A company employs an online marketing specialist to examine the goods and services offered by the organization, and then help develop and refine the way the company advertises through the web, email, and social media. The specialist analyzes response data based on these approaches and then continues to refine and adjust marketing approaches to maximize return and help the company grow market share.
The online marketing specialist typically works within the marketing department and usually acts fairly autonomously as a go-between across teams within that larger group. The marketing specialist may work with marketing research teams to help identify frequent and prospective customers, for instance, and then use that analysis to help form online outreach approaches. The online marketing specialist often also works closely with (and may even supervise) a dedicated social media manager to help ensure that the company's presence in this area remains consistent and productive.
Typically an online marketing specialist also needs to coordinate with advertising departments and branch managers. For instance, if the advertising department determines that the marketing specialist's idea for a sale will generate traffic, it may be necessary to notify other departmental managers to increase staffing and inventory for the projected increase in activity. They are also responsible for analyzing data such as email lists and number of responses and click traffic to refine and iterate on existing online marketing endeavors.
Online marketing specialists typically forecast and submit budgets, and they may have personnel who directly report to them. This position typically requires at least a bachelor's degree in marketing or a related field, as well as extensive practical experience in social media marketing, web marketing and development, and/or similar areas.
Online Marketing Specialist Tasks
- Design, coordinate, and execute marketing campaigns across multiple delivery channels.
- Write and update content on multiple webpages and platforms for coherency and consistency across exposure sites.
- Develop and implement strategies for search engine optimization, adwords and other word choices.
- Collect, analyze, and report on customer engagement and best practices.