10 min read
Marketing Project Management: Guide for 2022
10 min read
Marketing aims to create interest in your product or service, convince potential customers that they need it, and ultimately get them to buy it. To achieve this, an organization utilizes a marketing project management strategy. Marketing project management is an organizational and operational framework developed to monitor and control marketing activities that vary in scale and complexity.
What Is Marketing Project Management?
Marketing project management refers to a set of practices that a company or organization uses to ensure that all aspects of a marketing campaign are completed effectively and on time.
They need an effective system for managing projects and ensuring everyone is working together effectively. Without such a system, there would be too much back-and-forth communication, resulting in un-necessary delays and mistakes.
Why Is Marketing Project Management Important?
A clear marketing project management plan will help you manage your team’s work, keep projects on track, and ensure everyone is working towards a common goal. It will also allow you to easily measure how well your efforts perform and make adjustments as needed.
For example, if a specific campaign isn’t performing as well as you expected, you can quickly identify which aspects of it aren’t working and decide whether or not they should be changed or abandoned.
Without a marketing project management plan in place, it can be challenging to determine what is working and what isn’t and even more challenging to decide how best to change course.
Types of Marketing Strategies
Strategies are essential to marketing and the success of any business. There are several different strategies that you can implement to help make your marketing more effective, whether you’re just starting or you’re an established company looking to find new ways to grow your business. Here are several important strategies to consider:
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Digital marketing has slowly replaced traditional advertising as a new approach to selling products and services.
This strategy involves using websites, apps, email marketing, and search engines to reach your intended audience. Whether it’s through Google AdWords or Facebook Ads, digital marketing can help you engage with your target audience personally.
Social Media Marketing
Social media is a great way to increase your brand’s exposure and generate new clients. It involves building a community around your business, interacting with people who share similar interests, and sharing valuable information about what you do. By doing so, you can create an online presence that helps you build trust with potential customers.
Content marketing includes the creation and distribution of valuable content.Content marketing provides helpful information to your target market to build trust and drive sales.
Paid Media Advertising
Paid media is your most traditional form of marketing. The costs involved are direct, such as advertising fees and printing/distribution costs. Some examples of paid media include TV commercials and billboards for an event or campaign.
Account-based marketing is a strategy that focuses on targeting accounts and companies that are already doing business with your organization. This type of marketing is excellent for generating new leads and growing your pipeline.
The first step in account-based marketing is building a list of potential customers. Once you have your list, you’ll want to determine which company employees are in charge of making purchasing decisions. You can then reach out to these decision-makers and explain how your product or service will help them achieve their goals.
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Core Steps of the Marketing Project Management Process
In project management, you’ll want to create an efficient process that allows you to effectively manage each project from start to finish without wasting resources or missing deadlines. To do this, consider using the following core steps of the marketing project management process.
Initiation and Conceptualization
The initiation and conceptualization phase is a critical part of project management. It involves understanding what your client wants, how to deliver it, and when they want it.
This stage also includes developing your idea for how you will complete the project in terms of time, cost, quality, etc. Once all parties are on board with both their expectations and yours, you can move forward with planning your marketing plan accordingly.
Coming up with a marketing plan to get you from where you are today to where you want to be tomorrow is a good place to start. Making a chart that lays out each task and its stage in your marketing project plan may be wise. Planning will help you see what comes next and help keep track of all charges and deadlines.
Once you understand your project goals, timeline, and budget, it’s time to get started. Working with a team, make sure everyone has clearly defined roles and responsibilities.
After you’ve conducted your customer and competitor analysis, you should have a pretty good idea of what will and won’t work in your marketing campaign. You can now begin testing strategies to see what resonates with your audience, so you can ultimately reach them in ways that they notice.
Monitor and Control
Monitoring and controlling your marketing projects is crucial to ensuring they stay on track. While you may not be able to control every aspect of your project, you can keep tabs on how it’s progressing and make adjustments as needed.
This is where you keep an eye on timelines, make any necessary adjustments, and keep your budget (or any other resources) in check.
Once all of you achieve your marketing goals, you’ll be ready to close out your project. The last part of closing is to send out a report with a list of final deliverables and answer any remaining questions clients and stakeholders may have.
The closing also means thanking everyone involved in completing the project and recognizing their efforts.
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How Project Management Tools Strengthen the Communication of Marketing Teams
As marketing teams grow, communication between team members becomes increasingly important. Project management tools can help streamline this process and ensure your entire team stays on the same page, no matter how big it gets.
A good communication plan includes an outline of how people will communicate with each other during a project and how they will report on their progress.
These apps ensure you stay on top of deadlines, provide you with updates from your colleagues and help make sure everyone has access to all relevant information about a campaign at any given time.
Plus, having both parties in sync allows for minor miscommunication and ensures that everyone knows their job and how far along they are. For instance, meetings are crucial for working with a team, but they can quickly get out of hand.
Having project management tools in place helps ensure that meetings stay on track and that everyone involved understands what’s going on in each forum. This is especially important for marketing teams, as their work is often highly collaborative.
Essential Project Management Skills for Marketing Teams and the Project Manager
Marketing teams often work closely with project managers to ensure you can complete the work on time and within budget. Project management skills are vital to any successful marketing team or project manager, regardless of the size or scope of the project.
Powerful Communication Skills
You need to be able to communicate effectively with all of your team members and your clients.
Communication skills ensure that everyone is on board with your vision and understands their role. If you can clearly articulate what you plan to deliver and when you’ll have an easier time keeping stakeholders engaged and motivated.
Time Management Skills
Time management is crucial in any successful marketing project. As a project manager, you will need to ensure that all of your team members are working on their tasks efficiently.
If you get stuck with an arduous task or an extra-busy week, you must recognize when your productivity will start falling behind schedule and make adjustments as soon as possible.
Being an effective project manager is about being flexible and ready to adapt quickly. Make sure you allow team members enough time to complete their work without taking away from their responsibilities.
More than a mere checklist of duties, organizational skills can mean the difference between success and failure on a marketing project. Whether you’re planning events, conducting market research, or building reports, your ability to get work done efficiently can make or break a successful campaign.
A clear plan of action will help keep you organized and focused while prioritizing tasks and delegating responsibilities are vital components in moving projects forward.
Identifying significant risks at the beginning of a project ensures that these issues are tracked throughout, rather than suddenly popping up later.
By identifying risks early on, teams can take action to reduce their likelihood of occurring and lessen their impact if they do occur.
One of your most essential responsibilities in project management is communicating with your team to solve problems. You’ll want to create a collaborative environment, encourage open dialogue, and be patient enough to allow everyone time to process new information.
To do so effectively, you’ll need to hone your problem-solving skills. These skills will come in handy when working with clients, vendors, stakeholders, and even your team members.
It’s important to know what you can afford to spend on a project before jumping in. When creating your budget, make sure you cover all of your expenses, including staff salaries, social media ad campaigns, copywriting fees, filming equipment, etc.
A comprehensive budget will help keep costs in check and identify potential hiccups before they impact timelines or results.
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The Best Marketing Project Management Tools
Project management tools are used to keep track and know exactly where you are in your marketing journey and when you should hit major milestones and deadlines.
Kanban is a framework used to manage tasks, projects, and processes. It’s beneficial for marketing teams that need to keep track of multiple projects. The Kanban system works by moving tasks from left to right based on their status (unstarted, in progress, or completed). A visual board with cards representing each task allows team members to move functions as they become available.
Ease of use
Continuous and long-term enhancements
Lack of ability to iterate or use independently
A Gantt chart is a bar chart that uses horizontal bars to illustrate scheduled tasks in a project, where you represent time on the x-axis and represent task completion on the y-axis. Each taskbar has two parts: an early finish date (usually its starting date) and a late finish date (usually its due date). A Gantt chart can help you quickly visualize your tasks over time.
Allows for more accurate tracking
Depicts overlaps and improve productivity
It can be complex and time-consuming.
How To Choose the Right Tools for Your Marketing Project
To make sure you choose marketing project management tools worth your time and effort, first consider these three things.
Who will be using them? What kinds of projects will you employ? How much time can you invest in learning how to use them?
Once you’ve answered those questions, it’s easier to narrow down your choices. I consider the Gantt chart an excellent starting point for anyone getting started. It’s not exhaustive, but it allows you to see where tasks overlap and help you schedule your time more effectively.
Take some time to evaluate how much return you expect from each tool, and if it looks like it could add value to your marketing, go ahead and buy it. If you’re unsure about something, wait until later in your company’s life cycle to start spending money on products that may or may not deliver a return.
In marketing project management, every task is equally important. Everyone involved in your team must have a solid understanding of these critical concepts. Creating and adhering to detailed project plans will help guide your efforts from start to finish, so there’s less room for error or confusion.
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