After the epidemic has passed, many businesses are still having trouble determining how to best recover from the Corona issue and get their operations back on track.

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The ability of managers to adjust to the shifting expectations of customers and enterprises alike presents a number of issues. It is up to them to succeed in this so-called “New Normality” and discover a means for their businesses to remain competitive in the market.

The “Next normal” has forced firms to rapidly improve all of their divisions, including Marketing, in order to stay up with the expectations of the market. Even more rapidly than before the epidemic, fashion trends come and go. During these challenging times, the cultural norms, values, and behavioral patterns of customers are also undergoing shifts, which indicates that marketing strategies should also adapt. However, this growth, which everyone is hoping for, cannot occur gradually. It must occur all at once. Unfortunately, there is not enough time. It ought to take place at this very moment.

Uhura Digital has compiled a list of examples that will become essential for business and marketing in the “Next Normal” to comprehend and put into practice, and that have the potential to contribute to the primary obstacle that must be overcome in order to develop a sustainable business:

Direct-to-Consumer, often known as D2C marketing

Direct-to-Consumer (D2C) is a marketing and sales strategy that allows businesses and brands to cultivate connections with consumers on a one-on-one basis, without the participation of middlemen, retail traders, or platforms that boost profit margins. D2C is sometimes abbreviated as “D2C.”

What what is “direct-to-consumer” marketing, and why is it beneficial for your business?

Gaining useful insight into the client and their behavior, and using this information to establish better and more intimate interactions between the brand and the customer, is a big benefit. In addition, companies have a greater degree of control over their brand and own a client database that is both larger and more specific. This factor plays a significant part in the process of formulating a digital sales plan.

The global epidemic deprived customers of the ability to continue their buying habits at traditional brick-and-mortar establishments. Online trading has shown increasing levels and has become equally important for the development of brands. This is especially true for brands that have relied heavily on indirect customer relationships or sales up until this point. Although online shopping is popular, online trading has proven its worth by showing increasing levels.

According to a study conducted by the supplier of eCommerce software Spryker, almost sixty percent of firms in the fashion and sports industries have their own online shop, but just twenty-nine percent of brands in the beverage and cosmetics industries have. This is somewhat understandable when one considers the obstacles that must be overcome in order to implement a Direct-to-Consumer strategy. These obstacles include, but are not limited to, potential conflicts with existing significant sales partners, intricate information technology structures, complex logistics, and the requirement for new and additional expertise in order to successfully implement such radical alterations.

But the advantages often outweigh the disadvantages, and investing in a sound “Direct-to-Consumer” approach does not imply a “Either/Or” choice, just as this is not always the case in real life.

If companies begin to focus their attention not only on their online sales, but also on their online business strategy and the requirements of their clients, they will unquestionably find success in the digital marketplace.

Uhura is able to assist businesses on the analysis, creation of a strategy and service, technical implementation, and marketing of ‘Direct-to-Consumer’ methods. Uhura is responsible for the development of digital Direct-to-Consumer solutions.

The latest trend in bringing people together is via the use of digital events.
Why is it so vital to generate leads for B2B businesses?

The process of discovering potential buyers for a business-to-business product or service and persuading them to make a purchase is referred to as “B2B lead generation.” It is a very important task for the sales and marketing teams who work with B2B clients. The generation of leads and interactions with customers often takes place at events such as trade fairs, conferences, or even events held inside the company itself.

During the Corona crisis, time seemed to halt for some individuals, while for others it was an opportunity to prepare plans that would allow them to continue to be competitive despite the worldwide shifts that were taking place. Since the beginning of the Covid epidemic, all activities whose primary purpose was to bring people together were cancelled. This presented a significant issue for managers working in B2B marketing (in this case businesses).

As a result of the so-called “New Normality,” there is a rising need for a novel approach to organizing these kinds of gatherings. The fundamental question is, how can this be done?

The Answer Is Either Digital or Hybrid Occasions

Because of the Internet and other technical advancements, events are now conducted either entirely virtually or in a hybrid fashion, making it possible for anyone to take part and allowing the world to return to at least some semblance of its previous state. This, of course, does not imply that everything is operating without a hitch.

Many of these happenings don’t even make use of all of the options that are now open to them, and I don’t just mean in terms of how far technology has come or how much they know about certain tools. In addition, businesses should think about methods of presenting information that are both more engaging and visually appealing if they want to make their virtual events into an experience that is really meaningful. Furthermore, since there is no disturbance to the media during virtual and hybrid events, lead creation, for example, is both practical and able to be tracked.

Uhura assists businesses in converting their event ideas into digital and hybrid events, as well as creating the event’s contents and branding, as well as handling the full digital planning, organization of the event and presentation, and technical execution.

The New Marketing and Sales Funnel

Because Covid altered every aspect of our life, it is only logical that it also altered the manner in which sales are made, marketing is carried out, and company in general is managed. Therefore, if businesses want to maintain their level of competitiveness in the market, the B2B strategies of their managers will need to undergo shifts as well.

Regarding the retailoring of the brand’s attitude toward its clients, the following two aspects need to be discussed:

How did the experience with Covid-19 alter the way my consumers felt?

The Corona crisis caused the whole globe to alter, which led to clients having new requirements for their products and services. B2B marketing professionals need to adopt a new point of view while considering their clients in order to maintain their relevance in the eyes of those clients. This indicates that fresh consumer insights that take into account the present state of affairs need to be created.

What are some ways that the customer journey may be reimagined?

46% of small and medium-sized enterprises (SMEs), according to a study conducted by Accenture, have made significant investments to develop their infrastructures so that they become more virtual, networked, or contactless.

What exactly does this entail?

The popularity of digital platforms is growing at an even faster rate than it was previously, therefore managers need to start paying attention to the new guidelines. It will be easier to accomplish this goal with the assistance of digital technologies and by boosting the level of technological expertise possessed by your B2B sales staff.

The only leads that managers should focus on are the valuable ones, and they should examine whether or not their old digital strategy is still applicable.

Uhura Digital is involved in a variety of B2B enterprises and B2B marketing initiatives. As part of their work for these clients, they develop customer journey maps in collaboration with their clients in order to produce successful lead-generation campaigns and make the most of their paid-media expenditures. When you make adjustments to your B2B marketing, they provide advise.

Social Media

Because it is a component of digital platforms as a whole, social media will be subject to some of the same shifts in attitude if the perception of digital platforms in general changes as a result of the Covid-19 incident. It has been noticed that use rose during lockdowns, which is not unexpected; nonetheless, this indicates that the contents need to be created in a new approach that is more relevant for the consumers.

It would seem that new trends in social media are winning strategies:

Paid Media Option Number One: It Would Appear That Smaller Platforms Are Sometimes A Better Solution For The Implementation Of Digital Strategies
Utilizing social media as a conduit for providing customer service
The significance of audio and video content is continuing to surge tremendously.
Influencers are like the younger brother or sister you never had. the growing faith in the individuals who create content.
Paid Media Strategy Number Two: Improve Your Social Media Reputation by Supplementing Your Organic Feed with Paid Content Conclusion:

As was noted before, the overall quality of the experience that a company provides for its customers is of the utmost significance, particularly in light of the Corona debacle. In order to forge a deeper connection between the client and the brand, it is important that it be customized not by the target group as a whole, but rather on an individual basis. How are businesses truly able to do that?

A marketing plan that is purpose-driven is essential to developing a devoted audience for a business. People form relationships with businesses that communicate to them in a way that is consistent with the perspectives they have towards the world around them. It is essential for there to be a sense of identification between the buyer and the brand.

As a result, managers are required to take on the mentality of the firms they work for and locate the most effective means of conveying their authenticity and ideals to the general public.

The marketing department is analogous to the company’s circulatory system. In the same way that an actual organ is necessary for survival, so is it for your company. Sure, I’m aware that it’s a bit of a corny metaphor, but… But if you can make a truly sophisticated comparison between two things that at first glance don’t appear to have anything in common, you have my undivided attention. Stay here with me, and I’ll make sure you don’t miss a thing (ugh, there I go again).

But how should you organize a department such that it contributes to the general well-being of your company and the achievement of its long-term objectives? The marketing department is responsible for a wide range of tasks, and its decisions affect almost all facets of the business.

In the same way that your heart sends blood to the rest of your body, your marketing department should send quality leads and creative ideas to the many other departments in your organization. The most effective marketing departments make use of the cross-functional skills of their employees in areas like as search engine optimization (SEO), data science, public relations (PR), content marketing, and design.

The Ultimate A-Team in Marketing Today

Have you ever made the spur-of-the-moment decision to run a couple of kilometers without first building up your stamina? In that case, by the time it was through, you most likely felt as like your heart was about to leap out of your chest; I know that’s how I felt. On the other hand, you would be in the proper condition if you had prepared a little bit in advance by doing some stretching and warming up with cardio.

A marketing team is quite comparable to this; its members should be prepared to keep pumping without reaching the point of fatigue. A person’s agility, in addition to their stamina, is another essential aspect in determining whether or not they will be able to not only keep up with the competition but also adapt on the fly.

The efficiency of your marketing department is directly proportional to the composition of the marketing team you have in place. Your marketing staff should be in good form in order to assist the company while it travels the distance and be ready to sprint when the opportunity presents itself. This is analogous to having a heart that is healthy.

Imagine that your marketing organization is a relay squad that has the cross-functional ability to handle a range of demands in order to simplify the overall race. Marketing is the foundation of a brand from beginning to finish, and it is responsible for every duty, from the development of demand to the involvement of customers on social media.

However, it is a challenging field since it is plagued by ever-evolving fashions and technological advances. The obstacle course that is marketing, on the other hand, is nothing new. Just take a look at this article that was published by McKinsey Quarterly all the way back in 1996. It states that “the capacity to master and exploit change has become one of the most sought-after managerial abilities.” This is especially true in the field of marketing, where the pace of change is always accelerating.

Oh wow, I’m already dripping with sweat! (But, on the other hand, maybe that’s due to the fact that my air conditioner is broken?) In any case, in order to make certain that your marketing team is in the best possible shape, you should go back to the method that you promoted in 2011. This is due to the fact that the most popular marketing channels, the sorts of content that work best with them, and the responsibilities that marketing team members play have all seen significant shifts in the meantime.

The Perfect Organizational Setup for a Marketing Team

There seems to be an infinite number of different exercises and fitness activities from which you may pick if you wish to boost the stamina of your own body. When it comes to the formation of your marketing team, this is essentially the same thing. It is simple to waste the money of the marketing department and fail to bring value to the company if one does not give the matter significant attention.

Building a marketing team that is flexible and adaptable is the best way to minimize cost overruns, as well as operational silos and delays. Everyone on the team, including the chief marketing officer (CMO) and the marketing managers who answer to them, as well as any data scientists, social media managers, and content writers that are employed there, should be able to effectively collaborate thanks to the structure of the system.

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Highlighting the Work of Agile Marketing Teams

You can think of Agile marketing as the TRX or Pilates of the marketing industry since it is incredibly popular and very successful when it is applied appropriately. Agile marketing is a methodology that was derived from the practice of software development that shares the same name. This methodology places an emphasis on the collaboration between cross-functional teams (teams that have members with a wide variety of skills from across the organization), in addition to iteration, continuous improvement, and flexible planning.

The basic members of agile marketing teams include SEO leaders, art directors, content writers, software engineers, marketing campaign strategists, and product or campaign owners. This allows agile marketing teams to maintain their flexibility. Departments that perform well using this model collaborate with expanded teams that cover areas such as public relations, information technology, legal affairs, and business development.

It is much simpler to maintain continual alignment with the corporate leadership and with other departments when teams are honed in, flexible, and agile. This makes it possible to coordinate campaign strategy, define expectations, and make choices with the customer in mind. Agile marketing encourages teams to make decisions based on experience rather than opinions and conventions, and to use what they’ve learned to continuously iterate their ideas by applying what they’ve discovered. While some teams struggle to prioritize data, this approach helps teams make better decisions overall.

A Powerful Marketing Team Consists of 8 Key Roles, Each With Their Own Responsibilities

Because we are going to get into the nitty-gritty of what it truly means to have a well-functioning marketing team, I hope that you are on board with this whole heart metaphor that I’m doing here by now. If you are, then we can move on to the next section.

The size of an organization will determine how various leadership roles and other jobs are mapped to the precise structure of a marketing team. Larger organizations are more likely to have multiple layers of hierarchy that report to the CMO, whereas smaller companies and Agile marketing practitioners will have lighter-weight structures and more autonomous teams. Larger organizations are more likely to have multiple layers of hierarchy that report to the CMO.

The following are some of the most crucial duties and responsibilities that will help you cross the finish line, and they are relevant regardless of the size of your team:

1. The Mentor 2.

The position of vice president of marketing (or of content marketing), marketing team leader, marketing leader, and marketing director are all examples of possible titles.

Consider this individual to be the one that monitors everything going on. They have their finger on the pulse of everything. This analytical thinker is in charge of the marketing team’s finances and other resources, and they provide essential assistance and direction to the rest of the group. This person operates independently from the core cross-functional team in an Agile marketing environment and maintains a light touch when interacting with the members of the team to check on their progress and resources. This helps to ensure that the team is not unduly slowed down by excessive bureaucracy.

Responsibilities:

• Directly generating customer interest and developing an entire marketing plan
• Create spending plans and choose the most important metrics to monitor.
• Update the Chief Marketing Officer, the CEO, and any other relevant marketing executives
• on your progress.
• Act in a role similar to that of an advocate for the firm.
• Mentor other coworkers.
• Lead marketing meetings.

2. The Manager of the Active Process

Marketing manager, project manager, scrum master, content marketing manager, content marketing strategist, product manager, and product manager are all possible titles.

In summary, the active manager ensures that the project and team remain on schedule by working with all of the members of the organization (another reference to the heart, get it?) on the priorities and action items to be completed. This marketing leader, who may have a title such as content marketing manager or scrum master (within the framework of Agile), is responsible for ensuring that marketing initiatives and strategies are closely linked, and that their implementation is well synchronized. Additionally, they ensure that responsibilities are fairly allocated in order to prevent anybody from being overworked.

Responsibilities:

• Establish your goals and your objectives.
• Monitor the various stages of completion.
• Maintain control of the sprints and the scheduling of the tasks.
• Maintain communication with the other heads of marketing on resource allocation.

3. The Search Optimization Expert

Potential job titles include Search Engine Optimization Specialist, SEO Lead, PPC Specialist, and SEO Writer.

In summary, these experts make certain that your marketing initiatives and content are sent to the appropriate consumers. Without them, your efforts to create content may never reach the appropriate consumers via search, which is a mistake that might have disastrous consequences. Their duties have generally consisted of doing keyword research and applying the results of that research to the design and optimization of landing pages, paid search campaigns, and the assessment of text in relation to metrics such as conversion rate. On a marketing team, you will likely find more than one person that falls under this group. For instance, a professional in pay-per-click advertising and an expert in search engine optimization may work together.

Responsibilities:

• Perform some keyword research.
• Carry out the SEO study.
• Determine the many ways in which a page’s rank might be improved.
• Optimize the already-existing material again.
• Perform an SEO audit on any modifications to the site.
• Start up some brand fresh campaigns.
• Adjust bids (for PPC).

4. The Author or Writer

Writer of content, copywriter, or member of marketing team are all potential job titles.

The wordsmith is the leader of the team since effective communication is essential for every member of the group, but the wordsmith is also the master. They are the only proprietors of the development of written content, which includes display advertisements, blog posts, eBooks, white papers, and any other kind of marketing asset. In addition to the actual act of writing, they may also be responsible for editing, communicating with many other stakeholders on comments, and contributing to audio-visual media such as podcasts and videos.

Responsibilities:

• Conduct research and develop content that is on brand.
• When necessary, edit and update the writing.
• Put forth ideas.
• Work in tandem with the designers.

5. The Master of Appearances

Designer, graphic designer, video editor, illustrator, photographer, stylist, and animator are some of the possible titles.

Because they are in responsible of every visual component, which is something that has always been an essential aspect of marketing, designers are a very vital member of the team. The visual team in a marketing department is essential to the department’s overall performance, and their work may range from infographics to films.

Responsibilities:

• Create some infographics as well as some artwork.
• Create still images and motion pictures and edit them.
• Optimize graphic material for social media dissemination.
• Harmonize the verbal materials with the visual creativity.

6. The Creator of the App

Front-end developer, web developer, marketing developer, and full-stack developer are some of the potential job titles.

An effective marketing campaign in the modern day requires the management of a greater number of technical aspects than in any previous era. Particularly crucial to the success of marketing efforts are developers that specialize in web technologies (such as HTML, CSS, and JavaScript, for example). Their work contributes to keeping websites at a speed that is sufficient to maintain the attention of website visitors, a responsiveness that allows them to work on any advise, and a dependability that allows them to avoid expensive technical difficulties.

Responsibilities:

Code for marketing websites should be written and refactored.
Perform an investigation of the site’s loading times and its functionality.
Hosting and improvements for the site should be maintained.
Eliminate any errors.

7. The Guru of the Numbers

Possible titles: Data scientist, data analyst.

The work of data scientists and analysts is crucial to contemporary marketing operations since these services create vast volumes of data relating to client interests and interactions, as well as the performance of content. These individuals provide a similar function to those who monitor your heart rate to verify that everything is operating normally.

Responsibilities:

• Collect, categorize, and analyze the data from the marketing effort.
• Funnel data into marketing automation technologies.
• Provide the leader of marketing with your suggestions.

8. The One Who Is Communicating

Possible job titles include social media manager, PR expert, public affairs officer, influencer marketer, media lead, and product marketer. Other related positions include public affairs officer and media lead.

In a nutshell, this function encompasses all of the marketing-related tasks, including the establishment and upkeep of connections with both internal and external target groups. People who maintain social media accounts and connect with consumers, public relations professionals who establish relationships with the media, and product marketers who look for possibilities to form alliances are all appropriate candidates for this position.

Responsibilities:

• Promote the brand and be a representative of the principles it stands for.Give aid and
• support to viewers from the outside world.
• Establish commercial connections and strategic partnerships.
• Maintain open communication and focus on marketing objectives.
• The Responsibilities of the Marketing Team

At this point, it should be abundantly evident that each role on a marketing team is intricately connected to the others. Naturally, this brings up a very crucial issue, and that is, “What exactly are those functions?”

In order for the team to be successful, everyone has to be aware of what their roles are and what is expected of them.

However, before we get into that, it is important to keep in mind that the magnitude of the project will play a significant role in determining how these responsibilities will be distributed among the members of the team. It’s possible that a single individual on a smaller team will wear more hats than they would in a large corporate marketing department or a content marketing firm due to the lower team size.

It is important to keep in mind that the structure of your marketing team should include all of the essential duties. The following is a list of some of the most important duties performed by the majority of marketing departments:

Strategy:

In most cases, the emphasis is placed on objectives connected to search engine optimization strategies, brand recognition, content production, audience research, and distribution. They are also accountable for coordinating the budget with the execution of the plan.

Ideation:

It is crucial to establish a creative execution plan for the strategy, and doing so takes involvement from a variety of members of your team, including graphic designers, developers, communicators, data specialists, and wordsmiths.

Tracking the Execution of Creative Ideas:

After you have developed a plan and a high-level creative vision for the assets that you want to generate, you will need someone to build content calendars and social posting schedules as well as to manage timetables for deliveries.

Production:

Your developers, data analysts, communicators, graphic designers, and wordsmiths all work together to help bring your strategic vision to life.

In the areas of Promotion and Distribution:

To connect with audiences, you need to have expertise in a variety of areas, such as social media outreach and email marketing. This will allow you to build a base of followers and grab their attention with attention-grabbing headlines, which will ultimately lead them to your content and further into the sales funnel.

Dev and IT:

You need people who can help on the technical side of things, such as ensuring that different types of content load properly on your website and that your integrations do not interfere with the user experience in any way.

Important Traits That Should Be Present on a Marketing Team

Just like humans, marketing teams may take on a variety of forms and configurations, each of which is optimized for the specific kinds of businesses they serve, the kind of content they create, and the marketing activities they direct. However, the greatest teams have several characteristics in common:

Accountability

The topic of accountability may be contentious, but it is of the utmost importance to delegate the appropriate amount of duty to each individual member. Steer clear of harsh punishments when it comes to assigning blame, but do make it possible for members of your team to confidently own up to their contributions to the problem. The leader is responsible for establishing crystal-clear goals for the team at the outset and monitoring their progression along the way. Employ evidence in the form of data and analytics, and be sure you stick to the accountability standard that was established earlier.

Scalability

It’s an unusual expression, but it captures an essential truth: You can’t scale anything that’s difficult to handle. “Too huge to scale” is an example of this. You also don’t want to grow a process or team structure that isn’t performing properly to begin with, since it will just make things worse. You can better position yourself for success by putting your attention on highly collaborative processes and adopting an agile marketing paradigm.

Execution

The importance of flexibility in a marketing team cannot be overstated, as it has previously been said. You may absolutely get into a rhythm of doing things, but you shouldn’t get too bogged down in attempting to construct a set pattern for yourself. Instead, let your findings define your future steps. The process of marketing is similar to a cycle in that directions are regularly transmitted between positions and exchanged.

In any event, the group will need to take some kind of action in order to react appropriately to the most recent discoveries. As a consequence of this, the several jobs that make up a content marketing team may interact with one another in a manner that is one of a kind and sometimes unexpected.

The Importance of Being Versatile Within a Marketing Team

You may have been doing a lot of cardio and weight lifting, and you may have noticed that your heart health has improved as a result of this. However, if you don’t put in some flexibility, you run the risk of hurting yourself. Do you see where I’m going with this? I believe you do. When it comes to marketing, having flexibility implies being able to think fast and having the capacity to modify your game plan in response to changing internal or external events.

So the question is, how do you go about putting together a team of individuals that are adaptable and ready to alter their plan at a moment’s notice? To begin, there must be a leader who is able to steer the group in the proper direction while also having sufficient faith that every member will fulfill their responsibilities to the best of their abilities. It is possible for fresh ideas to emerge and for staff members to function autonomously when there is no iron grip to rule with. Time will be saved, and the resulting structure of the team will be more effective.

Always be on the lookout for novel and improved approaches to completing tasks. Keep an eye out for new opportunities, but don’t discount tried-and-true methods of doing things in the workplace. A contemporary worldwide market is a competitive place; thus, for your team to continue being relevant and lucrative, they need to be tuned into the newest opportunities for success in the market.

For instance, the popular social media app TikTok is a relatively new marketing tool. This is something that no marketing team gave any consideration to five years ago since it was still relatively new. It is far superior to Instagram in terms of discovering new products to buy. The figures don’t lie, as they say: According to TikTok, 92 percent of users perform some sort of action after viewing content. These actions include liking, sharing, and even purchasing a product, demonstrating the app’s powerful effectiveness.

Is the team you’ve assembled prepared to adjust to changes such as this one? Even if some of the group’s members lack the skills necessary to navigate the rough waters, you may still provide them with a lifejacket and teach them how to swim. Your team could need some additional direction when the values of the market are shifting, so be prepared to provide it. Because of this, it’s essential to staff your company with individuals that come from a variety of walks of life and have unique experiences. A strong, resilient, and adaptable team is characterized by its diversity.

Putting up a successful marketing team from start may seem to be an insurmountable challenge, but doing so is an endeavor that is well worth your time and attention. It is crucial for the success of the rest of the team to have a marketing team that is both healthy and nimble. See? I told you that our poor choice of metaphor would get us through to the conclusion of the discussion!

You’ve got this in the bag. Maintain focus on the objective, but take time along the route to acknowledge your accomplishments and those of your teammates. After all, marketing is a process, not an endpoint, to be completed.