Online marketers play a crucial role in today’s digital landscape, where businesses strive to establish and expand their online presence. These professionals leverage various digital channels to promote products or services, analyze market trends, and implement strategies to enhance brand visibility and drive customer engagement.
The working conditions for online marketers can vary, with many professionals working in office settings, while others may have the flexibility to work remotely. The role often involves a combination of creative tasks, data analysis, and collaboration with colleagues, agencies, or clients. Online marketers may face tight deadlines and need to adapt swiftly to changes in market dynamics or digital platforms.
A bachelor’s degree in marketing, business, or a related field is typically required for entry into the online marketing profession. In addition, individuals should understand digital marketing principles, including SEO, social media marketing, and email campaigns. Continuing education and staying current with industry certifications, such as Google Analytics or HubSpot, can further enhance a marketer’s skill set. Practical experience through internships or entry-level positions is valuable for gaining hands-on knowledge in the field. As the digital landscape evolves, successful online marketers continually update their skills to remain competitive in the dynamic world of digital marketing.
ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:
the nature of the work performed in an occupation in relation to the characteristic tasks and duties
the level of formal education required for competent performance of the tasks and duties involved and
the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.
This knowledge should be acquired through learning to fulfill the role of online marketer.
Content marketing strategy: The process of creation and share of media and publishing content in order to acquire customers.
E-commerce systems: Basic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.
Company policies: The set of rules that govern the activity of a company.
These skills are necessary for the role of online marketer.
Perform online data analysis: Analyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.
Implement marketing strategies: Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
Execute email marketing: Conceptualise and write targeted customer emails, manage customer emails for the brand email marketing programmes in order to ensure enhanced profit and improved customer communication and prospection.
Use different communication channels: Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.
Use content management system software: Use software that allows publishing, editing and modifying content as well as maintenance from a central interface.
Perform video editing: Rearrange and edit video footage during the post-production process. Edit the footage using a variety of software, tools, and techniques such as colour correction and effects, speed effects, and audio enhancement.
Apply social media marketing: Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities for gaining a quick overview or insight into topics and opinions in the social web and handle inbound leads or inquiries.
Apply strategic thinking: Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.
Plan digital marketing: Develop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.
Perform image editing: Edit various types of images such as analogue and digital photographs or illustrations.
Inspect data: Analyse, transform and model data in order to discover useful information and to support decision-making.
Implement sales strategies: Carry out the plan to gain competitive advantage on the market by positioning the company’s brand or product and by targeting the right audience to sell this brand or product to.
Perform project management: Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project’s progress in order to achieve a specific goal within a set time and budget.
Perform copywriting: Write creative texts targeted to a specific audience for marketing and advertising purposes and ensure that the message convinces potential customers to buy a product or a service and facilitates a positive outlook on the organisation.
Conduct mobile marketing: Conduct mobile marketing using a mobile device e.g. tablet or smartphone. Gather personalised information and transfer it to customers in order to promote services or goods.
Apply customer engagement strategy: Engage customers with a company or a brand by employing several methods such as humanisation of the brand and social media usage. The initiative for engagement can come either from the consumer or the company and the medium of engagement can be online as well as offline.
Perform market research: Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
This knowledge is sometimes, but not always, required for the role of online marketer. However, mastering this knowledge allows you to have more opportunities for career development.
Intellectual property law: The regulations that govern the set of rights protecting products of the intellect from unlawful infringement.
Ict communications protocols: The system of rules which allow the exchange of information between computers or other devices via computer networks.
Printed goods processes: The various types and characteristics of producing printed goods such as catalogues, flyers, etc.
Information confidentiality: The mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with confidential information and the risks of non-compliance.
Competition law: The legal regulations that maintain market competition by regulating anti-competitive behaviour of companies and organisations.
These skills and competences are sometimes, but not always, required for the role of online marketer. However, mastering these skills and competences allows you to have more opportunities for career development.
Adapt to change in marketing: Stay informed and adapt to developments, innovations and trends concerning marketing such as marketing tools and marketing technologies.
Apply information security policies: Implement policies, methods and regulations for data and information security in order to respect confidentiality, integrity and availability principles.
Conduct search engine optimisation: Execute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.
Supervise brand management: Supervise the promotion of a particular brand of goods, by liasing with the appropriate departments.
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