An Online Marketing Manager is someone who takes care of the digital marketing activities of a business or website. These could include activities such as SEO, content creation, social media management, and email marketing. They may also be involved in analyzing marketing data and planning future marketing campaigns.
The responsibilities of an Online Marketing Manager will vary from business to business. However, it is generally accepted that an Online Marketing Manager should have a thorough understanding of SEO, analytics, and social media platforms like Facebook, Twitter, and Instagram.
The Difference In Opinion Between SEOs And OMMs
One of the things that you are going to learn as an Online Marketing Manager is that there is not necessarily one correct way to do SEO. Just like there is not a singular approach to creating great content, there is not a single way to do SEO. This is something that becomes very clear when you start working with SEOs and Marketing Managers who specialise in digital marketing.
SEOs are someone who focuses on optimizing a website or blog for better ranking in search results. They may use tools like Google Analytics to examine the performance of a web page and make suggestions on how to improve it. They may use tools like Keyword planner, Keyword research, and SEO software to optimize a website. A good SEO will have a basic understanding of web analytics and how to use it to their advantage. They may analyse traffic data, search interest, and competitors to name just a few.
OMMs, on the other hand, take a more traditional marketing approach. They may manage all forms of marketing material including advertising, direct marketing, and digital marketing including SEO. They may design marketing material such as logos, banners, and landing pages. They may create and design marketing campaigns and analyze their performance. OMM’s will generally have a good knowledge of SEO, analytics, and social media. However, they may not specialize in SEO.
Sectors That An Online Marketing Manager May Work In
An Online Marketing Manager may work in any area of digital marketing, but they usually work for larger businesses with a website. As the name suggests, they are generally going to be involved in the online marketing activities of a business. Some of the areas that they may work in include:
- SEO (search engine optimization)
- Analytics (which we have already discussed in the context of SEOs)
- Content creation
- Social media (such as Twitter, Facebook, and Instagram)
- Email marketing
- Online marketing campaigns
- Performance marketing
- Programmatic advertising
- Marketing data analysis
- Planning future marketing campaigns
Depending on the niche, a marketing manager or SEO may work for a company that provides web design, web development, or digital marketing services. If you are looking for a career in digital marketing, you may want to consider looking for roles that involve working on a freelance basis.
Top 5 Specialties A Marketing Manager Must Have
If you are reading this, I assume that you are either an aspiring or existing Online Marketing Manager. Since you are here, I am going to assume that you want to develop your skills and specialize in SEO. In that case, let’s take a look at the top 5 specialties that you should have as an Online Marketing Manager.
1. SEO (search engine optimization)
As we discussed above, not all SEOs are created equal. You should learn to differentiate between good and bad SEOs. The latter may try to manipulate the search algorithm in favor of a specific merchant or website. Good SEOs will use their expertise to increase a business’s discoverability in the organic search results of Google and other search engines. They will use techniques like white hat SEO, Google analytics, and Google My Business to name just a few.
2. Analysis of Marketing Data
Every business is different, and every business has different marketing goals, objectives, and targets. One of the things that you are going to learn as an Online Marketing Manager is how to look at marketing data and draw meaningful insights from it. To give you an idea of what this might involve, let’s take a look at some of the responsibilities of an Online Marketing Manager:
– Study traffic data, search interest, and competitors to name just a few.
– Research areas that may be relevant for the business. For example, if the business is located in the tourism sector and their target audience is international, then they may want to focus on English speaking websites and social media.
– Study the performance of web pages, landing pages, and calls to actions.
– Study eCommerce data, such as purchase history, customer demographics, and much more.
– Create and maintain marketing reports to present analysis of marketing activity.
You are probably aware of the importance of effective communication in any form, but especially in marketing. Having a good grasp of verbal and written communication is essential. You should be prepared to draft letters, emails, and press releases. You may also need to design marketing material like marketing banners and logos to promote a product or service. Moreover, you may need to speak to customers via email or phone calls to understand their needs and to gather feedback. So, being able to write effective emails, pitch decks, and press releases is essential.
If you are reading this, then you are either planning on working in marketing or already working in marketing and you are looking for new responsibilities. In that case, you may decide to specialize in research while still working for a marketing agency. There are many responsibilities that you will have to undertake as a market researcher including:
- Finding and evaluating market trends
- Producing research-based analytics documentation
- Conducting telephone interviews
- Collecting and analyzing market data
- Designing experiments and studies
- Writing and preparing statistical analysis
- Presenting results of the analysis
- Developing and maintaining client databases
Being able to effectively conduct market research and present the results in a professional manner is essential. If you are looking for a career in market research, then you may want to consider looking for roles with a marketing research agency.
A good marketing plan is essential if you are working in an agency or in-house environment. Developing and reviewing a marketing plan with your managers and colleagues is a good way to ensure that you are all on the same page. A marketing plan should be reviewed at least once a year, if not more frequently depending on the stage of the business. It is important to remember that a marketing plan is only as good as the input that goes into it. Therefore, you should study the goals and objectives that you have set for the plan and ensure that these match the plan exactly. Moreover, as the plan develops, you should ensure that all the numbers make sense and can be supported by the necessary data.
An Online Marketing Manager is responsible for the digital marketing strategies and activities of a business or website. This includes activities like SEO, content creation, social media management, and email marketing. They may also be involved in analyzing marketing data and planning future marketing campaigns.