What is the difference between a marketing director with a monthly salary of 100,000 and one with a monthly salary of 30,000?

In the 21st century, the era of mobile Internet has arrived, self-media has emerged, the internet celebrity economy is in full swing, and hype is spreading like a flood and is out of control.

As early as the rise of blogs, the internet trolls have been in the limelight, especially after Tianya.

There are a large number of water armies lurking in forums and communities, and KOLs are everywhere. There are always some brands that, when they launch new products, you’ll find people talking about them everywhere.

In fact, this is often initiated by the water army.

After the advent of Weibo, this marketing method has become even more popular.

It is called social marketing and new media .

With the advent of WeChat, this marketing method has reached its peak.

However, most of them were critically acclaimed but not commercially successful.

According to " Social Dividend", using social networks to spread information is very fast and does cost less, such as Faceu, Footprints, and Surround the Nervous Cat.

But in the end, there was not much effect. Why?

It can be said that market colleagues, especially Internet companies, are never tired of various hot marketing activities .

People have inertial thinking. Over time, many students think that MKT is about new media, event marketing , and digital communication. The truth is far from that simple.

My boss is a very smart person. He was once in charge of the entire overseas market of WeChat in its early days. Once I asked him about some market issues. He believed that the market should be considered from a global perspective and all things should be advanced around the strategy. This sentence is simple, but very correct.

Today, let’s discuss this question: What is the difference between a marketing director with a monthly salary of 100,000 and one with a monthly salary of 30,000?

Generally speaking, Internet companies tend to have small markets, are small and fast, and focus on the number of users and ROI; departments generally include promotion, BD, new media, copywriting, and brand public relations; the focus is often on the promotion and BD departments. Traditional companies have a larger market, are big and slow, and value sales and brand influence; departments generally include channel sales, marketing activities, copywriting planning, and brand public relations. The focus is often on channel sales and brand public relations departments.

To understand the difference between a marketing director with a monthly salary of 100,000 and one with a monthly salary of 30,000, we must first understand the purpose of marketing.

Purpose of Marketing

The essence of marketing: profitably satisfying customer needs.

Marketing is a series of activities, processes and systems that create, communicate, disseminate and exchange products to bring value to customers, clients, partners and society as a whole. (This definition was unanimously approved by the American Marketing Association's Board of Directors in July 2013)

That is, the main task of the market is to create customers, communicate with customers, disseminate products and ideas, and finally realize product exchange with customers. Its ultimate goal is to create value for users, partners and society.

The classic 4P and 4C theories tell us that the main means of marketing are distribution, promotion, and activities. But channel sales and marketing activities alone are not enough. Users can only feel the tangible value of the product. Only the intangible value brought by the brand can maximize user satisfaction.

To sum up, the ultimate goal of marketing is to continuously create better value for users, and its core work is mainly divided into sales line and brand line. The means of implementation mainly include six modules: product innovation, channel construction, marketing activities, media advertising, brand public relations, and value-added services.

Now that we understand the purpose of marketing, let's look at several different categories of marketing talents.

Market Talent Characteristics

In the past, market talents were roughly divided into four categories:

Category A: Market operators of traditional well-known enterprises, the most famous of which is P&G’s market talent

Features: Well versed in the industry, has profound insights into channels and brands, can quickly promote channels, and is good at brand operations

Category B: Marketing talents from top consulting firms and 4A companies

Features: Well versed in communication, experience in planning and executing large-scale communication cases, knowledgeable about brands, good at hype

Category C: Well-known media figures

Features: Good at writing, has media resources, can quickly promote PR

Category D: Non-experienced marketers

Features: either understand performance marketing; or understand social communication; or understand marketing activities; or understand brand public relations

Generally speaking, both A and B categories are excellent marketing talents and are favored by large enterprises. Especially the first category, who are good at rapid channel advancement and increasing sales, and are well versed in brand operations. They can skillfully operate various media advertisements and intensive bombardment to seize brand opportunities. Category C is good news for small and medium-sized enterprises, as they can spend less money and achieve good results, but they lack control and height over the market and lack brand thinking. Most of the D category belongs to pure Internet or pure traditional talents. The pure Internet market often places too much emphasis on performance marketing, hot spot tracking, writing jokes, etc., which are eye-catching and short-term. Purely traditional talents are too conservative, and many of them are still stuck in writing and publishing articles, offline exhibitions, setting up booths, etc., which are slow to take effect and out of touch with the times.

Strategic Differences

As can be seen from the above, Category A belongs to the sequence of marketing directors with a monthly salary of 100,000 yuan. Its core capabilities lie in its high strategy and ability to rapidly advance sales and brand lines. Concentrate funds and resources to build an efficient sales system and create a strong brand.

Most students who work in marketing want to have planned a well-known case, such as the Alipay Van Gogh joke or the 51 Credit Card Weibo incident, but they do not know that the results have little impact on the market. If Party B's creativity can solve market problems, then why does the company need to maintain such a large marketing team?

The core of the market does not lie in how many creative ideas you have or how many activities you organize, but in the efficiency and depth of the promotion of sales lines and brand lines. It is not just about looking at a simple sales result (Internet companies are often reflected in the number of users) and how many sales leads have been completed, but more about its influence in the market and the influence of users. In terms of strategy, a marketing director with a monthly salary of 100,000 yuan often looks at the following three aspects:

1. Sales performance completion (user growth indicator)

2. How much relationship has been established with consumers? How many users are aware of and participate in all advertisements, marketing activities, and theme marketing? Voice in the market, advertising share

3. Brand influence: how many users like us, our position and image in the hearts of users, and how users spontaneously spread our products.

We know that public relations creates brands and advertising maintains brands. However, for many companies, public relations is about media relations and public opinion public relations. But this is of no value to users. What users need is your attitude and your values, such as the values ​​of peace that China conveys to the outside world.

In general, the biggest difference between a marketing director with a monthly salary of 100,000 yuan and one with a monthly salary of 30,000 yuan is the strategic difference. A marketing director with a monthly salary of 100,000 yuan has a strategic vision. He will not engage in activities just for the sake of activities, nor will he try to please the boss just to follow the trends. Its core focus has always been on sales lines and brand lines. How to use channels, advertisements, and activities to effectively connect with my users. Only by establishing relationships with enough users can I comprehensively improve my sales line. How to use public relations, brand advertising, and content marketing to influence my users, occupy their minds, and build brand competitiveness.

For a marketing director with a monthly salary of 30,000 yuan, there is no strategy, only tactics. Its focus has always been on formulating various marketing plans and evaluating input-output, including the growth of WeChat public account fans, the increase in website traffic, the effectiveness of SEM delivery, the number of media releases, the quality of video shooting, the effectiveness of hot spot tracking, etc. The end result is that the entire market has no systematic improvement and has fallen into a state of no goals, or a state of too many goals and inability to focus.

Tactical differences

In addition to strategic differences, there are also tactical differences.

As mentioned earlier, the market includes product innovation, channel construction, marketing activities, media advertising, brand public relations, and value-added services.

Marketing directors with a monthly salary of 30,000 yuan often ignore product innovation , thinking that product innovation is the job of product managers . In fact, as a front-line business department, the marketing director is more sensitive to the market and users, so it is natural for him to take responsibility for product innovation. From this point of view, Nokia's marketing director should bear some responsibility to some extent. It is the marketing director’s job to avoid being eliminated by new market trends. Through value-added services, user relationship management , and differentiated member services, we continuously enhance user engagement, create more value for users, and achieve word-of-mouth communication. The more well-known one is LeTV's terminal + content + application ecosystem, which has won LeTV huge achievements in product innovation and user value.

Between the push and pull methods of marketing, a marketing director with a monthly salary of 30,000 yuan will often adopt the push method, that is, use different media combinations to carry out hard advertising. Before the release, they will often strictly evaluate the output ratio and ultimately obtain a relatively good ROI. But the disadvantages are obvious. Users have no clear memory of the product and lack stickiness.

A marketing director with a monthly salary of 100,000 yuan will often adopt the pull approach, that is, starting from the user's perspective, using characters, activities, and content to achieve value exchange with consumers, thereby helping consumers establish emotional communication and resonance with products. The more well-known ones include the Coca-Cola nickname bottle, which gives young people a taste of youthful nostalgia.

In terms of some marketing techniques and media operations, a marketing director with a monthly salary of 100,000 yuan has a broader vision and is good at increasing market influence by promoting entertainment marketing and sports marketing by praising various international events, first-line stars, and popular variety shows. Marketing directors with a monthly salary of 30,000 yuan often lack resources and decision-making power, and most of them can only do some work in digital media, such as hiring KOLs to do Weibo marketing.

In terms of tactics, a marketing director with a salary of $100,000 per month guides his work through these three aspects:

1. Let consumers know and understand our advertising + business cooperation + channel sales

2. Improve sales conversion rate through promotion + holiday marketing + theme activities + content and media optimization

3. Stimulate consumers through advertising bombardment, entertainment marketing, creating popular phenomena, forming hot spots in market segments or at certain times, and letting users actively talk about products

Whether from the perspective of market segmentation theory or the limited memory of users, the market should seize opportunities and find breakthroughs to detonate, such as high-frequency advertising bombardment or single-point penetration of market segments. These are all to avoid establishing point-to-point relationships with users, but to try to form an influence that creates an explosion among the user base, thereby penetrating the user circle and achieving the goal of spontaneous user dissemination. After all, it is too costly to spread the word one by one, and it is easy to be forgotten.

Back to the beginning, if the market is only about creativity and hype, such talents are more suitable for Party B. As Party A's market operator, the focus should be on product innovation, channel sales, brand building, and user relationship maintenance. As for business development, whether it is a traditional enterprise or an Internet enterprise, sales and number of users are definitely not the end. The end must be the brand. Only the brand can get rid of the endless competition in traffic and price.

Therefore, a marketing director with a monthly salary of 100,000 yuan should establish effective connections around user value, continuously deliver brand value, concentrate funds and resources, and use saturated advertising attacks at appropriate times to seize the minds of users and build the brand.

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This article was compiled and published by (APP Top Promotion) by @刘渝民. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!