Is it possible to work in marketing if you are not creative at all? I asked myself this question in my third year of university, when I was invited to an interview for the position of Internet marketer in an advertising agency.
I was studying to be a mathematician and systems programmer. But I didn’t plan to work in my specialty, since pure mathematics was boring for me, and I wanted to find something at the intersection of analytics and creativity. Later, I asked myself the same question when I was promoted to the position of lead generation manager and then to marketing director.
The inner impostor kept asking:
Where are you going? You’re not a pro at creativity and branding, you’ve never come up with some super bright concept or idea for the whole industry email list world to admire (or at least the world within my social circle).
But, as practice shows, not all brands and not everywhere need creativity in a marketer. More precisely, not at every stage of business development is the emphasis on creativity.
Now I’ll tell you more about this using examples.
If this is a small business that wants to get its first clients, test the MVP , then the marketer will prioritize performance skills, for example, knowledge of contextual and targeted advertising, understanding how to build a CRM, set up a chat bot , etc. After all, first you need to bring in clients and launch the business, and only then build a beautiful picture in advertising.
In older and larger businesses or in serious growth hacking is a mistake’s best friend topics such as industry, freight transportation, insurance, creativity also does not always play the main role for a marketer – here, product marketing skills will rather help to think through an effective sales funnel, conduct research, make a convenient product. After all, it is important that the client stays with you as long as possible,
Is satisfied with the product and makes repeat purchases.
But in some topics, such as fashion, beauty, creativity can come in handy, because products in these areas are often remembered for their beauty, the brightness of their presentation in advertising. And the competition between them occurs precisely due to the following: who will be remembered more and will be shared more on social networks. But do not forget about the quality of the product being sold, this is first and foremost.
But most often in these areas there is a separate marketing list person who will take on the entire concept of building a corporate style, tone of voice, branding. For example, his position may be called a brand marketer or brand director. And the marketer will do other things, for example, building a marketing funnel, calculating unit economics, determining the marketing mix of channels.