In Summary - Digital Marketing Executive
Digital Marketing Executives typically work in the following Career Sectors:
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The Work - Digital Marketing Executive
Digital Marketing Executives differ from other marketing professionals in their specialist knowledge of the digital arena.
They must be up-to-date with advances in web technology and know all about social networking and viral marketing campaigns.
They need to know how to use technical language effectively, using all the appropriate internet jargon, and to know what makes a product innovative in the digital world. They will also need to know how to communicate the key features of a digital product to customers and colleagues who are not as technically literate as they are.
Even though a technical background is not essential for digital marketing, it helps if you understand how a website or other digital product technically works. The more understanding you have of what you are trying to promote, the better you will promote it.
Technical skills also help from a communication point of view, as you can demonstrate marketing requirements to software developers and designers using more detailed concepts and visualisations.
Certain skills are desirable in the role of digital marketing:
- Graphic design
- Video editing
- Web development
Key tasks for this role include:
- Seeking out new opportunities for online marketing campaigns
- Providing information to sales teams on how to market digital products
- Contributing to global marketing strategies for products
- Writing marketing copy for websites and maintaining activity on these websites
- Liaising with software developers to enable search engine optimisation
- Analysing web traffic to company websites and providing monthly reports
- Liaising with web and graphic designers to create visually effective software
- Creating and maintaining social networking channels
- Writing copy for email marketing campaigns
- Creating brochures and other printed materials to supplement online products
- Communicating key information relating to digital products to non-digital marketing colleagues
- Attending conferences, product launches and networking events
Most commonly reported Work Tasks
- Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- Seek and provide information to help companies determine their position in the marketplace.
- Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
- Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- Monitor industry statistics and follow trends in trade literature.
- Measure and assess customer and employee satisfaction.
- Measure the effectiveness of marketing, advertising, and communications programs and strategies.
- Forecast and track marketing and sales trends, analyzing collected data.
- Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
Most commonly reported Work Activities
- Analyzing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
- Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
- Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Processing Information Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Making Decisions and Solving Problems Analyzing information and evaluating results to choose the best solution and solve problems.
- Identifying Objects, Actions, and Events Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
Interests - Digital Marketing Executive
This occupation is typically suited for people with the following Career Interests:
Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.
The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.
Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.
Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.
They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.
Digital marketing executives must:
- Be comfortable writing and communicating effectively about technology
- Have a strong interest in the future of digital products
- Think creatively about innovative approaches to marketing
- Understand what makes a good online marketing campaign
- Enjoy explaining the benefits of software to people who are not already familiar with it
Entry Requirements - Digital Marketing Executive
There are no specific qualifications required for this role but most employers recruiting Digital Marketing Executives will look for a traditional academic background in marketing.
Since marketing in any medium requires strong written skills, a degree in a humanities subject is as valuable as business or commerce.
Qualifications and familiarity with the internet and web design will also be a plus.
Digital Marketing Executives are sought after by a wide range of companies such as online shops, banks, charities, publishers and agencies which specialise in digital marketing.
Digital marketing executives may also freelance brand management online for small websites, or set up their own online marketing company.
Web developers sometimes offer online marketing as an additional feature in the design package. A digital marketing executive with a background in web development can combine and offer a complete web solution to clients.
Last Updated: May, 2015
Pay & Salary - Digital Marketing Executive
Salary Range (thousands per year)* 23k - 52k
Last Updated: March, 2017
* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Labour Market Updates - Digital Marketing Executive
While the majority of those employed in this occupation are employed in the wholesale and retail sector, demand, and indeed shortages, primarily relates to those employed in the IT sector, with language skills a key factor.
National Skills Bulletin 2018