The second article in our series on ‘What Actually Is A Marketing Job?” covers all things digital marketing! So what actually is a digital marketing job? If you’re interested in digital marketing, but you don’t have a clue, this is a great place to start! Similarly, if you are currently covering an element of digital marketing in your present role, this might give you a few ideas on some of the options which are available to you moving forward.
What is Digital Marketing?
When you start out in digital marketing, you are likely to start out in a digital marketing executive role which might cover a number of aspects of the digital marketing mix. Digital marketing is the term used to describe the marketing of a product using digital technologies in order to convert leads into customers. Digital marketing as a whole covers a huge range of disciplines and is very complex, so for this quick snapshot we are going to give you a brief run down on what a digital marketing executive might be responsible for:
Top objectives of Digital Marketing:
- Promoting the organisation through all social media channels to build brand awareness
- Create and update content for websites via internal and external stakeholders
- Responsibility for online reporting using tools such as Google Analytics
- Develop email marketing strategies
- Working cross-functionally to find new ways of increasing campaign success through other forms of digital marketing i.e. PPC and video
What is Content Marketing?
Content marketing is one of the more creative online disciplines that you can get involved in. The purpose of content marketing is to entice and retain customers through the consistent creation and curation of valuable, user-friendly content. Content marketing is a continual activity that works best when integrated into an overall marketing strategy. The best content is owned rather than rented, however, guest written and shared content compliments an overall content strategy well.
Top objectives of Content Marketing:
- Creation, curation and management of content strategy
- Managing and executing a content calendar based on industry/ general trends
- Analysing the effectiveness of published content online through analytics platforms and adjusting strategy in line with fresh insights
- Composing SEO rich content for blogs, social media and websites
- Use of a CMS (e.g. WordPress) in order to publish content online
What is Web Analytics?
This is a strongly mathematical digital discipline where the outcomes of the role are focussed on conversions, web performance, and increases in traffic, referrals and search rankings. A business will often look to a web analytics manager to help identify and measure which sections of their website/which campaigns deliver a good ROI and which ones do not. As a web analytics marketer, you will constantly be monitoring multiple metrics and will likely spend most of your time using analytics platforms i.e. Google Analytics.
Top objectives of Web Analytics:
- Analysing, creating and implementing testing and strategy in order to optimize and improve ROI
- Maintaining daily, weekly, and monthly dashboards and tracking reports
- Making recommendations to improve user experience
- Searching for innovative ways to find patterns and trends as well as identifying key metrics and reporting processes
- Gathering, organising and interpreting web data into actionable insights
What is SEO Marketing?
SEO is the marketing process which focusses on growing a website's visibility in organic search engine results. SEO is a great mix of both technical and creative elements and there is a lot of scope for SEO specialists to be imaginative when it comes to improving a website’s search ranking. SEO is about everything from the words on the pages of your website (copy/content) to the ways in which other sites link to yours on the internet.
Top objectives of SEO Marketing:
- Conducting regular site reviews to ensure priority site sections, are optimized for keyword focus and provide user content/functionality to harmonize searcher intent
- Directing SEO strategy and implementation in order to achieve long-term audience growth
- Performing ongoing keyword discovery, expansion and optimization to keep the website up to date with algorithm changes
- Recommending changes to website architecture, content, linking and other factors to improve SEO positions
- Tracking, reporting, and analysing website analytics
What is Social Media Marketing?
Social media marketing is fairly self-explanatory now that we all live in a highly social, digital age. It is all about creating awareness of a website/business through the use of various social media channels. Again, social is a discipline which relies on the creation of value-driven content and focusses on its distribution to the masses. Popular platforms for social media marketing professionals include Facebook, Twitter, Instagram, Pinterest, Google+, LinkedIn and YouTube.
Top objectives of Social Media Marketing:
- Managing reputation and community for the business which includes building on and maintaining the brand's tone of voice online
- Building communities online through creative content sharing and regular dialogue
- Engaging with influencers and other brands in order to increase social reach
- Creation of engaging, memorable social campaigns – See this KitKat campaign for a good example!
- Constantly measuring performance of social activities to drive decisions and insights
What is PPC Marketing?
PPC is a model of internet marketing where businesses/advertisers pay a fee each time their ad is clicked. Virtually the opposite of SEO, PPC is fundamentally the process by which businesses pay for traffic to be directed to their site, rather than earn it organically.
Top objectives of PPC Marketing:
- Overseeing all aspects of paid search campaigns
- Managing display advertising
- Managing campaign strategy with key phrase analysis and selection, keyword matching, search term targeting, listing position and bidding strategy
- Keeping track of budget spend
- Using pay per click channels to best effect. Channels can include but aren’t limited to Google AdWords, Google search Network, Bing and Facebook
We hope you found this simple guide helpful. Check out ‘What Actually Is A Marketing Job?’ for more simple guides and make sure you keep an eye out for future guides such as ‘What Actually Is An Agency-side Marketing Job?’ and What Actually Is A Creative Marketing Job?’.