Digital Marketing Manager: What Skills Do You Need to Become One?

A digital marketing manager is essentially someone in charge of overseeing all the digital marketing activities within an organization. This could include ensuring that SEO is working effectively, creating content to attract and retain new customers, analyzing the different platforms used to communicate with customers, and much more.

What exactly do you need to be a digital marketing manager? Let’s take a look…

Digital Marketing Management Education

Since marketing is becoming more digital and data-driven, it’s important to have a good understanding of marketing analytics and the fundamentals of digital marketing. This entails courses such as digital marketing or marketing analytics, as well as foundational computer science courses like HTML, CSS and basic web design.

Most companies will also seek out an MBA for their digital marketing manager, as it provides a better understanding of business and the opportunity to learn from executives. With an MBA, you will gain the knowledge and hands-on experience to effectively lead a digital marketing team.

Marketing

Having a good understanding of marketing is essential for all aspiring marketing leaders. Not only do you need to have a general knowledge of the field, but you must be able to apply that knowledge to specific situations. This requires a strong grasp of marketing analytics, marketing research, marketing measurement, and digital marketing.

Specifically, you should be able to explain the following:

  • The difference between offline and digital marketing
  • The difference between traditional and digital marketing
  • The difference between consumer marketing and business marketing
  • The difference between paid and organic marketing
  • The difference between online and digital marketing
  • The difference between performance marketing and growth marketing
  • The difference between earned and paid media

Additionally, you should have a fundamental understanding of the internet, digital society, and social media. Most reputable digital marketing managers will also have a good understanding of SEO, content strategy, and planning.

SEO

SEO, or search engine optimization, is the process of optimizing web content and improving the ranking of a website in search results. The better your SEO, the more likely your website will appear at the top of search engine results pages (SERPs) when a user performs a search.

SEO is one of the fundamental pillars of digital marketing. Without a good understanding of SEO, it’s difficult to truly understand and implement the other pillars.

You will need to be familiar with the following:

  • On-site SEO
  • Off-site SEO
  • White hat SEO vs Black hat SEO
  • Link building
  • Content creation for SEO
  • The anatomy of a successful SEO campaign

A significant number of digital marketing managers will also have skills in analytics, marketing automation, and copywriting. All of these skills combined make for a well-rounded individual.

Analytics

Having the ability to analyze data and report on findings is essential in today’s world of digital marketing. This entails being able to analyze marketing performance using various tools like Google Analytics.

You will need to be able to set up automated analytical tools such as Google Analytics, and you will need to be able to analyze large quantities of data. This job requires a good knowledge of the statistical analysis of Internet data.

Content Creation

A digital marketing manager is often in charge of creating and curating content for various platforms and websites, as well as social media. This content could include anything from blogs and articles to web videos and mobile applications.

In addition to having a general knowledge of content creation, you will need to be able to implement a strategy and have the creative talent to bring it to life. Good quality content can help with SEO, attract potential customers, and boost a brands reputation. It also helps expose your expertise and make you stand out from the crowd.

Developing a content strategy and creating content for different platforms are essential skills for a digital marketing manager. You will need to be able to come up with ideas for content and be able to craft them into successful blog posts, webpages, or videos. Additionally, you will be responsible for gathering and analyzing data to measure the effectiveness of your content strategy. Data analysis is a significant part of a digital marketing manager’s job description, so you will need to be able to set up automated tools to gather and analyze data. Finally, you will need to be able to implement and maintain a content creation schedule so that you can keep up with all the various platforms on which you are posting.

Web Development

While SEO is the process of improving the ranking of a website in search results, web development is the foundation of a well-designed, functional, and user-friendly website.

A good understanding of web development is essential for anyone seeking a career in web design or development. It is also a significant portion of a digital marketing manager’s job description. Your ability to design and develop a functional and user-friendly website will make or break your job search and applications for a marketing position.

You will need to be able to design and develop a website from scratch, as well as establish a strong understanding of web design and best practices. In addition to that, you will need to be able to design and develop a mobile app, as well as establish a strong understanding of mobile app design and best practices.

Developing a mobile app or website entails a significant level of expertise that most companies will seek out in a dedicated software engineer. However, in today’s world of freelance work and virtual teams, almost anyone with a talent for design and development can create a mobile app or a functional and user-friendly website.

Customer Insights

A digital marketing manager is a pivotal figure in a business, as they are responsible for the overall health and performance of a business or brand in digital spheres. To perform this role successfully, they must be equipped with data-driven insights into customer behavior.

This includes gaining an understanding of what drives customer behavior and creating strategies to maximize that behavior. In addition to that, you must be able to measure the effectiveness of these strategies and prove their value through hard data.

A customer insight professional job description will typically entail the following responsibilities:

  • Data analysis
  • Customer segmentation
  • Campaign and content planning
  • Performance tracking and reporting
  • Measurement and evaluation
  • Content strategy
  • Scheduling and distribution
  • Measurement and evaluation
  • And more…

The above responsibilities are just a small fraction of what a customer insight professional does, but it gives you a good idea of the type of job responsibilities that await you.

Teamworking

One of the most important skillsets you can develop as a leader is the ability to work with others. This is especially relevant for a career in marketing, where you will be leading a team of content creators, researchers, designers, and programmers. You will need to be able to create productive working relationships and be able to effectively lead a team. This entails being able to identify team members’ strengths and weaknesses, and knowing how to bring out the best in each other.

You will inevitably come across various personalities and workstyles, and you must be able to work with each member of your team to create a cohesive and productive unit.

Management

A significant portion of a digital marketing manager’s job responsibilities will be managing people. This could include hiring, training, and motivating a team of marketers and content creators. From a purely academic standpoint, you will need to be able to develop and implement effective management strategies to run a business or brand successfully.

For instance, you could be responsible for marketing research, analyzing customer behavior, and formulating marketing strategies. You must have the ability to synthesize and evaluate information, and then formulate and implement marketing decisions. Most reputable companies will seek out individuals with an ability to lead and direct others, as well as those with a demonstrated high degree of competency.

Whether you are seeking a new challenge or are looking to advance your career, a business degree with specific marketing focus can help get you started on the right foot.