In an ideal business environment a marketer is basically responsible for developing the company’s market positioning, elaborating the go-to-market strategy and tactics, and overseeing the implementation of those tactics to make sure the business goals are achieved.
During my marketing career I was fortunate to work with some excellent marketers, learn about their personality and admire their skills. Below is a list, by no means comprehensive, of the “ingredients” that a great marketer is made of:
Training- it might sound old-fashioned today, but I believe this is the foundation of a great marketer. He/she has to have a good understanding of concepts such as target market, segmentation, positioning as well as the 4 P’s of marketing: product, placement, price and promotion.
Vision-a great marketer looks beyond today and knows exactly where he wants the brand to be in the next 5 years. He realizes that brands take years and discipline to build and is consistent in communicating the differentiating idea.
Curiosity-a good marketer is always interested in what happens around him. He/she has to have a decent understanding of the various marketing sub-disciplines: market research, communications, digital marketing, event marketing, public relations. Regular training is also mandatory.
Multi-tasking-usually a marketer has to manage multiple projects, such as a website, a catalogue, a new brand identity development, that have a similar deadline (usually the launch/refresh of a new brand): He/she has to be able to dedicate sufficient time to each project and get them accomplished in time for the big event.
Excellent communications skills. A good marketer should be able to communicate in a very straightforward and succinct manner, in order to avoid confusion and miss deadlines.
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