Marketing communications is finally becoming integrated. With the need to streamline operations, the silos of traditional PR, social media, word of mouth marketing, advertising, etc. are being broken down. A great example of this is a major CPG brand that recently changed the job title of their PR director to integrated marketing director. These companies are also looking for their agencies to do the same. So what does this mean for your career?
To become a director of integrated marketing communications, it might be quick to assume one needs to specialize in several practices to gain a broader understanding of how they all work together. However, if you look at the management skills needed for each of these specialties they are relatively similar: strategy development and execution. Instead of specializing in several practices, focus on one specialty and hone the skills needed for crafting and implementing an effective strategy.
An MBA was never crucial to reach senior leadership in communications, but those roles are changing. After the economic downturn, the bottom line has never been more important, requiring marketers to justify their campaigns through demonstrating a clear impact on business operations. Senior leadership needs to have an understanding of business practices beyond marketing strategy, and an MBA would further this understanding.
In this Business Week interview, Susanne Lyons, former chief marketing officer of Visa and Charles Schwab, gives a great explanation as to why business understanding is fundamental to the role.
"The CMO needs to be a businessperson first, and a marketer second. They need to demonstrate greater accountability and show how they are having a real impact on the bottom line... the key is for marketers to understand and speak the quantitative and financial language of business."
What changes have you seen in our industry that affect your career? How do you plan to address and incorporate them into your learning and development?
To become a director of integrated marketing communications, it might be quick to assume one needs to specialize in several practices to gain a broader understanding of how they all work together. However, if you look at the management skills needed for each of these specialties they are relatively similar: strategy development and execution. Instead of specializing in several practices, focus on one specialty and hone the skills needed for crafting and implementing an effective strategy.
An MBA was never crucial to reach senior leadership in communications, but those roles are changing. After the economic downturn, the bottom line has never been more important, requiring marketers to justify their campaigns through demonstrating a clear impact on business operations. Senior leadership needs to have an understanding of business practices beyond marketing strategy, and an MBA would further this understanding.
In this Business Week interview, Susanne Lyons, former chief marketing officer of Visa and Charles Schwab, gives a great explanation as to why business understanding is fundamental to the role.
"The CMO needs to be a businessperson first, and a marketer second. They need to demonstrate greater accountability and show how they are having a real impact on the bottom line... the key is for marketers to understand and speak the quantitative and financial language of business."
What changes have you seen in our industry that affect your career? How do you plan to address and incorporate them into your learning and development?
