8 Compelling Areas of Marketing That Offer Fun Career Possibilities
Marketing is part of almost every industry, and it is easily one of America's most diverse vocational fields. In fact, good opportunities exist for creatively talented people, analytical thinkers, technology enthusiasts, and those with a lot of other types of personalities and interests. As a result, a career in this field can take you in all kinds of exciting directions.
Plus, many marketing professionals are able to focus on building their careers within the specific industries that they're most passionate about. Good examples include fashion marketing, sports and entertainment marketing, and non-profit or cause marketing. In addition, some marketers choose to specialize in either business-to-business (B2B) or business-to-consumer (B2C) marketing.
But the real diversity of this field can be seen in the many possible roles a marketer can have, regardless of industry. Here are eight areas that contain some of the most appealing roles:
1. Brand Development and Management
Branding involves more than just coming up with clever names, logos, and tag lines. An individual's or organization's brand needs to consistently embody values that set it apart from competitors, and it needs to connect with a target audience at a meaningful level. In essence, a brand is always making some kind of promise. So developing and looking after something so powerful requires visionary marketing pros who can see the big picture yet make a brand work with all of the smaller details.
2. Advertising and Promotions
With a developed brand, an organization has the foundation it needs to promote its offerings. Traditional advertising media like television, radio, and print are still very popular and effective ways to build awareness. In fact, in 2014, nearly $180 billion was spent in the U.S. on paid media.* And traditional forms of advertising accounted for most of that.
Direct marketing—such as through the mail—also continues to be highly effective. In 2012 alone, America's direct marketing sector produced over two trillion dollars in sales.*
Just a few of the common roles within this sector (along with their average salaries in 2016) include:**
- Advertising sales agents—$63,660
- Graphic designers—$52,290
- Art directors—$101,170
- Advertising and promotions managers—$117,810
3. Customer Engagement
This area of the marketing field often involves creating experiences that encourage deeper bonds between brands and their target audiences. For example, some retail chains have well-developed training programs for their staff aimed at ensuring that all interactions with customers align with the company's brand values. Other examples include fun customer loyalty programs, contests, and exclusive online games. The types of projects that can be executed are almost limitless.
4. Digital, Mobile, and Internet Marketing
Check out this astounding fact: In 2014, the amount of money that U.S. organizations spent on digital ads rose by over 17.5 percent.* And expectations are that digital ad spending will continue to increase at a similar rate going forward.
It's pretty easy to understand why. Most organizations would love to have the kind of success that can come from a marketing initiative going viral online. After all, well-known examples of such success appear all the time thanks to social media platforms like Facebook. For instance, Farmville, a popular online game, was able to connect with over 80 million people in only a few weeks.***
That might be one reason why more than 60 percent of American marketers think that social marketing is now more effective than traditional forms.*** But the Internet marketing sector doesn't just consist of digital ads and social media. It also includes exceptionally successful areas like content marketing, online lead generation, search engine optimization (SEO), video marketing, and affiliate networking.
Sealing the deal is what all marketing is designed to lead up to. Organizations want results. And, for companies, that means getting sales. So good salespeople are always in high demand. It's why they can make great money, especially after some experience and promotion into management. In 2016, sales managers in the U.S. earned average annual pay of more than $135,090.**
6. Market Research and Metrics
Within the world of marketing, data and analytics professionals are probably in the highest demand of all. In fact, the employment of market research analysts and related specialists in the U.S. is projected to rise by over 19 percent between 2014 and 2024, which is substantially higher than the average occupational growth rate.****
These kinds of marketing pros are able to gather useful data about things like customer preferences and then interpret that data and suggest new strategies to try. Their work can make an organization's marketing efforts a lot more effective than they might otherwise be. So they are often well-compensated. On average, American market research analysts earned salaries of $70,620 in 2016.**
7. Public Relations
Most people and organizations want good reputations. But public perception can be a little funny sometimes. Journalists and others within the media don't always get their facts right. And, of course, everyone makes mistakes now and again. So good communicators and strategists are needed by countless individuals, companies, and other organizations to help keep their public images in a favorable light and to help promote their best work. For their efforts, public relations specialists in the U.S. earned $66,540, on average, in 2016.**
8. Marketing Management
Professionals who advance to this level often get to oversee all of the areas above. They plan and coordinate the efforts of many different types of marketing and communications specialists. That's why they frequently earn high salaries. In fact, in 2016, American marketing managers made $144,140, on average.** Plus, if you have a passion for it, this can be one of the most fun jobs that pay over 100K.
* CMO Council, website last visited on January 28, 2015.
** Bureau of Labor Statistics, U.S. Department of Labor, Occupational Employment Statistics, website last visited on September 14, 2017.
*** American Marketing Association, website last visited on January 28, 2015.
**** Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2016-17 Edition, website last visited on March 8, 2016.