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Marketing is a very generic term and a function that is needed across almost all industries. Every industry however has its own characteristics, needs and target customers, which means different industries require very specific skill sets and knowledge to carry out the marketing function.
Following the great financial crisis and increasingly cost-conscious organisations, it is important for candidates to understand that the marketing function is not only to increase exposure for a brand or product, but also to ultimately generate sales for the company. Candidates with a proven track record of successfully increasing sales via tailor made marketing activities therefore have an advantage over those that don’t.
Having experience across all marketing functions, including marketing, communications, advertising, promotions, public relations and client relationship management or loyalty programs, is also a definite advantage as it opens up the possibility of integrated marketing plan across all functions. Certain businesses however have specific needs and/or different team structures that require specialists rather than generalists. While all-round experience is often desired, it is not always a necessity.
Also bear in mind that marketers with well established media contacts are able to maximise media coverage despite having a limited media budget. For example, consumer and retail brands often place an emphasis on print media as a way of reaching their target audience through press coverage. One of the very first qualities hiring managers for consumer/ retail brands look at is therefore a candidate’s relationship with the media and the value they have successfully generated through PR coverage of events and other marketing activities.
Another winning quality that makes a marketing candidate stand out is creativity. Creative news angles often lead to an increase in media exposure. Sensitivity to the use of different channels and being able to spot and catch opportunities to enhance a brand or promote a product is certainly a highly demanded asset. A good example is Cartier’s immediate donation in a TVB fund raising programme following the tragic Sichuan earthquake.
Another great tool for generating sales is customer relationship management (CRM), an efficient and effective marketing tool for gaining both instant and long-term sales through direct contact with existing customers. Companies are increasingly adding a CRM function to work alongside marketing teams. Experience in the deployment of loyalty programmes therefore definitely adds value to a candidate’s profile.
In conclusion, really understanding the industry and the ultimate goal of the marketing function is the first step in securing your desired marketing position. Secondly, all hiring managers do not only seek talents who can do the job, but to do so in an efficient, effective and a cost-effective way. In-depth knowledge and creative thinking goes a long way in helping you think a few steps ahead.