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What kind of jobs and roles are there in Digital Marketing in 2018

in agency , brands , content , customers , data , digital marketing , jobs , marketing , media , mobile , paid social , search , technology - on May 14, 2018 - No comments

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The number of job titles and descriptions at agencies that deliver digital marketing solutions is an ever increasing list. What are the roles involved and where do they fit in in the digital product cycle? Ever day in this connected age of marketing, we see new points of engagement come to the foreground, and naturally new positions are created, or current roles are customized to address the new areas of focus.

Here's a starting-point list of the most common job titles and roles at advertising, media, social media and specialized digital services agencies, and at brands these days. While the highly specialized roles usually are at agencies, a lot of brands are bringing some of the key roles in-house.

Brand

Channel Neutral Planners, Brand Managers, Strategic Planners (non digital specific)

Integration Director/Manager, Integrated Content Manager/Coordinator, Brand Planners

Digital Strategy

Digital Strategists – define the role of the brand in digital specific channels

Audience and Insight: Insight: Insight specialist, data analysts, Analytics Managers, Data Visualizer,

Content Strategy Managers/Directors, Engagement Strategy Managers, Campaign & Eco-system Planners, Social Voice Strategy Managers, Behavior Analysts, Trends Analyst,

Performance Marketing Director/Manager/Specialist, Usability Engineer/Strategist

CRO Specialist (Conversion Rate Optimization), CRO Director, CRO Analyst, CRO Data Specialist

Data Planner, Affiliate Marketing Manager/Specialist,

Digital Creative

Creative Technologist

Digital Creative Director, Digital Art Director, Digital Production Artist, Graphic Designer,
Digital Identity Development Art Director,

Video Director, Videographer, Video Editor, Video Producer

Digital Content Director, Content Creation Manager, Copywriter, Content Editor,
AR and VR Creative, AR and VR Producers
Mobile Experience Specialist
AI (Artificial Intelligence) Specialist

SEO-relevant writer, SEO specialist

UI/UX Designers, UI/UX analyst

Digital Programmatic Creative Specialist/Manager/Director

Pre flight manager, Traffic Manager,

Project Manager

Social Media

Social Media Director, Social Media Manager, Social Media Account Handler/Associate

Social Media Strategists (Director/Manager), Social Media Planners, Social Calendar Developer,

Community Manager

Social Media Data Analyst, Social Media Monitoring Manager/Director,

Social Media Distribution Manager, Social Content Publisher

Social Specific Content Manager, Social Content Art Director,

Paid Social Manager, Paid Social Planner

Customer Experience

Web & Mobile Experience Architect, Website Designer, Website Developer, Mobile Apps Strategist, Mobile App Designer, Customer Engagement Analyst, UI/UX specialist, CMS specialist,

Programmers, Specialist Programmers, Mobile Code specialists, Applications Designers, Loyalty Specialist Designers, CRM designers, Website Pre-flight Analyst, QA and QC Manager,

Experience Strategy Director, Digital Activation Manager/Director,

e-Commerce Director, e-Commerce Strategy Director, e-Commerce Designer, e-Commerce Creative Director/Art Director, e-Commerce Content Analyst, e-Commerce Code specialist, e-Commerce Product Analyst, e-Commerce Content Coordinator

eMail Marketing Specialist/Manager/ Creative Director, eMail Marketing Analyst

Innovation

Innovation Leads, Digital Product & Service Development Manager/Director, Innovation Lab Director, Innovation strategy Director, IOT Specialist, IOT interface designer, Wearables Strategist, Wearables interface designer

Media

Digital Media Director, Digital Media Strategy Director/Manager, Digital Media Engagement Director, Digital Media Data Analyst,

Digital Media Associates, Media Planners,

Digital Media Buying Manager/Director, Digital Media Buyer,

Digital Media Dashboard Manager, Programmatic Director/Manager, Digital Media Content Analyst, Digital Media Pre Flight Manager/Associate, Digital Media Distribution Manager,

Media Creative Director, Media Art Director, Media Engagement Manager/Director

Media Content Manager, Media Content Writer

RTB Director/Manager, RTB Specialist (Real Time Bidding)

Paid Social Planner, Paid Social Buyer

Search

SEO Analyst, SEO Specialist, SEO Consultant, SEO writer, SEO Coordinator, SEO tag specialist, SEO specialized Web Designer/Developer

SEM planner, SEM strategy director, SEM Buying specialist/Manager/Director, PPC Director, PPC Analyst, Keywords Analyst, Trends Analyst, Growth Specialist, SEO Editor, Bidding Director,

Demand Generation specialist,

Account Management/ Client Interface / Agency Management

CEO – Digital, Digital Managing Director, Digital Group Director, Digital Account Manager,

Client Services Director/Manager/Associate, Digital Services General Manager

Social Media Director/Manager/Associate, CRM Manager, Experience Director,

I haven't even mentioned niche job titles like "Snapchat Content Strategist" or "Digital Culture Analyst" – those jobs are either super niche and fall into the "invented here" bracket, or are just ways of luring brands through the front door.

If you're a brand looking for an agency and have really specific needs, you need to figure out if they are equipped to handle what you want, or are they just going to get someone within their staff to just try and "talk the walk". The roles above cover a wide spectrum – some are highly specialized roles needing unique skill sets – the others simply evolve from current roles and job descriptions. Either way, that's how agencies and brands today are defining and rising to the needs of digital marketing. And just knowing about these roles is basic knowledge – its Digital Marketing Strategies 101.

Please add your comment if I have missed a role or job title that you feel should be included in this list.

Here are some current openings across the region at the group of agencies where I work. A lot of these job openings are for digital roles.

Read this: How to get a job in Digital at an Agency

Here are some posts that address digital marketing needs and how they are best addressed by key people in the roles above:

Insights & Data/Analytics

• Intent is the new black in digital marketing. In-the-moment marketing is what's hot.

• Customer Insights is your First Step in Digital Marketing

• What do women want from brands online today

• Data made simple: What is first, second and third party data?

Customer Experience & Social

• 5 Simple Ways to get your Mobile Marketing Done Right

• The importance of listening in social media, and how to get it right

• 4 ways to build a cool Snapchat audience for brands

• 3 ways to improve your brand's online advertising

• Improve your social media engagement. Move from Selling to building Relationships

• 11 simple ways for brands to build better following on social media

and one transformative development that's redefining roles at agencies:

• Why media agencies are now doing creative: Programmatic and Data Driven Creative is a powerful combination

3 Kinds of Content that help you plan your content marketing strategy

in brands , content , content marketing , marketing , media , social media - on April 08, 2018 - 6 comments

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Content marketing is still quite the favorite marketing tool for most brands – so here are three types of content that you should be planning for. These content buckets really cover the kinds of content that you need to create and publish regularly to stay on top of the content game.

1/ Bursts or Topical content

Topical content is planned and created in a timely manner and built around events. It is usually short form content, and it has a short shelf life. It is very much the here and now content that attracts immediate attention. These 'bursts' generate quick traffic – and often lead to your longer form 'stock' or 'evergreen' content.

Topical content consist of every day posts, tweets, quick reminders, news caps, pointers to happenings around your brand or just something that your target audience is interested in. Tweets that lead to an article on your blog or web page are typical 'burst' content. The actual article is the 'evergreen' content.

2/ Evergreen or Stock content

Your brand's stock content – which is meant to have longer shelf life (thus 'Evergreen') is what your brand or product or your proposition is really all about. This kind of content provides real value to the consumer or customer. This is usually what your audience is after when they go and search for a solution. These can be how to articles, best practices, examples of product use, learnings, fixes, hacks etc.

Stock or evergreen content is meant to stay and be of continuing value. It doesn't have a sell by date – there's no real expiry. These always should provide some value which your audience is looking for and will appreciate. This is what makes your overall content sticky.

3/ Curated or aggregated content

This is a bucket for content that provides value to your audience – but you don't create. You aggregate and collect useful content, and curate and publish. Here your brand plays an useful role as a resource. When you regularly create good, useful curated content, your brand is recognized as a 'go-to' destination for information, references, learnings and knowledge. Curating isn't easy, it requires time spent on knowing what your audience is looking for, and then providing a collection of content that will resolve their needs.

Overall, you'll need to figure over time, what your typical target audience is really after, so knowing that ahead of time, as you plan your content calendar is very useful. Yes, you need to be flexible. You should not have a mathematical formula for the three content types, but instead go with a plan to deliver content that is balanced, useful and valuable.

Please share this with your friends and colleagues, and please comment below if you have something to add.

Now read these related posts:

• Content Marketing Strategy: What kind of content should you create?

• 6 Simple Steps to Win with Content Marketing

• Winning Content Strategy: Always share something valuable and useful

Today's consumer is ready for one-to-one marketing. In a segment of One.

in advertising , brands , customers , data , digital marketing , marketing , media , technology - on March 20, 2018 - 10 comments

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Forget demographic segmentation – today's consumer is a segment of one. As technology is re-writing the rules of marketing, media and brand communication – and the main driver seems to be mobile – today's consumer is empowered with increasing choices and control, and is really a unique, individual segment. An individual target.

We need to start thinking of marketing and advertising to individuals, not a group or a mass. Focus needs to be shifted from 'audiences' to individuals, and that really changes marketing as we know it. Today's tech savvy consumer is so adept with technology, so focused on their individual need, that we cannot cut through the clutter of a mass audience targeting any longer.

People instinctively tune out messages that don't directly cater to them. This has become so easy with mobile, and in particular with Search. People today are in a 'micro-moment behavior' mode (as Google calls it). It's really personal need based and intent is the new gold in marketing.

Intent is the new black in digital marketing. In-the-moment marketing is what's hot.

When, in my moment of immediate need, I turn to my mobile and find a solution right there, right then, brands really need to focus on delivering both relevance and immediacy. The consumer today is used to information and solutions when they want it, no matter where they are. And, in particular, solutions that are available immediately around them.

Google reminds us that "When it comes to getting trusted advice, most people turn to a friend or family member—someone who really understands them. And now, according to the latest data, that list includes search. Consumers now believe that answers to their most specific questions are out there, and they trust search to deliver the right response at the right time."

Brands need to understand that when it comes to looking for a solution to their immediate need, people turn to search—and they expect content that meaningfully and quickly addresses those needs. Brands that will be able to communicate effectively with the empowered consumer need to anticipate the need and then provide resolution. And the solutions or the directions to them need to be there in the right context – be relevant – in real time and in the right language and the right conversational tone.

Knowing more about the consumer is obviously key. That's the starting point, specially if you are going to hyper target your audience. Data driven customer and target insight is key today – which allows you to develop truly insight driven creative that resonates. Provide something meaningful for that one person - at the right moment and in the right context. And focus on mobile.

Customer Insights is your First Step in Digital Marketing

Now read this:

• 6 Ways to Be There in Today's Search Driven World

7 Easy Steps to Launching your Brand's Social Media Campaign

in brands , content marketing , digital marketing , facebook , instagram , marketing , media , social media - on January 23, 2018 - 19 comments

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Follow these seven simple steps to launch a successful social media campaign for your brand. Whether you are a SME or a large business, a digital marketer or an agency, these easy to follow steps are essential for a social media campaign that will get you the results.

1/ Start with setting goals and budgets

Social media isn't a stand alone effort. Check with your colleagues and teams as to what their business goals are for the campaign you will launch. What are you building this campaign for? Awareness? Sales? Increasing customers or launching new product. Clearly define your goals and have a sense of direction. With this in mind have a budget in mind. How much are you willing to spend? What are your conversion goals based on that budget. Work towards your campaign with these parameters in mind.

2/ Assign a team

Once you have goals, you'll probably know who would be the best people around you – who have a decent amount of knowledge, and ideally both experience and expertise in social media marketing – to be on your campaign team. Remember, not every one will have the same enthusiasm for every campaign. Note that you'll need someone for strategic direction, for content creation and production, and someone who will manage the community and connect with your audience and track progress. Pick your best, before you begin.

3/ Define your channels based on your goals

Your campaign can't do everything for everybody. As set out in your goals, you have a specific task for the campaign. Based on this, select which channels or platforms you want to be on (or should be on). Every kind of content has one or two specific channels that are best to deliver that content on. What you can do on YouTube is very different from what you can do on Pinterest. Or Twitter. Do a proper bit of research on your target audience. and what goals you have defined, and then set a channel strategy for the campaign.

4/ Define the objective in detail and what value will the campaign bring?

The first step in this direction is to get solid customer insights. Once you know more about your target audience, and what value you can provide for them in your campaign, you need to set out these objectives in detail. What is exactly the one single purpose of the campaign? Are you offering a discount or a special offer? Is his a seasonal campaign? Are you trying to create better brand awareness? Is it a 'how to use our products better?' or a customer service oriented campaign? This wil help define the next step – content creation.

Read this:

• Customer Insights is your First Step in Digital Marketing

• Win with Content for your Brand: Give away value and usefulness

5/ Develop your content

Do you have a content strategy? One that will resonate with your goals and your objectives? Is content going to be for long or short term? Does it provide value? Is it useful? Will your audience come back for more?

Ideally, any content you create as a brand should be able to attract your target audience. That's the opening position. You need to come across as someone who's there with the right information for what they're looking for, and that you are the authority on that information, that topic. Your content needs to engage and build a sense of 'need' – that's how you build affinity or loyalty to your content. Finally, a brand's content after all, isn't there for charity. You want your audience to take some sort of action – to buy your product, to share your content, to believe in your brand. You need to drive towards that end game.

Content usually responds to a need. Your content should be there as a solution, as a response to that need. Your content needs to be there in our search driven world. Before you set out on developing a content calendar or create a content strategy, you need to have a grasp on what your audience expects from you as a brand. A good content plan is built around the customer.

• Content Marketing Strategy: What kind of content should you create?

6/ Have a distribution strategy and create a schedule

One important way to succeed with your brand's content marketing efforts is to get content distribution strategy right. You may be creating amazing content, but unless you add the value of 'context' to that content – meaning distribute them across relevant platforms and media, your content will remain distant and irrelevant to your target audience.

Once you know where and how you will engage with your audience, define when. Do you need to post once a day? Twice? Or does your campaign feel right for just once a week? And when also means on which platforms at which time of day.

• Plan your Distribution Strategy to succeed with Content Marketing

7/ Publish, engage, track and follow up

Once you launch your campaign – across the platforms and channels that you have defined as best suited for the purpose and detailed objectives, you need to track your performance, you need to continuously engage with your audience – following up, listening to what they say, answering back, and tracking your performance. And you then use what you are learning either to replenish your campaign, perhaps revise it, fine tune it, and keep at it.

• The importance of listening in social media, and how to get it right

• Setting Social Media Goals and Tracking Success Made Simple

Please share this with your friends and colleagues, and do feel free to add your comment. Thank you.

Top jobs in Digital and Social Media at agencies and Brands for 2018

in advertising , agency , brands , content marketing , digital marketing , facebook , marketing , media , social media , technology - on January 08, 2018 - 15 comments

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Here's a starting-point list of the most common job titles and roles at advertising, media, social media and specialized digital services agencies...