Top 5 Marketing Fields to Explore For a Successful Career

By Indeed Editorial Team

Updated September 19, 2022 | Published September 29, 2021

Updated September 19, 2022

Published September 29, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

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Marketing is the link between product development and brand awareness. Marketing fields provide broader areas within which companies explore opportunities to grow their brands, such as advertising, sales, and public relations. Understanding marketing fields is important because it prepares your foundation in building business skills and the job roles vary from market research to direct marketing, and social media management, among others. In this article, we explain how to choose a career in marketing, and explain the five different fields of marketing.

Choosing a career in marketing fields

A career in marketing involves different roles, such as digital marketing or traditional marketing options, like a brand manager. Marketing careers require specific industry knowledge, such as research, consumer behaviour, marketing analysis, sales forecasts, competitor analysis, and creative advertising. Some companies rely on social media communities to build their brand as they value community engagement, while others prefer coding or running online ads on various platforms.

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Top 5 fields of marketing to consider

The top five in demand marketing fields you can pursue to build a successful marketing career include:

1. Market research

Businesses hire market researchers to help them gather crucial data about the target group's needs and preferences to gain a competitive advantage. As a marketer, you help organizations to understand how consumers feel and behave by developing strategies that minimize the gap between a product and consumer expectation. By carrying out market research, you empower businesses to leverage on customer expectations for the best possible solution. Businesses use market research in the following key areas:

Product development

Market research informs how a specific group of individuals use and perceive a product, including the strengths and areas for improvement, to create lasting success. Product development research informs organizations on what to do to achieve customer satisfaction. Market research under product development monitors market demand, ensuring that products meet customer demands or desires.

Building brands

While all digital marketing strategies can help businesses build their brand, market research is the only way to tell how consumers perceive a brand. Market research is effective as it uses multiple metrics to monitor and optimize a brand to find areas to improve and strengths to target in their brand-building strategies.

Market segmentation

Selling products and services to the wrong target market can compromise profitability. Market research empowers businesses to develop services and products suitable for different markets by understanding their needs, motivations, and challenges. The information you gather through market research helps your clients optimize their marketing communications to send the right message through the right channel.

Competitor analysis

Understanding competitors helps organizations develop the right product and communications. The market research provides insight into how consumers perceive competitor's products and services and the best communication channels. You also learn about their strengths and weaknesses that you can exploit to grow your business.

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2. Content marketing

Good content is the foundation of every successful marketing strategy. Everything in digital marketing involves content, from consumer keyword searches to marketer's posts and links, including emails, landing pages, product descriptions, and social media posts. The keywords and metadata the content provides can guide search engines when consumers look for your products and services. Content marketing involves blogs, PDFs, comments, videos, infographics, press releases, photos and user-generated content to market products and services. The benefits of adequate content marketing include:

Build brand awareness

People usually opt to buy one product over its competitor because of brand awareness. Content marketing allows your potential customers to recognize and associate with your brand, which helps to build loyalty. It further motivates the target market to talk about your brand and recommend it to friends and relatives.

Build trust and authority

Sharing authoritative content related to your industry can help build trust and make consumers look favourably at your products and services. The audience will further share your content with their networks. This increases your consumer base and the likelihood of your content ranking highly on search engines.

Increase engagements

Educative content creates conversations and increases engagement on your marketing channels. Creating the right content helps you build communities, increase web traffic, improve search visibility and enhance direct customer conversations. Higher engagement also offers the opportunity to place paid ads based on traffic.

3. Video marketing

While video marketing is a subset of content marketing, it is one of the significant fields of marketing to specialize in and build a successful digital marketing career. Video content requires unique skills like creating and editing videos, writing a storyboard, scriptwriting, compressing videos, and sharing various platforms. You can benefit from having a mastery of the tools you use to create your video, including camera, software and lighting equipment. The popular types of marketing videos used to increase engagements include:


Explainer videos are effective in helping you create a connection with your consumers. They do this by teaching consumers how your products or services work, why you created the product or service, or concepts related to your product. You may embed the video on your homepage, landing page or send it to consumers to reduce the bounce rate.

Video ads and promos

Marketers rely on video ads to create awareness and consideration as they directly target consumers and communicate a service, product, or brand. You can use video promos to share your brand's values, visions, or origins to create interest. Video is such an effective medium because movement and sound naturally draw the user's attention.

Testimonials and social proof videos

Testimonial videos allow you to leverage the testimonials from your existing customers to prove the effectiveness of your service or product. It is an effective way to convince potential customers to trust and buy your products and services. Adopt different strategies with your testimonial videos to increase conversions, such as the number of customers or awards you've gained. You may further use testimonials from your customers, such as selfie view videos, as proof of quality.

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4. Paid search engine marketing

Paid search engine marketing is a quick way to attract traffic, increase conversions and create awareness. Commonly referred to as PPC (pay-per-click), paid search marketing involves an advertiser paying a fee whenever someone clicks on a hosted ad. The success of the PPC largely depends on relevance to the user, but you can personalize your campaign with target keywords. A successful PPC campaign identifies and intentionally creates content and connections for a particular market segment. The benefits of paid search engine marketing include:

Instant exposure

Paid search engine marketing guarantees rapid exposure of your products and services. This is because your ad appears at the top or on the first page of the organic search results. It is most effective when you get maximum exposure within a short time frame, as most platforms approve your ad the same day.

Effectively reach a target market

PPC marketing allows you to reach a target market quickly. Most platforms, such as Google Ads, support many parameters that you can use to customize your ads to maximize efficacy. These factors include location, age, interests and behaviours, when defining your target group.

Improve competitiveness

Paid advertisement empowers brands to showcase products or services. They prioritize content on the organic search result's first page, compete with established businesses. Paid advertisements attract users who were previously unaware of your business' existence.

5. Social media marketing

Businesses can use Social media platforms to grow their market share and enhance brand visibility. Embracing social media marketing allows you to engage with consumers in a personalized way, which improves how your target market perceives your brand. A successful social media strategy helps you build communities, increase traffic, enhance customer satisfaction and improve customer service.

You can use the following steps to create a social media marketing strategy:

Define your audience and buyer persona

Determine your target market, including their needs and interests. Conduct market research to find out more about people who use your products or services. The information enables you to create engaging content that resonates with the target group.

Determine the effective social platforms

Once you have a target group, you can determine the best channels to use for your marketing activity. This decision depends on the needs and interests of your target group. Focus on two or three major social media platforms to help you closely monitor and update your strategies and respond to engagements.

Create engaging content

The success of your social media marketing strategy depends on your content. Always create unique content that excites your target group and creates conversations. Consumers like and share good content with their networks, offering your brand a broader reach, which increases your followers. Use different forms of content, like videos, infographics and pictures, to make your content more appealing.

Schedule your posts

Social media management tools can help you prepare videos and images, write captions and schedule posts in advance. The tools may further monitor all interactions and engagements, allowing you to focus on other critical tasks. You can also use social media widgets on other apps to advertise your presence and encourage users to click and follow you on those sites where you have posted your content.

Analyze your marketing results

Use social media metrics to gauge the success of your social media marketing strategies. The most important social media marketing metrics you can track include engagement, followers, reach, impressions, mentions, tags and profile visits. You can use this feedback to update and adjust your strategy accordingly.

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