At Union Metrics we work hard to build the best products we can in the world of social media analytics, and that takes a lot of different talents. So one employee at a time we’re sharing what a day in the life of our jobs is like.
Seeing a name like “Marketing Manager” gives you an idea of what kind of work goes into that role, but there’s nothing better than an explanation from the person who lives it to understand it. With that, we give you a day in the life of Rebecca Allen, Union Metrics Marketing Manager.
Editor’s note: This one is a little different, in a “Dear Abby” style. Send it to the undergraduate in your life who is currently questioning their future.
I’m a college student considering a business degree but am trying to decide which path to pursue. I’ve always been good at math but think I’ll get bored with accounting. I’m creative but wouldn’t consider myself artistic. I’m curious if marketing could bring the two together. When I think about what marketing entails, catchy jingles, magazine ads, spokes persons, and tag lines come to mind. How do I know marketing is right for me?
- Stumped Student
What you’ve described sounds like a campaign for Fancy Feast in 1995. While the core function of marketing – building brand awareness – holds true, the capabilities within marketing have evolved a lot over the years, especially as we’ve become more digital.
When I studied marketing in college, we learned about this concept called “the marketing mix” which included 4 “P’s”: Product, Price, Place and Promotion. Basically, the idea is to put the right product, in the right place, at the right price, and at the right time. So in order to create and execute a successful marketing campaign, you had to have the right mix of these 4 “ingredients.”
I graduated from college with a marketing degree in May of 2011 – a little over 5 years ago. So what I learned then shouldn’t have been that outdated. But when it came time to find a job, my knowledge of the 4 P’s didn’t help get me interviews. I needed experience – digital experience. The more companies and consumers do business and purchase products and services online, the bigger the need for a digital marketer grew. Hello opportunity!
At Union Metrics, my role on the marketing team is demand generation – or, to put it simply, I help generate leads for sales. Given that our product is online software for social media analytics, 99% of what I do on a daily basis involves digital marketing. (We can attribute the 1% to me blabbing about how cool our Instagram checkup is to my friends.) Stumped, this is where your skill set comes into play.
Marketing is a harmonious marriage of numbers and creativity, both left and right brain thinking (while separate brain hemisphere function is a myth, you get what I mean). On one hand I’m analyzing trends in web traffic and determining the ROI from paid social ads. On the other, I’m designing landing pages and creating content for emails. The whole time I’m using the data I have to make recommendations (and none of the 4 P’s).
Warning: Becoming a marketer will open your eyes and might even make you a bit jaded. You’ll start to notice how often you’re being targeted by brands. (I often find myself avoiding clicking on an ad and typing the website URL directly in my browser so that they don’t get the conversion. Petty, I know).
The good thing about marketing is that it’s constantly changing so it’s hard to get bored. I face new and interesting challenges every week. One of the big reasons why I enjoy it is because it’s very collaborative. I’m able to work with members from the sales team, product team, and customer success team. Stumped, if you’re a people person, who enjoys coordinating campaigns and watching numbers grow– this is the role for you. Good luck! (And good riddance to the 4 P’s).