What Every CMO Must Know About Digital Marketing in 2017

There is often much confusion between the role of a Marketing Manager and a Digital Marketing Manager, but make no mistake, there is a huge difference.   We will show you how each company must use these roles properly to ensure customer conversion success.

Marketing Manager Role

It’s important to keep in mind that the role of the Marketing Manager is to develop and manage components of traditional marketing while supporting: Product, Place, Price, and Promotion of the traditional marketing mix.  This encompasses tactical marketing activities of the organization and long term marketing strategy of the company.

Duties of the Marketing Manager include:

  • Managing all marketing for the company and activities within the marketing department.
  • Developing the marketing strategy for the company in line with company objectives.
  • Coordinating marketing campaigns with sales activities.
  • Overseeing the company’s marketing budget.
  • Creation and publication of all marketing material in line with marketing plans.
  • Planning and implementing promotional campaigns.
  • Manage and improve lead generation campaigns, measuring results.
  • Overall responsibility for brand management and corporate identity
  • Preparing online and print marketing campaigns.
  • Monitor and report on effectiveness of marketing communications.
  • Creating a wide range of different marketing materials.
  • Working closely with design agencies and assisting with new product launches.
  • Maintain effective internal communications to ensure that all relevant company functions are kept informed of marketing objectives.
  • Analyzing potential strategic partner relationships for company marketing.

Fig 1-1 | source: Website Charter Selection

Digital Marketing Manager Role

The advancement of the internet and the birth of social media has created the Digital Marketing Manager to further develop the Four E’s of Digital Marketing: Experience, Everyplace, Exchange and Evangelism.  The role of the Digital Marketing Manager develops and oversees the digital marketing strategy of the company.

Duties of the Digital Marketing Manager include:

  • Devising strategies to drive online traffic to the company website.
  • Tracking conversion rates and making improvements to the website.
  • Developing and managing digital marketing campaigns
  • Utilizing a range of techniques including paid search, SEO and PPC.
  • Overseeing the social media strategy for the company.
  • Managing online brand and product campaigns to raise brand awareness.
  • Managing the redesign of the company website.
  • Improving the usability, design, content and conversion of the company website
  • Responsibility for planning and budgetary control of all digital marketing
  • Evaluating customer research, market conditions and competitor data.
  • Review new technologies and keep the company at the forefront of developments in digital marketing.

Fig 1-2 | source: Website Charter Selection

Content Marketer Chris Zook explains:

“When combined, traditional and digital marketing have the potential to transform businesses through explosive long-term growth that can make a powerhouse in their industry.
Traditional marketing includes any form of marketing that doesn’t take place online. Digital marketing, on the other hand, is every form of marketing that takes place online.

If the company has the budget, using traditional and digital marketing at the same time has the potential to yield some impressive results for your business.
Diversifying your marketing strategies is great for long-term growth. Short of some marketing catastrophe where every medium fails, you’ll almost always continue moving forward.”

When you have the best of both worlds, the tactics, tools and objectives form a perfect balance to execute a mixed media creative strategy that build trust, loyalty, and revenue.

Don’t be confused!  The Digital Marketing Manager and Marketing Manager roles are similar, but offer distinct benefits for organizations looking to increase market success. The Digital Marketing Manager will have vital experience that the VP of Marketing or Marketing Manager will not have and vice versa.  Each role has been carefully crafted.  Consider them the left brain and right brain of marketing.  Neither one can do without the other and neither should rule over the other.

Citings:
How Traditional and Digital Marketing Work Together-by Chris Zook for Marketing Manager Insider
7 Ways Marketing Has Changed (And its Not Just the Tools)-by IIana Rabinowitz

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.