In today’s world, the line between marketing and digital marketing is becoming more blurred, with many roles being combined into one. For example, a publisher might work as a marketer, creating marketing materials including ad copy, websites, blogs, and e-books.

This marketing job role involves creating strategies for online and offline marketing campaigns, measuring the results of those campaigns, and adjusting your approach for the best results. If you’re looking to become an integrated marketing manager for an online media company, here’s how.

Decide How to Approach Digital Marketing

The first step to becoming an integrated marketing manager is figuring out how you’ll approach digital marketing once you’re in the role. While it can be tempting to dive right in and start creating digital marketing materials without thinking through the strategy first, doing so can prove to be a serious mistake. You don’t want to rush into creating content without a clear idea of what you’re doing and why you’re doing it.

You should take the time to think through the various platforms you plan to use, from social media to email marketing and website content. Only then can you determine which content will work best for each platform.

Learn The Technical Aspects Of Digital Marketing

An integral part of a marketing manager’s job is learning the ins and outs of digital marketing. It would be best to gain experience by becoming an intern or apprentice at a marketing agency that specializes in digital marketing. There, you’ll gain an in-house understanding of all the technical aspects of digital marketing.

From copywriting to website design, email marketing to performance marketing, and all the platforms in between, you’ll learn what makes up a successful digital marketing strategy.

Build A Roster Of Industry Professionals

Once you’ve decided how to approach digital marketing, the next step is to build a roster of industry professionals you can trust. Be sure to work with experienced professionals who have a high degree of knowledge in the field.

Building a team of experts is crucial to the success of any business, and it’s an essential element of an integrated marketing manager’s role. Having a core group of digital marketers who can bounce ideas off of each other and come up with fresh approaches is invaluable.

Hone Your Communication Skills

To be an effective digital marketer, you must communicate effectively and concisely. Learn to speak the language of the industry and the various platforms you’re using to reach your audience.

You’ll be representing your company at every turn, so it’s essential to behave impeccably at all times. Being professional and reliable is of paramount importance in this role, as you’ll be working with extremely detailed and organized individuals who manage large teams of people.

Prepare For The Jobs Search

It’s important to prepare for the jobs search once you’ve finished establishing your role as an integrated marketing manager. It’s a common scenario for marketing personnel to be inundated with job offers as soon as they enter the field, so it’s important to be picky about the opportunities you pursue. Do your research and make sure you’re applying to reputable agencies and companies with sustainable growth prospects.

Your role as an integrated marketing manager might not be explicitly defined as such, but it will become apparent that you have a specific set of responsibilities. If you meet the requirements of the role, you’ll be able to look for jobs specifically in line with your responsibilities.

A good place to start would be the American Association of Advertising Agencies (4A’s) website. There, you’ll discover a wealth of jobs, all of which you can apply for. Being a member of the 4A’s is also a great way to keep abreast of the latest trends and technologies in digital marketing, social media, and web analytics. Being part of a professional network like the 4A’s can also significantly increase your chance of securing a job in this field, as much as 50% according to Talent Manager. This is mainly because network members are able to apply for multiple jobs at once, whereas non-members are only able to apply for one position at a time.

Get Legal And Financial Support

It’s essential to get legal and financial support for your role in the form of a business or personal contract. Without this, your employer could end up owning a huge portion of your intellectual property, preventing you from taking on new clients or building new projects for existing clients. Contracts will also protect you from potential lawsuits that could arise from content published on your company’s behalf.

In addition to creating legal documents for the role, you should also create a business plan. Having a clear idea of your goals and the steps you’ll need to take to achieve them is key to properly identifying your value to an employer. Setting measurable goals and tracking your progress along the way is also a good idea, as this will allow you to see how far you’ve come and what steps you’ll need to take to reach your ultimate goal.

The Bottom Line

If you’re looking for job security and want to work for an established company, you might want to consider a role in digital marketing. The field is growing at an incredible rate, with a high demand for marketing personnel. According to one expert, by 2018, there will be a greater demand for people with digital marketing experience than there is for individuals with marketing management experience. That’s a significant title to hold!