The role of the digital marketing manager has gained significant visibility in the last 18 months. Studies have shown that, thanks to users spending more time online, marketers have been able to target specific audiences and measure the impact of campaigns with more accuracy and effectiveness than ever before.
For those thinking of building a career in digital marketing, there’s more good news. Trend analysts report that businesses aren’t just hiring more digital marketing positions, they’re also inviting digital marketing managers to play bigger roles in strategic company decision making. It’s clear that companies are increasingly relying on their digital marketing teams, as users’ interactions with brands and individuals via digital platforms becomes ever more the norm.
As a career choice, the role of digital marketing manager is as varied as it is impactful, requiring specialist skills combined with a desire to learn new tools, platforms, and trends.
But what does a digital marketing manager actually do?
In this article, we’ll be diving into the specific tasks and responsibilities of a typical digital marketing manager. We’ll take a look at their position in the marketing team, what you might expect from a position in the field, and run down average salaries in different locations.
By the end, you’ll have a rounded picture of what a career in this role might look like, and have clear next steps to launching a career in the field. Here’s exactly what we’ll cover:
- What is digital marketing?
- What does a digital marketing manager do?
- What are the typical tasks and responsibilities of a digital marketing manager?
- Where do digital marketing managers work?
- What are the core skills and traits of a successful digital marketing manager?
- How can you become a digital marketing manager?
- What is the average digital marketing manager salary?
- Key takeaways
Ready to explore the role of the digital marketing manager? Let’s go.
1. What is digital marketing?
The term “digital marketing”—also known as online marketing—covers a multitude of functions, but generally refers to the implementation of all public-facing digital content for a company or brand. Marketers seek to build trust and increase awareness through the publication of promotional materials and relevant content, with the end goal being to win over new customers and retain existing ones.
Online community building is another arm of digital marketing, giving organizations the opportunity to connect directly with potential customers. Although this can involve promotion of products and services within online groups, it is also a form of customer service, with communities and forums providing a place for customers to give feedback and get help.
Depending on its target user, each company will have its preferred places to publish content. Social media platforms like Instagram, Twitter, LinkedIn and Facebook are most commonly used to share posts and promotional material using text, graphics and videos. Emails, newsletters and web-based advertising are popular tools to reach audiences too, while some companies take advantage of text and multimedia messages for more direct promotion.
Text-heavy sites like Medium, Tumblr, WordPress and built-in company blogs also play a major role in digital marketing, as they allow companies to take advantage of techniques like SEO (Search Engine Optimization) to get increased traffic to their pages through the publication of longer form articles.
So now that we know what digital marketing is, how does the role of a digital marketing manager fit into this myriad of goals, tasks, and responsibilities?
2. What does a digital marketing manager do?
This is undoubtedly one of the most in-demand digital marketing jobs, but what does the role actually entail? The overall purpose of the role of the digital marketing manager is to ensure the successful running of digital channels and campaigns that create new customer leads, promote the brand and its products, and contribute to overall company growth—which sounds like an awful lot of responsibility for just one person!
Luckily, the digital marketing manager doesn’t work alone; they collaborate closely with the community and social media managers, as well as the head of marketing to ensure that messaging is aligned and tasks are distributed among the right people.
As is often the case, the size of the company determines how hands-on the digital marketing manager is when it comes to the execution of tasks. Within a small startup, for example, the digital marketing manager is likely to create the overall strategy, plan the timeline of its execution, implement each part, and report on the success of the campaign when it’s over.
In a larger organization, however, an individual with the same job title might have the time and resources to focus more on strategy and planning, delegating tasks to other members of the team.
A sponsored posts campaign on Facebook, for example, might be devised by the digital marketing manager as part of an overall digital campaign, and then executed, tracked and reported on by the social media manager. The resources of the company combined with the seniority and experience of team members will ultimately determine the distribution of tasks and the level of responsibility taken on by each team member.
As well as working closely with the rest of the marketing team, the digital marketing manager is expected to collaborate frequently with team members in the content production teams, like copywriters, graphic designers, and videographers, and work on strategy and planning with members of the business and sales teams to ensure that targets are aligned and met.
3. What are the typical tasks and responsibilities of a digital marketing manager?
We’ve collected together some typical tasks and responsibilities you might expect to see in a job advertisement for the role of the digital marketing manager. As you can see, the position requires a wide variety of experience and knowledge, from analytical skills to managerial aptitude.
As a digital marketing manager, you might expect to:
- Plan and manage the company’s social media channels and company website
- Grow the website traffic and enable digital growth
- Work with the content marketing team on content creation and distribution
- Monitor the primary marketing metrics to establish the effectiveness of online advertising
- Report on the performance of digital marketing activities and compare the results against key performance indicators and ROI
- Develop and scrutinize campaign budgets
- Review the brand message regularly to ascertain its consistency
- Develop a workable digital marketing strategy
- Collaborate with other supporting teams to create impressive client-centered landing pages
- Provide educational opportunities, relevant information, and growth opportunities for digital marketing staff
- Analyze end-to-end consumer experience in different digital channels
- Identify the latest digital technologies and current digital trends affecting the industry
- Prepare and execute conversion tests
If you’re new to the field, try not to be daunted by this list! In the following sections, we’re going to show you how you can master tasks like these, gain experience and confidence, and launch a long, creative, and fulfilling career in digital marketing.
4. Where do digital marketing managers work?
You’ll find digital marketing managers in almost every industry you can think of, thanks to the huge impact the internet has had on consumer behaviour. If businesses—even brick-and-mortar ones—want to attract and retain customers, there’s no getting away from the fact that they need to have an online presence.
With digital marketing being more cost-effective and measurable than traditional types of marketing, both established and new businesses are putting considerable resources into building this side of their business.
However, not all businesses use digital marketing to achieve the same result. Larger companies (those with more than 5,000 employees) are more likely to use digital marketing to stand out from competitors, while smaller companies are more likely to use digital marketing to improve brand awareness.
The reason for this is that large companies are already known to their customers and potential customers—so rather than simply increase brand awareness, their goal is to show those same consumers why their business is the best option when compared to other, similar businesses.
For smaller companies, though, digital marketing is an inexpensive way for them to get noticed outside of their immediate circles. They need to let potential customers know they exist at all, and digital marketing gives them an opportunity to reach a lot of people who might be interested in their product quickly and easily.
5. What are the core skills and traits of a digital marketing manager?
Digital marketing managers need to work with platforms, budgets, tools and teams in order to make a significant contribution to company growth, relying on a multitude of skills and traits. Don’t be put off if you don’t have specific digital marketing experience yet, as many of these skills are transferable—take a look at this list of digital marketing manager skills and see if any of these traits already apply to you.
- In-depth knowledge of social media platforms and trends
- Knowledge of marketing and web analytics tools such as Google Adwords, Google Analytics, Taboola, Outbrain and similar web advertising platforms
- Knowledge of setting up and running email marketing tools like HubSpot, Sendinblue, Omnisend, MailChimp and Mailjet
- Understanding of pay-per-click advertising
- Insights into keyword research and SEO implementation, monitoring, and management
- Knowledge of marketing campaign strategy and execution (including the marketing mix)
- Practical skills in multivariate experiments and A/B and email marketing
- User experience knowledge and optimisation of customer experience funnels and landing pages
- Great time management and ability to prioritize tasks
- Strong analytical skillset combined with genuine interest in learning new tools, gathering data, and studying trends
- Project management skills
- Leadership and delegation skills
- Strong verbal and written communication
- Attention to detail
- Ability to work independently
- Writing and presenting detailed insights and reports
- Working with different departments towards a common goal
- Launching and managing successful social media campaigns
- Building long term digital marketing strategies
- Setting up and running web analytics and email tools
- Aligning messaging across multiple platforms
- Working with team members to execute on a campaign with clear goals
Now that you know the skills you need for the role, let’s take a look at how to get started in the field.
6. How to become a digital marketing manager
If you’re interested in launching a new career in digital marketing, with your eye on a digital marketing manager role, there are concrete steps you can take to get there.
Take a course
Although you definitely don’t need a degree to get a role in digital marketing, taking a course will help you get to grips with some of the more challenging aspects of the role, strengthen the skills you already have, and teach you new ones. It’ll demonstrate your knowledge in the field to potential employers too, as well as help you stand out from the competition. It could even lead to a higher salary when you do start working.
Not sure if you’re ready to commit to a full digital marketing course? Check out our free, 5-day short course, which will cover all of the basics. It should help you to decide whether digital marketing is for you.
Get to know the tools
In an industry that’s constantly evolving, learning about the latest tools and trends in digital marketing is an absolute must. And with so many free tools and resources out there for digital marketing managers, why not try your hand at a few of them?
Try one of these ideas:
- Put together an Instagram campaign and track the results using Google Analytics
- Create some ads or sponsored content for a Facebook business page
- Write some persuasive SEO landing pages for a product of your choosing and measure the site traffic
- Use HubSpot to plan a complete digital campaign using multiple platforms
These ‘campaigns’ don’t have to be perfect, but this is a great way to start learning your way around tools you’ll need to know like the back of your hand when you start working in digital marketing.
Learn more about how to become a digital marketing manager in this step-by-step guide.
Work on your soft skills
If you’re not quite ready to dive into the hard skills just yet, now might be a good time to polish your soft skills. Perhaps there are additional responsibilities you could take on in your current job like project management or task delegation that would make the transition into a digital marketing manager role less intimidating.
7. What’s the average digital marketing manager salary?
Although many of us shy away from talking about money, it’s important to have a good understanding of what we should expect financially from a role before we embark on retraining in a new career.
Fortunately, sites like Glassdoor, Salary.com, PayScale and Indeed have tools to help us compare salaries in different countries and cities. We cover the topic in depth in our dedicated digital marketing manager salary guide, and we’ve highlighted some salary data for major cities around the world here:
- Berlin: €44,421 per year
- London: £50,217 per year
- Paris: €47,065 per year
- Copenhagen: DKK 542,076 pear year
- Stockholm: SEK 456,396 per year
- Madrid: €48,743 pear year
- Amsterdam: €61,657 per year
To understand more about how salaries in digital marketing work, check out our more comprehensive digital marketing salary guide.
8. Key takeaways
We hope you’ve enjoyed learning about the role of the digital marketing manager! Our aim for this article was to provide a clear idea of the responsibilities and tasks that fall under the role, the skills you’ll need to excel in the space and, most importantly, a list of concrete steps you can take if you’re thinking of launching a career in the field.
If you take away just one thing, let it be this: keep learning! In an ever-evolving space, the best digital marketing managers are always mastering the latest tools and learning about new trends to stay at the top of their game—make sure you do, too!
Want to learn more about forging a career in digital marketing? Check out our free, 5-day short course, or read these related articles:
- An introduction to the main marketing channels
- A complete guide to social media jobs
- What does a digital marketing analyst do?
In 2023, major trends will likely center around influencers, chatbots and creative content that engages your audience. But no matter which strategies and platforms you use, the most important thing to keep in mind is how you will use them to enhance your brand's presence.What is the importance of digital marketing in 2023? ›
Digital marketing has become an essential part of business strategy in recent years, and its importance is only set to grow in 2023. With the COVID-19 pandemic accelerating the shift to online channels, businesses that have been slow to adopt digital marketing strategies are now playing catch-up.What is the job outlook for digital marketing in 2023? ›
The job outlook for digital marketing in 2023 looks very promising. With the rise of technology and digitization, it has never been more critical to understand and excel at digital marketing. Companies big and small are realizing the importance of becoming digitally savvy to reach their maximum potential in the market.What will marketing focus on in 2023? ›
The best marketing strategy in 2023 will be one with integrated video and written content: Pringle adds that websites still need text information but adding video to showcase products (and then having the ability to add to social media) will help marketers expand their reach to a wider audience.What marketers need to know in 2023? ›
- There Will Be a Bigger Focus on Quality Over Quantity.
- Content Marketing Will Become More Data-Led.
- AI-Powered Content Marketing Will Grow in Popularity.
- Shoppable Content Will Drive Social Commerce.
- Podcasts Will See a Steady Rise.
In the coming years, businesses will be able to integrate their core message and value proposition for the specific target audience on various channels. A unified omnichannel digital marketing strategy will allow more businesses to understand their customers' changing behavior, location, and preferences.How to create a digital marketing strategy for ecommerce in 2023? ›
- Build your email list.
- Send engaging emails.
- Use SMS marketing.
- Cross-sell and upsell.
- Set up cart recovery campaigns.
- Encourage customer loyalty with rewards.
- Support your customers with live chat.
- Write helpful blog content.
In 2023, every business can leverage some form of machine learning to streamline its marketing efforts, and it could be as simple as automating email sequences or digitizing data to avoid potential manual errors. AI will undoubtedly give leaders insights and boost B2B marketing performance.What will digital marketing look like in 2030? ›
In 2030, online marketing will feature increased personalization. Consumers expect to receive personalized experiences from businesses that are tailored to their needs and interests. To meet this expectation, marketers will use advanced technologies such as artificial intelligence (AI) and machine learning (ML).Which IT technology is most in demand in 2023? ›
- Data Science.
- Internet of Things (IoT)
- UI/UX Design.
- Robotic Process Automation (RPA)
- Artificial Intelligence.
- Augmented Reality and Virtual Reality.
- The Basics - Microsoft, G-Suite. ...
- Graphic design, Audio and Video Editing. ...
- Communication Tools. ...
- Typing Speed. ...
- Online Banking and Shopping. ...
- Online Privacy and Security. ...
- Researching Online. ...
- Adaptability and Creative Problem-Solving. Digital marketers face something new every day. ...
- Curiosity and Love of Learning. ...
- Leadership Skills. ...
- Business Acumen. ...
- Communication Skills. ...
- Analytic Skills. ...
By 2023, both B2B and B2C companies will increase their investments in loyalty programs as a percentage of their total marketing budget. The competition for customers' attention and first-party data will increase as more companies launch and revamp loyalty programs.How do I create a marketing plan for 2023? ›
- State your business's mission and values. ...
- Craft an executive summary. ...
- Establish your KPIs. ...
- Outline your buyer personas. ...
- Identify your competition. ...
- Describe your content strategy and initiatives. ...
- Clearly define your plan's omissions. ...
- Define your marketing budget.
The appeal is simple to understand – in 2023, consumers increasingly want their relationships and interactions with brands to be memorable and experiential. This means that brands that want to stay relevant must create customer journeys that are thoughtful, memorable experiences.What are the creative content trends for 2023? ›
Leverage data, AI, automation, and the metaverse
This is one of the biggest — and most daunting — content trends of 2023. While the meat of your content likely won't change year over year, the technology available to create that content is evolving at a rapid pace.
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What is a definition of digital marketing strategy? A good definition of digital marketing strategy is that it is a strategy put in place by a brand to align with set objectives and goals to attract a specific type, or types, of customer using a combination of marketing techniques.What is digital transformation 2023? ›
Typical digital transformation trends include wider adoption of no code / low code platforms, increased migration to the cloud, leveraging AI and ML technologies, increased automation, and wider investment in Blockchain.
Influencer marketers ditch celebrities for micro-influencers. Short-form video is the highest ROI format and will see the most growth of any trend in 2023. Funny, trendy, and relatable content will stand out all 2023. Instagram is the highest ROI platform and will see the most growth of any social app in 2023.What is the top customer experience trend in 2023? ›
An omnichannel customer experience is among the top CX trends in 2023. According to RWS, 90 percent of consumers expect consistent interactions with a brand across devices and channels.What is the most powerful social media marketing strategy in 2023? ›
If you're a marketing leader wondering where to invest your budget, time, and resources in 2023, it's imperative you consider influencer marketing. Influencer marketing has proven to be one of the most effective strategies for social media marketers.How can I improve my business in 2023? ›
- 1 Learn About Marketing. Marketing is going to be a big part of your business. ...
- 2 Get Organised. ...
- 3 Flexibility is Key. ...
- 4 Never Stop Learning. ...
- 5 Maintain the Personal Touch. ...
- 6 Know Your Competitors. ...
- 7 Hire the Right People.
- Keep Sales Content Organized. ...
- Track Sales Performance. ...
- Optimize Sales Growth Strategies with Personalized Training. ...
- Set Realistic Goals for Sales Growth Strategies. ...
- Create Open Communication Between Reps and Management.
The global digital advertising market will grow from $178.29 billion in 2022 to $185.17 billion in 2023 at a compound annual growth rate (CAGR) of 3.9%. The digital advertising market is expected to grow to $209.43 billion in 2027 at a CAGR of 3.1%.What is the next big thing in digital marketing? ›
The rapid emergence and evolution of digital marketing have revealed the industry's next big thing. Artificial intelligence (AI) is expected to have a significant impact on the way digital marketing is done.What is the B2B social media strategy in 2023? ›
In 2023, B2B companies should consider implementing AI and automation in their social media strategies to enhance their efforts and drive conversions. AI can be used to automate repetitive tasks, such as scheduling posts, monitoring social media mentions and analyzing data.What will marketing look like in 2025? ›
By the year 2025, virtual reality will take the lead in marketing trends. Customers will enjoy the amazing emotional experience as they shop for product brands with colorful, engaging advertising. They will come back time and time again, increasing their loyalty to a product brand, possibly even more than chatbots.How do you see digital marketing evolving in the next 5 years? ›
- Artificial intelligence and machine learning will become more prominent. ...
- Personalization will be key. ...
- Voice search and virtual assistants will become more prevalent. ...
- Video marketing will continue to grow. ...
- The use of influencers will continue to evolve.
Newspaper digital products will increasingly go behind paywalls for exclusive content, custom knowledge, and passion content, and news and related products are expected to generate subscription revenues of Rs 2.4 billion by 2025, which could increase to Rs 4.8 billion through bundling, stated the report.Which job is best in 2023? ›
- Full stack developer.
- Data engineer.
- Cloud engineer.
- Psychiatric nurse.
- Senior product manager.
- Back-end developer.
- Site reliability engineer.
- Machine learning engineer.
- Basic programming. Programming basics is a frequent in-demand skill even among non-tech jobs. ...
- Low-code platforms. ...
- UI/UX design. ...
- Data engineering. ...
- Data visualization. ...
- Video editing. ...
- CRMs. ...
- Product management.
- Data analysis. Analytical thinking and innovation is the top skill forecasted in the World Economic Forum's Future of Jobs Report . ...
- Software development. ...
- User experience. ...
- Web development. ...
- Project management. ...
- Account management. ...
- Content creation and management.
According to LinkedIn, Digital Marketing is also one of the top skills to learn in 2023 to boost your career. All these factors show that now is the best time to learn new skills and kickstart your career!What is the easiest digital skill to learn? ›
- Data Analytics. ...
- Content Marketing. ...
- Email Marketing. ...
- Mobile Marketing. ...
- Strategy & Planning. ...
- Social Selling. ...
- Pay-Per-Click Marketing (PPC) ...
- Video. Video has evolved from being just a form of entertainment to a major social media content driver.
- Navigating the internet. ...
- Staying safe online. ...
- Communicating online. ...
- Creating and editing online documents. ...
- Paying for products and services online.
The New 3Ps Of Marketing: People, Personalisation And Privacy.What makes a great digital marketing manager? ›
You will need your communication, empathy, and listening skills not just in your position as team lead, but also in your strategies for understanding your customers. Therefore, knowledge of customer relationship management and retention marketing is valuable for making sure that your customers are satisfied.What is the key to successful digital marketing? ›
Providing a great user experience on your website is a major key to success in digital marketing. Your website is the brand online and should not only provide information but offer easy tools to sell products or drive customers to buy your product.
- Content marketing.
- Email marketing.
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- Pay-per-click advertising (PPC)
- Social media marketing.
- Affiliate marketing.
In 2023, there's going to be a shift in mindset from technical-based marketing to anticipation marketing. This will enable marketers to anticipate what customers want and then feed it into automation processes. This new mindset will now only make things more efficient but will enable personalization.What are the digital display trends in 2023? ›
The latest trends in digital signage technology include interactive displays, targeted and personalized content, data-driven marketing, the use of artificial intelligence, and the integration of augmented and virtual reality elements.Did you know facts about digital marketing 2023? ›
Digital display is projected to grow at a 15.5% CAGR, while search is projected to grow at 12.2%. Search accounts for 40.9% of the global digital advertising and marketing market. 63% of businesses have increased their digital marketing budgets just this past year.How to build on your digital marketing momentum in 2023? ›
Keep the momentum rolling in 2023
Specifically, I recommend keeping a close eye on AI developments such as GPT-4, collecting more precise personalized user data, creating mobile-first content (and especially short video content) and incorporating interactive media into your content strategy.
- Short-form video.
- Empathy and human-focused content.
- Strategic SEO.
- Content-powered revenue.
- Value-driven content made for customers.
- User experience matters.
- High-quality researched content.
- Data, AI, automation, and the metaverse.
More Unpolished Content And Personalized Interactions
Authentic, unpolished content and a concerted focus on personalized interactions are paramount to social media success in 2023. To prepare, marketing leaders need to expand their idea of who can contribute to this type of content.
Flexible marketing bolsters visibility
Moving into 2023, marketers need to take a more holistic view of their campaigns and implement cohesive messaging through omnichannel activation. Emerging channels such as Connected TV (CTV) and digital audio increase the potential for these campaigns.
Digital marketing has changed business drastically. Digital platforms have now made communication instant, with reviews and brand interaction becoming almost instant. Brands have to market themselves in new and innovative ways to advertise the wide amount of content that exists on the web.What are the digital changes in 2023? ›
In 2023, a significant trend in digital transformation will be the expanded use of automation technologies. Similarly, effective use of cloud technologies, low-code/no-code tools, hyper-automation, AI, and other technologies would greatly aid company scaling.
The 2023 graphic design trends set to make a stir in the year ahead include flared fonts, the metaverse and photographic branding. A generally futuristic mood sets the tone for 2023, with dark mode websites, liquid gradients and sci-fi logos tapping into the forward-thinking theme.