Most of us probably read Death of a Salesman in high school, but didn't take the themes to heart. What did we care about door-to-door salesmen and their hard-knock lives?
If Arthur Miller were to rewrite this classic tragedy for the modern age, it would be titled Death of a Marketing Director.
If anyone thinks this job is easy, they obviously haven't walked a day in the shoes of a marketing director. It ain't no walk in the park.
10 Struggles All Marketing Directors Understand
Let's face it. A typical marketing director or manager has to be a Jack (or Jill) of all trades. He or she must be able to manage operations, write copy, design marketing campaigns, create websites, manage public relations, and so much more. To say a marketing director has to wear many hats is an understatement. We recently reviewed the struggles all project managers face, but today we are focusing on marketing directors. Here are 10 struggles every marketing director deals with on a daily basis.
1. Is anyone listening?
Your company is definitely talking, but some days it seems like no one is listening. The sales numbers aren't going anywhere and the bosses are getting antsy. The marketing director needs to be a salesman to both the bosses and the target audience.
2. Are the right people listening?
Your website views are definitely increasing, but the sales numbers are flat. So you are getting people's attention, but are they the right people? The marketing director must also be a social butterfly, finding the right crowd to invite to the party.
3. What's really working?
You launch a multifaceted marketing campaign across multiple channels. You are seeing growth; however, you expected a bit more from the campaign. The marketing director needs to be a dedicated treasure hunter, always looking for the diamonds.
4. Are we getting any ROI?
Marketing is a large part of most company's budgets. That means the higher-ups want a return on their marketing investment. The marketing director has to account for where each dollar is spent and how much marketing bang the company got for each one. We hope you are a numbers person.
5. Will there ever be enough resources?
No company has an unlimited budget for marketing or personnel. The higher-ups expect you to perform miracles with a smaller budget than last year. Didn't you know that being a marketing director also means being a miracle worker?
6. Can we keep up with the competition?
There is a new rising star in the industry. That startup is attracting attention with new, innovating marketing ideas. The marketing director needs to know the competition better than his or her own children.
7. Do the higher-ups have unrealistic expectations?
Everyone is trying to do more with less these days. However, some executive types fail to realize that there is only so far a marketing dollar can go. A marketing director has to be a politician as well as a miracle worker to manage these unrealistic expectations.
8. Are we too far into our comfort zones?
Many companies fall into a comfortable spot when it comes to marketing. They found something that works and they see no reason to change it. However, at some point, that comfortable spot will become a rut. A marketing director needs to be able to predict this and take action before it becomes a problem.
9. Can we sustain our momentum long-term?
Marketing is a never-ending need for most companies. The hope is, over time, that the company's efforts will gain some momentum and continue forward without as much effort. The marketing director is the navigator who monitors the momentum and makes course corrections as needed.
10. Which channel is giving us the most?
Social media. TV ads. Website development. Blog content. Email offers. The marketing director is the one who must measure every result and determine the most effective channels.
The day-to-day life of a marketing director is exhausting, to say the least. You have to be a leader, a miracle worker, a politician and a saint. If you need some of that weight lifted off your shoulders, call on the marketing pros at ROI Online! Not only are we marketing experts, but we’re also pretty darn fun to work with. We’d love to talk with you about your marketing efforts and how we can help you improve them.
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