In addition, they engage with the public through social media and ensure visitor flow to digital sites. Digital marketing executives also analyse and report on visitor data and devise new ways to market products. They frequently work for retailers with an online presence, financial institutions, charities and publishers. They can also be employed by digital marketing agencies.
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The day-to-day
Typically, a digital marketing executive will:
- Develop and manage digital marketing campaigns
- Oversee a social media strategy
- Manage and maintain the organisation’s website(s)
- Write and optimise content for the website and social networking accounts such as Facebook and Twitter
- Track and analyse website traffic flow and provide regular internal reports
- Attain key performance indicators such as reducing the website bounce rate, increasing dwell time or improving conversion
- Continually work on the Search Engine Optimization of the website(s)
- Fix any errors or bugs in online content
- Edit and post videos, podcasts and audio content to online sites
- Arrange webinars and webcasts
- Create online banner adverts and oversee pay per click (PPC) ad management
- Write copy for email marketing campaigns
- Identify new trends in digital marketing, evaluate new technologies and ensure the brand is at the forefront of industry developments, particularly developments in mobile marketing
- Work on printed material to supplement online products
- Attend product launches and networking events
Key skills
- Editing and writing skills: You need to devise and edit content for various digital platforms. Writing blog posts may well be an integral part of the job
- Speaking skills: These will mainly be deployed internally. You will need to be able to explain coherently to others, who may not be familiar with the medium, how digital technologies work and what their marketing application is
- Video editing skills: Website and social media content will not just be text but frequently visual as well
- Web development skills: A digital marketing executive is not a software developer, but you will need sound knowledge of HTML/JavaScript, strong knowledge of search engine optimization and advanced Word and Powerpoint skills
- Project management skills: Digital marketing executives also need to be good at handling time-sensitive projects and working to deadlines
Qualifications
An undergraduate degree in marketing (or a professional marketing qualification) is frequently sought. But often humanities degrees are just as good. Membership of the Chartered Institute of Marketing can be an advantage.
Relevant experience
Experience of between one and three years in digital communications and marketing is often expected. Experience or a qualification in graphic design can be helpful.
Salary
£18,000-£35,000 per annum.
Hours
Typical Working Hours: 9:30am – 5:30pm
Standard office hours of 9:00am-5.30pm. The job is very office-based but digital marketing executives are expected to attend networking events, tradeshows and launches, often demonstrating products.
Career opportunities
Your next steps include:
- Senior digital marketing executive
- Digital content manager
- Head of digital
- SEO manager
- PPC manager
- Freelance brand management or setting up your own online marketing company
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A digital marketing executive’s perspective
“I’m responsible for overseeing the planning and execution of the digital marketing strategy for Pukka Herbs covering: e-commerce, brand & international and partner portal websites, digital communications including email, affiliate marketing and translation of marketing campaigns into digital marketing campaigns, analytics and system integrations. I’m also a key member of our experiential team.
“What do I love? Working on so many diverse projects that keep me on my toes, where no day is ever the same, with a whole bunch of like-minded yet diverse people and for a company that keeps true to its ethical foundation and values, despite immense growth.”
– Kerstin Schmidtke, digital brand manager at Pukka Herbs