Sweety Rai
Digital Marketing Strategy

why Digital Marketing Field is the Best Option?

Aug 8, 20125 min readBy Sweety Rai

A Digital Marketing Executive is a type of Marketing Manager who has a special focus on digital marketing.

Responsibilities | Qualifications | Skills | Experience | Working Conditions | Employers | Salary | Career Progression

A Digital Marketing Executive is a type of Marketing Manager who has a special focus on digital marketing. Due to the rapidly increasing use of the internet, many companies now have a significant digital output or online presence, and so specialist digital marketing positions are on the increase. A role in digital marketing can relate to one or more of the following:

  • Marketing of digital products such as websites and mobile applications, in a variety of different ways, both online and offline. This could mean creating printed materials such as brochures and posters as well as online marketing campaigns.

  • Marketing of any product (digital or not) using digital marketing strategies. This includes any marketing campaign that is based online, such as social networking, viral YouTube videos, and online adverts.

Many companies end up combining the two roles, as both the product and the way in which it is being marketed is digital. For example, an e-commerce website such as Amazon.co.uk may not only require online marketing of the website and its products (e.g. through adverts and other online campaigns) but offline marketing as well (e.g. with printed materials such as posters.)

Responsibilities

Typical responsibilities include:

Typical responsibilities include:

  • Seeking out new opportunities for online marketing campaigns
  • Providing information to sales teams on how to market digital products
  • Contributing to global marketing strategies for products
  • Writing marketing copy for websites and maintaining activity on these websites
  • Liaising with software developers to enable search engine optimisation
  • Analysing web traffic to company websites and providing monthly reports
  • Liaising with web and graphic designers to create visually effective software
  • Creating and maintaining social networking channels
  • Writing copy for email marketing campaigns
  • Creating brochures and other printed materials to supplement online products
  • Communicating key information relating to digital products to non-digital marketing colleagues
  • Attending conferences, product launches and networking events

Skills

What makes Digital Marketing Executives different from other marketing professionals is their specialist knowledge of the digital arena. Ideal candidates for the job will be highly up-to-date with advances in web technology and will know all about social networking and viral marketing campaigns. They will need to know how to use technical language effectively, using all the appropriate internet jargon, and they will know what makes a product innovative in the digital world. They will also need to know how to communicate the key features of a digital product to customers and colleagues who are not as technically literate as they are.

Digital marketing executives need to:

  • Be comfortable writing and communicating effectively about technology
  • Have a strong interest in the future of digital products
  • Think creatively about innovative approaches to marketing
  • Understand what makes a good online marketing campaign
  • Enjoy explaining the benefits of software to people who are not already familiar with it

Even though a technical background is not essential for digital marketing, it helps if you understand how a website or other digital product technically works. The more understanding you have of what you are trying to promote, the better you will promote it. Technical skills also help from a communication point of view, as you can demonstrate marketing requirements to software developers and designers using more detailed concepts and visualisations.
Therefore the following skills are desirable in the role of digital marketing:

  • Graphic design
  • Video editing
  • Web development

Experience

For an entry-level role in digital marketing, the ideal candidate will be able to demonstrate a good mix of creative and technical skills. For a more senior role, they will have significant experience of digital marketing, and this may be complemented further by a background in web design and development.

Employers

Digital marketing executives can be employed by a range of companies such as online shops, banks, charities and publishers. They can also be hired by a digital marketing agency, which will specialize in digital marketing. With enough industry contacts, digital marketing executives often do freelance brand management online for small websites, or set up their own online marketing company. Often, web developers will offer online marketing as an additional feature in the package they already offer, so if the digital marketing executive has a background in web development, they can combine it and offer a complete web solution to their clients.

Career Progression

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Successful digital marketing managers can progress to senior digital marketing positions. It is possible to progress from being in charge of a particular digital product to being in charge of the entire online marketing strategy for a particular company. This may also mean being involved in the vision for the company’s digital future, not just in marketing