Sixty years ago, marketing found itself centered around three mediums: radio, television, and print advertising. However, when the internet took over the world, everything changed. Marketing managers now have to navigate the multi-medium enterprise of the World Wide Web.
The internet isn’t merely on par with the three pillars of traditional marketing mentioned above. What began initially as search engine marketing, commercial emails, and flashy pop-ups have evolved into an internet marketing monster these past few years. However, if tamed right, this monster can serve marketing managers well, offering lucrative opportunities for their organization.
Marketers have an ever-increasing list of responsibilities in 2020. By no means is it going to be a cakewalk to master the marketing game in this new era. You’ll have to stay up to date on the latest trends if you want to survive.
There are a few new marketing manager obligations that are more important than ever to master. Get ready to conquer these marketing mountains this year if you want your organization to thrive.
We live in a mobile world.
In 2020, 52% of web traffic worldwide comes from mobile (Statista). Worldwide mobile traffic projects to increase by 700 percent between 2016 and 2021 (Make a Website Hub).
Everyone is on their mobile devices. And more people have access to smartphones every year. You know it’s a mobile-epidemic when 5-year-olds are strutting around at school with the latest iPhone.
As a marketing manager, you know that if you want to reach your market, you need to go where they go. And they’re not going to the TV, newspaper, radio anymore. And they’re not even going to their desktop computer.
They’re going to their smartphones for everything.
You should be doing two things as soon as possible:
#1) Optimize your website for better mobile user experiences. Make everything just as easy on mobile. That’s how the majority of people will be viewing your site after all.#2) Begin implementing SMS marketing. Text messages have a 98% open rate (CrazyEgg). A little better than email open rates, right? SMS marketing grew by 92% and 197% for B2Cs and B2Bs, respectively, from 2015 to 2017 (Salesforce). It’s only expected to continue growing.
Instagram Influencers are the new celebrities.
Remember Britney Spears and Pepsi?
Do what Pepsi’s marketing managers did with their soda-pop strategy and get your product into the hands of Insta-famous influencers with 100k followers.
Influencer marketing can generate a return on investment of up to $18 for every $1 spent (Influencer Marketing Hub). How’s that for an ROI?
Influencer marketing isn’t only blowing up on Instagram.
In 2020, it’s also making its way into TikTok: the newest, Generation Z-led short video app.
TikTok was the most downloaded non-game app in the world in January 2020. It received 104.7 million installs in a single month, up 46% from January 2019 (Sensor Tower). Oddly enough, right now, only 4% of marketers are taking advantage of TikTok for business purposes. Yet, there are more than 1.5 billion users (Media Kix).
Do you see the opportunity here?
TikTok is taking over. As a marketing manager, you have a tremendous opportunity to get ahead of the 96% who haven’t jumped the gun on TikTok yet. It’s not a matter of if marketers will fall in love with TikTok as they did with Facebook, Instagram, and YouTube… It’s when.
Now’s your chance to strike while the iron’s hot, or get left behind.
It used to be just blogs.
Now it’s video content too. And infographics. And eBooks. And podcasts. And much more!
It can be overwhelming as a marketing manager just tackling content, let alone all of your other responsibilities. The reality is, if you aren’t producing multiple types of content, you’ll fall behind. B2B marketers use an average of 13 types of content in their content marketing strategy (Top Rank Blog).
But you don’t have to sweat it. There are ways you can kill two birds with one stone with content creation.
Whenever you’re strategizing your content, think about how you can double or triple up your efforts:
Not only will you automatically have five new content assets instead of 1, but you’ll reach more people. Everyone consumes content differently, even within your audience. By multiplying your content, you’ll be able to reap 5x the rewards without grueling over any extra effort.
You have to be on your A-game, producing freebie after freebie. Keep giving your audience something to consume, and you’ll keep their attention. And as long as you’re targeting the right people, more attention equals more sales and a higher customer lifetime value (CLV).
Once you’ve tackled mobile marketing, influencer marketing, and content marketing 2.0, you’re almost set. This is assuming you’ve already mastered SEO, paid ads, social media, and email marketing. There’s one final distinguished responsibility:
Where are you headed?
Nowadays, the modern marketing manager has to think about everything from writing, designing, creating ads, analytics, and how to navigate a dozen-plus marketing channels. There’s so much pressure to master so many skill sets that modern marketing managers often lack the most critical skill:
Marketing strategy.
Once upon a time, before marketing managers were inundated with a stack of responsibilities that would make the average person go crazy, their mission was to direct the ship through research, planning, and strategy. Before you go off and conquer these new responsibilities, always remember to step back and look at the bigger picture.
Your number one responsibility as a marketing manager is to steer the ship with an excellent marketing compass. Don’t forget the research. Don’t forget the macro game. Keep guiding the ship. Every other responsibility is secondary.
A Marketing Manager’s Key to Success
With the ever-increasing list of responsibilities marketing managers have to tackle, it can be challenging trying to juggle everything. It can be stressful trying to handle everything on your own, let alone keep up with the latest strategies.
Successful marketing managers understand that leveraging talent, counsel, and strategists are the path to growth in the modern marketing world. Hiring an inbound marketing agency can help marketing managers streamline their operations and fuel their business growth.
At Rizen, we’re an inbound marketing agency located in Miami, Florida, that can help take the weight of responsibility off your shoulders. As a trusted partner, we’ll walk with you side-by-side, saving you time and resources so you can get more done in less time.
We’ve worked with both solo entrepreneurs and multi-million dollar corporations across the United States and throughout the world, to grow their return on investment, deliver engaging content to their audience, and streamline their marketing efforts into measurable results.
Reach out today to find out if your business qualifies. We can't wait to hear from you!
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