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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

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

2018 Trend: How AI will drive ad targeting and frequency to improve efficiency

in advertising , agency , brands , content , content marketing , customers , marketing , technology - on January 09, 2018 - 9 comments

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How many times does your brand's message or ad needs to be exposed to your audience for them to act on it? While there are no definitive numbers out there, and many marketers use tools such as econometric modeling to figure out an "effective frequency" number for exposures, Artificial Intelligence is going to come into play to help you decide. That's what will trend in 2018.

Research has shown that the minimum number of exposures for a good recall is around 10. There's a school of thought that states that repetition is essential to generate audience response*. And then there's the audience who gets really turned off seeing a message over and over again. It's called 'copy wear out' in media terms. So where's the middle ground?

With consumer attention being the currency that every marketer is trading in today, we need help. And, like in many other areas of marketing technology, AI will probably rise to the occasion and come to our aid.

With multi-channel marketing now common across digital and social (and, traditional offline as well, of course), there's a huge amount of exposure that our message can actually get. Provided, of course, the media dollar is behind the push. But how much is enough? We are seeing advances in AI powered technology and tools that are able to predict ad effectiveness and the right frequencies on programmatic media exercises. AI is also playing a role in cross-targeting, remarketing and bringing a much needed sense of consistency of message to a particular audience. Even, one by one. One pair of eyeballs at a time. That's the magic of ad tech.

Ad tech works with data and targeting, using clever algorithms (sometimes generated on the fly) to empower brand marketers and publishers to improve the effectiveness of their campaigns by getting frequency right. The beauty of AI is that these Intelligent are learning every second – increasing and building on their intelligence. And because of this, they can modify and customize the campaign and the exposure quotient based on the learning. Rather than relying on intuition, these AI based algorithms are based on actual experiences.

They are also capable of quickly learning from not just exposure, but time of exposure, frequency within a certain time frame, and response levels. So, they can actually change creative quickly, on the fly. Or simply stop targeting a non-responsive member of the target group to make the spend a lot more effective. Overall, that's a lot of dollars and sense for marketers. The intelligence may be 'artificial' but for us, it is very much real.

Please share this post with your friends and colleagues, and feel free to add your comment below.

Now read these related posts:

• How AI and VR will disrupt and shift your brand's digital marketing

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...