For many modern companies, the lion's share of all marketing activities nowadays takes place online. Traditional content has made way for digital content and so traditional marketers are being replaced by digital marketers. That is only logical, because digital marketing is something fundamentally different than simply carrying out your traditional marketing initiatives on an online platform. It goes much further than that.
A range of options
A digital marketer is working on a daily basis with the fullest possible use of the range of possibilities that the online world has to offer. The digital marketer goes further where the traditional marketer ends. He knows flawlessly which online resources - EM campaigns, social expressions, SEO content, pay-per-click campaigns and much more - can best be deployed and at what point in time. In this way a digital marketer knows how to get your products and / or services to the attention of your target group in an optimal way. Sometimes he works together in a marketing team with for example a social media marketer and a content marketer.
Digital marketer in the marketing team
In such a marketing team, the digital marketer is mainly concerned with approaching your target group as well as possible. Where the content marketer specializes in creating optimal content associated with your products and services, the digital marketer knows how to use that content in the perfect way. He knows which mix of marketing initiatives best fits your campaign (s) and sets out a marketing strategy.
An increasingly important part of this is the use of social media; he uses the knowledge of the social media marketer, who specializes in marketing through platforms such as Twitter, LinkedIn and Instagram. Social media marketing is a profession in its own right, but is often part of a larger marketing campaign. It is therefore important in every marketing team to let the different marketers work optimally together, because they are responsible for you together online presence: the way in which your company is present online.
Characteristics of a digital marketer
Because a digital marketer is busy day in, day out making your company digitally visible and creating and keeping leads warm, it is primarily a creative person. Every campaign requires a different approach and the digital marketer preferably does not constantly tap the same lines. He knows how to come up with fresh ideas instead of old wine in new bags.
Secondly, a digital marketer is a good project manager. He will have to collaborate a lot with other marketers and with other departments within your company. That requires good communication with stakeholders, so he is strong in communication. He must also be able to keep a good overview of larger campaigns: marketing management. The digital marketer must at all times be aware of the status of a campaign, which cogs are running and which follow-up steps are yet to come. Entrepreneurship and a critical eye are important here.
Convert big data into opportunities
An essential part of the tasks of a digital marketer is being able to analyze the success of your online campaigns. The data that you receive as a result of your marketing activities must be able to be flawlessly processed by the digital marketer into razor-sharp evaluations and, most importantly, targeted follow-up steps. After all, you want to have the highest possible conversion on your e-mail campaigns and if you spend money in exchange for clicks, you also want you to bring in your target group. The digital marketer is therefore, in addition to being creative, communicatively strong and entrepreneurial, also especially analytically strong.
The digital marketer at work
As an employer, it is important to manage your digital marketer in a result-oriented way. Let him be creative and entrepreneurial, but make sure that there is a clear dot on the horizon, so that it is clear to everyone what the result is. Ask for periodic updates on the progress and continuously adjust your objectives. That way you keep the work for your marketing team challenging and you drive them towards the optimum return.