Marketing Job Networking Tips

The marketing industry is one big extended network, and marketing jobs are frequently based on network contacts. This is an industry which operates at a constantly high performance level, and personal contacts are practical assets on the job, as well as career assets.

Marketing Network Basics

There are multiple types of marketing jobs, all of which interact with each other on various levels. The modern marketing industry is a very fluid business proposition, and “who you know” often means having access to very talented people.

All aspects of marketing now often work on an “ad hoc network” approach. An ad hoc network is a network which operates like a project, and varies depending on the needs of the work. This is an extremely practical approach to marketing, where the work can vary from a full marketing campaign to consultancy and step by step marketing products.

(This is also a  fundamental business principle. Ad hoc networking saves a lot of money compared to a salaried organization which costs money whether it’s getting business or not.)

In this industry, there are “natural” networks, created by business associations and experience, and “extended” networks which are usually based on contacts within the natural networks. The net result is a very wide range of contacts in all areas of marketing.

This type of network is absolutely essential for a successful marketing career. The business of marketing is extremely fluid, and if you’re in the industry you have to be getting business on a regular basis.

For example:

“Branding” is a typical marketing exercise. This process is creating a brand from scratch and giving it a market profile in its industry. It’s also a potentially very complex process. The marketing agency has to deal with the client and work through the process from product inception.

The ad hoc network for a job like this is pretty diverse. This is a typical ad hoc network and their roles:

  • The marketing agent: Marketing consultant, market research, white paper and conceptualization of branding process.
  • Copywriters: Ad copy, branding information, product identity, hooks and ad jingle lines.
  • Graphic artist: Logos, stationery, ad layout
  • Media services: Video, web media
  • Printing: Hard copy information, brochures, guerrilla marketing materials, etc.
  • Merchandising: Brand presentation issues

These people are involved in the marketing process at various stages of development. The marketing agent is the point of contact, usually the marketing agency account manager or agency owner. The network is set up to deal with the various aspects of the branding exercise. Each of these people is an expert in their field, and the work is effectively organized by them, usually on a contract basis or association.

This type of network works extremely well. It’s particularly productive, and because the people involved are all independents there’s no “organizational” road blocks or bureaucracy. The marketing manager is the controlling entity, meaning management is much less encumbered by a corporate structure. The network supplies what’s required on a needs basis.

Even in the marketing agencies, ad hoc networking is a much more efficient option. An organization often benefits from outsourcing tasks, and conducting the business in a very similar way.