Direct Marketing Manager Job Description
Companies that sell products by mail or online typically employ direct marketing managers in lieu of marketing managers. Both types of marketing managers essentially perform the same duties. The major difference is the type of advertising campaigns that they manage. Moreover, the direct marketing manager's job description includes all the marketing processes from conceiving a new product concept to testing and introducing it to the market.
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Significance
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The direct marketing manager's job description entails choosing the right type of ads for generating revenue directly from full-page newspaper and magazine ads; and from a company's website. Sometimes, the direct marketing manager's duties include creating classified ads to generate leads from consumers or businesses that are interested in their products or services. Subsequently, they mail out a sales letter, brochure and order form to generate revenue in a two-step process called the inquiry follow-up method, according to article "The 12 Most Common Direct Mail Mistakes...And How to Avoid Them" by direct mail copy-writing expert, Robert Bly, at nmoa.org.
Identification
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A direct marketing manager's job description often involves collaborating with product managers and directors, deciding on ways to streamline products, change pricing structures or increase the distribution of the company's products. At least part of the direct marketing manager's job description entails initiating online, phone or mail research surveys to better understand customers needs and preferences.
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Function
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As part of their job description, direct marketing managers are almost always responsible for evaluating the success of various advertising campaigns, calculating the cost per inquiry, sales and ROI (return on investment) of every type of advertisement. Often, direct marketing managers must change or optimize their advertising mix by dropping unsuccessful campaigns and finding new advertising sources. Simultaneously, direct marketing managers usually maintain databases of customers so they can continue sending them direct marketing materials or email for new products or special promotions.
Other Duties
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Direct marketing managers usually coordinate and manage projects with various agencies that place advertisements for them or conduct various research projects. Direct marketing managers must also initiate marketing strategies that help their company combat the strategies implemented by their key competitors. At times, a direct marketing manager's job description may entail various clerical duties such as filing, faxing documents and making copies.
Salary And Job Outlook
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The median annual salary for marketing managers, including direct marketing managers, was $108,580, as of 2008, according to the Bureau of Labor Statistics (BLS). The job outlook for people who want to enter this particular field was considered about as fast as average for 2008 to 2018, according to the BLS.
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References
- Photo Credit business image by Magalice from Fotolia.com
