Digital marketer
Sales, marketing and procurement
Level 6 -
Leading on the creation and execution of a digital marketing strategy.
Reference: OCC0481
Status:
SOC 2020 sub unit groups:
- 3554/01 Advertising and marketing executives
- 1132/01 Advertising and marketing directors
- 2493/03 Social media managers
Technical Education Products
Summary
The Digital Marketer will lead on the creation and execution of a digital marketing strategy. They recognise and respond to business opportunities and customer requirements through a range of digital channels (such as Social Media, Websites, email). They actively employ content marketing and campaign management principles, and financial and analytical tools, to deliver successful initiatives that meet the needs and aspirations of their organisation.
Typical job titles include:
Content Marketing Executive
Digital and Social Media Executive
Digital Marketing Account Manager
Digital Marketing Analyst
Digital Marketing Campaign Manager
Digital Marketing Executive/ Officer
Digital Producer
Display Advertising Executive
On line and Digital Marketing Lead
On line and E-commerce Marketing Specialist
Pay Per Click Analyst
Programmatic Executive
Search Engine Optimisation Executive
Social Media Specialist
Keywords:
Degree
Digital Communication
Digital Marketer
Digital Marketing
Marketing Platforms
Knowledge, skills and behaviours (KSBs)
K1: The strategic implications of the disruptive digitalenvironment.
K2: Natural/organic and paid marketing to increase the visibility and promotion of websites.
K3: The leading marketing theorists and practitioners when managing and implementing brand equity, brand awareness and strategic brand management.
K4: Professional bodies and their insights into emerging technologies, trends and themes within the digital marketing environment.
K5: Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty.
K6: How to foster business-to-business (B2B) marketing relationships through social media to launch products based on price and popularity.
K7: The types of online and offline paid, owned and earned media, and how this works together
K8: Digital marketing regulatory requirements, data protection, compliance and ethics, both national and international.
K9: The Digital Marketing environment for International marketing and multichannel marketing, for agencies as well as client.
K10: Stakeholder and customer requirements, commercial awareness and business improvement processes that are relevant to campaign management.
K11: Digital graphic design, interface design, and authoring.
K12: The user experience, and how to maximise engagement.
K13: Segmentation, targeting and application of sales funnel, path to purchase, and customer attribution
K14: E-commerce and the importance of product descriptions, images, site layout and what makes a good online shopping experience.
S1: Develop and critically apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing
S2: Apply the 4 marketing principles (product, price, place, promotion) and considerations of the business / marketing campaign.
S3: Write and create content for the different audiences, online channels and create clear “Call to Actions” and user journey’s
S4: Demonstrate how to promote and apply content marketing effectively through the appropriate media channels, relationship management systems and communication platforms to ensure brand and cultural awareness are maintained throughout marketing strategies.
S5: Select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours
S6: Manage, plan, specify, lead and report on digital marketing projects.
S7: Manage and optimise key channels and content within a digital marketing plan.
S8: Manage interfaces and the supply network of the organisation and customer by applying the appropriate E-commerce strategies and models available and whenever appropriate taking global engagements into account.
S9: Apply a marketing mix / digital marketing mix to meet customer expectations.
S10: Accurately observe, record and draw conclusions from all types statistical analysis of campaign performance, recognising inherent uncertainties and limitations with financial and budgetary requirements to demonstrate Return on Investment (ROI).
S11: Engage communities through Email Marketing and Social Media to stimulate and encourage communication through positive discussion and engagement.
S12: Apply the appropriate tools for a data-led approach to analyse marketing information and platforms, data and social media and recognise what is actually important for insights and optimisation to provide solutions for marketing decisions
S13: Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change.
S14: Identify, recognise and understand internal and external business intelligence and factors that may impact future operations.
S15: Interpret, communicate and brief internal or external stakeholders on digital business requirements.
B1: Ability to communicate and actively listen at all levels.
B2: Ability to work under pressure and unsupervised, and interact effectively within teams
B3: Consider the impact of work on others, especially where related to culture, diversity and equality.
B4: Demonstrate business disciplines and compliance with procedures and principles to ensure work is of high quality and fit for purpose, with high attention to detail and the ability to work to deadlines.
B5: Show integrity and respect for confidentiality and data security in work and personal situations.
B6: Be enthusiastic and have a thorough and flexible approach to work and to personal development through CPD and life-long learning.
B7: Logical thinking and a creative approach to problem solving to systematically analyse and apply structured techniques to complex systems and situations.
Occupational Progression
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Sales, marketing and procurement