The Role of a Marketing Department
By Richard Wain on November 9, 2018 - Digital Marketing
All businesses have to carry out marketing activities to keep a healthy flow of customers coming in, to present the ‘face’ of the company, ensuring maximum positive exposure for minimal cost.
As a business gets to a certain size, it will hire marketing staff and set up a marketing department to take full control of this vital part of the business.
What exactly does a marketing department do? This article will help you to better understand the many different tasks and responsibilities involved.
For clarity, it can help to broadly divide these task areas into two parts: strategy and delivery.
The Two Parts of a Marketing Service
Both the strategy and delivery sides of a marketing department require skill and experience but these skill sets are actually very different.
Developing a marketing strategy needs individuals who excel at creative thinking, idea generation and tapping into unexplored avenues. On the other hand, delivery requires a deep understanding of digital and online processes, data analysis and often specific expertise in tools and techniques.
A great strategist might come up with an amazing high level plan but struggle to turn it into a measurable campaign.
Likewise, someone can live and breathe pay-per-click campaigns but fail to match their activity with the overall business goals.
Although there is some overlap, here are some examples of marketing tasks and how they can be broadly divided:
- Plan a marketing schedule
- Define goals and objectives
- Define and manage brand identity
- Conduct customer and market research
- Ad campaign management – online and offline
- Editing and producing brochures, leaflets and other physical marketing materials
- Creating search-optimised content for websites or blogs
- Monitor and manage social media
- Internal communications
- Public Relations to maximise positive exposure of the brand (although bigger companies will have a separate PR/media liaison department).
That is a lot of work, especially for a small team!
We have found that marketing individuals and teams vary in their strengths in each of the above areas. They often ‘get by’ until the company grows to a size where the overall workload or skills gap becomes too much. Then they struggle!
They often choose to offload some of these activities and activity areas to outside vendors and/or agencies. This can work but it can also be a disaster. Another major role – and one which marketing departments often fall down on – is overseeing the performance of these outsourced functions. How do you ensure a positive marketing ROI while ensuring the brand message is consistent?
If businesses are too gung-ho about their outsourcing they can shoot themselves in the foot. For example, an SEO ‘content specialist’ could use out of date techniques which both annoy Google and your customers (you really don’t want to get on the wrong side of either!)
How the Vu Tribe can Help
We quickly realised that this was an area we could help with. After all, we were already supporting existing clients with their ongoing digital marketing needs. Since we had built websites for these clients, we already had a strong understanding of their brand and priorities. With no learning curve or settling in time to worry about, we could hit the ground running and start adding value straight away.
We created the Vu Tribe to fill in the gaps in marketing strategy and delivery for businesses of various sizes. We limit this service to a small number of companies and tailor the content to their specific needs.
We provide high quality training, helping marketing personnel to fully understand their roles, while also taking on those tasks and functions that the team don’t want or don’t feel comfortable with.
For more information about the Vu Tribe network and services, please visit our Vu Tribe page or call us directly.