Through the last couple of posts, we have learned about the importance of conducting research for marketing purposes and how to do so properly. c
There is no formula for becoming a marketing leader, if that is what you are searching for. However, I will offer you the best advice I wish someone had given me to become an industry expert and stand out from other marketers.
But first, let's start by understanding what defines a marketing leader and how they differ from other marketers. Generally, a leader is someone who keeps a group united, acting as a cheerleader, taskmaster, and rulekeeper, maintaining balance. A marketing leader not only develops various marketing strategies but also ensures they are well implemented, adapting to new trends and audiences. A marketing leader must also be unified with their team, understanding how different parts work together to create cohesiveness between ideas.
Now that we understand a marketing leader must be knowledgeable and capable of devising solutions for the greater good, it's my turn to tell you how you can start working towards becoming one.
It might seem more complicated than it actually is, but in reality, there is one simple thing you can do to become a marketing leader, a topic we've discussed extensively lately. Can you guess what it is? If you said marketing research, then you are absolutely right. Research is the most powerful tool a marketer can possess, often overlooked by those who believe they already know everything they need to succeed in this industry.
The truth is, that the marketing industry is always changing and evolving. As new businesses and ideas emerge, some older ones become obsolete. You must stay on top of trends to offer your team your 100%. This is where marketing research comes into play, as proper research on any topic or subject you need can leverage different campaigns with the most recent information.
“The more you know,
the better you can be.”
Even if you're not working on any project right now, you could start researching current campaigns, topics, conversations, and social causes that are trendy right now and save that information for your future brainstorming sessions. Nothing will empower you more than having already researched the information when the time comes to create a marketing campaign.
Let's consider this scenario: imagine your boss asks you to work with your team to create a new campaign for a brand-new water brand whose products come in boxes instead of plastic bottles. You immediately think it's a silly idea to package water like milk and assume the audience will feel the same way. So, you target your campaign at teenagers who don't care about cost and are willing to pay for water in a box because it looks cool. The campaign fails, and it's only after the brand points out the disconnection between the target audience and the product that you decide to do some research.
Through your research, you discover that the brand had significant opportunities within the environmentalist community, which values the reduction of plastic bottles harmful to the planet. You also realize there's a growing social media culture concerned about how microplastics from bottles are toxic to the body and how people interested in these topics look for alternatives. Moreover, you find out that many brands use this type of packaging in Europe, where it's common to see water in boxes.
Thus, there were three different audiences you could have targeted, but you didn't choose any of them simply because you didn't conduct proper research before creating the campaign. Now, the brand, the agency, and most importantly, your team have lost a lot of time and money investing in a failing campaign.
Now you understand that research is the key to success in becoming a marketing leader and staying on top of current trends to craft the most creative and effective campaigns while setting your team up for success.
I hope you enjoyed reading about how to become a better marketer. I invite you to continue reading about research strategies through my previous posts to better understand how to craft effective surveys that help you meet your research objectives.
As always, thanks for reading and have a magical day!