Digital Marketing Management: A Guide To Building Your Team
Digital marketing just became more intelligent—artificially, that is. The shift from traditional to digital channels is nothing new, but recent advancements in Artificial Intelligence (AI) have pressed the "fast forward" button on the future.
The question on every marketer's mind is: What will these emerging channels look like? How will they shape the marketing industry as a whole? And what marketing management software solutions will best help me to leverage it?
As a leader in a tech-driven organization, it's crucial to create and retain a high-performing marketing team that is ready for this next chapter, especially as AI adoption accelerates. Today, we’ll dive into the realm of best practices, unveiling the key strategies for building a forward-thinking team in 2023.
The Importance of Digital Marketing
Digital marketing has revolutionized the marketing industry, reshaping how businesses connect with their target audience. In the early days of the internet, traditional marketing channels like print, billboards and television dominated the advertising scene. However, thanks to the late 1990s Dot Com Boom and a surge in internet tech, digital marketing emerged as a game-changer.
Today, innovations in generative AI, Web3 and augmented reality continue to foster expansion of digital mediums, and are expected to drive growth within the SaaS space. Additionally, demand for cloud tech continues to accelerate, and according to analysis by Gartner, worldwide end-user spending is expected to reach $597.3 billion by the end of the year.
It is clear—the future is digital. Businesses without a sophisticated digital marketing strategy in place, and a strong marketing team structure to back it up, are at risk of becoming a sinking ship in a rapidly expanding sea.
The Role Of A Digital Marketing Manager
The role of a digital marketing manager is multifaceted, but integral to the success of your online advertising efforts. This person will be responsible for the planning, execution and management of all campaigns on digital channels.
This includes leading a team of marketing professionals, such as community managers, social media managers, and content specialists, to ensure a cohesive brand presence online. It also includes being responsible for the:
Digital Marketing Strategy
Digital marketing managers are the lead strategists behind your online marketing campaigns. Drawing upon their expertise and deep understanding of industry trends, they shoulder the responsibility of:
- Developing and implementing comprehensive digital marketing campaigns that align with business objectives & budgets.
- Conducting market research, identifying target audience, and defining key performance indicators (KPIs).
- Creating a roadmap for effective utilization of various digital marketing channels.
Marketing Campaign Execution
Digital marketing managers play a pivotal role in the successful execution of digital marketing campaigns. They are responsible for:
- Designing and executing data-driven marketing campaigns across multiple channels (social media, email, SEO, paid ads).
- Collaborating with cross-functional teams to ensure seamless integration of messaging and creative assets.
- Optimizing campaigns in real-time, leveraging marketing analytics and audience insights for maximum impact.
Monitoring & Reporting
The continued success of your digital advertising efforts are largely dependent on the continuous collection and review of data analytics. To spearhead this crucial task, digital marketing managers must:
- Track campaign performance, conduct data analysis, and generate regular reports on KPIs.
- Utilize marketing analytics software to measure ROI, conversions, and customer engagement.
- Provide data-driven recommendations to enhance future campaigns and improve marketing strategies.
Top Digital Marketing Manager Skills
Knowledge of Digital Platforms, Tools & Trends
As the leader of your digital strategy, digital marketing managers must be well-versed in all forms of digital media. Be mindful of candidates’ familiarity with digital marketing software like Hubspot, Google AdWords and Google Analytics.
Marketing leaders within the tech space should also be familiar with platforms like LinkedIn, Twitter, Discord, and Reddit, which are highly relevant for engaging with B2B and tech-savvy communities online.
Leadership
A digital marketing manager needs strong leadership skills to guide and inspire their team. This team may include additional departments such as the product marketing team, and the digital marketing manager should have the ability to set a clear vision, establish goals, and motivate everyone to achieve them.
It’s crucial to evaluate candidates’ ability to provide guidance, resolve conflicts, and foster a positive and collaborative work environment. By doing so, you can ensure that your digital marketing manager is equipped to handle the diverse responsibilities required to lead an effective marketing team.
A Track Record of Success
Keep in mind, success in traditional marketing doesn't equate to success in the digital realm. When hiring for a digital marketing management position, it's essential to prioritize candidates with proven expertise in online marketing.
To find the best leader for your digital marketing team, look for candidates who have experience and a track record of success in related fields like:
- Social Media
- PPC and Paid Advertising
- Email Marketing
- SEO/SEM
- Content Management
Sound Communication Skills
Communication is arguably the most fundamental marketing skill. Storytelling in marketing is often cited as the secret weapon to increasing brand awareness and loyalty—and great stories are rarely told by poor communicators.
Strong communication skills are required for a digital marketing manager to:
- Convey ideas
- Collaborate with cross-functional teams
- Interact with clients and stakeholders
They should excel in both written and verbal communication, ensuring clarity in conveying marketing objectives, coordinating with team members, and presenting campaign insights, metrics and performance reports.
Project Management
Digital marketing involves handling multiple campaigns, deadlines, and stakeholders simultaneously. A skilled digital marketing manager should possess strong project management abilities, including the ability to:
- Prioritize tasks
- Manage resources
- Meet deadlines
- Allocate budgets
- Track expenses
- Optimizing resource utilization
Critical Thinking & Problem Solving
To keep up with digital marketing trends and innovations, a digital marketing manager must have strong critical thinking and problem-solving skills.
To navigate challenges, identify opportunities, and make data-driven decisions, they should be able to analyze campaign data, extract meaningful insights, and adapt strategies accordingly to optimize results.
Other Digital Marketing Team Roles
SEO/SEM Specialist
SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are two related but distinct terms in digital marketing. Specialists in this field leverage both techniques to enhance a website's visibility and attract qualified traffic.
By hiring a skilled SEO/SEM specialist, you can expect increased online visibility, targeted traffic, and enhanced brand exposure. They will play a vital role in driving organic search traffic through strategic optimizations, while also implementing paid advertising strategies to generate immediate results.
PPC or Paid Advertising Specialist
The PPC (Pay-Per-Click) or Paid Advertising Specialist is a skilled professional in executing successful online advertising campaigns. Their expertise lies in creating and managing paid ads across multiple platforms, such as Google Ads or Facebook Ads. They conduct thorough keyword research to target specific audiences and ensure maximum reach and impact for the ads.
With their knowledge and experience, they navigate the complexities of various campaign types, bidding strategies, ad placements, and audience targeting to deliver effective campaigns that align with business goals.
Data Analyst
The Data Analyst plays a critical role in deciphering marketing data and metrics to extract valuable insights. They conduct thorough analysis, generate reports, and develop insightful dashboards to track campaign performance. By leveraging data-driven recommendations, they contribute to optimizing marketing strategies and achieving measurable business goals.
Email Marketing Specialist
The Email Marketing Specialist handles the creation and execution of impactful email marketing campaigns. Their expertise lies in crafting compelling content and designing visually appealing templates. Through careful analysis of email performance metrics, they continuously refine and optimize campaigns to drive engagement, nurture leads, and foster customer loyalty.
Content Marketing Specialist
The Content Marketing Specialist is responsible for creating high-quality and engaging content. They excel in developing content strategies, crafting blog posts, articles, and videos, and optimizing content for search engines. By delivering valuable and relevant content to the target audience, they help drive brand awareness, enhance visibility, and establish thought leadership.
Social Media Marketing Specialist
A Social Media Marketing Specialist is the go-to person for managing and optimizing social media channels. They formulate effective strategies to boost your online presence, engagement, and reach on social media platforms like Facebook, Instagram, and Twitter. Through content creation, community management, and insightful analytics, they drive impactful social media campaigns that align with business objectives.
A Note On Digital Marketing Management Salaries
According to reliable salary databases like Glassdoor, Indeed and Salary.com, the average salary for digital marketing managers in the SaaS industry ranges from $80,000 to $120,000 per year. This figure can increase for more experienced professionals or those in leadership positions.
It's important to note that salary ranges can fluctuate based on regional differences and cost of living. For instance, salaries in major tech hubs like Silicon Valley or New York City tend to be higher compared to other locations.
Need More Information On Digital Marketing?
Mark my words: 2023 will be a crucial year in the development of digital marketing tech. We hope you've gained valuable insights into the evolving landscape of digital marketing and its transformative impact on the industry.
However, this is just the tip of the iceberg. Check out our list of marketing interview questions to help with your hiring process, and be sure to stay on top of all the latest trends and insights by subscribing to The CMO newsletter.