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Online or Interactive Marketing
Interactive marketers have rapidly grown in importance as companies have looked more and more to the web to provide more cost-effective results and to reach consumers who are no longer reading print magazines, listening to radio or watching TV as much. It is, in fact, becoming difficult to advance to a senior position in any marketing career without having a reasonably good understanding of the internet. Some marketing degree jobs in this area are: Web Designer: A job that involves not just an ability to design nice-looking websites and emails, but an understanding of how to create “wire frames” that map out exactly how people use websites, how to build promotions that will drive web users to buy or request information on a company’s product, and what new technologies are available to better present content to readers. Good web designers are in relatively strong demand, and can earn $40,000 to $80,000.
Database/eCommerce Marketing Directors Generally an in-company rather than an agency job. Companies that sell products directly over the web today capture a tremendous volume of information on their customers. That information is then used to present recommendations to customers when they return to a website, to build the right kind of promotions to be sent out via email, and to understand exactly why people buy or don’t buy something when they visit a site. Ecommerce is a business where every percent of improvement makes a big difference financially, and database marketers are called upon to give answers about why people, for instance, are getting halfway into a purchase on a website and then abandoning it before finishing the buy. Job requires and understanding of major databases like SQL and Oracle, site platforms like Drupal and DotNetNuke, and an analytic approach with a touch of creativity as well. The job pays well, with database managers earning $75,000 or more, and database directors often earning over $100,000 and going on to become company marketing directors.
Interactive Media Planners With so many new websites being created, advertisers are depending more and more on interactive media planners to help them figure out where to place their ads and promotions. People in this type of marketing career have the same analytic skills (and usually the same marketing degrees) as traditional media planners, but need to know about affiliate programs, buy and sell side ad networks, blog ad networks, Cost Per Click, CPM and a wide variety of other new opportunities that arise almost every day in the interactive space. Most online marketing degree schools have a relatively strong tech focus, and tend to provide training in these cutting edge areas. Salary from $30,000 to $55,000, with interactive media directors earning up to $85,000.
Public relations people can work in a company marketing communication job or in a “PR” agency. A corporate public relations director will do everything from speak to reporters to try and get editorial coverage for their company to running promotional events or even writing speeches for the company CEO to give. Creating good press releases, an important part of this job, requires a very high degree of writing skill. Public relations directors can earn from $60,000 up to $150,000, depending on experience.
Major public relations agencies are often hired by corporations to help shape their corporate message and, often, try to put out the most positive message about a company that has had negative coverage in the media. A top PR person might work for an oil company that’s been involved in an environmental incident, a government that has had it’s reputation hurt by a political event or any other entity that wants to spiff up it’s image. It’s an interesting challenge that requires lots of tact and diplomacy. PR agency account junior managers can earn $40,000 to $75,000, while directors who deal directly with major clients can earn well over $150,000. The job can involve a good deal of travel to client locations.
Some other specialized marketing career directions:
Loyalty marketing Many direct marketers have “points” or other loyalty programs that are run by marketing managers. An airline or shoppers club, for example, will send a large volume of promotions to members by email and direct mail. Loyalty specialists will track the response to these promotions and continually rework them to keep driving more purchases. Cutting edge techniques in online social and “viral” marketing are use more and more by loyalty specialists.
Professional Marketing Banks, law firms, consultants and even medical practices now employ specialists with marketing degrees to bring in new clients or patients. This is a job that requires specialty knowledge of the type of practice you are working in, good communication skills and generally, a very conservative demeanor. Law firms, for example, do not like to use overly splashy marketing. This kind of work can be a bit less glamorous than ad agency work, but it can offer a good deal of career stability and, for senior marketers, can pay well, with a senior marketer earning $130,000 or more.
Financial Marketing Associate This job, which usually exists in companies that do direct sales to the public, is a bit more of an analytic than a marketing function. A financial marketing expert will do very in-depth analysis of how all the different promotions and sales working for a company, and if the manufacturing and supply chain parts of the company are working to maximize the profit on sales. While the job can involve analysis of how a company’s brand is perceived in the marketplace, it ‘s usually a bit more focused on looking at how profitable the company is versus its main competitors. The position can pay anywhere from $60,000 to $130,000, and often requires a business degree with a focus on marketing or, in some cases, a marketing MBA.