.
7. Developing a Growth Strategy
Marketing is all about growth. It’s the job of marketing professionals to create strategies that will increase sales and revenue for their respective companies.
But most marketing departments don’t actually have a plan in place to measure their success, which means they can’t show how effective they are at achieving growth.
This leads to confusion among managers, who then conclude that marketing isn’t very important after all, and cut budgets until the department has no money left to work with.
And with no budget left to help achieve company goals, it becomes even more difficult for the business to grow.
The growth strategy of a company is what brings the organization to new heights. It helps in reaching out to an entirely new set of customers and increasing revenue.
For most organizations, it is essential that they focus on overall growth. A high-performing marketing department can ensure that your business reaches its peak potential.
This could be achieved by employing effective marketing strategies for maximum revenue generation.
Return on investment (ROI) remains the biggest challenge marketers face while attempting to persuade decision-makers about budget allocations for marketing activities.
By providing concrete figures with detailed insights, you can convince the top brass that investing in marketing is worth their while.
8. Creating Content and Providing SEO for your Website
Marketers often wonder if they should create content for their website or leave it up to the SEO team. The answer is that both departments need to work together as a team. This is because the best results come from that collaboration.
First of all, let’s look at how each department works separately.
SEO content creation is about making sure your site is optimized for search engines. Secondly, create great content to rank on Google for keywords related to the products and services you sell.
Your SEO content should include things like blog posts, landing pages, product descriptions, press releases, etc.
Whether it is for your informational website or your Shopify store, Working on an SEO checklist could be really tricky and hard to master. SEO is a marathon, not a sprint.
However, with the right practices and right tools, SEO could get much easier.
Apimio is a useful PIM solution that allows you to optimize your Shopify store. It lets you optimize product titles, product description, product descriptions, etc.
Moreover, if you have multiple stores on Shopify or other eCommerce platforms, Apimio allows you to syndicate your product catalogs across those channels as well.
Moving on, creating content should not only ensure that the site has the necessary keywords and key phrases.
It should also make sure that information is useful, relevant, and compelling to searchers. It’s important that all content be original and not simply rehashed from other sites.
If you are going to copy another site then you should at least link back to it.
You can also use snippets of text from it with proper citation. This way search engines will still consider your page relevant and rank it on the ‘Search Engine Result Page’.
9. Defining and Managing your Brand
The marketing department is also responsible for defining and managing the brand image of the organization. It is their job to be aware of what people are saying about the organization. It is their job how it’s being portrayed in the media.
An effective marketing department will have a detailed plan that outlines what they want their brand to look like on social media, on websites, etc. An effective marketing team will also have metrics in place so they can keep track of how well they are doing at achieving those goals.
10. Conducting Customer and Market Research
Before any business can make a sale, it needs to know exactly who its customers are. It needs to know what they want and how much they’re willing to pay for it.
This is the role of marketing research, which helps companies understand their target audience, their competitors, and the marketplace at large.
The marketing department needs to be able to identify their customer’s needs, wants, and desires. They also need to know how well they are meeting these demands.
The first step is conducting customer research. You want to make sure you are understanding what your customers think about your brand and product or service.
The best way to do this is by surveying them directly. If you can’t survey them via email, then consider another channel like social media or call centers.
Marketing research is conducted in order to find out information on both existing and potential customers.
The purpose of this information is so that companies can improve their products or services based on consumer feedback. This also allows them to develop new products or services by identifying market gaps.
11. Producing Marketing and Promotional Materials
Lastly and most importantly, a marketing department is also responsible for creating and distributing marketing materials to promote the company’s products and services.
A strategic plan needs to be in place so that all of the materials are created at the same time, which will help keep costs down.
Marketing departments should also create promotional items such as pens, notepads, coffee mugs, etc., that can be used for giveaways or tradeshows.
The company logo can be added to any of these items with simple techniques like engraving or decals. These small gifts are great ways to get your brand name out there while keeping your budget.
Marketing and promotional materials are the most important things that your marketing department will produce.
They can make or break a campaign. So it is vital to get these right – they need to be of good quality and they need to be consistent with the rest of the business’s branding.
If you have high-quality marketing material, you can expect better brand recognition as well as higher profit margins from those materials.
Your customers will also appreciate this consistency from your business, which gives them confidence in both you and your products or services.
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Responsibilities of the Marketing Department:
- Responding to Customers’ Needs
- Conduct and Manage Marketing Campaigns
- Overseeing outside Vendors and Agencies
- Monitoring and Managing Social Media
- Keeping an Eye on Trends and Monitoring Competition
- Communicating work and brand values with Marketing Team
- Developing a Growth Strategy
- Creating Content and Providing SEO for your Website
- Defining and Managing your Brand
- Conducting Customer and Market Research
- Producing Marketing and Promotional Materials
Managing all these responsibilities could be really tricky for the marketing department. However, with the right tools and a dedicated team, things could get really easier.
After all, marketing is a team sport. Marketing departments in small businesses should have well-defined roles for different people to work together efficiently. The responsibilities of each role within the marketing department are not to be redundant but rather complementary. This way, they will all contribute to achieving the objective of that particular business and ultimately help it grow over time.