Avviare la propria Carriera nel Marketing: dalla Teoria alla Pratica

Avviare la propria Carriera nel Marketing: dalla Teoria alla Pratica

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Avviare la propria Carriera nel Marketing: dalla Teoria alla Pratica

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[AGGIORNATO 25 MARZO 2020]

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Se hai cliccato su questo contenuto, allora sei interessato ad avviare una carriera nel mondo del Marketing o quantomeno a comprenderne i principi basilari. Ti confesso che si tratta di un articolo che ho scritto tempo fa, diviso in due parti, ma che ho deciso di ristrutturare per fornire una guida più pratica e funzionale.

Il tuo primo pensiero è chiaro: un articolo gratuito può valere più dei corsi online? La risposta è no, ma dopo aver letto questo articolo non sarai semplicemente entrato nella logica del Marketing, ma saprai anche scegliere il corso giusto per le tue esigenze!

Già, perchè ho una brutta notizia da darti: un corso non ti trasforma automaticamente in marketer. Le certificazioni sono un biglietto da visita, poi contano i risultati ed è importante capire quali sono e come raggiungerli.

Non preoccuparti però, in questo percorso, mi auguro non troppo noioso, raggiungerai un obiettivo ben più importante: avere le idee chiare!

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Che cos’è e a cosa serve il Marketing

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La prima domanda a cui rispondere per avviare la tua carriera nel mondo del Marketing è banale, ma necessaria: che cos’è e a cosa serve il Marketing?

Le definizioni sono veramente innumerevoli e tutte veritiere, perciò ho selezionato tre di quelle che apprezzo di più:

L’insieme delle attività che mirano a influenzare una scelta del consumatore riguardano il marketing – Russel Winer

Processo di produzione, promozione, distribuzione (punto vendita) e determinazione del prezzo di beni, servizi o idee al fine di porre relazioni soddisfacenti con il cliente in un ambiente dinamico – William Pride & O.C. Ferrel

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La scienza e l’arte di esplorare, creare e fornire valore per soddisfare i bisogni di un mercato target con un profitto. Il marketing identifica bisogni e desideri insoddisfatti. Definisce, misura e quantifica la dimensione del mercato identificato e il potenziale di profitto. Individua i segmenti in cui l’azienda è in grado di servire al meglio e progetta e promuove i prodotti e i servizi appropriati – Philip Kotler

Io, nel mio piccolo, ne ho una personale, piuttosto semplici che – con grande ironia – mi prendo il lusso di inserire tra virgolette:

Il Marketing è fare mercato, ossia quell’insieme di attività atte a migliorare il rapporto con il mercato – Artigiano del Marketing

Il Marketing è “semplicemente” questo. Da qui, perciò, puoi riuscire a descrivere chiaramente a “cosa serve”, cioè il secondo punto dell’articolo.

Quale bisogno soddisfa il Marketing?

Ignora momentaneamente il Marketing e la sua esistenza. Immagina ora, sommariamente, come un’azienda di solito genera profitto. La risposta è banale: il profitto deriva dal rapporto con il mercato.

In parole ancora più semplici, il profitto è il risultato dello scambio di beni e/o servizi con il mercato (rapporto con il mercato), cioè quando arriva il denaro in cassa. Facilmente si deduce che un miglior rapporto con il mercato implica maggior profitto.

Non credo sia nemmeno necessario concludere il discorso, ormai è evidente a cosa serva il Marketing. Il Marketing serve a portare soldi alla tua azienda, niente di più e niente di meno.

Ogni azione di Marketing deve essere pensata in quest’ottica; il contenuto virale, la pubblicità bellissima e tutto il resto devono portare soldi, che sia nel breve o nel lungo periodo lo si decide nella parte strategica, altrimenti significa che non si è fatto un buon Marketing.

Parti da qui. Dalla definizione e dalla sua funzionalità, ragionare da marketers significa ragionare per farsi comprare!

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Il test d’ingresso per il Marketing: spiegalo ai tuoi nonni!

Lo scoglio più difficile che ho incontrato agli inizi della mia carriera è stato uno soltanto: spiegare ai miei nonni quale fosse il mio lavoro! Che i nonni siano un tesoro inestimabile è noto a tutti, ma avendo vissuto periodi palesemente diversi è difficile per loro comprendere.

Ed ecco dunque il tuo test d’ingresso per il mondo del Marketing. Riuscire a spiegarlo a persone di un’altra generazione ti consentirà in futuro di convincere il tuo capo, un imprenditore se sei libero professionista e ancora una persona che prova sfiducia in questo tipo di attività.

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D’altronde diceva Einstein che “non hai veramente capito qualcosa fino a quando non sei in grado di spiegarlo a tua nonna“. Verità indiscutibile e superare questo test significa che sei pronto ad entrare realmente nel mondo del Marketing.

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L’inizio della professione: da dove cominciare?

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Arrivato a questo punto credo che le idee siano già molto più chiare. Il Marketing deve portare guadagno, ma per quanto sia bello credere nella teoria “volere è potere” la realtà è diversa. Per avere successo nel Marketing devi possedere competenze!

Il Marketing è una disciplina enorme e le sue attività sono numerose. Per comodità di trattazione mi collego alle due più vicine al mondo commerciale: Responsabile Marketing (o Consulente) e Social Media Manager.

La verità è che l’ideale per questa professione è cominciare toccando con mano gli strumenti. Teoria fine a sè stessa – nonchè difetto di molti docenti di corsi online – purtroppo nella pratica ci aiuta poco. Io, ad esempio, mi occupo principalmente di strategia ma ho un’esperienza alle spalle legata a gestione della community sui Social, da Facebook a Instagram, per poi essermi orientato sulla SEO e realizzazione di siti web.

Non si può sapere tutto e troverai la tua strada, ma prima è necessario cominciare dalla pratica. Prendi in mano una pagina, gestisci tu i contenuti, organizzali in un piano editoriale, poi lanciati in campagne di Advertising. Piano piano capirai la tua propensione e con l’esperienza arriverai a definire una tua chiara e precisa identità professionale!

Con questo mi auguro di averti fornito qualche spunto di riflessione valido, a presto!

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