What is it like to work in Digital Marketing?
“What is it like to work in Digital Marketing?” A question often asked by people who would like to work in this industry as it seems like an exciting industry to work in. And it is. But there is more to it. This post (and the video) will give you a glimpse into the world of digital marketing, with more posts to follow so you’ll get the full picture.
Responsibilities of a Digital Marketer
The role of a Digital Marketer is to improve business performance using online channels. Channels like social media, google ads, and sponsored content. The Digital Marketer would spend of its time on those platforms, and potentially overarching marketing management platforms like Hubspot, to optimise campaigns and other digital marketing activities, all with the aim of improving their performance. Data and related insights play a large part in that.
Improving campaign performance
Utilising the data and insights Digital Marketers retrieve from those online marketing platforms, they’d quickly understand if their campaigns are performing well or poorly. When a campaign is showing great results, there could still be opportunities for improvement which the Digital Marketer will investigate. If the campaign is performing out of the ordinary or poorly, the causing issues should be identified so that the Digital Marketer could come up with tactics on how to improve results. This is where the Digital Marketer proofs its value. Setting up a campaign is relatively easy but knowing how to optimise a campaign is a profession by itself.
What is good? What is bad?
To evaluate the performance of Digital Marketing activities, the objectives and KPIs of each of the activities would need to be set. These performance indicators are covered in a Digital Marketing Strategy document. The main purpose of a Digital Marketing Strategy is to outline how digital marketing could contribute to achieving business goals. Internal and external research has to be conducted, and knowledge about the targeting audience and digital marketing landscapes has to be gained to get a good understanding about where the business currently stands, what the best way forward is, and how to get there. Once the strategy has been designed, the Digital Marketer understands what good and what is a bad performing campaign would look like.
Communication is key
As Digital Marketing is only one piece of the puzzle on improving business outcomes, an understanding of the other aspects of the business in needed to get a full picture on how the business is performing and if it’s on track to achieve the business goal. So a Digital Marketer would have to provide regular updates in the form or reports, presentations, and/or meetings so the team is across the performance. And visa-versa: Digital Marketers would need to understand other business departments’ performance too. For example: if the supply chain manager indicates an upcoming delay in production of a product, a Digital Marketer should pause or reduce marketing activities for that same good. This makes Digital Marketing an integral part of business operations.
To summarise:
“What is it like to work in Digital Marketing?” is a good and a broad question. Here we’ve outlined that Digital Marketing is:
• Diverse – it’s an ever-changing environment which makes every day a different day.
• Accountable – because all activities are online, everything is trackable with data playing a big role.
• Performance driven – Digital Marketing activities have to be aligned with overall business objectives and optimised to contribute achieving those objectives.
This gives you a sneak peek into the world of Digital Marketing. Read more about “What’s it like to work in Digital Marketing?” in our following blog posts ‘Finding your way through different Digital Marketing roles’ or on for Talent page.
For comments or questions, please reach out to Lidy (Founder of Lente) via Lidy@LENTE.com.au.
