As long as there have been marketers there
have been marketing managers.
And as long as there have been marketing
managers there has been a need for tools to
support this management.
Post-It notes, flipboards, and calendars are
classics and still have a place in many
businesses. Microsoft Excel has its
adherents, and project management tools
like Trello and Nozbe have fans, too.
4. But as the nature of marketing management has changed a need for
tools to support modern campaigns has emerged.
These tools will allow managers to step up their marketing game and
improve their KPIs. These tools will connect dispersed teams and
improve communication between leaders and team members. These
tools will be available 24/7 and on any device. And they will integrate
with existing corporate systems and processes.
And the best of these tools will be enterprise-wide platforms.
This eBook explains what traditional marketing management is, how
it has changed, and where it is heading.
And if you are ready to meet the future today, it'll tell you where to
6. Let’s imagine what a typical marketing team might look like.
Count a copywriter. A social media manager and maybe a community
manager, too. There’s likely a PR person and a couple of designers.
There's going to be a video and audio expert and an ad buyer. You
might even hire a second buyer who specializes in buying ad space
To keep the team on track you’ll need to put someone in charge and
be sure they have the skills to manage the marketing team. They will
be responsible for requesting the work and setting the goals. They will
track the performance indicators and ensure everyone delivers on
time and on budget.
This is your marketing manager, and it’s a tough job.
7. Keeping all these creative professionals productive and hitting the
targets is a significant challenge.
It’s also a significant cost.
Social Media Coordinator - $36, 151
Public Relations Coordinator - $37,688
Graphic Designer - $40,238
Multimedia Production Coordinator - $40,767
Media Buyer - $43,550
Copywriter - $44,196
Marketing Manager - $60,261
Source: PaySource.com; average annual salaries
8. In this scenario you will be paying the salaries and support of a team
of a dozen professionals year round. You’ll be banking on the human
resource management skills of the team leader, the continued
creativity of the team. You’ll also be paying the costs of keeping this
team up to date with the latest marketing trends and technologies.
Traditional marketing management represents a significant
investment for a business.
And that's even before a single marketing task is undertaken.
9. Is it any wonder that companies have come to expect more from
smaller teams? Or that more companies use freelance writers,
designers, and creatives to avoid higher costs?
Turning to outsourced workers to take on marketing tasks is a step
in the right direction for many companies. But it is full of potential
10. There is always the fear that outsourcing marketing tasks will result
in low quality work. Or that freelancers will submit work late. Or that
tracking the performance of a campaign will be more difficult. Or that
savings on wages will not outweigh new costs for managing dispersed
Outsourcing marketing tasks does save money compared to the
traditional company-based model.
But what companies really need are the financial advantages of
outsourcing without the quality issues that can arise. How can they
achieve this goal?
In a word, they can prosource.
12. Crowdsourcing connects companies with millions of potential
marketers. Some of these marketers will be skilled. Many are not.
Prosourcing connects companies with thousands of potential
marketers - all verified experts in their field.
Crowdsourcing means saving staff and plant costs, hiring marketers
only when required. Prosourcing is all that but comes with the
guarantee that the marketers you hire are experts.
Prosourcing relies on marketers proving that they can do the job.
They have their resumes vetted and use client recommendations and
reviews to prove experience. Their work is subject to peer review and
they review the work of others.
With prosourcing you invest in expertise and build relationships to
deliver the results you need.
Laurent is an e-commerce, e-marketing, and search engine
optimization (SEO) expert based in France. He founded AGS Otake, a
web marketing agency serving local and regional clients. Laurent has
high level marketing skills and the ability to work in both English and
Laurent can work with clients in France just as easily as he can with
clients around the world. His resume and LinkedIn profile confirm his
skills, and AGS Otake now counts clients in Europe and East Asia.
15. Finding freelancers to support your marketing efforts is easy. Services
like oDesk and Freelance.com provide a low-cost way to access the
crowd. But neither guarantee professional marketers or quality work.
But finding experts is only the first step.
When you’ve found the perfect designer, copywriter, and
videographer for your campaign you’ll need to manage them. With
your team of professionals scattered across cities or even time zones,
this is no easy task.
And nor is it inexpensive if you have to hire a marketing manager.
16. Yet costs can drop and productivity improved by using a web-
enabled marketing management platform.
These platforms should provide easy access to the prosourced
experts and ease communication between team members.
They should allow for tracking of KPIs, have project management
capabilities, and allow for budget tracking.
And the best platforms should integrate into your existing
enterprise marketing structures.
18. Some things won’t change.
Marketing teams will still need a leader to direct campaigns, inspire
the marketing team, and take responsibility for producing results.
The metrics tracked to determine success will also remain the same.
But as teams scatter and marketing moves towards a prosourced
working model, marketing management will also evolve.
19. The best platforms will empower marketing managers to select the
best qualified marketers to work on their campaigns.
"Your team will benefit from the
experience the marketing team brings to
the table, such as familiarity with your
target market and the many marketing
channels and opportunities available."
CEO, Hawke Media
20. The best platforms will empower team leaders to manage dispersed
teams with ease.
Director of Customer Service, oDesk
"There is a Skype chat going on
constantly. If our reps aren’t sure
about something, they can ask their
peers or team leaders to answer
issues that come up."
21. The best platforms will track performance indicators in real-time.
"Monitoring how customers feel
about your brand, product or service
helps you react in real time to your
22. The best platforms will help marketing managers report to their
"We needed an effective tool that
would allow management to see a
summary view of all locations under
development, as well as the details of
each individual store."
Chairman, Subway Russia
23. The best platforms will enable businesses to manage their
campaigns on any device, and operating system, and at any time.
"It’s a shame that walled-off,
platform-specific online systems are
still accepted as the norm in 2015.
It doesn't have to be this way."
Executive Editor, IGN
24. Platforms that empower marketing managers in these ways are the
future of marketing management.