The Way Of Marketing Director'S Practice

The director of marketing is an important figure in the enterprise, and also a risk figure at the tip of the dance. The performance of enterprises is flourishing, flowers and words will be surrounded by marketing director; but if the performance of enterprises is not satisfactory, then the spear of criticism and attack will be overthrown by the director of marketing. The market does not have so much tenderness. Every enterprise needs to survive and develop. The company will spend a lot of money on marketing director. This is beyond reproach. As long as you want to be a marketing director, you have to choose the rules of the game that are facing the winner and the loser.

　　 General phenomenon: marketing director is not satisfied for three years?

In recent years, many marketing friends are feeling that the market competition is too fierce, and consumers are changing too fast. It seems that marketing is not going to play anymore. In fact, the practice of many enterprises is similar to a football team for coaches. In the enterprises that we often contact, the director of marketing replaces every 1-2 years, and marketing director who can do more than 3 years is rare. Here, we do not doubt the immaturity of enterprises and the quick success and instant benefits in employing people. What are the common problems from the director of marketing?

There are two sources of marketing director: internal promotion and external hiring. Internal promotion refers to the middle managers who are outstanding in the company's performance. They have been promoted to the director of marketing after the investigation of top management. External recruitment means that the candidates directly outside the enterprise are directly airborne to the enterprises, and after the middle managers of well-known companies / big companies have switched to unnamed companies / small and medium-sized companies, the official promotion level is higher. It is worth noting that the two sources are mostly from middle managers to marketing directors.

In either case, we will see similar scenes repeated in many enterprises:

Situation 1: when the new marketing director comes up, he takes himself as an expert expert. He does not respect the growth history of the enterprise, and makes a complete negation of people and things. He gives orders at random, and commands the various cooperative departments. Before he does something, he has attracted the resentment of the employees at all levels and the distrust of his boss. When he really starts things, he will be difficult to move around.

Situation 2: the new marketing director is determined to be enterprising. He wants to be promising, but lacks a comprehensive understanding of the external market environment. He has no objective and profound understanding of key opportunities and problems. He has done many wrong things in the wrong market wrong time. He has wasted many opportunities. He has lost much money in his spare time. His performance has not been effective. When the new official took office three fires, he could not help but feel disappointed.

Situation 3: when the new marketing director comes up, he is eager to make progress. In order to make a good performance in the short term, he will not kill the goose that lays the golden eggs, the brand assets and network potential of the overdraft enterprise. After the short-term performance, the enterprise will face numerous sequelae, and the sustainable development will be in a predicament, which is caused by the bad conduct of the profession.

Situation 4: when the new director of marketing takes office, he is able to kick off several feet by relying on the previous inauguration company or his past successful experience and some smart energy. It can bring some new ideas and progress to the enterprise. But after a long time, the ability to adapt to the new market changes can not adapt to the new market problems.

　 Key issues: the ability of grass root marketing director is not comprehensive and unsustainable.

Behind these scenes, it comes down to a key problem: the quality and ability of grass root marketing director is not comprehensive and unsustainable.

No one is born as a marketing director. Most of the marketing directors are promoted from inside or outside middle-level cadres. These grass-roots cadres who grow up at the grassroots level will have their specific growth background. These backgrounds not only bring them successful experiences, but also bring them many limitations, or they are limited to a certain industry, or confined to a certain region, or are confined to a specific development stage of an enterprise. From a middle manager to a marketing director, it is by no means a simple promotion. Instead, it is a great leap forward. It is a qualitative change of chicken becoming a Phoenix. It is a comprehensive leap in the height, width and depth of marketing management.

As a matter of fact, the director of marketing should consider macro and strategic issues rather than the micro and tactical problems of middle managers. They should formulate long-term plans for years of development rather than work arrangements in the past year or in the quarter.

Breadth, the director of marketing should consider the global market rather than the past partial market problems. Leadership is a number of professional work of the marketing department, sales department and other departments, rather than a single job of a certain nature in the past. The leader is the national marketing team rather than a department or a regional team.

In depth, the director of marketing should make overall planning of the marketing strategy that can be applied to the multi-storey process of the grass-roots business operation, rather than the simple executive work in the past.

In short, from middle managers to marketing directors, the ability to possess is not "attracting freshmen", but "N Recruitment". The business vision they should have is not "one year fresh", but "N fresh".

And many friends of the new marketing director, no one has no time to give them a leisurely leap in the transition, because the market does not wait for others, competitors do not forgive people. China is also different from Europe and the United States. There is a lack of regular pre job vocational education for the post of director of marketing. In fact, most of the marketing directors are rushing to battle with enthusiasm and good intentions without preparing for the leap. Once in office, unpredictable market changes, corporate expectations of performance pressure, suspicion of employees at all levels, various professional knowledge, a lot of trivial work and so on, will lie ahead of the director of marketing, and the marketing director will take part in the overall situation and take the long-term experience instead of the experience to replace the scientific scenario.

　　 What should the director of marketing do? How to become a competent or even excellent marketing director?

In the actual marketing consultation work, we have contacted the marketing director of all walks of life. From them, we found that an excellent marketing director should be a complex of external marketers + internal marketing and professional managers. Their abilities are quite comprehensive. At the same time, they always remain modest and persistent learning attitude, and their standards can always be renewed. The following is a detailed description of this finding for your readers.

One of the disciplines: outside marketing, an outside marketing professional.

First, the director of marketing must have a clear and correct understanding of the external environment of enterprises, and find and grasp the basic laws of the market in a complex and ever-changing market.

Industry foresight, the director of marketing must have a comprehensive and objective understanding of the past and present of the industry, clearly understand the pattern of the whole industry, and be able to predict the future trend according to the past history and potential operation rules of the industry. For example, the director of marketing should know the total capacity of the industry, the natural growth rate of the industry, the position and share of the brands in the industry, the relevant laws and regulations established by the government and industry associations in this industry, and so on. That is to say, the director of marketing must learn to stand at the macro level of the industry to make a prospect for the future of the enterprise, so as to facilitate the formulation of the long-term marketing strategy of the enterprise. It can be said that the ability of the director of marketing to foresee the development trend of the industry is a capability that tests the level very well. It can grasp the pulse of the industry and follow the trend, and seize the development opportunity with foresight.

Consumer insight, marketing director must understand consumers, read consumer's consumer psychology, and be able to see the potential needs of consumers are not satisfied, and even create new needs for consumers. The fundamental value of brand and product is to satisfy the needs of consumers and provide consumers with more satisfactory products or services. With the development of the Internet era, the boundary between space and time has been broken. The speed of information and trend propagation is not the same as that of the last century. Consumers' demands are more and more diversified and personalized. Therefore, the marketing director should not only be good at grasping the static main needs and subdivision needs, but also be keen to discern the dynamic changes in the seemingly static process.

Competitors control their strength in the fierce market competition and compete well with each other in the fierce market competition. The competition is all-around and spreads to all links such as brand, talent, product, supply chain, channel, management and so on. The director of marketing needs to know himself and himself in the enemy and opposition, knowing his own strengths and weaknesses, and familiarity with his competitors' strengths and weaknesses, and is good at finding comparative advantages from them. In an industry, there are always competitors at the national, provincial, municipal, or even county level. They are short and have strong points. These competitors often have their own strengths, and each has their own way of survival. Marketing director should be familiar with and grasp the trend of competitors, especially the key competitors, especially in today's information age. On the one hand, consumers are lazy or even tired of recognizing such a lot of brand information, product information and promotional information. Market competition is a process of fighting for status in the minds of consumers. The process of competition is often not relative to whose absolute level is much higher, but the relative disparity of competition, that is, comparative advantage. On the other hand, we can learn from each other's strengths and learn from each other's strengths and find out our comparative weaknesses in a timely manner.
 
Channel identification, marketing director should understand and master various distribution channels of their products, such as traditional channels, modern channels, direct selling channels, network channels, group buying channels and so on. For example, there are more than thirty product distribution channels, and real globrand.com can make products everywhere. All kinds of channels have their specific target consumer groups and ways to achieve. Various channels have different entry and operating costs respectively. Which are the main channels? Which are marginal channels? This has different ways of borrowing for different enterprises to develop a market. For some enterprises which are not very strong, it is relatively cost-effective to use some specific channels to operate the market.

The above four abilities are the foundation of the marketing director's macroscopic understanding and strategic thinking, and the necessary guarantee to avoid shortsightedness and limitation of thinking. Mastering these relevant information, knowledge and skills is very important for marketing director to formulate marketing strategy, compile annual marketing budget, and arrange large market plan, and can even be regarded as a necessary condition for marketing to win. Two of discipline: an internal marketer in Civil War

Marketing director should not only think outdoors, but also integrate ideas, integrate resources and implement them within the enterprise. External marketing can be said to be an opportunity to discover. Then, internal marketing is to mobilize the strength of enterprises to seize opportunities. Often, at the same time, many enterprises see the same market opportunities, but can be fast inside.