What Does a Digital Marketing Specialist Do?

 

What Does a Digital Marketing Specialist Do?

 

my name is Jenna if you're new here today I wanted to answer the question of what does a digital marketing specialist do so I work as a digital marketing specialist for a marketing agency I want to talk about kind of these six pillars of job responsibilities and then break down some things that will often filter in to this job position or to digital marketing in general that shouldn't necessarily filter in so I'm going to get into that and we will talk about this job position together.

 so let's get into it so the first of the job responsibilities is strategy and brand development now not every digital marketing specialist will be involved in strategy or brand development it largely depends on the company that you work for if you are a digital marketing specialist for a company that is not a marketing agency versus a marketing agency if you're working for a marketing agency specifically odds are that you will impact or touch strategy and brand development.

 in some way so specifically I my position is under our strategy Department within the agency that I work for so I work alongside others within the strategy Department to develop Brands to create strategy decks to provide feedback and expertise.

 when it comes to the market to do competitive research and Analysis and even to create paid media plans so all of that kind of falls under the umbrella of strategy and strategy work second is Media buying or media placement there are kind of three pillars underneath this one one you are expected to be the expert.

 as a digital marketing specialist on all available media placements now this doesn't mean that you have to have the equal expertise but just an awareness of why money should be spent where what is more strategic why might one campaign be placed on this platform in another campaign be placed on this platform so you need to know the merits of each platform in order to stay up to date on Trends and on strategy and in order to provide educated Consulting the second pillar under.

 this job responsibility is actually placing Those ads so you're the expert on the media platforms and you're the one to actually implement the ad placement nine times out of ten the digital marketing Specialists will be doing this for a variety of clients so you are the one to actually set up the campaign the ad set and the ad for a given campaign that you are then recommending and designing.

 so there is a lot of marketing knowledge that goes into it specifically on digital platforms so digital platforms may include but is not limited to Google ads which you YouTube will fall under and so we'll search and so we'll display there are a few Dynamic options you can choose such as performance Max that will do a combination of things on Google owned platforms there is also meta and meta represents both Face book and Instagram ads it includes both static imagery also Carousel posts also stories and also reels so all of that falls under meta ads and will be placed through meta there's a combination of audio and visual on a platform such as Spotify and then also there is Out which will be placed on streaming flat platforms a little bit different from broadcast and then there is also you know digital out of home advertising that could talk about a dynamic billboard that could be in an airport in a restaurant at a gas station etc those are the main digital placements that you will primarily be considered an expert on and likely doing some placement with but a again it largely depends on who you're working for the size of your marketing agency and whether or not those specific placements will work for that specific client and for that client's budget so it all just depends on a variety of factors there so the third pillar underneath this job responsibility is to be an expert on to and to coordinate with teams that work for third-party type companies that pull in tracking or analytics or help do the placement for certain ads within a certain campaign but again it will depend largely on.

 how this is set up but oftentimes since you are the one with the expertise and knowledge you are considered the point of contact the third area of responsibility underneath a digital marketing specialist is campaign monitoring so this is just after you have placed the ad after it has gone live you are responsible for maintaining the quality of the campaign so your track talking is this campaign following budget which creative’s are outperforming other creative’s this may involve making strategic adjustments for low performing campaigns or highlighting High performing campaigns and why those campaigns are performing highly it's also pulling specific analytics running creative testing or retargeting campaigns.

 will all fall within ongoing campaign monitoring and then the fourth area of responsibility is then analytics reporting so after you are monitoring your campaign on an ongoing basis you will have to pull analytics and report on the performance of that campaign and so this is often done on a monthly basis and also a quarterly and an annual basis after you pull those analytics then often you are asked to report on kip’s Key performance metrics you look at whether you are hitting goal or not you write an executive summary of those findings and then you present those findings so it depends again on the company how things are set up whether you're actually presenting the report or not and then the fifth area of job responsibility is actually internal marketing so this may be more heavy for certain roles than for others for me right now it is fairly light and a majority of people on my team will cover it to some capacity so promoting your agency or your business on the channels that they need in order to get out into the world and get new leads or get success however success may look for them so this will in may involve creating internal campaigns placing buys if your company would like to place paid media buys themselves you can be the one to then place and Implement and advise on those campaigns this could involve the upkeep of social media accounts .

as well if you're working for a smaller company I think it is far more likely that you are actually posting to an up keeping all social media accounts for that company versus if you work for a larger company or a larger agency odds are they have a social media specialist who actually posts to and upkeeps their social media accounts completely organically on their own so the two paid media versus organic growth will just involve completely different mindsets and so not often will they intersect within the same role and then the sixth and final area that you may be responsible for although it's kind of a smaller little bullet point is it just coordinating and communicating between various departments and individuals within your organization so often you will be the one to get assets the creative’s in order to post for the client on behalf of the client or on behalf of your company you then have to get the creative from someone and hopefully you're not creating it yourself I will get into that in just a second but often you will work with a design team graphic designers to then grab that creative and then implement it within your paid media strategy it may also also involved talking to account Executives in order to get the scoop on a client on what their priorities are because they know them best and it may also involve talking to other people of your marketing team coordinating with their efforts in terms of strategy and it can also involve talking to a project manager on where this is in terms of the big picture of where this client is going so it just depends on what the needs are but you will be talking with and coordinating between many different areas within.

 your organization so now that we have talked about these six areas of job responsibilities for a digital marketing specialist and what a digital marketer even does in the first place I want to talk about three things that may filter into your position that you should not be responsible for so in terms of the digital marketing role I believe there is a lot of confusion in smoke and mirrors about what even.

 digital marketers do and because of that when people hear digital they may think anything involves a computer that I don't understand you get especially within a smaller company who is hiring a digital marketing specialist in order to handle all things the digital that they may want off their plate and so I will break down three areas that you may end up being responsible for either need to Outsource or communicate to your boss because no person can be an expert on all of these positions so number one is design .

if you're a digital marketing specialist you should not be creating the assets yourself whether this is photo or whether this is digital the skill set and job responsibilities of a designer graphic designer photographer videographer is far different from a digital marketing specialist a digital marketing specialist should be more in the realm of strategy and implementation and Analysis then they should be in the space of creation and so these are way different head spaces they're way different Realms of the marketing Journey they closely relate to each other they should absolutely communicate on a regular basis but they are far far different the second thing that may fall on your plate that you should not be responsible for is website development and or slightly controversial but and or SEO in terms of if you're working for a smaller company that may not understand digital marketing and they don't have a good division of job responsibilities you may find yourself responsible for website development solving technical issues or building out the SEO of different web pages because people see website and social media is all within the same realm there is not a true understanding of the difference between paid media and strategy and marketing strategy and then over here there's a technical solve there will be some overlap mentally between the two but it's different enough to require far different skill sets and then the last thing that may fall on your plate that you should not be responsible for is specifically selling the product itself now you will consult you are the expert on this but there should be different roles for the person who's implementing paid media and for the person who is selling the client so you may be roped in with these conversations for actually selling the client but it should be a completely different person because again completely different mindset skill set so I would say that you know if it ends up on your plate to some capacity it's not the end of the world because it's natural as you're talking about everyone is a salesperson to some extent within their industry if you're talking passionately about a subject and you're creating a one and desire within the person who you're speaking to you like it or not are selling to them so I wouldn't say all selling completely off your plate I would just say that new business Outreach specifically the job responsibilities that may involve networking should fall on someone else's plate because it's too time consuming for you specifically to be in charge of those initiatives so that is it that is the summary of what a digital marketing specialist does from my own personal experience as always if you like this video please remember to give it just a little thumbs up and to subscribe to my channel for Content that is similar to this thank you again so much for watching friends I will catch you in the next video [Music] foreign [Music]