The world of digital marketing is ever-changing, with rapid technological innovation. It’s this changing landscape that makes it so difficult to keep up with the latest skills and knowledge requirements as a Digital Marketing Manager (DMM). From advertising methods to psychographics, there are a lot of new skills for DMM’s when compared to 10 years ago. To be successful in such an industry it is important you understand the need for DMM’s and the education required before even becoming a candidate.
Which skills do you need in order to become a Digital Marketing Manager?
The skills of a Digital Marketing Manager (DMM) are very similar to those of a traditional marketer. In fact, the main difference lies in how the tasks are performed. Traditional marketers have to manage processes and deliver results while DMM’s put it all in terms of design and tech.
One of the main skills required by DMM’s is SEO. SEO’s job is basically to make websites more visible to search engine bots. This is a key skill for DMM’s, as it helps to improve traffic and engagement on your website.
- The bulk of this article will go over some of the other important skills needed for a successful marketing career, including:
- Mobile Marketing
- Social Media Marketing
- Advertising Techniques and Ad Tech Skills / eCommerce Skills / Data Analytics & Insights Skills (e.g. Google Analytics, Kissmetrics / Clicky etc.)
- Content Marketing
- Digital Media & eMarketing Strategy
Why are these skills important?
The skills required for a DMM are as vital as a good education. While it may seem easy to pick up the skills at some point in your career it’s imperative you create a plan and learn them on the job. Do not expect to build up these skill sets in the same way you would if you were an accountant or lawyer. This is because of the fast-paced changes in marketing and the need to adapt to new technologies.
What does a DMM do?
A DMM is responsible for going into a project or end goal and creating an actionable plan to achieve it. In today’s digital marketing world, there are many different ways to reach all targeted audiences. Some examples are:
- Direct traffic
- Traffic built through Google Adwords / Bing Ads / Bing Places / Facebook Ads / YouTube Ads
- Content Marketing (iTunes, Spotify, etc. )
- Search Engine Optimization (Black Hat SEO tactics)
- Social Media Marketing
- Content Creation
- Direct traffic (e.g. through email list)
- Digital Marketing Strategy & Process Management
- Advertising (Google Adwords, Bing Ads, Facebook Ads, YouTube Ads, etc.)
- Content Creation (iTunes, Spotify, etc.)
How much does a digital marketing manager earn?
As with most careers, there is a range of salaries
available for Digital Marketing Managers. The salary you receive will depend on if you are in-house or an agency. For companies who hire, companies usually offer around $90k and up to $180k. For agencies, the salary will be between $80k-$100k depending on the company and region.
what should a digital marketing manager know?
when it comes to management, being a digital marketing manager is a good stepping stone for those who want to move into the position of CMO or digital marketing director. It’s also great for those who already have some experience in marketing but wish to expand their knowledge and move into “corporate” or board-level positions.
What does a DMM need to start?
A good education, or at least a couple of years of professional experience. If you don’t have experience, I suggest going to an agency and gaining some experience first. You shouldn’t “wing it” if you don’t have experience. I would also research the company and see if it has a specific education or training program available for DMM’s. If you do decide to go to an agency first, make sure you understand what is required of you by the end of your tenure there, both in terms of experience and education.
What should a DMM know?
In today’s digital marketing world, there are many areas a DMM needs to be familiar with. In this section, I will cover the different skills and areas that can be beneficial to learning.
Content Marketing: The ability to create and deliver content is the most important skill. This skill helps to not only build trust and ensure content is relevant but it also allows for real-time updates of your audience.