The head of marketing must understand the meaning of the word "profit" in a broader sense than the accounting interpretation implies. Sales profit, cash flow, net present value, return on investment, asset turnover and other similar indicators can lead to negative developments if they are applied to any occasion. For this reason, the CMO must have a deep understanding of the importance of product and market portfolios and the policies associated with them.
The most famous foreign FMCG companies have marketing directors on their staff, so the need for them arises episodically, for example, when the contract of an invited specialist ends.
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The nuances of the position of online marketing director
Due to the current trend of business moving online, there are some specifics in the work of an online marketing director.
This person must select a team of specialists who understand modern marketing trends and the main trending tools in this area.
When searching and attracting traffic occurs through third-party platforms, this is called performance marketing. The following are competent in this matter:
CPA manager or affiliate marketer;
contextual advertising specialist;
targetologist;
SEO specialist.
The phrase “content marketing” refers to a set of activities for the creation and distribution of materials on websites.
According to the latest research conducted by Demand Metric this year, 91% of B2B marketers use content marketing to promote themselves.
Editors, copywriters, designers and other specialists write texts, prepare audio, shoot video stories. SMM specialists, development and PR specialists, influence marketers (build mutually beneficial cooperation with bloggers) are engaged in the placement of created content.
If the task is to generate even greater demand for a product or service, to attract the maximum number of cold buyers, then content producers and managers of special content projects get to work and conduct large-scale campaigns.