M[//dropcap]arketing success is a daunting task for businesses. So modern marketers have to learn new skills to compete and flourish.
Today’s business owners need marketers who use analytical thinking in their strategies. It means an effective marketer is also a scientist.
Here are four important skills that a modern marketer should have to thrive in today’s fast evolving world of marketing.
Content creation thru social media and email marketing are vital for successful marketing. But you will find that not all are equally successful. When you consider your time and resources, some activities will result in low ROI.
Performance tracking will isolate the poor ROI activities. Then you can change or remove them to get better results. Better yet, replace these with proven strategies that bring higher ROI.
While performance tracking is important, you also need a good grasp of the collected data.
Fortunately, several analytics tools help do the job efficiently. KissMetrics takes care of behavioral analytics. Google Analytics is a popular free web analytics tool. Google Search Console handles free organic search traffic. Cyfe is an AIO (all-in-one) dashboard for marketing. There is a plethora of analytics tools today for you to choose from.
You may also have to consider using the paid or premium versions to better monitor what’s working and what’s not.
Campaign performance deeply monitors the ROI of each marketing operation.
Simply put, return on investment is the revenue for each dollar spent. A positive ROI means you’re earning more than you’re spending. A negative ROI means the opposite.
To track and analyze campaign performance, you have to categorize channels for tracking. These channels include email social, paid, referral, organic search, direct and more. It also covers metrics such as lead conversion, click-through rate, individual visitors, social media effectiveness, bounce rate, email opening and more.
Several tools ranging in cost and features already cover these channels and metrics.
Large companies have marketing operations that are more complex to run or oversee than small and medium-sized businesses. Still, you need a good grasp of operations as a modern marketer, and work within the limits of the strategy and a prearranged budget.
You may have to develop or oversee marketing operations, depending on your position and the company size. It may include taxing responsibilities such as developing a marketing plan and allocating a budget, managing expenditures, tracking cash flow at detailed levels and managing execution and collaboration of internal and third-party projects.
A modern marketer needs a comprehensive skill set to proficiently drive thru today’s dynamic world of marketing.
Thankfully, developers with marketing backgrounds created effective tools to help you track, measure, and analyze your chosen industry.
It allows you to make informed decisions to improve overall performance and increase ROI.
So what road bumps have you crossed so far? And what tools have you used to overcome hurdles?
Image courtesy of Maia Weinstock