I have my doubts about whether or not online marketing coordinators exist, despite having signed up for an information-gathering email list for them. I mean, sure, you can find listings online for people who are willing to take on freelance or consultant work, but what about full-time, salaried positions?
I decided to find out more about online marketing coordinators, if indeed they exist at all, by reaching out to the University of Nebraska. The folks there graciously responded by detailing the duties of an online marketer at the school, and I have to admit – I was pretty impressed.
Thanks to modern technology, marketing has become truly global. More businesses than ever are benefiting from digital marketing, allowing marketers to target consumers across the world – and businesses of all sizes can take advantage of this trend.
Nebraska is no different. The state is well-known for being “the Cornhuskers,’” named after the school’s mascot, so it makes sense that the state’s largest university would pioneer the use of digital marketing. According to the University of Nebraska’s website, the school “sees itself as a community,” which drives its approach to many different areas. One of these areas is digital marketing.
Digital Marketing Specialties
On the University of Nebraska’s website, you can find a listing of the various specialties that the school offers, with links to further information about each one. One of these specialties is digital marketing, which the school defines as follows:
- The practice of getting results from an online or digital marketing effort.
- Online marketing is the practice of getting results from an online or digital marketing effort.
- The practice of marketing with a focus on digital marketing tactics such as SEO, PPC, and content strategy.
- The application of marketing sciences, marketing research, and marketing technology to create measurable results from digital marketing efforts.
Based on the above, it would seem that the University of Nebraska embraces the following specialties:
- Marketing Management
- Marketing Analytics
- Digital Marketing
- E-commerce Marketing
- Inbound Marketing
Duties & Responsibilities
Now that you have an idea of what an online marketer at the University of Nebraska does, it’s time to turn to the more practical side. The University of Nebraska’s website lists the following responsibilities and duties of each specialized area:
The Marketing Management department is responsible for “[developing] long-term marketing strategies and [providing] support for a wide range of marketing activities,” according to the university. This includes developing a marketing plan, which includes specific goals and objectives, as well as the associated metrics to be used for measuring progress. The department also evaluates marketing activities and measures performance using a variety of metrics, such as the number of quality leads, website traffic, social media interactions, and brand recall. In addition, the department is responsible for creating and maintaining business partnerships that provide value and benefit to the school and its students.
Marketing Analytics, as the name implies, is all about analyzing marketing data to glean valuable insights. For example, you might look at the interactions of potential and existing customers with your products and services to see what resonates with them and what could be improved upon. The department is responsible for collecting and interpreting business data, as well as developing and applying advanced analytics to marketing research and strategy.
If you’re reading this, I assume you’re either a digital marketer yourself or someone who knows one; otherwise, you wouldn’t be here. A digital marketer’s primary responsibilities are to establish and grow a brand identity across all digital platforms, design and develop marketing content (e.g., web copy, social media posts, etc.), and analyze the results of online campaigns.
The above responsibilities sound surprisingly similar to what an online marketer does, which makes me wonder if digital marketing is just a fancy way of saying “online marketing.” However, a digital marketer is also expected to implement paid marketing strategies, such as pay-per-click (PPC) marketing and search engine optimization (SEO), to name a couple. In addition, a digital marketer is responsible for maintaining and growing a business’ online presence, generating website traffic, and analyzing results to determine the effectiveness of past marketing efforts.
E-commerce marketing, as the name implies, is all about marketing goods and services for commercial sale via the internet.
The above responsibilities sound a lot like those of a traditional marketer, with one big difference: an e-commerce marketer is specifically tasked with building a commercial website.
As an e-commerce marketer, your job is to sell products online, so you’ll need to be familiar with online stores such as Shopify, Bigcommerce, and WooCommerce. You’ll also need to know which items to promote and which to leave alone – the latter being the case with some of the bigger brands that you’ll encounter, such as Nike and Starbucks. Finally, you’ll need to set up automated email campaigns to nurture leads and grow revenue.
If you’re curious about pursuing an e-commerce marketing career, here are some tips from the pros.
The Future Of Digital Marketing
If you’re a marketer or someone who’s worked with one in the past, you’ll know that marketing is always changing. The methods and tools available to marketers continue to evolve alongside emerging technology and changing consumer behavior.
To follow the future of digital marketing, you can sign up for the above-mentioned information-gathering list on the website of the American Association of Advertising Agencies (4A’s) or check out the various blogs and websites dedicated to marketing.
With the ability to do business online, thanks to the power of the internet, emerging technologies like display advertising, video, and mobile marketing, and the continuing evolution of social media, the future of digital marketing looks very promising.