The evolution of the marketing profession

[ashammi228]

Content
A bit of history
Classic Marketing
Marketer in the Digital Age
How to remain a sought-after specialist?
Resume
Who is a marketer? The classic definition is: a specialist who studies supply and demand in the market of goods or services, and is also engaged in the sale of the company's products.

Today, all areas of business are experiencing tectonic changes telegram deutsch group thanks to the Internet, social networks and mobile devices. How have these changes affected the marketing sphere and who is a modern marketer? Let's follow the entire evolution of this profession: from its origin to the digital era.

A bit of history
18th century
It is generally accepted that marketing originated in the USA at the beginning of the 20th century, but in fact its roots are much deeper. In its original form, marketing originated with the emergence of the market and competition between traders. The first marketers were messengers who were sent to towns and villages to find out what goods the population needed. In this way, ordinary workers were engaged in market and consumer demand analysis.

19th century
With the development of industry, market growth and increasing demand, the profession of a marketer became increasingly in demand in the labor market. A marketer of the 19th century is a manager working with the company's own circle of consumers.

Russian entrepreneurs began using marketing tools only in 1880. At that time, the business owners themselves acted as marketers. They promoted their products by publishing printed and wall advertising, and also participated in exhibitions and fairs.

20th century
With the transition to a market economy, the number of goods grew, and entrepreneurs began to fight for the attention of consumers. Then, for the first time, there was a need for marketers as separate specialists. Nevertheless, in the conditions of a planned economy and a general shortage of products in the country, there was no talk of marketing research or evaluation of the attractiveness of a product.

The specialists studied the demand for the product, competitors, and pricing policy. Then, based on this data, they drew up a plan for product sales.

With the growth of the economy, the profession turned out to be extremely popular and began to develop rapidly. If in 1998 only 20% of enterprises had a marketer on staff, then by the beginning of 2001 – already 60%.

Classic Marketing
In 1964, Neil Borden's famous article "The Marketing Mix Concept" was published, in which he combined the four main elements of marketing. The concept was called 4P (product, price, place, promotion), where each element defined the responsibilities of the marketer.

1. Product. The specialist's task is to analyze and identify the consumer value of the product. The focus of the activity is on ways to satisfy customers.
2. Place. The marketer determines the most effective channels for distributing the product. Focus on accessibility.
3. Price. The specialist conducts research to establish a price for the product that is suitable for consumers and competitive.
4. Promotion. The tasks of a marketer: choosing the most effective communication channels, building a promotion strategy, defining and managing a budget, forecasting desired results, etc.
A marketer, according to the concept of marketing mix, is a person who mixes various professional techniques, and at the same time uses his personal qualities, such as responsibility and creativity, to achieve marketing goals.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

Get a consultation

Marketer in the Digital Age
The introduction of Internet technologies into everyday life has changed all areas of business. Of course, the changes have affected the profession of a marketer – he can no longer act only within the framework of classical marketing, the scope of his activities has expanded significantly.

The modern marketer is distinguished from his predecessors by:

an innovative approach to developing the company's overall marketing strategy;
the ability to build brand positioning in social networks and actively communicate with users;
ability to collect and analyze data;
the ability to research an audience and, based on the information obtained, understand what is going on in the minds of current and potential customers.
According to the latest data, the average Internet user spends about 6 hours a day online. This includes searching for information, communicating in messengers and, of course, social networks. And in this reality, the marketer's task is to use all possible online communication channels to the maximum - to increase coverage, engage the target audience in interaction with the brand, create conditions for the formation of active communities.

Every year, more and more marketing automation tools appear on the market. They allow you to optimize many work processes, thereby relieving the marketer of routine work. The task of a specialist in this context is to be aware of new solutions and, if necessary, implement them in the work of the marketing department.

Automation platforms, CRM systems, web analytics tools allow you to collect and process data related to marketing and sales. A marketer needs to be able to analyze this information and extract practical benefits from it. For example, insights about audience priorities, user behavior on the site, market trends, etc. This knowledge provides an understanding of how customers live, what their motives are, their problems and preferences. As a result, it becomes possible to effectively interact with consumers through social networks, content marketing and other tools.

A thorough analysis of the audience allows a modern marketer to move from an average approach to an individual one and build stronger connections with the client. For example, with the help of individual offers or personalized email newsletters.

How to remain a sought-after specialist?
Technological changes create a challenge for the marketing profession. In this regard, specialists must constantly expand and transform their competencies. First of all, study what is happening specifically in your business area. Analyze the situation in other countries - how technologies are developing, what new tools have appeared and what is relevant now.

Establish communication with competitors to exchange knowledge and experience. The time of fierce competition is in the past, today the winner is the one who unites on the path to progress.

Next, invest in your own education. Master new technologies for automation and personalization of marketing, the possibilities of end-to-end analytics, machine learning, etc.

Resume
From the industrial era to today, the profession of a marketer has undergone significant changes. From a marketer working according to the classical model, it has transformed into a specialist with a much broader scope of activity.

If earlier there was a separate direction of digital marketing in companies, now all marketing has become digital. In this regard, the profession of a marketer has acquired many new specializations, such as analyst, performance marketer, email marketer, etc. Completely new professions are also gaining popularity, such as marketing technologist and marketing data scientist.

The task of all these specialists is to think broadly and at the same time act based on the needs of the client. After all, as Peter Drucker formulated: the goal of marketing is not to sell a product at any cost. But to know and understand the client so that the product exactly meets his needs and sells itself.