New Integral Marketing Roles We Never Thought Would Exist
April 22nd, 2014
‘Marketing has been reaching newer heights’ – though an overused statement, it makes sense at any point of time. Advancements in the marketing industry are changing marketing roles or rather bringing forth new marketing roles that no one ever thought would come into existence. However, we cannot deny the fact that every marketing role an organization discovers, adds to the bottom line. Be it a chief marketing technologist or a brand journalist or a return-on-objective officer, every single title plays an undeniably significant role, proving to be an asset to the company.
Here are a few of the marketing roles that are emerging in the marketing space which you would need to know about and might also consider including in your organizational chart, if you haven’t yet.
Brand Journalist
Gone are the days when marketers wrote their own copies. Copy writers have stepped in to create enticing copies, changing the writing style to a storytelling model. And who writes best than a journalist. Brand journalists’ main responsibilities include encapsulating the necessary information of who, what, when, where, why and how.
Chief Content Officer/Content Director
Content is the hottest in-thing and companies build an entire department to create relevant content. Call them chief content officers or content directors or VP of content marketing, the functionalities remain the same. The main role is to lead the content marketing initiatives of the organization. Creating a content strategy and managing it efficiently across all channels are also the responsibilities of a chief content officer.
Chief Listening Officer
[tweetable]The role of a CLO is similar to that of a traffic police, policing the content being published on social media and other channels.[/tweetable] Chief listening officer listens to conversations about the brand in various forums and panels. This officer acts as a catalyst, encourages discussions and subdues discussions that affect the brand name. The feedback given by the CLO is critical to the reader and to the brand.
Chief Marketing Technologist
Every aspect related to marketing from content to branding relies on technology. To support these marketing activities, an organization needs an executive who masters the art of evaluating and implementing technological marketing solutions and services. 81% of the companies with annual revenue of $500 million have a chief marketing technologist in house.
Data Scientist
BIG DATA is a keyword that has created ripples in marketing in the last two to three years. Though the influence was initiated from major industries like telecommunications, insurance and healthcare, it spread to the marketing industry eventually. Data scientist is not the guy who sits with excel sheets making calculations, he is the guy who analyzes data from social media and other channels to understand trends and behavior.
Documentarian/Video Specialist
With the availability of a wide range of technological equipment, high quality videos have become accessible, so is creating them. This shift has resulted in a radical change in the video form of content. More businesses are investing on video specialists or technically, documentarians for quality videos.
Inbound Marketing Strategist
With the core strategies of marketing shifting from outbound to inbound, the need for a person who masters the art of performing inbound marketing has increased. Inbound marketing strategist needs to have an edge on search engine optimization, social media, web designing, lead generation, among others.
Lead Nurturing Specialist
Getting new leads in to the pipeline is just half the task done, nurturing the leads and enticing them to make a purchase is a huge deal. An executive in a company who understands the behavior of the leads and crafts strategies accordingly to nurture them is a lead nurturing specialist.
Return-on-Objective Officer
The role of a Return-on-Objective Officer (ROO) is to ensure that all marketing activities are in line with the original objectives of the organization.
Social Media CMO
Social media CMO or social media manager is the social media ninja of the company. A typical social CMO understands the most appropriate way to utilize every relevant social media channel accessible. The social media manager creates strategies to create brand awareness, and generate traffic and leads.
Every new marketing role introduced is a valuable add-on to the company. End of the day, the title does not matter; it is the impact that the role has on the company’s business results that determines its relevancy.
