The job of the marketing director is not only to elaborate the marketing strategy, but it is an active value of the same and therefore must know a series of tools to be able to carry out their daily activities.
Evernote: Ideal to have everything well organized. Very useful to have ordered all client data, meetings and even new ideas that come up throughout the day. In addition, with its free version, you can make captures from any Internet page and have all the information synchronized on your mobile devices and computers.
Dropbox: Perfect for saving and accessing files. This tool is very useful for the marketing manager when he has to carry out projects with the graphic design team, such as the design of covers in social networks or illustrations for the content of a given campaign.
Feedly: One of the tools that every marketing manager should try. It is important to be up to date with all the news of the sector and more when you work in one as changing as the marketing. This tool allows you to organize your favorite blogs and journals by topic, as well as show you a summary of the news every time you log in, which will save you time and be aware of the trends of the sector.
Buffer: This tool will allow you to program the content you want to publish on social networks (Twitter, Facebook, Linkedin, Google Plus). Very useful when you have to make publications at a certain time and do not have enough time to do them directly from the social network. However, it is not advisable to abuse this type of tools, since the purpose of social networks is to interact in real time with other users and brands.
Hootsuite: Like Buffer, this tool also gives the marketing director the possibility to program content on social networks. The advantage of this social network versus buffer is that in addition to the social networks cited, hootsuite will offer you the opportunity to schedule publications also in WordPress and Instagram.
Bitly : Especially in social networks like Twitter, where the number of characters is rather limited, it is useful to use URL shorteners. Registering in Bitly with the free version will have the opportunity to customize the Url and see statistics about the times that users click on the links generated.
Klout: It is a very useful tool especially to work the personal mark since it allows to measure the social influence of a certain user. It shows those topics that are spoken more frequently and therefore in which he is on the way to becoming an expert, as well as to locate other influential users of those topics that may interest him.
Mailchimp: For those marketing managers who have to carry out Email Marketing campaigns this platform is very complete. The free version offers the possibility of entering up to 2000 subscribers and the possibility to design their own Newsletter from a template, access to detailed reports of the campaigns and the possibility to segment the lists in different groups.
- MS Excel: Marketing managers should compile databases, make short-medium-long-term forecasts and quantify actions that are carried out.
- MS Power point: Very useful to carry out presentations to potential clients and partners.
- MS Word: Ideal for making briefings for different departments and for developing proposals for clients.
CRM (Customer Relationship Management): Normally this software is usually used by large companies, but depending on the needs of each company we can find different types that vary in price and functions. It is ideal for managing customer database and an ideal complement to the loyalty marketing strategy.
WordPress: It is one of the platforms for creating blogs and web pages most used. Very useful both to create a personal blog and a blog for a brand. The .org version allows you to enjoy a variety of plugins to get the most out of your blog. Nowadays content marketing is one of the pillars of Inbound marketing and more and more companies are incorporating it into its strategy.
Google drive: Very useful when carrying out projects within the same department. It allows making modifications by different team members of the same document at the same time.In addition, it automatically backs up and supports files of different formats.
Photoshop / Illustrator : They allow to give a more visual format to your documents. In companies, there are always touch-ups to do at the last minute and it is, therefore, important that the marketing manager has notions of this type of design programs.
Some new concepts that a marketing manager should know:
Neuromarketing: Customers are increasingly demanding more personalized products and services, so it is essential to know well how consumers react to the set of stimuli they receive in the buying process:
- The packaging of the product.
- The setting of the establishment (odors, sounds, colors).
- Products (Flavor, texture).
Mobile Marketing: What was once a complement to marketing strategies, has become one of the most important actions within companies. Advertising on mobile devices, the development of an APP or BIDI codes are essential to make the products and services of the brand available to the consumer.
Emotional marketing: Brands seek to connect emotionally with customers, so more and more techniques are developed such as Storytelling, which focuses on generating an emotional bond through the values and philosophy of the company.
Now the “director” of marketing is you
I hope this article has brought you a little closer to this new super marketing manager. If you can think of more features, tools or functions that complete this professional, I invite you to share them. Thank you very much for reading!