New professions of Internet projects

    Creative Internet marketer, ambitious brand manager, outstanding specialist in promotion, organizer of creative advertising companies, manager of social media, goal-oriented startup director, modern consultant on the development of Internet business ...

    And in no resume is the word professional

    And this is not a figment of my imagination - absolutely all the epithets were indicated in various resumes of specific applicants for the position of marketing director. And people with complete seriousness say “I am a creative Internet marketer” and with the same seriousness continue “I don’t use Google analytics, marketing is such a thing - here more and more on intuition”.

    And if it was one person, then this could be called an accident, but this is a very sad trend, when a bunch of people who do not know how to call themselves professionals and want to get paid in 4K just for beautiful conversations.

    In the article I want to talk a little about the main thing that was lost behind the words creative, web two-zero, startup.

    Internet marketing in its methods is no different from conventional marketing. All the same - positioning, analysis of market segments, competitive analysis. Then, on this basis, a promotion strategy is developed, which is later adjusted based on real indicators obtained from the analysis of visits and sales.

    As you can see, the word analysis is much more common than others. ANALYSIS, not intuition.

    Marketing can be creative, partisan, tough - whatever else. But this should be marketing, and not a mess from SMO, SEO, tweeters, VKontakte, mailing press releases, working with bloggers and online media.

    Yes, you can lead a corporate twitter and have more than 9000 followers, but if the company conducts it just to be, then this will not give any result.

    You can order articles from trendy bloggers, but this will give one-time traffic, most likely with a very low conversion.

    You can make an awesome list of keywords and put the service in first place in the search, and then find out that the input pages to which the client gets from the search are written so ugly that the conversion is less than 1%.

    By the way, many at the interview calmly asked, “What do you mean by conversion?”

    Internet marketing is not entertainment, not a game with the goal of getting a portion of the drive, but not less difficult and painstaking work than managing the entire product development.

    No one doubts that a person with 7 years of experience in IT should work as technical director, but for some reason it is considered normal to take on the position of director for the promotion of a creative boy with a well-suspended language who can speak and draw presentations beautifully.

    That is, the classic situation of becoming such a specialist is this. After meeting with the founder, I got into one startup, made with investor money. On the web two-by-one, he spent all his money on “intuitive marketing”, moved to another startup already with experience, then the next one. The salary with each transition is growing, the opinion of our professional achievements is also there, and at the exit we have nothing knowing asshole, who wants a salary of 4K, in order to drown with the next startup and go to the next.

    And it is precisely because of unprofessional personnel working in promotion and sales that half of all potentially successful startups die.

    Working in a startup is much more difficult than in an established company, and therefore the requirements for personnel in startups should be much higher than in established companies

    And for some reason, the opposite is happening. None of the “specialists” described by me will send a resume to “HeadHunter” because he knows that no one really knows how, but calmly sends his resume to all new Internet services, generously adding it with the words “proactive, creative, charismatic, ambitious, workaholic, multitasking, modern look, Western mentality. "

    But the reality is that any creative workaholic without specific knowledge will calmly have a specialist on the marketing field without a Western mentality, working from 9 to 18 with a lunch break, but knowing his job.

    Creativity, charisma, Western mentality, passion for the idea, burning eyes - all this is excellent and a real advantage, but if professionalism comes first, only then everything else.

    Professionals - where are you?

    Where marketers who can work with the market, analyze the cost of attracting a client for each method of promotion and identify segments for promotion. Where are the business directors who know how to build and develop a sales network not in theory but in practice, who have traveled around the country and made many successful partnership deals. Where, damn it, are specialists, not creative pi & favors with well-suspended languages. Of the 87 resumes viewed in two weeks and 12 interviews, not a single professional with real skills and achievements, but creativity was rushing to the fountain.

    For those who want to work in this area in the future, I want to give three tips.

    1) Do not immediately rush to the position of director of marketing. Without real work experience, 95% say that it will end badly. Become an assistant in the normal company and gain experience.

    2) Learn. Attend several courses in classical marketing, read at least the pop Trout, learn how to work with analytics, read books on identifying segments in the market, analyzing competitors and analyzing the results of advertising campaigns.

    3) Realize a simple fact. Creativity, workaholicity, pure ambitiousness do not mean anything. We need professionals.

    Links to our vacancies, about which I spoke in the article.

    We are still looking for specialists and will be happy to accept real professionals in our team.

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