career in marketing
TRANSCRIPT
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A Career in MarketingBy Polly Lambert DipM, MCIM
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Marketing.What is marketing?What tools do we use?What opportunities are there?What skills and qualities do you need?Routes into marketingWhat are the rewards?Find out more
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Marketing.
What the heck is it?
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Simply put, marketing is the art of…
Persuasion
A company makes stuff….
Marketing persuades you to buy itand tell others how happy you are
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We influence you at every stage of the buying cycle
Problem
Search
Evaluate
Decision
Purchase
Evaluate
Loyalty
“My phone is rubbish.”
“Which ones have my mates got?”
“Does it do what I want?”
“Where can I get it cheapest?”
“Mum, can I have £200 please?”
“Did I do good?”
“Have you seen my phone, it’s ace.”
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Marketing.
What tools do we use?
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Direct
What do we use to influence you?
Marketing
People
Place
Promotion
Product
Proof
Advertising
Branding
Content
DigitalSocial
Public Relations
Advocacy
Product
Price
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Marketing is continually evolving
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We used to treat everyone the sameOne message to many….
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Now it’s all about personal relationships…many messages to one
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Using many tools and channels to engage you
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We will use humour so you remember us
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We will watch your habits so you want us
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We evolve the way we look….often without you noticing
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We target you in unexpected places
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We use the cute factor to make you love us
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We influence you without you knowing
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We even influence your friends
to influence you
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Marketing.
What opportunities are there?
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You can market to business or consumers, in different sectors, for different sized organisations
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In many, many different marketing roles…
Public Relations
Content Marketing
Social Marketing
Field Marketing Advertising
Channel Marketing
Marketing Communications
Digital Marketing Market Research
Analytics
Customer Advocacy
Social Marketing
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Marketing.
What skills & qualities do you need?
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Many skills & qualities make great marketing people
Communication
Technology
Team player
Driven
Analytical
Writing
Tenacious
ImaginativeBusinessAcumen
Creative
Influencer
Inquisitive
NumerateOrganisation Ambitious
Common sense
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Marketing.
What are the rewards?
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Marketing Executive• £23,000
Digital Marketing Executive• £28,000
Marketing Manager• £44,000
Marketing Director• £80,000
Chief Marketing Officer• £100,000+
What are the rewards?
Marketing is fun, challenging, hard work,fast paced, sociable, ever evolving…
and highly satisfying.
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Marketing.
Routes into marketing
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What paths lead to marketing?
Virtually any…Business or Marketing Degree
….or any Degree you are passionate aboutApprenticeships & Internships
Graduate schemesQualifications with CIM/CIPR/IDM
But not essential because…Hands on experience, initiative and common sense
will get you a long way
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What can you do now?
Help with school or club eventsCreate school or club newsletters
Critique adverts & follow campaignsDesign adverts and posters
Read the news, follow companiesOffer to help people with marketing
Build a website about anything you loveDo something to raise money for charityRead about and follow great marketers
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Finally… from the mouths of marketers“It's largely fun (you need some of this) and logical
(most marketers could do with more of this!).”
“I was always told off for making things up - now I get paid to do it!”
“I have always loved that marketing is equal parts science and creativity.”
“We get to be creative with leading-edge stuff... Stay inquisitive and never accept the status quo.”
“I studied drama and theatre my link was… Creativity, influence, communication, presentation,
scripting, storytelling... THE AUDIENCE!”
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Thank youPolly Lamberthttps://uk.linkedin.com/in/pollylambert
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Just a few places to find out more…
The Chartered Institute of Marketinghttp://www.cim.co.uk/
The Institute of Direct and Digital Marketinghttp://www.theidm.com/
The Content Marketing Institutehttp://contentmarketinginstitute.com/
The Chartered Institute of Public Relationshttp://www.cipr.co.uk/
Advertising Institutehttp://www.ipa.co.uk/