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Career Definition of Digital Marketing Managers
Digital marketing managers specialize in creating and executing an organization's online marketing campaign, via email, social media, or paid advertising. These managers work for a variety of organizations, including marketing services firms and large corporations. Digital marketing managers typically work full-time in an office setting, but may travel to meet with clients or vendors.
A primary job duty for digital marketing managers is sourcing new leads and platforms to increase an organization's website traffic and sales. They are responsible for ensuring streamlined message delivery across multiple platforms. Other job responsibilities may include creating content for email and social media campaigns, analyzing return on investment (ROI) and consumer data, and collaborating with research personnel or field managers to gather information and adjust campaigns as needed. Digital marketing manager may also collaborate with graphic design personnel and merchandise buyers.
Digital marketing managers can provide guidance to external service providers to ensure contracts are fulfilled. These managers can also oversee a team of junior marketing personnel and provide career mentoring. Digital marketing managers could oversee project budgets and timelines. They could also track and report on the effectiveness of paid advertising campaigns, digital campaigns, and consumer engagement through analytical tools.
|Educational Requirements||Bachelor's degree|
|Job Skills||Excellent technical abilities, strong communication skills, and effective analytical abilities|
|Median Salary (2017)*||$63,584|
|Job Outlook (2016-2026)**||10% (Marketing Managers)|
Sources: *PayScale, **U.S. Bureau of Labor Statistics
Individuals will need a bachelor's degree in marketing, advertising, or a related field to work as a digital marketing manager. A strong background with varied digital marketing techniques, such as email marketing campaigns and social media platforms, will be beneficial. Interested individuals can seek membership in industry organizations like the American Marketing Association. The organization offers members the opportunity to pursue a digital marketing certification.
Excellent technical abilities are the most essential asset for a digital marketing manager, as they are responsible for utilizing various electronic mediums. Relevant technical knowledge and experience can include Google AdWords, Facebook, Google Analytics, Kenshoo, and Exact Target. Digital marketing managers should have strong communication skills in order to interact with advertising vendors, clients, and marketing colleagues. They should also have effective analytical abilities to evaluate industry and organizational trends and develop appropriate campaigns or advertisements.
Career Outlook and Salary
The U.S. Bureau of Labor Statistics (BLS) does not collect statistics on digital marketing managers; however, they reported a 10% growth for marketing managers during 2016-2026. This job growth is faster than the average for all occupations. In November 2017, PayScale reported a median annual salary of $63,584 for digital marketing managers.
Individuals considering a career as a digital marketing manager might also be interested in one of the related careers profiled below. They offer candidates the opportunity to utilize their skills in other creative positions.