What Do Marketers Do? (With Common Duties and Job Titles)

By Indeed Editorial Team

Published 19 April 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.

If you have an interest in sales and psychology and love working with people, you may enjoy a career as a marketer. Marketers enjoy careers in virtually every industry that sells goods or services to consumers. Understanding what marketers do can help you decide if this job is the best career choice for you. In this article, we list the common duties of marketers, explore the characteristics of successful marketers share and list some common types of marketers.

Related: What Is a Digital Marketer? (With Major Duties and Skills)

What do marketers do?

The answer to the question 'What do marketers do?' varies depending on their industry and specific job title. Generally, marketers develop and implement marketing strategies to promote businesses and their products and services. Their strategies aim to raise awareness of a company's offerings, generate sales and increase profits. The duties of marketers vary according to their industry and specific job title. Here are some common duties marketers perform:

Meeting clients and stakeholders

Marketers meet with clients and stakeholders to learn about the business and the new products or services requiring a marketing campaign. During these initial meetings, they negotiate project costs, brief requirements, time lines and resources. These early discussions help marketers understand the parameters of the campaign. Marketers attend follow-up meetings during the campaign to report their progress and results.

Conducting market research

Marketers conduct market research to understand their target demographic better. For example, they may hold focus groups or distribute surveys to learn more about the business's customers and their opinions. They analyse collected information to create customer personas that inform their marketing campaigns.

Developing and managing marketing campaigns

After learning about the campaign subject and specifications, marketers work with a team to develop the campaign. They create a concept for the campaign and plans for executing it. This includes determining the schedule and details for delivery to ensure the campaigns run smoothly.

Creating and distributing marketing content

Marketers plan and distribute printed and digital marketing content. This involves deciding on the message of their marketing campaign and the best media for its delivery. They may write the content themselves or delegate the tasks to writers. They may also edit and upload marketing content to websites and social media platforms. Their understanding of search engine optimisation (SEO) helps them develop high-ranking online content. They work closely with designers developing visual advertisements such as posters and brochures and oversee their distribution.

Planning and coordinating events

Events can help companies directly connect with their consumers. Marketers may develop their own events, including product launches, or oversee the business's participation in events such as trade shows and music festivals. They may plan event details, such as catering and photography, or coordinate with an event planner.

Analysing the effectiveness of marketing

Marketers assess the effectiveness of their marketing campaigns using a variety of metrics. They may monitor sales, collect feedback forms and track website traffic and conversions. After analysing the results, they suggest areas and methods for improvement. They also prepare sales reports so stakeholders can understand the impact of marketing campaigns.

What skills do good marketers have?

Good marketers have a range of technical and soft skills developed through study and experience on the job. These skills help them create and implement persuasive marketing campaigns and work well with clients, stakeholders and members of their teams. Here are some of the skills good marketers usually have:

Customer knowledge

The most effective marketers know a lot about the people they market to. Knowing their needs, their values and the issues they face helps marketers create marketing campaigns that reach customers and engage and resonate with them. Their customer knowledge helps them identify the best marketing platforms and the most compelling message for each campaign.

Digital literacy

Digital media are some of the most popular marketing media today as they're affordable, accessible to consumers and trackable. As digital marketing grows, digital literacy is vital for marketers. The most successful marketers understand a variety of digital media and how to use them to generate more conversions. Their insight into the users of each medium and how to speak to them helps them optimise the impact of each campaign. Their understanding of digital concepts such as SEO and digital analytics helps them improve a campaign's visibility and track their results.

Storytelling

Marketers with strong storytelling abilities can engage their audiences and encourage them to care about what they have to say. The most compelling marketing campaigns have a strong story with characters consumers care about. Storytelling skills also help marketers deliver exciting presentations. Storytelling skills can also make information from raw data, including website analytics and sales reports, more interesting and persuasive.

Negotiation

Strong negotiation skills help marketers do their jobs more effectively. Marketers often negotiate project terms with stakeholders. If they can convince stakeholders to provide a larger budget or longer timeline, for example, they may create a better marketing campaign.

Written and verbal communication

Marketers use their strong written and verbal communication skills to transmit messages clearly and persuasively. These skills can help them communicate with a small number of stakeholders in a meeting or thousands of people through a social media post. Their strong communication skills help them adapt the way they express themselves for different audiences and media. Their excellent listening skills help them deliver exactly what consumers and stakeholders want.

Teamwork

Marketers work closely with other people, including stakeholders, other marketing specialists and professionals from the customer service, sales, finance and information technology (IT) departments. Their teamwork skills help them have harmonious relationships with all these different people. The strong relationships they build help the whole team operate more efficiently and effectively.

Related: 12 Essential Marketing Resume Skills (With Examples)

What qualities do good marketers have?

Good marketers usually have common qualities that complement their skills. Here are some of the qualities good marketers usually have:

Creativity

Creative marketers are innovative. They think of new ideas that excite consumers, encouraging them to make purchases and tell their friends. With creative marketers leading their campaigns, companies can separate themselves from their competitors more easily.

Flexibility

The best marketers can adapt to changing conditions. They understand stakeholders can change their minds and trends can evolve. When it makes sense to change direction, they can pivot quickly to ensure they deliver the best campaign on time and on budget.

Curiosity

Successful marketers are curious about people and how they think and act. They continuously ask questions, determined to learn what makes someone fall in love with a product or become a loyal customer. Their natural curiosity motivates them to conduct thorough research and closely monitor market trends.

Competitive nature

The most successful marketers strive to be the best. Their competitive nature drives them to try to outdo their rivals and outperform their last campaign. It encourages them to continue innovating and delivering high-quality campaigns that get results.

Self-confidence

The best marketers know who they are and what they believe. Their self-confidence helps them voice their opinions and support them if someone challenges them. They trust themselves and their knowledge. If campaigns face criticism, they're resilient enough to keep looking forward to the next campaign.

What are common types of marketers?

Marketer is a general term that describes anyone involved in marketing campaign development and implementation. More specific job titles indicate a marketer's area of specialty. Here are some of the common types of marketers, including their salaries and key duties:

1. Social media marketer

National average salary: $76,305 per year

Primary duties: A social media marketer, sometimes called a social media specialist, uses social media platforms to promote businesses and their products or services. They develop and execute social media strategies that give businesses strong brand identities. These campaigns often focus on giving brands personalities and helping them connect with consumers on a more human level. Social media marketers also aim to amplify a business's presence on social media and attract more followers and engagement.

Read more: What Does a Social Media Marketer Do? (With Average Salary)

2. Digital marketer

National average salary: $79,029 per year

Primary duties: A digital marketer promotes businesses and their products or services through digital media channels. The channels they use may include websites, social media, email, mobile apps and search engines. They may use many digital channels or specialise in a specific digital medium. Their promotional efforts help businesses form online connections with current and potential customers.

Related: What Is a Digital Marketer? (With Major Duties and Skills)

3. Content marketer

National average salary: $81,817 per year

Primary duties: A content marketer develops and implements content to promote businesses and their products or services. They plan the type of content that can effectively market the business and its offerings. They also share it to maximise the audience and conversions. Content marketers may either create content, such as blog posts or white papers, or outsource its creation.

Related: How to Become a Content Writer (With Salary and Tips)

4. Growth marketer

National average salary: $102,521 per year

Primary duties: A growth marketer designs and conducts experiments to help businesses improve their marketing performance. They identify the challenges businesses face and develop potential solutions to address them. Through experiments such as A/B testing, growth marketers can help businesses optimise their search engine results, generate more conversions and increase their customer base.

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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