Plan digital marketing
1. Chief Digital Officer or Digital transformation manager
Many larger businesses now recognize that there is a need to integrate digital marketing activities across all marketing. Larger organizations need a long-term roadmap to make changes to their structure, technology and skills.
2. Digital marketing manager
In larger businesses, these are needed to coordinate all the other digital specialists required. A traditional marketing manager or director may not be able to speak the right language to get the most out of these other specialists.
In smaller, businesses, a digital marketing manager is a key role, as they are needed to manage key activities like search, social, email marketing together with the website. These are all specialist skills needing digital experience.
Marketing Technology manager
A 30 key digital technologies needed to manage today’s marketing processes and insight. These need a digital specialist to integrate marketing and IT to deliver the relevant services to marketers.
3. Organic search (SEO) manager
Given that Google mediates customer intent for products, organic search is the main traffic driver for many businesses. If, as this research shows, you are a multichannel retailer getting half of your online orders via this channel, you want a specialist to protect and grow this.
4. Pay per click (Google Ads) manager
Likewise paid search is growing in importance and needs a specialist to manage it, often alongside an agency.
5. Website / Content manager
Today, many brands and product managers are empowered to update product information via the CMS, but a coordinating role is still needed to develop a content marketing strategy, maintain quality and to compete and run optimizations.
6. Digital Analytics Exec
Working across all types of customer interactions an analytics specialist can set up reporting and analyze defects and opportunities to improve. They can also integrate with the business analytics or insights team.
7. Front-end developer
Having in-house resources to make technical changes to test and improve digital experiences can reduce reliance on agencies, as well as improve reaction time when issues arise.
8. Conversion Rate Optimization specialist
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Today’s websites shouldn’t be static with a design style refresh every few years. Instead, a continuous approach of running structured experiments is what is practiced for years, by all the well known global online brands from Amazon, Facebook and Google to Booking.com and Expedia. Optimization skills can be outsourced, but the brands mentioned have these resources in-house for a reason.
9. CRM and Email marketing manager
Email marketing can help drive conversion across the customer lifecycle but often contributes most as a customer communications tool, so that’s why it’s here. Email marketing trends report shows the contribution that email still makes in many companies. Improving its maturity again requires a long-term programme.
10. Social media marketing exec
Like email marketing, social media works best as a customer advocacy tool, which will prompt acquisition too. With the range of social networks and the importance of Facebook and Instagram, in particular, managing organic and paid social often requires a specialist role who may work with/integrate with PR and influencer outreach roles.
So, there are ten strong reasons why digital teams are here to stay – digital roles are a core part of business-as-usual. It looks to me like the Co-operative bank, like many other large organizations, does still have a digital marketing team and will do for some time to come.
Digital marketing should focus on the core acquisition and retention drivers rather than getting distracted by ‘shiny objects’. Digital marketing is only going to increase in importance and traditional marketers who don’t adjust are ‘on the way out’.
We do need to integrate digital marketing skills across marketing teams and, with time, the size of the central digital team should decrease to core digital management roles. The roles outlined above should be part of a wider marketing team and often are.