A crucial part of marketing is the media or channels deployed to reach customers. This yields another set of “search terms” for marketers to consider when screening resumes online. (If you missed the first two parts of this series, look here and here.)
One overly popular channel we’ve discussed many times before on Lairig Marketing is mobile advertising. Given the penetration of smartphones, the mega-gazillions of phone apps downloaded each minute, and the percentage of people who “walk while surfing,” a job candidate would be a fool not to pepper her resume with mobile this and mobile that, no?
No. Here are two counterpoints to consider.
First, for all the trade-press ink (or pixels) spilled on the topic of mobile marketing, it still hasn’t reached anywhere near double-digit percentage of marketers’ budgets. (Funny, isn’t it, how the same people who complain about “annoying banner ads” on a nice 14-inch laptop screen [leading to a 0.06% average click-thru rate] believe the experience will be better and more successful for marketers on a 3.5-inch screen.)
Second, searching for experience on a single channel takes us right back to the “one-trick pony” problem discussed in Part 1. What company can survive on a single customer touch point? What new marketing cycle was invented in the past couple of years that skips over the awareness and consideration and preference phases?
Better candidates are going to have channel experience reflected in keywords like these:
- Integrated marketing, marketing mix, multi-touch or multi-channel, touch point cadence, customer journey, campaign management, channel strategy
Hiring managers who screen marketing candidates on these “search terms” will end up having meaningful interviews with rich conversation. At the least, it beats the hell out of trying to talk to someone who is staring at her hand.
Tomorrow: we wrap up this series with a “Daily Deal!”