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Effective marketing shows your goods and value proposition to your target audience — existing customers and new audiences. With your market research, your brand strategy will lead you to what your target market is looking for, the price they are willing to pay, and how the goods play out in your marketing mix. Marketing management is a role that needs to take charge of the voice that your business will message, and how effective it is in bringing your target audience to your site. Methods vary depending on the medium, such as email marketing, social media, Google Ads, and SEO.

Marketing Management — What Is It?

Marketing management is the control and management of various marketing activities from the selection of focus groups for primary research of product design, function, and usage models to blog posts and keywords used on a website. It encompasses market research, product definition, core team consensus, and managing market segments. Marketing strategies and goals are part of the core, including marketing campaigns, target market definition and reach, content marketing over various mediums, and format/delivery especially on mobile devices.

Marketing Management — What Do They Do?

A Marketing Manager is in charge of the brand's voice in the market and all activities that lead up to getting the right message and the correct reflection of the brand. Responsibilities include:

Implementing standard operating procedures in executing various marketing activities.
Research of target market, customer base, usage models, and social media resonance to the brand.
Creating and planning the execution of marketing campaigns.
Setting up email marketing tools for automation of messaging to support sales events.
Tracking and analyzing data ranging from marketing research to email campaign effectiveness to conversion rates.
A strong understanding of the marketing mix of various channels such as social media, email marketing, Google Ads, and organic traffic (SEO).

Core Competencies That Marketing Managers Must Have

Evaluate products or services for a market fit, as well as sizing the competition and their fit in their SWOT (Strengths, Weaknesses, Opportunities, and Threats).
Devise a marketing strategy, analyze penetration, and increase market share while strengthening the brand and customer satisfaction for future business growth.
Brand messaging, and coordinating the messaging between products and resonating with the marketing mix channels.
Understand, analyze and track various metrics from lead generation, click-through rates, UI/UX experiences, and conversions.
Be a strong leader, effective individual contributor, and good team leader working with extended teams to achieve marketing strategy goals.

Summary

Without marketing management, the ability to coordinate, resonate your message, continuously improve your brand's voice, increase revenue, focus on profit pools, and grow a customer base is in jeopardy. The role shifts based on customer target audiences, product segments, and usage models. But overall, the vision of a marketing manager requires leadership, evangelism, and being effective in accomplishing the vision. If you are needing some marketing assistance, feel free to reach out at wish@thegenielab.com.

Managing a growing eCommerce marketing function? TheGenieLab acts as your fractional marketing partner — strategy, execution, and reporting.

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