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Digital marketing jobs are in demand in the U.S. This demand was accelerated by the recent and rapid shift to online work, school, and commerce. In response, companies have increased their digital ad spend by 19.1% and decreased traditional ad spend by 19%. This growth has fuelled the emergence of several digital marketing niches.
What do you do?
A digital marketing manager maintains visibility over all the campaigns, strategies, and digital tools the digital marketing team uses to meet their marketing goals. They’re also responsible for working with their director to establish these marketing goals whether it’s to increase market share or generate leads for a specific product or service.
Why is this role important?
It’s easy for digital marketers to get lost in tactics and tools and forget the overall strategy. The digital marketing manager ensures all the different digital marketing team members – from the SEO specialist to the PPC specialist to the content specialist – work together to execute on an integrated digital marketing strategy.
Which skills do you need?
Digital marketing managers have different backgrounds depending on which role they used to occupy as a contributor. That said, they supplement their core competency (e.g. PPC advertising) with an understanding of other areas (e.g. content, brand marketing, web design). They usually have experience with a range of marketing tools including creative tools such as Photoshop, Illustrator, and InDesign, analytics platforms such as Adobe Analytics and Google Analytics, customer relationship management tools like Salesforce, and marketing automation tools such as Hubspot and Marketo.
E-commerce specialists understand how to position, market, and sell products online. They’re experts in e-commerce platforms who monitor the performance of different campaigns and track important e-commerce metrics such as the conversion rate, average order value, customer acquisition cost, and more. They also develop e-commerce marketing strategies and run experiments to improve them.
The COVID-19 pandemic accelerated the shift to e-commerce by 5 years. An effective e-commerce specialist can mean the difference between a great product that sits in a warehouse and a product that moves off the shelves and into consumers’ homes.
E-commerce specialists have to know how to work with popular e-commerce and advertising platforms and tools such as Shopify, Facebook Ads, Instagram Ads, Google Analytics, and more. In addition, e-commerce specialists need an understanding of copywriting to persuade buyers, A/B testing for experimentation, user experience design, and more. They also need to know how to collaborate with other digital marketing team members.
Online marketers focus on disciplines like website creation and monitoring or PPC marketing where they develop, execute, and monitor ad campaigns through channels like Google’s search engine, YouTube, Facebook, LinkedIn, Instagram, or Twitter.
The online marketing manager role is important, but it’s been largely folded into the role of a digital marketing manager or broken up into specialist contributor roles. Someone who might have been an online marketing manager ten years ago is today a digital marketing manager, PPC specialist, or social media marketing specialist.
To become an online marketing manager, you need the same skills as a digital marketer which is an understanding of the different realms of digital marketing as well as leadership and management abilities.
User experience and user interface managers create helpful, enjoyable experiences for customers. They work collaboratively with other digital marketing specialists to ensure every customer touchpoint helps prospects solve their problem, use a service more effectively, or move closer to a purchase.
This role is vital for creating and maintaining a company’s digital presence in a way that helps meet business goals. Having an app is not good enough if customers don’t like using it. Great user experiences encourage digital audiences to engage more and spend more. Poor user experiences push audiences away.
SEM/SEO experts are constantly looking for ways to ensure their company’s content appears first when prospects are researching topics related to their service. They develop strategies to build their company’s online authority through link building, optimizing content for readability, analyzing metrics like web views and average time spent on a website or article, and more.
Companies are competing for eyeballs that are bombarded with content on a daily basis. SEO/SEM specialists help companies ensure their online content has a fighting chance.
These candidates need to know how to common SEO/SEM tools such as Google Analytics, Ahrefs, Moz, SEMRush, and more. They’re also familiar with content management systems such as Wordpress and ad platforms such as Google Ads and Facebook Ads.
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