ALIAS: Marketer

I am a MARKETING DIRECTOR who;

• Does not behave like an Advertisement Agency Creative Director, or say “I am the marketer, I don’t have an understanding of money”, who knows how to prepare feasibility, and can report at the end of the project (even wants to be asked to),
• Pays attention to the last line (Net Profit After Tax) of the income table rather than the first one (Total Sales Volume),
• Goes to the exhibitions of not only the sector he’s working in, but also marketing and sub-sectors’ fairs and exhibitions; and attends to the sessions and watches the presentations,
• Can discuss with the competitor companies about the general condition of the sector, its common problems and future, yet does not reduce this to practices that will hurt the free market conduct,
• Understands that customer-focused approach does not just mean smiling, the bodywork would not work unless all the sub-structures  from the customer registry system to complaint management system, from the flow of business to the screen designs- also work customer-focused,
• Does not leave the creation of these sub-structures to the Information Systems staff, works actively in determining the needs of the marketing department,
• Knows sending best wishes in the birthdays and wedding anniversaries of the customers and making new season announcements to men who are buying women’s underwear are not CRM,
• Knows under what conditions the customer database will be used for marketing purposes,
• Understands that sending too many SMS and e-mails would only bother the customer and no one would benefit from it, who knows that the phone numbers and addresses at hand are not customer data,
• Searches for his own brand in the websites where the customer complaints are written,
• Knows how important the interactive channels are, and tries to keep up with the ever-changing rules of marketing,
• Knows the difference between “potential customer” and “the potential of the customer” and the importance of the loyalty of the customer, yet does not get carried out by the exaggeration of “unconditional customer satisfaction”,
• Watches the ads when watching TV, does not change the channel when there is an ad,
• follows the ads and news about the products of the competitors on newspapers, who discusses them with his colleagues,
• can give lectures about his job in some universities, yet at the same time wants to get feedback.

I’m looking for a BOSS who

• knows sales and marketing are two completely different subjects,
• knows things like discounts, 3 extra installments, “buy four pay for three” campaigns are not marketing,
• does not say; “Target group?… Everyone can be our customer”, who knows about retailing enough that he does not expect every retailer to have the same concepts as a bakery or a grocery store,
• does thinks there is bad and there is good advertisement,
• does not want to put an ad on every corner, bus stop, or billboard,
• does not repeat himself saying “These are not in the books, the rules of business life are different”  (as if he read all the books there is) and “I graduated from street market university, your degree is nothing compared to that”.

The concerned people can write to the Marketer at Smart Marketing Journal.

Etiketler: boss, customer-focused, information system, Marketing

Category: Marketing