Marketing has been an integral part of companies’ attempts to convince people to buy their wares, services, or both since time immemorial. Slogans, attribute lists, endorsements, and even customer testimonials are all part of the lexicon of marketing gimmicks. The marketplace has moved from word of mouth and print media to the world of television advertising and online popups. Those who seek marketing careers in the 21st century must understand people’s tastes in not only the products and services themselves but also in advertising channels.
Search Engine Optimization
The Bureau of Labor Statistics tells us that companies are paying six-figure salaries to their marketing pros, and that’s just the median. Nearly everyone is online today. Marketing professionals need to be up on the latest techniques on how to reach people through the web or through their phones, and that education, along with the rare skills included, is that for which these companies are paying.
SEO is the practice of inserting keywords and phrases into an online document that attract the algorithms of search engine software to display a certain website when users enter certain search terms. Savvy marketers can use this practice to increase traffic to their company’s website, which in turn increases sales and earnings. Knowing the ins and outs of SEO is therefore essential to pursuing marketing careers.
Data Gathering and Analysis
The world of marketing is ever-changing. What worked in magazines in 1950 most certainly will not work in 2018. Millennials, who are the among the top demographics that businesses want to reach, have little time for sexism, homophobia, and racism. The BBC ran a piece this year about how the sitcom “Friends” had lost some of its luster among millennials who grew up with it because of the character of the humor displayed in the show.
Perceptive marketers must be aware of these changing attitudes. In the marketplace, the changes occur quickly, often month to month if not weekly. Preference data among the desired demographic must be swiftly collected and analyzed for trends. If last month’s ads had red cars in them, for example, and this month’s data indicate a preference for blue cars, then the new ads had better include blue cars.
What’s Needed to be a Professional in Marketing
Generally, a bachelor’s degree is required. Management positions might also require an advanced degree or, at the very least, some graduate coursework. Areas of study other than marketing might include:
- Journalism
- Finance
- Business law
- Computer science
- Communications
Because of the ephemeral nature of constants in the world of marketing, professionals must also continually educate themselves about new techniques and strategies.
Read: 20 Best Online Schools for Marketing
The Outlook
As stated, marketing careers are plentiful in the 21st century. There were nearly a quarter million new openings in 2016, and the growth of the industry is highly above average at 10 percent annually.
Careers in marketing are among the fastest-growing and rewarding jobs in the U.S. As more and more jobs where people make things or provide services disappear because of automation of one form or another, it’s only natural for jobs involved with marketing the products and services made and delivered thereby to grow.
