An online marketing specialist is responsible for developing, implementing, and managing marketing campaigns that promote a company and its products and/or services. This role plays a major role in enhancing brand awareness within the digital space as well as driving website traffic and acquiring leads/customers.
What does an Online Marketing Specialist do, typically?
Team Player
An online marketing specialist is on a team that works on a variety digital marketing programs. That team plans, executes, and drives a number of different digital marketing components, such as content, email, mobile, social media, SEO, paid search, and more. The online marketing specialist must understand the many different facets of digital media and the role they play in the digital marketing space.
Campaign management
An online marketing specialist is responsible for developing, implementing, and managing digital marketing campaigns that promote a company and its products and/or services. The online marketing specialist must have strong knowledge in all areas of digital/online marketing and be able to successfully lead/execute/convert campaigns within each specialty area of digital marketing.
Strategy and client service
An online marketing specialist must be able to work with, and communicate with stakeholders – internal (senior leadership) or external (clients/prospects) – the value that digital marketing campaigns can bring to an organization. Online marketing specialists should also have budgeting experience, and be able to understand how to maximize budget and opportunity for each campaign.
Important metrics for Online Marketing Specialists:
- Conversion rates
- Cost per conversion (CPC)
- Lead to close ratio
- Return on ad spend (ROAS)
- Cost per acquisition (CPA)
