We Marketers are pretty lucky! Marketing is a part of virtually every industry we see today. While the core theory of marketing remains consistent (years later, we are still referring to the 7 P’s), the strategies, tactics and focus areas of our work vary from industry to industry.
For those beginning their career and wondering where to begin, or for those interested in an industry change, we have delved into some of the largest industries: Retail, Fast Moving Consumer Goods (FMCG), Property, Entertainment and Creative to name a few.
Retail
MECCA and Kmart are retail brands are inspiring us right now.
The aim of the retail game is about driving consumer purchases. There is a large focus on getting customers inside the door, creating enticing in-store experiences, clever loyalty programs based on behavioural insights and using data analytics to optimise price (think Black Friday advertising) and inventory. Careers may include e-commerce, customer experience and visual merchandising.
FMCG
Smashing it right now are Treasury Wine Estate and Bega, Who Gives a Crap.
Fast Moving Consumer Goods – like the acronym suggests these products are usually in high demand and replaced frequently by consumers. Remember our toilet paper shortage during Covid? Even when times are tough, these products are still in demand resulting in the industry being resilient during difficult times. Most products in the FMCG are basic goods which means there is intense competition and loyalty struggles as a customer will usually pick a product based on price and convenience. Marketers in FMCG industries focus on product development, brand management, sampling and distribution. Careers may include product management, influencer marketing, category analysis, market research and trade marketing.
Property / Urban Development
Right Angle and Hoyne are our inspiration in this space. Like the name suggests, these marketers are focused on selling one thing – Lifestyle through property.
Property may be new or existing, part of a development or standalone. Customers in this industry have a longer purchase journey which means each interaction with the brand needs to be considered to funnel a customer through to a final purchase. The property area is quite traditional and still heavily focused on print advertising with marketers focused on photography, creating aspirational brochures and educational content to reach potential buyers.
Manufacturing
The manufacturing industry encompasses companies that produce a wide range of goods, from paint like Dulux to high-tech gadgets like Apple. These companies leverage a wide variety of the marketing mix, including sponsorships and traditional TV advertising to promote their products.
There is quite a variety of how the different brands go to market in the manufacturing industry with some selling direct to market in comparison to through a retailer. The industry’s diverse marketing approaches make it a dynamic career pathway with roles including Brand Management, Trade Marketing and Sponsorship.
Professional Services
Marketing in professional services involves attracting new clients by promoting a businesses’ expertise to other business (B2B) – you would have heard of the big four (we are talking about these guys). This expertise may include legal, financial, IT, or consulting services and more. It relies on strategies like thought leadership, content marketing, networking and reputation management to build trust, demonstrate credibility, and foster long-term client relationships.
Marketing careers usually begin from a graduate program, evolving to consultants with industry-specific expertise, and potentially reaching partner status responsible for business development, client relationships and strategic leadership.
Creative
The creative industry is all about supporting brands and businesses is about creativity and storytelling with the goal to develop captivating campaigns and compelling content that can engage their audiences and achieve business objectives. Clever ways to tell stories through photography, videography, graphic design and some elements of public relations such as product placement, influencer marketing, events and clever campaigns.
Many businesses may outsource their creative requirements to an agency to utilise their creative expertise and get fresh ideas. Agencies also provide a great place to start as you get exposure to many different industries. Professionals may work as account managers, copywriters, social media managers, content creators.
Entertainment
In the entertainment industry, marketing endeavours focus on enticing audiences to attend shows such as Taylor Swift or explore captivating destinations from tourism hot spots to new restaurants.
Marketers in this space tend to leverage social media, influencer partnerships and testimonials and public relations to create buzz. We are inspired by Disney and Funlab in this space.. Careers in the entertainment industry may include event promotion, digital marketing, and sponsorship management, all aimed at transforming interest into memorable experiences.
Non-for profit
In the non-profit sector, marketing involves promoting a cause to inspire support, drive engagement, build trust and raise funds. It focuses on conveying the organisation’s mission, values, and impact to connect with donors, volunteers, and stakeholders.
Successful non-profit marketing fosters awareness, builds relationships, and ultimately facilitates positive social change through effective communication and storytelling. Careers in this industry usually require you to know a bit about every element of marketing: Comms, Brand, PR….you have to be able to do it all. Specialisation is rare and skills may include Campaign management, Digital Marketing, Grant Writing, Community Engagement and Event Management to name a few.
So, where to from here?
Each of these industries offers unique challenges and opportunities for marketers.
All industries require us to have skills in communication, buyer behaviour, creativity, adaptability, consumer insights, project management and an understanding of the digital landscape. There are many other industries we have not mentioned but as you can see, marketing offers an array of career pathways, from the fast-paced world of retail to the creative realms of public relations. Regardless of the industry, marketers share common skills such as our ability to be agile, creative, and problem solvers.
By understanding the unique challenges and dynamics of each industry, aspiring marketers can choose the path that aligns best with their interests and skills, leading to a fulfilling and successful career in marketing.
