The Importance of Hiring Marketing Professionals

As marketing has become increasingly more complex, notably in a state governed by the force of globalization, a need has arisen for training marketing professionals in the social sciences, who can demonstrate statistical, mathematical, and computer tracks. Hiring an inexperienced or the wrong marketing personal can put your business at stake than engaging no marketing professional at all. To this effect, the need of going in for the apposite marketing professional is crucial for the welfare of your business. For this purpose, here are some pithy tips you shall follow to be right in you selection of a marketing professional.

Accountabilities of a true Marketing Professional

Many colleges and universities worldwide now have programs designed to coach marketing executives to avoid any future bedlam situation in their business. These programs aim at giving ability to future marketing professionals to plan, organize, direct and control the decision-making relating to product lines, pricing, promotion and servicing, and making this professional responsible for the physical distribution of a company’s products by means of determining the channels of distribution that will be employed, as well as supervising the profitable flow of goods from the factory or warehouse.

These are in fact the functionalities and accountabilities of a true experienced marketing professional including the following:

- Designing company’s brochures, websites, letterhead and catalogs
- Ensuring the consistency and authenticity of the company’s identity and image
- Developing tracking program for sales reporting
- Creating sales support material
- Launching the company’s website
- Creating advertising
- Developing seminars for major clients

Unfortunately, most of times, hunting for a marketing professional ends up in engaging a Sales and Marketing professional, record estimates. Analyses demonstrate that Many Sales professional CV stipulate ‘Sales and Marketing’, but actually, these professionals have only sales experience. This is a point you shall consider when engaging a Marketing Professional.

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Distinguishing between a Sales Marketer and a Marketing Professional

How do you thus, distinguish a marketing professional whose exposure outlines the above-mentioned criteria from that of a sales professional?

First of all, the idioms ‘Sales’ and ‘Marketing’ shall defined as follow:
• ‘Sales’: In actual point of view, this refers to the approach you undertake to get the prospect to purchase the company’s services. This also involves the prospects actual decision-making process. Whilst the Marketing is rather definite as hereby:
• ‘Marketing’, involving more strategy than tactics, is the manner and how you proceed to get and spot the prospects for a sale; as to attract the prospects to that decision-making point.

Tips to select the right Marketing Professional for the promoting of your company

When hiring a Marketing Professional, ensure that the candidate responds to the following determinant questions:
1. How the marketing professional prepares a marketing campaign –and the reply shall pithily suggest how the candidate will verify the target market, the type of campaign they will implement and why?
2. How the marketing professional will measure as to the successfulness of the advertising? The amount involved –the cost per customer lead and how will the advertising impact the sales to increase?
3. What are the marketing professional track records –a project that he/she initiated on time and under budget?
4. His/ her experience with Public Relations?
5. What type of product/service will the marketing professional bring in, and how will this new product be introduced into the market?
6. What are the marketing professional three effective leadership qualities he/she prioritizes or thinks are essential?
7. What will the marketing professional do if he/she had to do over again a leadership situation?

These tips and strategies shall help you find the apposite marketing professional to enhance the image of your company.

Marketing has overall authority; in others, as in product-line development, its function is primarily adversary. So, as long as the marketing professional you wish to hire does not expose these abilities, it is advisable you do not even venture to avoid any unsolicited challenges and surprises.

II. The Key to Promote your Business –Advertising

Playing a prominent role, advertising industry appears to be an important aspect of marketing, employing today hundreds of thousands of people, and influencing the behavior and purchasing lifestyle of billions of consumers worldwide. Many experts believe that it has an important effect on a country’s economy, society, culture, and political system. Advertising functionality is to make consumers aware of product’s special low price or its benefits. But an even more essential function of advertising is to create an image that consumers associate with a product, acknowledge as the brand image. Indeed, advertising is another tool you shall put into consideration for the promotion of your business.

Advertising –Shaping our Way of Life

Evidence of advertising can be found in cultures that existed thousands years ago, but advertising only became a major industry in the 20th century. According to reports, in the United States alone, an average person may encounter from 500 to 1,000 advertisements in a single day. Being a commonplace in today’s society, advertising has always plaid a major role in marketing products, services, and Organizations. However, advertising is not confined itself only to promoting these areas. Some advertising are designed to solicit our attentions, promote an idea, or influence behavior. Besides the deceptive message some advertising presents such as encouraging an excessively materialistic culture or underpinning harmful stereotypes, advertising sometimes advocates positive incentive messages; such as educating people on the danger of smoking cigarettes or using illegal drugs.

It also intends to encourage people to volunteer, donate money or service to enhance the image of an institution by means of PSAs –Public Service Adds or ISAs –Institutional Advertising Ads. In the end of 20th century, political advertising became a key component of electoral campaigns in Western Countries, and especially, in the last U.S political encounter.

If advertising is seen as an essential tool to promoting your products, organizations, and other brands, advertising also has its critics which argue that the invasion of advertising in our common spaces, such as on the Internet through unsolicited commercial email and other forms of spam has become so prevalent that it tends to be a harmful to tool, exploiting people’s confidence as well as freedom, and becoming a financial burden on Internet service providers. In any case, advertising is more a valuable tool to the promotion of our products, services and other essential commodities than a jeopardizing element.

Despites the critics facing advertising, many experts –so do we –believe that advertising has essential economic and social advantages worldwide.

With the effervescence of globalization, advertising has become increasingly international. More than even before, corporations such as multinational companies are looking forward to extending their businesses beyond their own country’s borders for new customers, encouraging commerce between countries to improve personal income level worldwide. In recent years, numerous specialized firms, known as advertising agencies, have connected with forces to become giant agencies, making it possible for them to offer their clients a comprehensive range of worldwide promotion services. By estimates, advertising spending worldwide has increased dramatically, now exceeding $385 billion per year. But this is likely to exceed half-a-trillion dollars by 2010, stipulate the accounting firm. According to reports, in the year 2000, U.S ranged first on the advertising market with total advertising spending of $147.1 billion whilst UK advertising agencies stood at the fourth place with $16.5 billion.

Advertising –Adding a Value to your Business

Traditionally, advertising is done by means of a wide variety of media; such as television, newspapers, directories, radio, yellow pages, magazines, the Internet, outdoor advertising, direct mails and newsletters. With the integration of various means of mass communication, advertising plays an even more influential role and is more dramatic in promoting products and adding value to brands that most companies spend considerable sums of their advertising and hire advertising agencies to develop their advertising campaigns. The game of advertising is to add a value to the product.

In fact, the brand image goes far beyond the purposeful characteristics of the product.

Recurrently, consumers purchase the product not only for its functional characteristics but also for the reason that they want to be identified with the image associated with the brand. For example, an electronic devise may have a particular functional bottom that is one of its benefits. When consumers think of it, they not only think of its functional bottom, but they may also associate it with extra action, pragmatism, technologically advanced invention, innovation, and development: all of these idioms have been added to the product by advertising.


Remember: Any form of advertising shall be able to drag consumers’ attention, demonstrate a benefit as well as give you an idea about an advantage.

By adding meaning to your product, advertising also adds value.



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I. The Key to Promote your Business –Marketing Research

Occurrences have often proved that it is not the number of ideas you have but it is how many you make happen. This adage propels us to discuss the source of worry of every novice establishment, invoking the importance of the approach an entrepreneur shall undertake or consider prior to going into business: Marketing research thus becomes the key point in the sustainability of the company’s success; the focal points to the constitution of key accounts.

The Importance of Marketing Research

Generally, no profitable organization –even non-profitable organization –goes into business without having in mind the purpose of its operations. Every organization has more or less a milestone. The only issue is how to implement these milestones and keep the company growing. Thus comes in a valuable tool capable of responding to this problematic and preventing the company from any future defaults: ‘Marketing research’ supports businesses identify consumer needs and wants so a company can develop and promote products more successfully. Such researches tend to provide the information upon which important advertising and marketing decisions are based.

The difference between Qualitative and Quantitative Research Techniques

There are two types of research that you shall consider and integrate prior to going further in your business activities: qualitative and quantitative.

Companies generally begin with qualitative research. This approach helps them gain a general impression of the market, product, or consumers, enabling companies understand what formulate a viable marketing plan and eventually analyze the success of what the companies intend offering the client.

Qualitative research asks indefinite rather than yes or no questions with the intention of enabling people explain their opinions, feelings, suggestions, or beliefs in detail. ‘Focus Group’ is one of the most frequent qualitative research techniques.

In general, in the focus group, a moderator leads a discussion, which usually involves a particular service, product, or marketing situation, amongst a small group of consumers who are archetypal of the target market. Focus group can then yield insights into consumer perceptions and attitudes. Nonetheless, given the sample size (too small), the result cannot be applied to the whole market.

Consequently, focus group findings are suggestive rather than definitive. These insights are then often explored further through quantitative research, which provides reliable, hard statistics.

One of the most common quantitative research techniques is the survey in which researchers sample the opinions of a large group of people.






Unlike the qualitative type of research, the quantitative research technique uses closed-ended questions, enabling the researcher to definite the exact percentage of people who answered yes or no to a question or who opted for a specific answer (a, b, c, or d) on a questionnaire. Statisticians consider the results statically valid if the sample group is large enough and is typical of a particular group, such as executives who use cell phones. This means that if all consumers in that particular category could be surveyed, the results would still be the same.

Consequently, quantitative insights are conclusive in a way that qualitative finding cannot be. So, does it mean that qualitative research is less important and therefore shall not be putted into practice?

Not at all. Shall anyone think so, that person is surely mistaken. Qualitative technique plays a major role as it aims at providing a data base for quantitative research, targeting crucial problem, generating hypotheses and categorizing factors that may cause or influence product existence, clients’ interest or the operation of the business.

In actual fact of view, marketing research is an indispensable management gadget for a viable business plan facilitating any company to survive and succeed in today’s fiercely competitive market conditions.

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