8 Marketing Responsibilities (With Tips to Find Employment)

By Indeed Editorial Team

Updated 24 October 2022 | Published 3 January 2022

Updated 24 October 2022

Published 3 January 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing teams play a critical role in promoting a company's product or service. They achieve this by performing marketing duties such as increasing brand awareness, monitoring competitors and utilising marketing tools. Learning about the roles and responsibilities of marketing can help you understand what the job entails and better determine what technical skills you may require. In this article, we explore eight marketing responsibilities and provide some tips to help you find a marketing job.

8 marketing responsibilities

Here are eight marketing responsibilities that marketers perform to promote a company's product or service:

1. Listening to customers

Listening to customers and gaining their feedback allows a marketing team to discover how those customers are experiencing a product or service. By doing this, marketers can implement strategies to gather feedback more effectively and use it for improving product or service function and meeting customers' needs. Here are some feedback strategies marketing teams can utilise to gather customer feedback:

  • employ app technology to receive customer ratings and reviews

  • use social media channels to provide customer support and gain feedback

  • create engaging polls and surveys that ask for customer feedback

  • use software tools to monitor customer feedback on other websites

  • use email to send regular newsletters and respond to customer queries

2. Creating brand awareness

The marketing department is responsible for creating brand awareness. Marketers do this by promoting a brand's image and aiming to create a memorable impact on customers. They typically achieve this by employing multiple strategies to develop a loyal customer base and set a product or service apart from its competitors. Some marketing strategies might include:

  • research target audience and competitors

  • develop a brand's identity with recognisable packaging and logos

  • use attractive language to connect with the target audience

  • establish a company's value proposition

  • use a variety of channels, such as social media, to advertise the brand

3. Monitoring competition

Monitoring competition helps a company determine its position in the market relative to its competitors. The marketing team might monitor its competitors' prices, progress and strategies. This can provide a company with ideas on how to attract customer attention, satisfy market openings and develop a unique selling proposition. Here are some common ways that marketers monitor competition:

  • establish competitors' strengths and weaknesses

  • analyse competitors' distribution networks

  • observe competitors' social media engagement

  • analyse the earnings reports of competitors

  • determine competitors' intellectual property rights

4. Coordinating with marketing partners

Marketing partnerships can help each business reach its objectives. The marketing department typically coordinates with partners to plan marketing guidelines and initiatives that may be mutually beneficial. This can help a company extend its reach to a greater audience and better utilise marketing strategies. Here are some ways that a marketing team coordinates with partners:

  • share content or upcoming events on social media channels

  • orchestrate events that target the same prospects

  • organise affiliate marketing

  • cross-market a product through the same distribution channels

  • create joint promotions

5. Using helpful marketing tools

Marketing tools help businesses communicate important information, garner customer interest and utilise limited resources to maximise opportunities and increase sales. Using marketing tools can require marketers to stay up-to-date on new trends, strategies and digital tools. Here are some marketing tools that marketers may employ to promote a business:

  • develop a company website to market the business and establish its credibility

  • use digital media to promote products and services

  • use customer relationship management software to track user feedback

  • utilise automation tools

  • use print advertising, such as newspapers and magazines, to reach a wide audience

  • apply product information tools to collect, store and analyse product content

6. Communicating with other departments

The marketing department typically communicates with other departments in the organisation to ensure they meet common business goals. It can also help to maximise work efficiency by developing trust between departments. Some ways a marketing team communicates with other departments might include:

  • organising and attending regular meetings

  • creating regular reports and sharing them with other departments

  • organising channels for consistent communication

  • creating team-building activities

Related: Communication Skills: Definitions and Examples

7. Innovating

Many markets have numerous competitors who may try to position their product or service to appeal to more customers, so it's important for marketers to brainstorm innovative ideas for products or services. Successful innovation can help improve business processes, satisfy consumers and boost sales. A marketing team might innovate by:

  • researching customer behaviours and trends and considering new ways a product or service can satisfy their needs

  • building customer retention strategies, such as surprise discounts or customer onboarding

  • arranging affiliate programs and determining their long-term benefits

  • creating new promotions that help spread product information and brand awareness

  • changing product placement and pricing to create additional advantages over competitors

8. Managing marketing budgets

An important responsibility of a marketing team is to manage its expenses. This can include documenting how much a business wants to spend on marketing over specific periods and determining how to budget within those limits. Marketing teams might consider business costs, such as paid advertising and marketing tools, to decide the most appropriate ways to invest money and gain the greatest marketing benefits. Here are several ways a marketing team can manage marketing expenses:

  • set clear marketing goals and build a budget around them

  • determine the most affordable strategies

  • stay on track of weekly, monthly and yearly budget plans

  • create easily accessible marketing budget templates

  • consistently analyse data to make informed financial decisions

Marketing job prospects

Below is some relevant information pertaining to the job prospects for a marketer:

  • Prospects: According to Job Outlook, in 2020, there were 87,100 advertising and marketing professionals in Australia. It's estimated that this figure will reach 105,500 professionals by 2025.

  • Industries: The major industries for marketing professionals are professional, scientific and technical services, wholesale trades, retail trades and financial and insurance services.

  • Hours: Full-time marketers spend around 44 hours per week at work.

  • Salary: The average national salary for a marketer in Australia is $84,730 per year. Many factors, like experience, level of education and geographic location determine salary level.

Related: How to Become a Brand Strategist: A Comprehensive Guide

Tips for finding a marketing job

Here are some useful tips to help you get a marketing job:

Know what marketing job you want

Advertising and promotions, market research analyst, content strategist and digital marketer are just some examples of marketing jobs. Knowing which avenue you want to pursue can help you develop the technical skills and experiences required for that specific position. As marketing roles vary in their functions, conducting research can help you decide what might interest you most.

Related: How to Find the Best Jobs for You

Gain marketing qualifications and skills

Gaining the requisite qualifications and technical skills may increase your chances of finding employment. You can gain qualifications and skills by enrolling in relevant university or vocational courses. Other ways you can improve your skills and knowledge are by keeping track of marketing trends and technologies or studying successful marketers.

Related: Technical Skills: Definitions and Examples

Follow marketing experts online

Following marketing experts online can give you insights into strategies and practices. Many industry leaders have blogs, websites and newsletters that are easily accessible. These can help you learn about relevant case studies and marketing trends. They can also give you a clearer understanding of different industries and how to best pursue them. You can use your knowledge of industry experts, marketing strategies and trends during a job interview to show your interviewer that you're up to date on marketing best practices.

Develop relationships with mentors

Mentors can offer you support and guidance. By establishing a strong relationship with a mentor, you may gain networking and job opportunities through their contacts. You can develop relationships with mentors by joining online mentoring platforms or by attending volunteer events. You could also research upcoming networking events, such as industry meet-up events. Attending networking events can be a great way to establish contacts and find potential mentors.

Create an online presence

Compiling your best work and creating an online portfolio may help you gain employment. This might be work you have accumulated from past jobs or projects you completed during marketing courses. These may help you find employment by showing employers you can perform the marketing responsibilities they are looking for in a candidate. Designing your own website may also help gain employment. Your website might also exhibit some of your past work and provide information about why you enjoy marketing and what your career goals are. An online presence may increase your employability over other candidates.

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.

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