An online marketing manager creates and implements marketing programs for B2C and B2B clients using social media, affiliate programs, web analytics, and SEO techniques. They oversee website projects and improve e-commerce websites to increase sales. They must ensure projects are completed on time and on budget and communicate with other departments to complete profitable projects.
An online marketing manager is responsible for getting results from web-based programs. He works with business-to-consumer (B2C) and/or business-to-business (B2B) clients to create marketing programs that meet their exact needs. Online marketing managers must understand and apply social media platforms, as well as affiliate programs or other web-based tools, to choose the best promotion options for their clients. An online marketing manager must also be able to stay up-to-date on using web analytics and search engine optimization (SEO) techniques.
Online marketing managers often work with clients’ websites to make them effective in promoting the company’s products or services. Some business websites may not contain ads, but will require compelling text with SEO techniques added so that the target audience can find the business website when searching online for the types of products or services you sell. An online marketing manager typically oversees a team of web designers, copywriters, and other employees who complete a website project for a client.
In the case of a client’s e-commerce website, the online or web marketing manager often plans how to improve the website’s text and design to better sell the products. Marketing managers typically assign a copywriter the tasks of rewriting online product descriptions that are more appealing to website visitors to convince them to purchase the items. They are often expected to plan and conduct team meetings, as well as provide guidelines for those who report to them. Ultimately, it is the online marketing manager’s responsibility to create work that gets good results for clients. Online marketing managers use software to test results, in terms of visitors to a website or sales made, and must constantly update their skills to increase profit potential for customers.
An online marketing manager must always ensure that client projects are completed on time and on budget. He or she may often have assignments assigned to him or her by a VP of Marketing or another senior member of staff. Attending team meetings and communicating with other departments to complete client projects is often necessary for online marketing managers. The information technology (IT) department, as well as the sales, creative, and research departments, are often heavily connected to the marketing component of a company or agency. A marketing manager must better use these departmental resources to complete profitable client projects.
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