In the new normal, what exactly does a marketing director do?
A few years ago, I wrote several articles on how marketing directors build core competitiveness based on my experience in marketing for more than 20 years. Later, many media and institutions reprinted them for unknown reasons. Sometimes I think about it, they also disrespect the author's hard work and labor too much, but I feel relieved when I think that the article will have a great response in the society and can help more marketing directors from all walks of life to guide the maze.
During this period of time, the marketing directors of some companies in Guangzhou, Xi'an and other places have come to our Blue Brother Zhiyang International Marketing Consultant for consultation or advice. During the conversation, they found that their own positioning is still very vague. Take out the original articles and organize them, and then share with them. In fact, in my opinion, if you can do the following, the marketing director will be truly mature.
form a consensus
If the business owner is the strategic decision maker, the marketing director is the commander and practitioner of policy formulation and tactical application.
Even more often, the latter assumes the role of decision maker by being close to the market and understanding the market better.
As a marketing director, you should have your own unique insights on the company's development strategy and brand planning, especially with the company boss to unify thoughts on the basis of full communication, so as to maintain a high degree of consistency in market concepts and management methods.
It should be said that the marketing director has a keen sense and unique insights on product positioning, content production, opportunity innovation and promotion due to his frequent exposure to the market, and these are precisely the specific performance of formulating business policies, clarifying marketing strategies and implementing team management. For the top, you must communicate with the boss in time to get support and help. For the bottom, you must be good at getting the team's understanding and work hard for it.
Undoubtedly, as the boss of the company, he is in charge of the overall situation, and he must devote himself to product development, production, sales and other aspects. The responsibility of the marketing director is to form a high degree of unity between the comprehensive advantages of the market experience developed over the years and the strategic intention of the boss. . It must not exist that I come from the market. I understand the market and consumer psychology better than the boss, so I think I am self-righteous and go my own way. This will not only get the corresponding support from the boss, but also the real understanding of the employees below. Once you encounter an accident, the first person to cause trouble is yourself.
lead a team
The marketing director is the soul and benchmark of the entire marketer. In addition to his own responsibilities, he must have a global and overall concept, and he must stand on a high level to strictly demand himself, rather than equating himself with a regional manager. Fight hard, on the contrary, lead the team to implement it in unison and earnestly under the premise of understanding the company's policies.
Therefore, as a team leader, you must have an inclusive and broad mind. Even if you are very capable, you must pay attention to solidarity and mutual assistance and work together. In terms of attitude towards employees, there should be both Latest Mailing Database encouragement and encouragement, and do not boast about achievements, because the market is very variable, and do not be discouraged when encountering setbacks. Just imagine, winter is coming to an end, will spring be far behind? We should understand that the human heart is made of flesh, and everyone is eager for emotional comfort. Therefore, in the specific work, instead of blindly pressing up the task, we should try to find ways to unite people's hearts and find a breakthrough in the market.
In the era of shortage economy, marketers are often mechanical and passive groups. Their behavioral roles seem to rely on hard work and sweat to win living space and development opportunities. But times have changed, and the trajectory of rapid economic development cannot tolerate the remnants of past memories and echoes of precipitation history. Today is the era of excess economy. The high homogeneity of products and the convergence and segmentation of the market often make enterprises in the midst of ice and fire. A window to find hope in a duel.
It is a pity that there are indeed some people around us. The marketing work is only a transit station that has been passively earning a living. When the years are condensed, it is nothing more than the accumulation of experience and the accumulation of age. They do not have long-term plans, nor They will not consciously truly understand the essence of marketing in essence. In actual work, they do not and do not want to creatively adjust their strategies according to market dynamics, but only blindly execute them mechanically, sometimes even blindly. Once the work is not going well, I immediately think of the next port, so job-hopping becomes inevitable.
In such a situation, as a marketing director, you should have a deep understanding of the nature of marketing and the severe changes in the market, plan the careers of marketers from a long-term perspective, and implement the "excellence, the mediocre, and the mediocrity" from the perspective of corporate values. The selection measures of "under the top", scientifically quantify the talent standards, closely combine remuneration and performance, at the same time do more help, persuasion, and usually strengthen training to further emancipate the mind, put down the burden, and go into battle lightly. Otherwise, behind the short-sightedness must be the dim outlook.
make a plan
Under the background that the Internet and big data have become the general infrastructure of the society, the marketing director must find a way to use the Internet thinking to re-examine and plan the technology, market, users, products, enterprise value chain and even the entire business ecology.