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What does a digital marketing manager do?

A digital marketing manager will be responsible for the execution and planning of campaigns to promote a company’s products or services through digital channels.


Depending on the company you work for, your responsibilities can vary with ownership and implementation of marketing campaigns over a number of different channels or just specialising in a small number.


Common types of digital marketing


  • SEO (search engine optimisation) - the practice of trying to improve the quantity and quality of web traffic that comes to a website organically from search engines such as Google.

  • PPC (paid per click marketing) - spending money to be shown in search engine results for keywords that potential customers will have searched for.

  • Social Media Marketing - building up a presence online through social media platforms like Facebook through posting content your customers will find relevant.

  • CRM (customer relationship management) - communicating with customers via Email marketing/SMS/Push to try and ensure long term engagement and repeat purchases

  • Content Marketing - the creation of marketing content to educate customers of your product/service offering and to try and convince them to purchase.

  • Brand/Creative Marketing - development of creative style for the brand as well as assets to be used in marketing campaigns and on the site.


What does a good digital marketing manager look like?


A digital marketing manager needs to have a number of different skills to be able to drive success for a business.

  1. Interpersonal skills - these are highly important as you typically will be working across a number of teams and will need to ensure that you can work well with others to get the best results.

  2. Data analysis -  being able to evaluate the performance of campaigns and make a decision on whether they are successful or not and what next steps to take is an important part of the role.

  3. Content creation and review - not every role will require you to write the content for marketing campaigns where you try to convince customers to purchase, but at a minimum you will need to review the work of others and see if it communicates a message clearly.

  4. UX/ Customer experience - knowledge of user experience principles and how to make your business’s website as accessible as possible to customers are key to ensuring they are able to find all the information they need and can make a purchase smoothly.


How much can a digital marketing manager make?


The skills provided by a digital marketing manager are currently in high demand with more vacancies than talent in some areas.


On average a digital marketing manager can make £42,500 but this will depend heavily on the specialism they work in, the area the role is based and the amount of experience they have.


For more detail on this see our guide on What are average UK salaries in digital marketing?

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