company policies
The set of rules that govern the activity of a company.
Digital marketing managers are responsible for the elaboration of the company's digital marketing strategy with the goal of improving brand recognition and brand awareness, in line with the company's mission and vision. They oversee the execution of digital marketing and communication strategies involving the use of social media, email marketing, marketing automation, search engine optimisation, online events and online advertisement through data driven methodologies and by measuring and monitoring digital marketing KPIs in order to promptly implement corrective action plan. They manage and interpret competitors and consumers' data and conduct research on market conditions.
Competences and skills
49 ESCO relationsEssential competences 1 competence
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
0 competencesNo competences in this bucket.
Essential knowledge 13 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
6 competencesdigital marketing techniques
The marketing techniques used on the web to reach and engage with stakeholders, customers and clients.
digital
e-commerce systems
Basic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.
digital
mobile marketing
The study of marketing which uses mobile devices as a communication channel. This approach can provide potential customers with personalised information (using location or time context) which promotes products, services or ideas.
digital
neuromarketing techniques
A field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.
web strategy assessment
Techniques for conducting a deep analysis of a company's web presence.
digital
Cross-sector
7 competencesbrand marketing techniques
The methods and systems used in researching and establishing a brand identity for marketing purposes.
digital media
The set of medias that are transmitted through electronic devices.
digital
marketing analytics
The set of processes for employing data to improve the effectiveness of marketing activities. It involves analysing metrics such as the Return on Investment (ROI) for identify opportunities of improvement.
digital
online ads campaign techniques
Techniques to plan and implement a marketing campaign on online ads platforms.
digital
social media management
The planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.
digital
social media marketing techniques
The marketing methods and strategies used to increase attention and website traffic through social media channels.
digital
web analytics
The characteristics, tools and techniques for measurement, collection, analysis and reporting of web data to get information on the users' behaviour and to improve the performance of a website.
digital
Essential skills and competences 15 competences
Occupation specific
2 competencesdesign brand's online communication plan
Design of content and presentation of the brand in an online interactive platform.
digital
set brand positioning
Develop a clear identity and unique position in the market; communicate with stakeholders and distinguish from competitors.
Sector-specific
2 competencesconduct online competitive analysis
Assess strengths and weaknesses of current and potential competitors. Analyse competitors' web strategies.
plan social media marketing campaigns
Plan and implement a marketing campaign on social media.
digital
Cross-sector
11 competencesanalyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
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.
digital
develop digital content
Create and edit digital content in different formats, express oneself through digital means.
digCompdigital
identify new business opportunities
Pursue potential customers or products in order to generate additional sales and ensure growth.
integrate marketing strategies with the global strategy
Integrate the marketing strategy and its elements such as the market definition, competitors, price strategy, and communication with the general guidelines of the global strategy of the company.
perform business analysis
Evaluate the condition of a business on its own and in relation to the competitive business domain, performing research, placing data in context of the business' needs and determining areas of opportunity.
perform customers’ needs analysis
Analyse the habits and needs of customers and target groups in order to devise and apply new marketing strategies and to sell more goods in a more effective way.
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.
plan digital marketing
Develop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.
digital
plan marketing campaigns
Develop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.
digital
use e-services
Participate in society through the use of public and private digital services. Seek opportunities for self-empowerment and for participatory citizenship through appropriate digital technologies.
digCompdigital
- Scope note
- Includes e-commerce, e-governance, e-banking, e-health services and online payment activities.
Optional knowledge 9 competences
Occupation specific
1 competencepay-per-click
Internet advertising model where an advert is place in a website directing traffic to some other website. The publisher gets paid by every click on the banner.
digital
Sector-specific
3 competencesdata protection
The principles, ethical issues, regulations and protocols of data protection.
digital
ethics of sharing work through social media
The ethics around the appropriate use of social networks and media channels through which to share your work.
digital
services marketing
The set of marketing activities for businesses that provide services to improve brand awareness and raise sales. It focuses on intangible commodities.
Cross-sector
5 competencesadvertising techniques
The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
content marketing strategy
The process of creation and share of media and publishing content in order to acquire customers.
interactive media
The method of communication that takes place through digital medias and is based on customers interactions with them. The interactions take place with computerised elements (e.g., moving graphics, digital text and sound).
digital
relationship marketing
The process within Customer Relationship Management (CRM) and focuses on customer retention, satisfaction and lifetime customer value.
reputation management
The influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversations, addressing reputation threats and searching for opportunities to improve it.
Optional skills and competences 11 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
11 competencesapply 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.
carry out event management
Plan and execute all the technical and logistical aspects required for an event to be successful.
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.
digital
creatively use digital technologies
Use digital tools and technologies to create knowledge and to innovate processes and products. Engage individually and collectively in cognitive processing to understand and resolve conceptual problems and problem situations in digital environments.
digCompdigital
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.
execute marketing plan
Carry out all the activities involved in achieving specific marketing objectives within a given timeframe
implement marketing strategies
Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
manage staff
Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
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.
digital
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.
research
stimulate creativity in the team
Use techniques like brainstorming to stimulate creativity in the team.