Marketing, perhaps more than any other industry, has been upended by digital. On the one hand, the internet has created an unprecedented platform for product visibility, but engagement is increasingly difficult. If the digital revolution provides consumers with practically unlimited choices, how do you distinguish your product from the rest? How do you attract new consumers? How do you keep the old ones? Is brand loyalty viable in a hyper-saturated market?These are just a few dilemmas marketing professionals are facing, and digital marketing executives, especially. Still, if the challenges are daunting, the opportunities are huge, and for aspiring marketers now is the time to consider entering the workforce.
What is a Digital Marketing Executive?
A Digital Marketing Executive plans and executes all aspects of a company’s online marketing strategy, including market research and targeting, social media outreach, search engine optimization, newsletters and direct campaigns, lead generation, brand building, and conversion. (Typically, digital marketing executives liaise with IT for bug fixes, as well.) The digital marketing executive will also direct big picture operations, so keeping up-to-date with industry news and trends is a major responsibility.
Salaries and Job Prospects for Digital Marketing Executive?
Digital marketing executive salaries will vary by organization (and the role’s seniority), but median pay for advertising, marketing, and promotions managers is about $130k according to the U.S. Bureau of Labor Statistics. Further, the sector is growing: the BLS predicts 225,000 more jobs through 2024, a 9% increase from current levels, which is almost twice as fast as the national average. According to Indeed.com, New York, California, and Chicago appear to have the largest concentration of high-paying jobs, but cities like Atlanta, Austin, and Charlotte offer similar salaries with lower cost-of-living expenses. (For a full rundown, check out our best cities for marketing jobs ranking.)
Valuable Skills for Digital Marketing Executives
Excellent written and verbal communication skills
Proficiency in web analytics tools, i.e., Google Analytics, NetInsight, WebTrends, etc.
Proficiency in a CRM software, i.e., Salesforce, Oracle, Microsoft Dynamics CRM, SAP, etc.
Experience with B2C social media content creation
Experience with CMS and database driven websites
Creative and innovative thinker
Understanding of marketing theory and practice (traditional and emerging)
Working knowledge of ad serving tools, i.e, DART, Atlas
HTML and CSS
Education for Aspiring Digital Marketing Executives
Ideally digital marketing executives have earned either a bachelor’s or master’s in marketing. Public Relations and Communications tracks are equally helpful, especially for demonstrating more specific expertise. If a full two- or four-year degree doesn’t fit your needs, you might consider alternatives like marketing-related digital bootcamps or MOOCs, which offer flexibility, affordability, and experiential learning opportunities.
The Marketing Communication master’s concentration prompts you to analyze consumer behavior, conduct market research, and engage the power of brands and messages in order to develop powerful digital marketing strategies. Evaluate various tactics, measure their effectiveness, and explore the intricacies of working with or in complex, multi-functional teams to execute compelling marketing campaigns.
You’ll learn to:
Design, manage, and measure persuasive, integrated, digital marketing communication campaigns
Assess the current scope and predict future trends in traditional, social, mobile, email, search, and digital marketing
Measure traditional and digital marketing communication efforts and create plans to adjust future campaigns based on results
Create strategies to elevate an organization’s or client’s marketing and branding efforts
Helpful Certifications for Digital Marketing Executives