The job market for entry-level marketing professionals is becoming increasingly dynamic and competitive. The search for opportunities in this field requires students to explore various areas due to the broad nature of this discipline. Among the main areas of activity are social media, writing, SEO, copywriting, market research, product marketing, and service marketing.ForVictória Carnieri, marketing specialist at the Internship Company,The initial challenge is to understand what the person's professional affinities are at the beginning of their career.
“By realizing these affinities, students can determine which areas of marketing interest them most. For example, if someone is interested in the life cycle of a product and consumer profile, they can pursue product marketing. If the person has more affinity with attracting and qualifying leads, in addition to communication strategies and content creation, they may do well in service marketing. If the professional has a more analytical profile, they may consider studies and market research,” says the specialist.
During an interview for an internship or other junior opportunity, it is essential to highlight practical experiences that can add value to the company. "For example, if the candidate participated in an academic project that involved mapping trade marketing strategies at points of sale or conducting market research to understand consumer behavior, this specific experience can be a significant differentiator, demonstrating the practical application of marketing theories," he says.
The specialist shares some of the main growth trends in the market.
1. Artificial Intelligence (AI)
AI has become increasingly integrated into the daily work of marketing professionals. AI-based tools assist in content personalization, campaign optimization, and analysis of large volumes of data. Knowing how to use AI, from generating effective prompts to validating sources of information, is an essential skill for those who want to stay ahead in the market.
2. TikTokization of Marketing
The trend of short-form video marketing is not exclusive to TikTok but has been expanding to other social media platforms, influencing how brands communicate. Consumers are increasingly accustomed to this quick and engaging content format, so mastering this language and using it strategically is crucial for those who want to stand out.
3. Content Marketing and SEO
Creating relevant content remains one of the main strategies, but it is necessary to consider SEO (Search Engine Optimization) to ensure that the content reaches the right audience. Professionals who master the creation of more strategic content are much better prepared to generate qualified leads and boost brand engagement.
4. Influencer Marketing and Micro Influencers
Influencers continue to play a crucial role in marketing strategies, but attention has shifted to micro-influencers. With a more engaged and niche audience, they offer a faster and more relevant return compared to celebrities. For young professionals, it is essential to understand how to measure the impact of influencers on the conversion and engagement of a specific audience.
5.E-mail Marketing e CRM
Although some trends point to its decline, it remains one of the most effective ways to stay in touch with the customer. Through email marketing and CRM (Customer Relationship Management) strategies, companies can map the customer's consumption journey and maintain a continuous and personalized relationship. Even in a scenario of changes and new media, strategy still plays a fundamental role in customer retention and engagement.
“It is always important to make the most of your undergraduate studies to explore activities that go beyond classes, such as extracurricular projects, scientific initiation, junior companies, among others. These are always opportunities to develop behavioral skills and gain new technical knowledge,” concludes Victoria.
