Digital Marketing

Overview

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

Job Description

A digital marketer, for example, can create a series of blog posts that serve to generate leads from a new eBook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We’ll talk more about these specific digital marketers in a minute.

Company Description

Pinterest, Inc. is a social media web and mobile application company. It operates a software system designed to enable discovery of information on the World Wide Web using images and, on a smaller scale, GIFs and videos. The site was founded by Ben Silbermann, Paul Sciarra, and Evan Sharp.

Roles and Responsibilities

The primary role of a digital marketing manager is to get the word about your brand out in the digital space. Here are the digital marketing roles and responsibilities of a digital marketing manager:

• Develop, implement, and manage marketing campaigns that promote the products and services of a company.
• Enhance brand awareness in the digital space.
• Drive website traffic and acquire leads.
• Measure site traffic, identify and evaluate new digital technologies and optimise marketing campaigns, email marketing, social media, and display & search advertising using web analytics tools.

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.