Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation’s website(s). In addition, they engage with the public through social media and ensure visitor flow to digital sites. Digital marketing executives also analyse and report on visitor data and devise new ways to market products. They frequently work for retailers with an online presence, financial institutions, charities and publishers. They can also be employed by digital marketing agencies. The day-to-day:
Typically, a digital marketing executive will:
Develop and manage digital marketing campaigns
Oversee a social media strategy
Manage and maintain the organisation’s website(s)
Write and optimise content for the website and social networking accounts such as Facebook and Twitter
Track and analyse website traffic flow and provide regular internal reports
Attain key performance indicators such as reducing the website bounce rate, increasing dwell time or improving conversion
Continually work on the Search Engine Optimization of the website(s)
Fix any errors or bugs in online content
Edit and post videos, podcasts and audio content to online sites
Arrange webinars and webcasts
Create online banner adverts and oversee pay per click (PPC) ad management
Write copy for email marketing campaigns
Identify new trends in digital marketing, evaluate new technologies and ensure the brand is at the forefront of industry developments, particularly developments in mobile marketing
Work on printed material to supplement online products
Attend product launches and networking events
Key skills
Editing and writing skills: You need to devise and edit content for various digital platforms. Writing blog posts may well be an integral part of the job.
Speaking skills: These will mainly be deployed internally. You will need to be able to explain coherently to others, who may not be familiar with the medium, how digital technologies work and what their marketing application is.
Video editing skills: Website and social media content will not just be text but frequently visual as well.
Web development skills: A digital marketing executive is not a software developer, but you will need sound knowledge of HTML/JavaScript, strong knowledge of search engine optimization and advanced Word and PowerPoint skills.
Project management skills: Digital marketing executives also need to be good at handling time-sensitive projects and working to deadlines.
Practical Training is the vital link between the theoretical knowledge base and the profession. While knowing their practical application certainly gives you the winning edge in a professional career you must make concern efforts to learn diverse aspects of the profession during practical training to prepare yourself for a wide array of professional profiles, enhancing your employability. Take every task an opportunity to learn, mixing theoretical knowledge with practical skills to deliver best.
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