All potential customer database processing is carried out using CRM systems. A number of companies practice only email marketing. And if the enterprise is large enough, then in addition to the latter, it also uses the interaction channel via SMS-information and messengers.
Representatives of such specialties as product managers, analysts, and developers do not always report directly to the marketing director, but they do take direct part in implementing the company's marketing policy. In the chain of command, they are in horizontal communication with the marketing department, interacting with almost all of the company's services.
It is no secret that the the benefit of using our database tools for implementing the company's marketing policy are developing so quickly that not everyone can master them. One of the main requirements for a candidate for a vacant managerial position is the ability to navigate all existing aspects, apply them and analyze the results obtained, ultimately eliminating the most ineffective ones.
strategist – to build a sequence of moves, to foresee alternative options for the development of events;
analyst – process a large amount of information, be able to highlight the main points and make decisions based on the main conclusions;
an expert in the external and internal environment of the company - focusing on changes in the situation within the enterprise and external transformations of the surrounding reality, quickly react and change the product, satisfying the preferences of buyers.
An online marketing director, like any manager, must have excellent management skills in order to be able to select a reliable team of professionals and motivate them to achieve results.
Find an approach to all employees based on their individual characteristics. Be able to show how, by achieving the company's goals, they can realize their dreams and desires.
Professional and personal qualities of a marketing director
The required list of applied knowledge is a set of basic skills that are subject to measurement:
proficiency in basic data analysis tools;
ability to set marketing goals and create a comprehensive marketing and communications strategy for the company;
understanding of marketing research methodology: audience, product, competitors, content;
correct interpretation of data to form and test hypotheses;
knowledge of finance, unit economics and budget planning;
ability to correctly evaluate the effectiveness of marketing activities;
possession of basic skills in website development;
understanding the main features of working with loyalty, targeted and contextual advertising, SEO, CPA networks, SMM, CRM, content marketing.
Of course, this does not mean that every online marketing director should have these skills. There are two ways to become a manager: you either need to have outstanding leadership skills or be a super professional in the field of marketing.