Career Development

What Does an Online Marketing Manager Do?

Find out what an online marketing manager does, how to get this job, and what it takes to succeed as an online marketing manager.

Online marketing managers are responsible for creating and executing online marketing strategies. They work with a variety of different platforms, including social media, email marketing, search engine optimization, etc., to help drive traffic to their company’s website or other digital properties.

Online marketing managers may also be tasked with managing the day-to-day operations of their team or department. This might include things like hiring new employees, training current staff on best practices, and ensuring that everyone is working towards the same goals.

Online Marketing Manager Job Duties

An online marketing manager typically has a wide range of responsibilities, which can include:

  • Scheduling online marketing activities such as email campaigns, social media activities, or online advertising in order to generate new leads or increase revenue from existing customers
  • Measuring the effectiveness of online marketing campaigns by analyzing website traffic, search engine rankings, and customer response rates
  • Establishing goals for online marketing campaigns and measuring their success in achieving those goals
  • Evaluating the performance of each campaign by measuring its ROI (Return on Investment)
  • Creating content for digital platforms such as websites, blogs, and email newsletters
  • Coordinating with designers to create custom graphics or videos for use in online marketing campaigns
  • Managing a company’s social media accounts such as LinkedIn, Facebook, Twitter, Instagram, and YouTube
  • Managing the company’s online reputation by responding to customer complaints or questions via social media channels
  • Analyzing data to identify trends and make recommendations for improving future campaigns

Online Marketing Manager Salary & Outlook

Online marketing managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses or commissions.

  • Median Annual Salary: $85,000 ($40.87/hour)
  • Top 10% Annual Salary: $122,000 ($58.65/hour)

The employment of online marketing managers is expected to grow faster than average over the next decade.

As e-commerce continues to grow, online marketing managers will be needed to help companies develop and implement digital marketing strategies. In addition, online marketing managers will be needed to oversee social media marketing campaigns.

Online Marketing Manager Job Requirements

The following are some of the requirements that are often looked for in an online marketing manager:

Education: Employers typically require a bachelor’s degree in marketing, advertising or a related field. Some employers prefer candidates who have a master’s degree in business administration (MBA). An MBA is useful for those who want to advance their careers or specialize in a certain area of marketing.

Training & Experience: Online marketing managers typically receive on-the-job training to learn the specific processes and procedures of the company. Training may include learning the company’s website, social media platforms and other online marketing tools. Online marketing managers who want to pursue a career in online marketing may pursue training in digital marketing.

Certifications & Licenses: Online marketing managers don’t need a certification or license to get hired, but these credentials can help them gain more experience and raise their earning potential.

Online Marketing Manager Skills

Online marketing managers need the following skills in order to be successful:

Search engine optimization: Search engine optimization, or SEO, is the process of improving the visibility of a website in search engine results. Online marketing managers often use SEO to increase the number of people who visit a company’s website. This involves analyzing the website and making changes to increase its search engine ranking.

Social media marketing: Social media marketing involves creating and managing social media accounts for companies. This can include creating posts, responding to comments and messages and interacting with followers. Online marketing managers often need to have strong social media marketing skills to be successful in their careers.

Email marketing: Email marketing is a form of online marketing that involves sending promotional emails to a company’s subscriber list. Email marketing is a common practice for online marketing managers because it’s a way to reach a large audience at once.

Analytics: Analytical skills are a crucial part of a marketing manager’s job. They use analytics to track the success of their marketing campaigns and adjust their strategies accordingly. Online marketing managers use analytics to track the number of website visitors, the source of the traffic and the number of conversions. They use analytics to track the success of their social media campaigns and the number of followers and shares.

Project management: As an online marketing manager, you might be responsible for overseeing the completion of a marketing campaign. This can include managing the project’s timeline, assigning tasks to team members and ensuring that all tasks are completed on time. Project management skills can help you to be an effective manager and ensure that your team is working efficiently.

Online Marketing Manager Work Environment

Online marketing managers work in a fast-paced, deadline-driven environment. They are responsible for planning, implementing, and monitoring Internet marketing campaigns. They work closely with other members of the marketing team, as well as with other departments within the company, such as the product development, customer service, and sales teams. Online marketing managers typically work full time and may occasionally work overtime to meet deadlines or to take advantage of opportunities that arise on short notice. They may also travel to attend conferences or to meet with clients.

Online Marketing Manager Trends

Here are three trends influencing how online marketing managers work. Online marketing managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Growth of Digital Marketing

The growth of digital marketing is a trend that is quickly changing the way businesses market their products and services. As more and more people turn to the internet for information, businesses are realizing that they need to have a strong online presence in order to be successful.

This means that online marketing managers will be increasingly important to the success of their company. They will need to be able to develop and execute strategies that help their company reach new customers online.

More Focus on ROI

As businesses become more focused on ROI (return on investment), they will place greater emphasis on online marketing. This means that online marketing managers will need to be well-versed in metrics that can be used to track the success of their campaigns.

In addition, online marketing managers will need to be able to create campaigns that generate leads and convert them into customers. This requires an understanding of how to use social media, search engine optimization, and other online marketing channels.

Content Marketing Becomes More Important

As content marketing becomes more important, online marketing managers will need to develop skills in this area. Content marketing involves creating and promoting content that is intended to attract potential customers and keep them interested in your product or service.

Online marketing managers who are skilled in content marketing will be able to create effective content that drives traffic to your website and keeps it there. In addition, they will be able to promote content through social media channels and other methods.

How to Become an Online Marketing Manager

A successful online marketing manager career requires a combination of skills and experience. You’ll need to be able to develop and execute effective digital marketing campaigns, understand how to optimize your website for conversions, and have a strong understanding of the latest trends in online marketing.

To become an online marketing manager, it’s important to start by building up your skills in areas such as SEO, PPC, content marketing, and social media marketing. You can do this by taking online courses, reading industry blogs, and networking with other marketers. It’s also important to build up your experience by working on campaigns for different companies.

Related: How to Write an Online Marketing Manager Resume

Advancement Prospects

The best way to advance your career as an online marketing manager is to stay up-to-date with the latest trends and best practices in digital marketing. This means continuously learning new things and keeping your skills sharp. You can do this by reading industry blogs, taking online courses, and attending digital marketing conferences.

As you gain more experience, you may be able to move into a senior-level position such as director of digital marketing or chief marketing officer. Alternatively, you may decide to start your own digital marketing agency.

Online Marketing Manager Job Description Example

The online marketing manager will be responsible for the planning, execution, and optimization of [CompanyX]’s online marketing efforts. The ideal candidate will have experience managing successful online marketing campaigns, developing and executing digital marketing strategies, and experience with web analytics tools. He or she will be a creative thinker with a passion for all things digital, and will be able to think outside the box to develop innovative marketing solutions. The online marketing manager will report to the director of marketing and will work closely with the other members of the marketing team, as well as the sales and product development teams.

Duties & Responsibilities

  • Develop and execute marketing plans that drive customer acquisition and engagement across all digital channels
  • Oversee the creation and optimization of digital content, including website pages, blog posts, social media posts, email campaigns, etc.
  • Analyze data to identify trends and insights, then use those findings to inform and improve future marketing campaigns
  • Manage a team of online marketing specialists, setting goals and providing feedback/direction as needed
  • Stay up-to-date on latest marketing trends and technologies, and be able to effectively communicate their potential to internal and external stakeholders
  • Collaborate with other departments (e.g. sales, product, design) to ensure alignment between all company touchpoints
  • Negotiate and manage relationships with third-party vendors, such as advertising agencies, web development firms, etc.
  • Develop and monitor annual budgets for all digital marketing initiatives, ensuring efficient use of resources
  • Create monthly reports detailing progress against objectives and ROI for all campaigns
  • Identify opportunities for improvement and make recommendations to upper management
  • Assist in the development and execution of brand strategy
  • Provide leadership and direction during crisis situations

Required Skills and Qualifications

  • Bachelor’s degree in marketing, communications, or related field
  • 5-7 years professional experience in online marketing, with at least 3 years in a managerial role
  • Proven track record of successful online marketing campaigns
  • Expertise in all aspects of online marketing, including SEO, SEM, social media, email marketing, etc.
  • In-depth knowledge of analytics software, such as Google Analytics
  • Excellent project management skills
  • Strong writing and editing skills

Preferred Skills and Qualifications

  • MBA or other advanced degree
  • Experience working with global teams
  • Experience in B2B or B2C online marketing
  • Familiarity with CRM software, such as Salesforce
  • Familiarity with web design principles

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