Marketing consultants help their clients sell products or services by developing and implementing plans and strategies. Because advertising is only one component of the marketing mix, an advertising executive is not the same as a marketing consultant. The marketing mix refers to the price, packaging, distribution, promotion, and sale of a product or service. The marketing mix differs by industry, client, and specific products and services. Marketing consultants’ main job is to advise clients on the best ways to sell their products or services.
Understanding consumer behavior and what motivates them to take desired actions, such as purchasing a product, is an important skill for a marketing consultant to have. Marketing professionals must be able to identify appropriate target audiences for each product or service and then communicate effectively with each audience. People skills, as well as the ability to think of new ways to position and promote products, are required.
Because new ideas are required on a regular basis, marketing is considered a creative business. Because results, not just creativity, are the backbone of marketing, marketing consultants must have both critical thinking and creative skills. Clients hire a marketing consulting firm in the hopes of getting the most bang for their buck with their marketing budget.
A marketing consultant can specialize in one area, such as direct mail or Internet marketing, or work in a variety of areas. Many marketing consulting firms offer services such as ad copywriting and web design. Client services, production, distribution, and creative services are some of the departments that larger companies may have.
Marketing consultants should, of course, have a marketing degree, but a degree in English, business, or communications is often preferred. Psychology courses are also recommended, as understanding customers is essential for developing compelling and effective marketing strategies. A marketing consultant often has his or her own business, but may also work as an account manager, marketing manager or even creative director in an agency.