Marketing consultants can offer general advice covering all facets of marketing or specialize in areas such as direct mail or Internet marketing.
Marketing consultants create and implement plans and strategies for their clients to help them sell specific products or services. An advertising executive is not the same as a marketing consultant, since advertising is only part of the marketing mix. The term marketing mix refers to how a particular product or service is priced, packaged, distributed, promoted, and sold. The marketing mix varies by industry, customer, and individual products and services. The main function of marketing consultants is to advise clients on the best marketing strategies for their products or services.
Marketing consultants can help companies strategize to make their products stand out from their competitors.
Understanding consumer behavior and what motivates them to take the desired action, such as purchasing a particular product, is an essential skill for a marketing consultant. Marketers must be able to identify the right audiences for each product or service and then reach each audience with engaging communications. Interpersonal skills and the ability to come up with new ways to position and promote products are essential.
Marketing consultants can help companies determine the best medium to advertise their products.
Marketing is considered a creative business as new ideas are constantly needed. Marketing consultants must have critical thinking and creative skills, as results, not just creativity, are the backbone of marketing. Clients hire a marketing consulting company hoping to get the best results for their marketing budget.
A marketing consultant may specialize in a specific area, such as direct mail or Internet marketing, or may work in multiple areas. Many marketing consulting companies offer copywriting and web design as part of their services. Larger companies may have different departments, such as customer service, production, distribution, and creative services.
Marketing consultants are looking for new ways to reach customers.
Those interested in becoming a marketing consultant should, of course, study marketing, but a degree in English, business or communications is generally desirable. Psychology courses are also recommended, as understanding consumers is crucial to creating compelling and effective marketing plans. A marketing consultant usually has their own business, but they can also work as an account manager, marketing manager, or even creative director at an agency.