Marketing professionals attract consumers by applying and managing marketing strategies.
However, a marketing director can not afford to limit himself to that. This function is constantly evolving as it focuses more on the development of the company, putting more and more emphasis on the analysis of data and customers, and with the obsession to satisfy them. Because of the need to be comfortable with technology and adaptable in a changing market, The Economist calls the new generation of DM “entrepreneurs”.
A marketing professional controls the flow of communication between a company and the customer. Marketing projects are created to improve brand awareness and attract new customers by identifying the services they need. Marketing professionals can work on multiple projects at once, missions are varied and fast, and there is increasing emphasis on meeting short-term goals and targets. If we compare the function of a marketing professional to that of a DM, we must look at the current digital landscape. Pete Krainik, founder of the CMO Club (DM Club), explains that “currently, the best DMs are those who can lead their brand beyond the marketing service, those who know their influence on the experience customer and on sales. “
The function of a DM should be to lead their brand beyond the marketing department. Rather than focusing on the day-to-day results of communication marketing strategies, they are asked to define the strategic direction of the brand and provide strategic support to CEOs, bringing marketing up to the company’s managers.
DMs need to be more and more data-centric and keep up-to-date with the latest developments in marketing technology. As this position has become more digital and data centric, a multichannel experience is now needed. Lead generation, business support and customer satisfaction are now key aspects of the DM function. “As channels, time vision, business goals and customers change [DMs] need to build corporate partnerships and strategies so they can embrace the business as a whole, “said Liz Miller, senior vice president of marketing at the CMO Council.
Changing the role of the DM position implies that it is further away from the creation of marketing campaigns and plays more of a supervisory role by controlling all aspects of the brand image to optimize campaigns. According to Influitive, “The role of modern DM is becoming more complex, as are the skills and knowledge it needs to carry it through. “Data management and analysis dominates this position and dictates the design and delivery of products. However, as the skills required are increasingly diverse, some companies are having difficulty recruiting DMs capable of managing all aspects of this job.
Companies such as Mckinsey & Company have had difficulty placing marketing professionals, who are looking to evolve to the DM position. According to them, “The turnover rate of MD is high compared to those of other branches, and MD is scarce.” The evolution of this position towards more technologically and digitally advanced functions has widened the gap between marketing professionals and DM, which does not help marketing professionals to develop the necessary skills for this position.
However, the functions of the DM evolve along with marketing, “to incorporate the management of complete customer-driven processes, technologies and people. Marketing is not just about growth, innovation and change: other executives also need to be part of it to achieve business goals by forming a united team. Gartner Report highlights the importance of senior management in moving a company forward in innovation, not just traditional marketing.
Formerly responsible for the management of a brand and the department of creativity, the DM nowadays relies much more on technology. The analysis of the quantifiable benefits of a campaign and the growth of the clientele are of increasing importance. While the functions of a marketing professional remain largely the same, although more focused on digital, the goals of the DM are no longer limited to marketing. There are still a few things in common, including creating business opportunities and focusing on the customer.
However, the gap between the marketing professional and the DM continues to widen. Digital technology is growing day by day and the focus is now on multichannel marketing. The role of the DM will continue to evolve, as they can no longer be content to focus on simple marketing techniques: marketing professionals must necessarily seek to diversify their skills to face these new challenges.