Companies that commit to comprehensive training are almost always the companies that make it to the top.
Training and development are part of any discipline and marketing is no exception. A strong commitment to leading-edge training often defines success. The best marketing teams are well-versed in the latest research, tactical techniques and return-on-investment measurement strategies.
Definition
Marketing training encompasses multiple areas that might not be obvious. Educating employees about the many areas marketing touches, and that therefore require adequate training, is often the first step. For example, every time an employee interacts with a customer it is a marketing event, commonly called a "touch point." Employee training focused on the marketing aspect of these interactions is helpful in advancing customer satisfaction. Other marketing areas that may benefit from training include advertising, public relations, promotions, and marketing research and analysis.
Customer Service Training
If customer needs are not met, a business is doomed to failure. Customer service training and development takes many forms. From scripting customer-employee interactions to empowering employees to solve customer problems on-the-spot, a customer service program that includes regularly scheduled, marketing-focused training opportunities will enhance a company's sales and reputation.
Tactical Training
Advertising, promotions and public relations all play a significant role in the marketing mix. Each requires a different training approach to maximize impact. Educate employees about current advertising and promotional efforts so they are able to speak with customers intelligently. Public relations, the often overlooked but perhaps highest-impact tool in the marketing arsenal, is everyone's job in many ways. Training employees to present a positive public image throughout their day-to-day interactions -- inside and outside the compan -- improves perception.
Market Research Training
Although technology allows marketing professionals to track and analyze marketing data more deeply, the tools used to do so require training in use them. Learning measure marketing return on investment through directed training programs pays dividends in at least two ways. Accurately tracking marketing initiatives means the data collected is clean and useful. Learning analyze data to make strategic decisions allows a company to extract the most value from dollars spent on marketing.
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