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    I don’t consider myself a marketer, why should I join AMA?

    A post by Julie Sisco, VP of Membership 

    There are so many perspectives on how joining the American Marketing Association can help you. I would like to share a few from my perspective as a Market Researcher and Data Analyst. I was lucky to have been introduced to AMA by one of my undergrad professors back in the late 90s, and I joined as a student member initially hoping to network locally and land a great job.

    Well I quickly learned that showing up at a few events to network was not going to produce lots of job offers. It requires ongoing attendance, building relationships and introducing connections to build that network up. Even then you never know when or how to expect your network to payoff. After being a student member, I found my way into my first market research job and neglected my AMA membership. After a few years, I realized that something was missing… I worked in a research role within a marketing department and heard lots of conversation about Facebook, Twitter and other social media buzzwords as they became popular. 

    These were all new concepts at the time, and I realized that marketing was evolving already since my time as an undergrad student just a few years earlier and I need to be able to gather some basic information about upcoming marketing trends. I needed to know how could I support my marketing team from the research side, and even if I didn’t do it myself what vendors I should be watching for potential partners. 

    Again, regarding my network… it would be great to be able to identify potential connections and have a conversation linking them back to my team! I joined as a professional AMA member to ensure that I would have the opportunity to stay current, and even when I missed some details the resources were there to quickly find articles to suffice in a pinch. While my primary responsibility has never included social media, I learned the important advertising and tracking capabilities from local AMA presentations and articles written in my monthly Marketing News magazine… not to mention the many white papers that I searched for specific content to really understand before making a recommendation around social media.

    My role as a researcher has always been very data focused, pulling in facts and segmenting consumers by their documented behavioral data. Providing the data is not enough for internal or external clients, ultimately they want to know what the next steps are. Strategy becomes a vital role within research, so the final step in any project is to try and answer at least some basic idea of what can we do to fix the problem… or increase sales etc. 

    The AMA has provided me with a solid backing for my recommendations, and I can easily reference my rationale back to the article. While my expertise is on the research side, my AMA membership has helped my research data support the marketing side… which is most often a team. Teamwork is highly essential in today’s business environment, regardless of company size.

    How does your role interact with the marketing role? Have you ever felt like you needed something to bridge the gap between you and the marketers on your team? Remember this example of how you can support your marketing team even, without having the expert knowledge yourself. 

    Join Julie. Be a member of the AMA. See JointheAMA.org for full details.

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