With AI and data analytics making profound changes in digital marketing, what was new last year has become obsolete this year. Hence, digital marketers keen on leveraging their skills, as well as those interested in foraying into the maze of digital marketing, will have to upskill themselves in digital marketing by choosing courses that encompass all aspects of the field and learning the tricks of the trade!
The Different Faces Of A Digital Marketing Professional…
Digital marketing is a pretty vast field and has several corporate roles under it. Let’s understand each of these roles, to get a better understanding of what an aspiring digital marketing manager needs to be prepared for!
The role of a ‘Digital Marketing Manager (DMM)’ involves planning and developing the overall marketing strategy required for marketing the company’s product online.
DMMs have to ensure the setting up and implementation of various strategies through various digital technologies and digital marketing channels.
Going hand in hand would be the role of Digital Marketing Executives. They are responsible for driving the overall digital marketing strategy of a company through overseeing the strategy and ensuring its proper implementation. They also have to manage all digital marketing channels, prepare the digital marketing budget, measure ROIs and KPIs and lead their team. The role also encompasses managing social media accounts, improving online content using various tools like SEO and analytics plus knowledge of different digital marketing channels and online marketing tools.
Another attractive option is that of an SEO Executive. Search Engine Optimization is the process of ranking websites on Google search page by following an algorithm. It plays a pivotal role in link building and securing long-term traffic. SEO knowledge is in high demand as it plays a vital role in marketing by enabling better reach with optimized websites, accurate content creation with keywords, a better ranking of websites and allowing better leads.
Almost all businesses these days have a social media presence. The objective is to primarily get a following and build an audience online, secondly push this audience back to their website and catch them through conversion machine. Once online presence is accomplished, they drive social media platform traffic back into landing pages and enhanced conversion pages thereby enhancing their digital marketing conversion strategies. These activities require the expertise of Social Media Marketing Experts (SMMEs).
SMMEs improve the social media strategy of a company by using various social media channels (viz. blogs, forums, and social networking sites). The role also involves measuring progress through data analytics tools, collaboration with content writers, SEO executives, and copywriters to monitor content optimization, SEO user optimization and oversee all social media content. They also have to interact with the industry via social media. The job entails excellent knowledge of social network tools as well as a good understanding of metrics related to web traffic.
A good brand marketing strategy requires bringing the brand story alive and making it popular. The Digital Marketing Copywriter accomplishes this job: They carry the brand story of the company alive through catchy ad words and optimized subject lines that prompt a click from the user. They lure potential customers with memorable jingles and slogans converting prospects into customers. This enables a better ROI. The role requires good English language skills and also a better understanding of the customer requirements so that they can develop the marketing sitemap plans accordingly.
Have you ever viewed an item on your preferred website only to see that it stalks you everywhere online? Well, then you are retargeted! The Conversion Rate Optimizer has a role here developing conversion strategies to convert leads to prospects and then to customers. For instance, optimizing conversion paths on social media, the website calls to action (CTA), monitoring and measuring CTA's, landing pages so on and so forth.
Another relatively new entrant in the field of Digital Marketing is the Search Engine Marketing (SEM) Specialist. Though the terms SEO and SEM are relatively similar, SEM is broader and includes SEO while both work alongside. While SEOs help in improving the ranking of a website on Search Engine Rank Page, SEMs use the same methodology to encapsulate into their marketing plans.
SEMs play a crucial role in data-driven marketing of any organization through steady leads and traffic generation, optimizing search engine performance by monitoring cost per click (CPC), click to rate (CTR), constituting Google analytics usage and preparing improvement metrics reports.
The Inbound Marketing Manager role, as the name suggests, calls for expertise in attracting customers with content (blog posts, webinars, white papers, infographics, ebooks, etc.) that converts lead to customers. Data-driven and search oriented knowledge together with software’s like Adobe creative suite, knowledge of HTML/CSS is expected in this position.
Content Marketing Manager is another pretty much popular category as there are many job descriptions for this category in LinkedIn. The role requires creating online content based on customers needs, integrate it with brand campaigns to promote the brand and the ability to share across various marketing platforms as well as track the results. This, in short, encompasses all content marketing initiatives from sales to retention of customers.
One of the hot positions that require the use of analytical and data mining principles to contribute to the company's growth is that of the Analytics Manager. The analytics manager has to coordinate with product marketing as well as the sales team, interpret critical findings from the company's data using various predictive analytics, statistical modeling and data mining principles. He has to leverage these insights obtained to solve real-world issues faced by the company. This role requires knowledge of big data tools, data visualization tools, programming languages, analytical tools and much more.
With the present generation being active on various social media and tech platforms and given the diverse roles that digital marketing has to offer, one can easily predict that digital marketing is the future.
Hence, one must keep oneself updated through various courses that not only present you with mere degrees, diplomas, or certificates but also help in augmenting the digital skill set.
Stay Smart, Stay Ahead With The Regenesys Digital Marketing Programme!
If you are looking at a fruitful digital marketing career, Regenesys’ Post Graduate Programme In Digital Marketing and Management is just the thing for you!
The 6-month programme is aimed at making aspiring digital marketing professionals experts in their field. The different modules covered by the programme aim at ensuring that the student is well-versed with all the aspects of digital marketing and well-equipped to handle any role related to the field.
The modules covered under the programme are as under:
- Email Marketing
- Social Media Marketing
- Marketing & Sales Management
- Search Engine Optimisation
- Video Advertising
- Graphic & Web Designing
- Mobile Marketing
- Search Engine Marketing
- Display Advertising
- Web Analytics
The programme is also followed by a 2-month internship that allows students to apply the skills acquired to real-life situations in the corporate world.
Overall, the programme aims at building a student’s communication skills and critical thinking skills, along with the more fundamental ones. The idea to prepare a student to be a leader in the digital marketing field, with a global perspective and a well-rounded personality.
Written by: Dr. Richa Arora, Group CEO and Director at the Regenesys Business School.