Proper allocation of functions within a company is one of the key tasks of the management system. From job descriptions, you can often determine how well a company handles this task. For example, if you see something like "SMM manager required with salesperson functions," there is likely chaos in that organization, and the manager does not fully understand who should be doing what. This confusion often occurs with the marketing department. All sorts of responsibilities are attempted to be loaded onto it. Another extreme is the complete absence of marketing in the business. In this article, we will discuss the main functions of the marketing department in a company.
Primary goals of the marketing department in 2023
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Brand recognition
The marketing department should create and promote a company image that distinguishes it from others and stands out among competitors. This includes creating a logo and slogan, developing a unique style of product and website design, conducting advertising campaigns, etc. However, the main goal is to create emotional attachment from potential customers to the company's brand. The brand should evoke feelings and emotions, for example, trust, reliability, a sense of prestige, etc., depending on the image the company wishes to create. Brand recognition does not come instantly. It is a process that requires time, patience, and constant work. But if the marketing department can create a unique and memorable brand, this will be the key to the company's future success and will increase its value.
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Conversion increase
The marketing department must constantly work on turning potential customers into actual buyers. Conversion is one of the most important indicators of a company's marketing strategy effectiveness. It can be influenced, for example, by the convenience of the website. The better a user feels on the site and the easier they find the necessary information, the higher the likelihood that they will perform the target action — place an order, fill out a feedback form, etc.
Content also plays a crucial role: it should be informative, understandable, and attractive to the target audience. The more interesting and useful content there is on the site and on social networks, the more likely it is that users will become regular visitors and customers of the company.
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Customer loyalty
Several factors influence loyalty: the quality of goods and services, special conditions for customers, convenient service, and appropriate feedback. For example, preparing information for the production and delivery department about what parameters need to be improved. Loyalty can also be achieved through various loyalty programs: accumulative cards, bonuses, and discounts.
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Development and maintenance of customer communications
The marketing department should remember that the best advertisement is a satisfied customer. Therefore, one of their tasks is to monitor customer reviews and respond to them in a timely manner. It is also crucial that customers receive comprehensive answers to their questions from the support service. To do this, communication channels need to be developed: websites, messengers, chatbots, and, of course, social networks. Using these tools, marketers can not only receive feedback from customers but also inform them about new products or tell them about the company.
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Increase in company profits
One of the main tasks of marketing is, of course, to increase the company's profits. This can be achieved not only through advertising. It's important to constantly monitor the quality of goods and services, expand the product line, and monitor competitors, and market changes.
Functions Performed by the Marketing Department in a Company
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Data analysis and study
The functions of the marketing and advertising department also include data collection and analysis. This is necessary to optimize the work of the department and the company as a whole and to increase the effectiveness of their strategies. It's important to keep track of metrics to understand if the right promotion tools were used. Also, research can help measure demand or study the target audience.
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Development of a marketing strategy
Naturally, to achieve market success, a promotion strategy must be planned in advance. This is, among other things, what the marketing department should do. The strategy includes defining the target audience, product positioning, pricing policy, promotion channels, and other factors.
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Product promotion in the market
The marketing department should develop the product's unique selling proposition (USP) and corporate style, and define the company's tone of voice. Then marketers choose promotion channels and launch advertising campaigns. This also includes the company's participation in various exhibitions, conferences, and other platforms where your product can be presented.
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Working with partners
The marketing department should establish partnership relations with other companies or brands to expand their audience, increase brand recognition, and strengthen their reputation in the business community. This can include joint advertising campaigns, collaborations, exchanging customer databases, or closed business events.
What Does Not Fall Under the Functions of the Marketing Department
As I mentioned earlier, managers often try to burden marketing with functions that should be performed by completely different departments. Below is a list of responsibilities that are mistakenly attributed to marketers:
- Accounting and financial planning;
- Technical support and customer service;
- Management of production and logistics;
- Legal issues and protection of intellectual property rights;
- Personnel management and HR processes;
- PR and work with the media.
I hope you now understand what exactly falls under the functions of the marketing department and will not make mistakes by burdening employees with other people's responsibilities.
I talk about how to distribute functions between departments and why it is important in my master class «How to Strengthen Your Team and Boost Business Efficiency to Survive in Tough Times».
