Persuasion is a key skill for marketers to master — not manipulation but honesty-based persuasion.
As Emma Snider writes for HubSpot:
“To sell something, you have to convince a buyer that they not only want your offering, they need it. To be clear, I’m not talking about fooling them into buying a piece of junk. Oftentimes, prospects stand to benefit considerably from purchasing a new product or service.”
“Most salespeople swear by personal persuasion tactics that ‘just work.’ But what does science have to say about it? After researching scientific studies on tactics that prompt people to act in a certain way, the folks at Everreach put together the infographic shown below. Instead of deciding which method of persuasion to use based on gut feel, salespeople can now consult the science before proceeding. So before your next meeting or call, think: Which of these six tactics would hold the most sway over this particular buyer? Adjust your approach accordingly and you’ll have them signing on the dotted line in no time. It’s not magic; it’s science.”
Here are a variety of videos for those considering a career in marketing. They cover a lot of bases for you to think about.
How to Start Your Marketing Career
A Realistic Job Preview: Jose, Multicultural Marketing Communications Director, Comcast
Product Marketing Opportunities at Amazon Web Services
A Career in Marketing…Ng Ee Chuan, Head of China Sales at Bloomberg
Market Director, Greg D. on Career Mobility – Exploring Careers at Chase
Product Management & Marketing Careers at Optum
What Do You Look for in an Employee? by Tracey Abbott, VP Strategic Planning at Footlocker
Several of these videos suggested by Ana Luiza Loures.
Would it surprise you to learn that — according to Glassdoor – the number one job for young adults is marketing manager? :-)
As reported by Aaron Taube and Skye Gould for Business Insider:
“As young people determine who they’re going to be, one of the top concerns on everybody’s mind is finding a job that will make them happy. That’s why Glassdoor set out to determine the 10 best jobs for people in their 20s. To compile the list, Glassdoor looked at job reviews left on its site by employees between the ages of 20 and 29 over the past three years. In each of the reviews, employees rated their job satisfaction on a scale of 1 to 5, with 1 being very dissatisfied and 5 being very satisfied.”
“Twenty-somethings gave marketing manager an average satisfaction rating of 4.0, making it the top job for young professionals. Glassdoor community expert Scott Dobroski says its appeal lies in the way it gives young people the best of both worlds: a clear, defined career path alongside the opportunity to be creative in a collaborative environment.”
Take a look at the infographic prepared by Business Insider.
Post suggested by Ana Luiza Loures
In the slideshow below, learn about the vast range of job possibilities in marketing, the kinds of organizations that employ marketers, and annual compensation for many marketing-related jobs.
In Marketing in the 21st Century by Evans and Berman, marketing is defined as the “anticipation, management, and satisfaction of demand through the exchange process.” According to the American Marketing Association: Marketing “is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Wow, that is a mouthful (even if one of those definitions is from me. :-) ).
So, let’s take a more “real world” perspective about the role of marketing, as described by Daniel Newman for Forbes:
“Perhaps the greatest misconception in the world of marketing is that the role of the marketer is to drive awareness to the brand. In reality, marketers are first and foremost responsible for creating customers; awareness is merely one portion of the buyer’s journey. With the proliferation of digital marketing, social media, and the hyper-aware consumer, the journey has changed a little bit and the role of marketing has evolved with it. Having said that, the growth of new channels hasn’t changed the fact that marketers are supposed to be creating customers, but what it has done is make many of our marketing efforts more measurable.”
Click Newman’s photo to read more.
As has been reported by various sources (see, for example, 1, 2, 3), there are many rewarding career opportunities in marketing. And the potential for career advancement and good earnings (six to seven figure annual compensation if one reaches the top) is strong.
The late Steve Jobs’ greatest talent was his marketing vision regarding product design and innovations, along with his passionate promotion of Apple products. Mark Zuckerberg is first and foremost a great marketer for Facebook! Every big accounting firm needs marketing professionals to get the message out to prospective clients.
Click here to see updated information on the range of marketing jobs and the earnings potential.
According to Kyle Kensing, writing for CareerCast:
“The advertising and marketing industries’ influence is ever present. Open a Web page, turn on a radio or television, walk outside and see a billboard or bus bench, and that impact is clear. The best jobs in advertising and marketing bring products and services into the public consciousness.”
“If a tree falls in the forest but no one is there to hear it, does it make a sound?, asks an old proverb. Apply the same principle to marketing. Without consumer awareness, does a product exist?“
“Consider that Samsung spent a reported $11 billion in marketing and advertising in 2012. And that’s just one company. Google’s advertising revenue topped $20 billion in the United States last year, surpassing print outlets for the first time. The staggering sums of money being spent in marketing and advertising are an investment in even higher returns. Thus, professionals in these industries are faced with high-stakes decisions on a daily basis.”