The four roles of marketing are:
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Digital Marketing : The world of digital marketing includes the functions of web, search, social media, e-mail, and digital advertising and media buying. This category has been going through tremendous growth and changes over the past decade as the number of channels has exploded. What we’ve learned is that the real opportunity is in convergence — in creating strategies that leverage multiple channels rather than silos.
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Content Marketing : Content has become an especially critical component of the modern approach to marketing. Everything we do as marketers now involves some kind of content that has to be designed as “channel appropriate,” meaning that the format, length, and relevancy must work in that channel. You cannot run a two-minute video in a display ad. That’s why we have created an entirely new family of jobs whose role is to fill in the gaps and help ensure we are offering the kind of relevant content our customers are looking for.
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Marketing Science : The role of the marketing data scientist or data visualization analyst is also new to marketing; this role is distinct from that of a pure data scientist. In some ways, we are still defining the different roles that fall under the umbrella of a marketing data scientist. One descriptive title I have seen for this role is “data artist” or “data storyteller.” For example, Shawn Skillman is a senior marketing data visualization analyst who is skilled at modeling and storing data.
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Customer Experience : Many people might think of marketing as purely an “outbound” function in which we are reaching out to potential customers. “Inbound” marketing is another evolving area in the world of marketing that ties directly to the customer decision journey, where we need to engage with customers wherever they are in their journey.