A digital marketing manager is responsible for developing, implementing and overseeing long-term digital marketing campaigns as well as short-term advertising techniques. This role requires being adept at enhancing brand awareness, driving traffic to the company’s website and generating sales leads. A digital marketing manager oversees the marketing team and provides support in several areas, such as:
Identifying and testing new digital platforms and tools
Using web analytics tools to monitor site traffic
Optimizing marketing campaigns, including email marketing, social media and digital advertising
Tracking consumers’ purchase behavior
Average salary
Digital marketing managers are typically full-time employees, though some may work part-time or remotely. Salaries for digital marketing managers vary depending on their level of education and work experience as well as an employer’s industry, company size and geographical location.
Common salary in the U.S.: $59,492 per year
Some salaries range from $14,000 to $139,000 per year
Digital marketing manager requirements
Obtaining a position as a digital marketing manager may involve certain requirements depending on the role for which you are applying, including:
Education
Entry-level digital marketing managers are required to have a bachelor’s degree in marketing, advertising or a related field. Some employers prefer candidates who have a master’s degree or specialized certifications.
You can earn a degree in a range of relevant disciplines, including business administration, information technology and web design. Digital marketing managers are usually required to have studied coursework in coding languages, search engine optimization, e-commerce and web analytics tools.
Training
Training to become a digital marketing manager typically involves serving in lower-level marketing-related roles, such as a marketing assistant or marketing intern. Performing the duties of these roles teaches specific processes and communication skills. An internship is frequently part of earning a degree, which also offers valuable training and direct experience. Training through an internship program may include job shadowing and performing certain duties under supervision.
Digital marketing managers with previous related experience may transfer communication skills, time management and strategic thinking to work for a new employer or in a similar position.
Certifications
Certifications enable professionals to improve their skills and demonstrate their qualifications to prospective employers. Digital marketing managers can earn certifications to gain more technical knowledge of their responsibilities, test their skills and advance their careers. Some of the most common certifications for this profession include:
Professional Certified Marketer in Digital Marketing**:** Created by the American Marketing Association, the PCM Digital Marketing certification covers marketing-related topics such as web analytics, social media, SEO, online advertising, email and content marketing. This certification requires candidates to complete a 120-question exam with 80% proficiency. Candidates must renew this credential every three years and earn a minimum of 10 continuing education credits each year.
Professional Certified Marketer in Marketing Management**: **The American Marketing Association’s PCM Marketing Management certification is considered a gold standard by marketing professionals in the U.S. The exam for this certification is a 150-question online test that assesses the marketing skills taught in the AMA Marketing Management Bootcamp course. Candidates must pass the exam with at least 80% accuracy to become certified. Recertification is required every three years, and a minimum of 10 continuing education credits are required every 10 years.
Skills
Digital marketing managers require an assortment of hard and soft skills to succeed in this role. Some skills include:
Strategic thinking: This skill involves understanding how people think to interpret the reasoning behind their purchases. A digital marketing manager uses strategic thinking to target advertising and optimize campaigns to bring the largest return possible.
Time management: Digital marketing managers use their time wisely, delegating certain tasks and dedicating a pre-set period to each remaining task. This creates a system of completing tasks promptly. This skill is also used to manage schedules to meet deadlines, attend meetings and perform or delegate other time-sensitive tasks throughout the day.
Communication: Digital marketing managers must possess strong, clear and concise communication skills to succeed in their field. A skilled communicator utilizes traits such as active listening, positivity and patience as well as verbal and written communication skills. Generating reports to share with upper management and writing persuasive product copy are a few of the tasks requiring excellent communication skills.
Interpersonal skills: These skills are often a combination of written and verbal communication meant to facilitate clear, respectful communication with media outlets, sales leads, colleagues and clients. Qualities like empathy and intuition enable team members to work together to meet goals, and social skills help marketers understand how individuals communicate, allowing for the most impactful, engaging content for a campaign.
Technical skills: Digital marketing managers are required to be familiar and comfortable with the forms of technology they use in their daily set of tasks. They must gain technical proficiencies to use the equipment, software and online platforms needed to conduct their work effectively. Some technical skills include budgeting, analyzing the return on investment of marketing campaigns, word and data processing and web analytics.
Digital marketing manager work environment
These specialists work in office settings with the following characteristics:
Sitting at a desk for extended periods
Using computers, printers and other common office equipment
Using proprietary or copyrighted digital tools such as logos or applications
Regular interdepartmental communication via email, video meetings or electronic messaging
Occasional or frequent domestic traveling
Digital marketing managers can use their knowledge and skills in industries with similar work environments, such as:
Public relations
Advertising sales
Accounting
Business management
How to become a digital marketing manager
The typical path to becoming a digital marketing manager includes the following steps:
Pursue education. Most companies require digital marketing managers to have at least a bachelor’s degree, and some prefer a master’s degree as well. Research requirements in your area, and earn the appropriate level of education for your desired role. You can pursue specific disciplines if your intended industry prefers it.
Gain work experience. You can earn relevant work experience through temporary or part-time marketing support positions or internships. Gaining experience through lower-level marketing support roles can supplement your education and advance your career.
Earn technical certifications. Depending on your education and work history, you may want to consider earning certifications in content marketing, social media or inbound marketing to prepare you for the responsibilities of a digital marketing manager.
Prepare your resume. You should include your highest level of education, relevant certifications and your related work history on a resume. Your work experience segment should include the company name, beginning and ending dates of employment and a summary of your responsibilities, contributions and achievements. Highlighting your progressive growth of skills can also help you find a position as a digital marketing manager.
Apply to open positions. Once you’ve earned your degree, certifications and related work experience, search for positions in your desired industry and geographic area. Apply for the jobs you are qualified for based on education and experience. Knowing your qualifications and curating prospective employers can optimize your search and increase the chances of employers contacting you for an interview. Use the resume you created along with a cover letter that outlines the reasons you are the best candidate for that specific role and company.
Digital marketing manager job description example
Advanced Retail Analytics is seeking an experienced digital marketing manager to join our growing team. This role is responsible for identifying new marketing opportunities as well as increasing awareness around our brand, managing all digital marketing and SEO-related activities like link building, content strategy and keyword usage. The ideal candidate will effectively use digital assets (company website, social media and email) to create marketing strategies that will boost conversion rates and ultimately increase our company’s ROI. Innovative thinking, a focus on positive customer experience and a proactive mindset are essential in this role.
The Digital Marketing Manager role is very broad and differs from business and marketing requirements. A Digital Marketing Manager resembles a multitasking automated system that needs proficiency to run, track & measure the Digital Marketing campaign performances. Besides he is responsible for managing respective Digital Marketing professionals.
So, you must be good at the following skills to get hired & survive in this fast-paced environment.
Ability to do result-driven Data Analysis
Knowledge of all the Digital Marketing Tools and Platforms
A Mix of Creativity and Analytical Abilities
Knowing Right Implementation of Content Marketing
In-depth knowledge on Paid Social Advertising
Ability to Measure & Implement Search Engine Marketing
Ability to Run & Analyze Email Marketing Campaigns
Precise knowledge & expertise in Social Media Marketing
Ability to Run Viral Marketing Campaigns
Ability to use Mobile Marketing to the targeted audience
Establishment of Visual Advertising Skills
Ability to execute & analyze drip marketing campaigns
What does a digital marketing manager do?
With the increasing stress on the digital marketing strategies and reaping the true benefits of it for the success of any business, there have been many more responsible jobs that have come up, including the digital marketing manager.
Digital marketing is so heavily loaded with new and old strategies to be implemented so that the companies can grow manifold, it has been increasingly becoming difficult to manage the field single-handedly.
A digital marketing team comprises of various professionals including the:
SEO Specialists
SMM Specialists
SEM Specialists
Affiliate marketing specialists
PPC specialists
Growth hacking specialists
Web analysts
Email marketing specialists
Mobile Marketing specialists
Content specialists, etc.
Now to handle all of these sub-departments under digital marketing, it would need some really experienced head or some really skilled and expert having incredible knowledge on digital marketing in its entirety.
Thus the role of digital marketing head or manager emerged over the past few years, since the responsibilities in this field increased manifold with the growing popularity of digital marketing as a field for the benefit of many organizations.
There are various important roles and responsibilities of the digital marketing manager, which includes the following:
The digital marketing manager has to devise great online strategies and plan accordingly for a perfect promotional campaign for a business through all the possible digital means of marketing.
Execute these strategies with utmost care and help the entire team and guide them through his/her expertise in this domain.
A manager’s major responsibility includes communicating with the clients of the company and understanding their needs and requirements, thereby helping his entire team to understand the same.
The manager also should be able to track the various processes involved in the digital marketing techniques’ implementation.
The manager is also responsible for helping the company understand the various metrics including social benchmarking in order to understand where the company exactly stands and how is it doing as compared to its competition.
A manager helps evaluate a company’s measurements as regards its position in the entire industry by helping them understand the data collected from the web analysts to help them grow as a repercussion.
The manager has to have the leadership skills in order to help guide the entire team in the right direction and thus should possess excellent analytical and persuasion skills himself/herself.
The digital marketing manager should basically collaborate with the entire team, the organization, the client and bring the organization with more and more conversion of leads through all the possible techniques of digital marketing as such.
Moreover, the digital marketing manager should be always on his/her toes to work upon the new and evolving trends in technology and understand it better to implement the various changes and suggest them to his/her team members as well.
Thus in order to become a good digital marketing manager, you will be required to have tremendous knowledge on the subject.
Want to start your career in Digital Marketing?
One of the best digital marketing certifications offering practical training is the DMMC Course offered by IIM SKILLS Institute.
What do I have to do to become a digital marketing manager?
First, we will be joining as a Digital Marketing Analyst or Executive. Digital Marketing is huge field with different verticals like
SEO
Social Media
eMail Marketing
Paid Campaign
Whatsapp Marketing
Video Marketing
Content Marketing
etc.,
Hope before joining for the job you might have taken a digital marketing course from the institute or freelancer. In that stage, you have to start blogging on your own. So that you can have a regular practice in your blog and independently.
All we need to practice by ourselves in our blog. Since all the opportunities may not come in the company for everyone. This should be on a regular basis.
Benefits of having a blog
You can practice on your own while learning
You can get an idea on writing the content
You can increase subscribers list
You can monetize from your blog
You can create a portfolio from your blog.
By having a continuous working for your blog for 2 years you will have a greater result-oriented experience to showcase your skills in your working company or in an interview.
I hope you would like this suggestion.
What is the role of a digital marketing manager?
Digital Advertising is a growing, dynamic and also a huge field of marketing with a variety of digital marketing task functions. Every specific job role assists you to create the ideal online marketing skills.
There are various task functions in digital marketing;
Marketing projects designing
Content marketing
Interacting with people via social networks
Examining and maintaining website visitors
Digital marketing functions and duties are there for developing strong and also cutting-edge digital marketing methods making use of Pay Per Click, Search Engine Optimization, SEM, and other strategies to bring in web traffic to the company’s web site and also raising awareness of business’s products and services.
The role of a digital marketer includes:
Digital marketing managers need to know everything concerning advanced technologies and efficient item approaches that attract the desired clients towards items.
Digital marketing managers must have the ability to make a total evaluation and also promote products and services via social media sites or platforms.
A digital marketing manager has to equally be able to look for patterns of consumer web traffic over different websites, email e-newsletters as well as social media systems.
She or he additionally has to be able to do reports concerning the existing problem and act as manager to the marketing team.
A Digital marketing manager has to be able to do a precise research study and a good plan advertisement regarding task openings.
Have the ability to examine wonderful vendors for company growth. He needs to be able to perform efficient online advertising techniques or projects that aid to promote the company.
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