Digital marketing has become one of the fastest growing areas of marketing since the onset of the COVID-19 pandemic. With more people at home due to lockdowns and social distancing measures, many businesses moved their focus to online marketing rather than traditional marketing channels. As a result, becoming a Digital Marketing Manager opened up as an exciting new prospect for all marketing professionals.
The increase in online marketing across all sectors means that Digital Marketing Managers are needed across many different types of industries, with more companies employing their own Digital Marketing Manager rather than using outside agencies.
Being a Digital Marketing Manager
A Digital Marketing Manager is responsible for developing the online marketing strategies of a business and overseeing those projects to ensure they achieve optimum results. These may be managing a social media campaign, creating a website or social media content calendar, writing and updating website content and various other tasks. In a very dynamic playing field, the Digital Marketing Manager must continuously monitor and adjust marketing campaigns, so they run smoothly and reach the intended goals, whether that is to drive customer sales, client acquisition or increase brand awareness.
Being a successful Digital Marketing Manager can be a demanding job which requires you to be an expert in the field along with expertise in the latest digital technologies and techniques. Taking on this role will bring together your years of experience in advertising, sales, social media, email marketing, web development, copywriting and search engine optimisation (SEO), as well as your extensive knowledge of analytics. As a Digital Marketing Manager you can expect to receive an average salary of around £37,000 per year, but this can vary across different types of businesses and industries. Use our benchmarking tool to find the average pay rates in your area.
Not only will you be using these skills to oversee the online marketing strategy for the business, you will likely be responsible for managing a team of creative professionals, ensuring that everyone works together to strengthen the online brand presence of the business. You will also collaborate with other departments to ensure the online corporate identity and company values are brought together across all areas of the business.
Is a Digital Marketing Manager job a good fit for you?
The role of Digital Marketing Manager can be found in a wide range of sectors. From retail to accountancy, non-profit to construction, Digital Marketers are needed as online marketing becomes one of the preferred means of promoting any business.
Digital Marketing Manager jobs are usually office based, however, due to the shift to remote working during the pandemic, you may find that some of these roles now offer work from home options as part of the working week.
Your day-to-day duties as a Digital Marketing Manager may include:
- Identifying the target audience and creating digital campaigns to inform, engage and motivate them towards specific goals.
- Using digital marketing strategies to drive traffic and create an invaluable customer experience.
- Managing all digital marketing platforms using a variety of digital marketing tools.
- Developing effective user funnels, ensuring conversion points are optimised.
- Implementing the company’s SEO strategy in all web-based marketing initiatives and training others to follow the same protocol.
- Collaborating with the marketing team on the concept, development and implementation of digital marketing plans.
- Working with other creative teams within the company or externally to help with marketing campaigns when needed.
- Ensuring all digital marketing communications are distributed effectively, internally and externally.
- Analysing digital metrics to identify and review trends and insights, and using the data to optimise performance.
- Reporting on the performance of digital marketing processes and providing actionable insights by tracking goals such as ROI and key performance indicators (KPI).
- Ensuring all current marketing and copyright regulations, accepted professional standards, policies, procedures and legislation are adhered to across the team.
Are you a good fit for a Digital Marketing Manager job?
If you already have a few years’ experience as a Marketing Executive, then moving on to become a Digital Marketing Manager could be a natural next step. As well as your creative skills, you must also have good technical skills and the ability to analyse data in order to optimise digital marketing systems to create the best overall customer experience across all digital channels.
To be a Digital Marketing Manager, you should have:
- Outstanding knowledge of all digital marketing channels and social platforms.
- Excellent understanding of the importance of trending topics, user experience and user habits.
- Proven success with SEO, social media, and email marketing strategies.
- Excellent data and metric analysis abilities.
- Good time management and organisational skills with the ability to delegate and prioritise work across multiple projects.
- Experience collaborating with others on digital marketing campaigns.
- Proven ability to establish targets and manage budgets.
- Competency in using Office 365, Excel, Access and Word.
- The ability to use various marketing software such as Google Business Tools, Adobe Suite, Hootsuite, Mailchimp, WebTrends, WordPress, HubSpot, Salesforce and SEMRush.
Employers will also be looking for certain soft skills when considering candidates for a Digital Marketing Manager role. These may include:
- Enthusiasm for the job.
- A proactive work ethic.
- Creativity and an understanding of the importance of visual aesthetics with attention to detail.
- Excellent communication skills.
- Good problem solving skills.
- The ability to work well under pressure and to make quick, sensible decisions.
- Commercial awareness.
- Desire to develop your own skills and knowledge.
- The ability to provide, accept, and act appropriately, on feedback.
- Willingness to embrace new ideas and adapt to changes.
- Self-motivation to successfully achieve deadlines and goals.
Qualifications, Licences & Certifications needed to be a Digital Marketing Manager
The following are essential for anyone considering becoming a Digital Marketing Manager:
- A bachelor's degree in Marketing, Communications, Digital Technology, I.T., Advertising, Psychology or a Business-related subject.
- 2-5 years’ experience in a relevant marketing role.
- Experience in a management or leadership role.
- Fluent level of English, both spoken and written.
It can also be an advantage to have a certification in Google Analytics and Google AdWords or other similar digital marketing analytics qualifications.While not essential, a post graduate qualification in digital marketing will help expand your skills and knowledge. Both the Chartered Institute of Marketing (CIM) and the Institute of Data and Marketing (IDM) offer a range of professional qualifications in digital marketing.
Where can a Digital Marketing Manager job take you?
Once you have a few years of experience as a Digital Marketing Manager you can move on to the next step of your career. This could be pursuing a more senior position as Head of Digital Marketing or Marketing Director, or you might choose to specialise in a particular form of digital marketing such as mobile or video. With your experience, you could also consider working as a freelance Digital Marketing Consultant. Alternatively, you might decide to move into a different area such as advertising, sales or PR. Your extensive digital marketing knowledge and experience would put you in an advantageous position to succeed in any of these sectors.
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