In today’s world, the line between marketing and sales is becoming blurred. Marketers are responsible for driving business, building brands, and capturing and analyzing leads. They develop marketing strategies, create marketing content, and run performance marketing programs.
Since marketing is a broad discipline, there is a lot of opportunity for career growth. If you are looking to advance your career, consider pursuing an online marketing manager position – an opportunity to take on management of marketing campaigns and programs, as well as the overall performance of the organization’s digital marketing. But how does one go about becoming an online marketing manager? What education and experience do you need to get there? Where do you start?
The Difference in Online and Outbound Marketing
When considering a career in online marketing, it’s important to understand the difference between inbound and outbound marketing.
Inbound marketing is focused on attracting, engaging, and delighting potential customers through content marketing, social media marketing, and influencer marketing.
Outbound marketing is the traditional form of marketing – advertising, radio, and television – and encompasses inbound marketing techniques. However, outbound marketing is not limited to using only digital channels to attract customers. Outbound marketing also includes direct mail, billboards, and yard signs.
The distinction between the two is important since inbound marketing is often thought of as “soft” marketing and relies on attracting, engaging, and delighting potential customers through content and interaction. Whereas, outbound marketing is often thought of as “hard” marketing and focuses on acquiring new customers through advertising and other direct marketing methods.
The Traditional Way To Become An Online Marketing Manager
Although it is possible to become an online marketing manager without a formal marketing education, most industry experts recommend that candidates with a Bachelors, preferably in marketing or business administration.
A business administration bachelor’s degree provides you with the skills necessary to function in a business environment and understand the metrics that show a company’s performance. A marketing degree focuses on drawing upon your creativity to come up with marketing strategies, develop advertising campaigns, and generate sales.
An Advanced Marketing Degree Is a Game-Changer
An advanced marketing degree, particularly a Bachelors in marketing, will give you a decisive competitive edge in today’s job market. The reason is simple: almost all marketing managers have a background in marketing and sales. Only 10% of marketing managers have no background in marketing or sales.
Now is the time to put your education to work for you. After completing your Bachelors, you will need to gain experience by either working for an agency or starting your own agency. Working for an agency will give you the opportunity to specialize in marketing analytics, social media, or email marketing.
Become An Account Manager
One of the best entry-level positions for a marketing professional is account manager. With this role, you will be responsible for tracking and analyzing marketing performance, identifying growth opportunities, and presenting proposals for new business accounts.
As an account manager, you will work closely with marketers, business owners, and senior management to develop competitive advantages and create exceptional returns on investment. To get started, you will need a four-year college degree in business administration or marketing, and at least five years of experience in marketing, sales, or business administration. Moreover, marketing research is also a requirement.
The Career Path To Advance Your Career
An experienced marketer with a Bachelor’s degree can advance their career by taking on more responsibility, becoming an account manager, or heading up a department. After four to five years, they can potentially move into a senior management position where they can direct and coordinate marketing efforts across different industries and functions.
A less experienced marketer can take on a different role, becoming an assistant manager, associate manager, or manager of marketing operations. These are all entry-level marketing jobs with the potential for advancement and a higher salary as you gain more experience.
Online Marketing Manager Job Description
Here is a description of the essential responsibilities of an online marketing manager:
Developing and implementing marketing strategies
Developing and implementing marketing strategies is an essential responsibility of the online marketing manager. You will start by analyzing the performance of current strategies and identifying areas for improvement. You will then develop new strategies to achieve preset goals. This often involves analyzing key performance indicators, such as site traffic, engagement, and conversion.
You will work closely with other departments, such as sales and customer support, to ensure that the marketing strategies are tailored to meet specific business requirements. In addition to analysis and strategy development, you will conduct marketing research, analyze traffic, and prepare reports on marketing performance.
Managing marketing budgets & spending
Marketing budgets and the allocation of funds are an important responsibility of the online marketing manager. This includes monitoring campaign budgets to ensure that marketing expenses are within approved limits and reviewing and justifying marketing spend against marketing targets.
One of the most important aspects of this role is keeping abreast of all marketing trends, platforms, and techniques, so that you can effectively communicate these to stakeholders, such as sales and customers. You will therefore require a good working knowledge of social media, email marketing, and search engine optimization (SEO).
Creating marketing material
The online marketing manager is responsible for creating marketing material, including website content, emails, and social media posts. You will start by researching existing content to see what is working and what needs to be changed. Using this content as a blueprint, you will then develop new content that is consistent in style and tone. In addition to creating content, you will also plan and conduct online and offline marketing campaigns.
Additional Responsibilities Of The Online Marketing Manager
Apart from the responsibilities listed above, the online marketing manager is also responsible for the following:
Facilitating marketing performance
Marketing performance is the aggregate of activities that lead to the acquisition of new customers, increases in revenue, and business growth. To ensure that marketing efforts are resulting in positive outcomes, you will monitor key performance indicators, such as web traffic, leads, and sales. You will therefore need to be familiar with basic marketing analytics, such as segmentation, lead scoring, and retargeting.
In addition, the role of the online marketing manager is to present proposals for new business accounts, which involves researching new accounts, understanding their needs, and developing a proposal that is tailored to meet those needs. You will therefore need to have a broad understanding of the commercial banking sector and the ability to present solid arguments and justify your proposals.
Setting up and operating marketing databases
A marketing database is essentially a collection of customer information that is used to send targeted marketing messages. To set up and operate these databases, you will need to have access to customer information, such as names, email addresses, physical addresses, and phone numbers. You will also need to have the ability to import this data into a spreadsheet for analysis.
The main responsibility of the online marketing manager is to ensure that the marketing databases are kept up-to-date and that customer information is available 24/7. In addition, you will be responsible for marketing communications, such as newsletters, websites, and social media posts. Finally, you will need to be responsible for ensuring that marketing campaigns are compliant with regulatory requirements and industry best practices.
A bachelor’s degree in business administration or marketing, with at least three years of work experience, can get you started in the field. After four to five years of experience, you can become an account manager, assistant manager, or associate manager, and then progress to a managerial position.
At the end of the day, it is all about strategy and having the ability to execute. If you can develop and implement effective marketing strategies and then track and report on the performance of those strategies, you can be sure that you are well on your way to success.