As a web and marketing specialist, the Traffic Manager manages the launch of online advertising campaigns. He or she is also responsible for ensuring that the flow of visitors to the sites under his or her responsibility progresses in order to obtain conversions (a purchase or registration, for example).
How do you make your website or websites profitable? This is the key question for companies marketing their products or services online. That’s where one man or woman comes in with his or her expertise: the Traffic Manager (TM).
Specialising in traffic management to increase visibility, acquire contacts and, above all, boost sales, the TM also has an eye on the competition and consumer behaviour so as to manage contacts with the various stakeholders as effectively as possible and take the most appropriate decisions in terms of profitability.
The role of the traffic manager
What is a Traffic Manager? The answer is quite obvious: it’s the manager of website traffic.
They can be found in companies (e-business, e-commerce or e-marketing), in advertising agencies or sometimes in communications agencies. In fact, they don’t just “manage” the launch of advertising campaigns. Their role extends to the quantitative and qualitative analysis of traffic in order to increase the effectiveness of online advertising campaigns.
The Traffic Manager’s role also includes monitoring and evaluating campaigns. He reports to his management on their impact and makes any necessary adjustments. In short, they act as a sort of mediator between the advertiser and the website.
They may also use a variety of marketing levers (SEO, SEA, Display, press relations, etc.), various forms of support (agencies, advertising networks, partnerships, etc.), budget management and acquisition rates (CPC, CPM, etc.)
Skills and qualities
The Traffic Manager must have a flair for sales, be organised and have a real sense of analysis. In addition to being rigorous and methodical, the web traffic manager must possess human qualities that will enable him/her to manage contacts with the various parties involved as effectively as possible.
What’s more, a good Traffic Manager needs to be available to respond to the needs of his agency and its clients, especially when it’s a small organisation.
Mastery of new technologies, office software (pack office), excellent written and oral expression, knowledge of SQL, HTML, JavaScript, PHP, XML… these are also the essential technical virtues of the Traffic Manager.
career opportunities
Over time, a Traffic Manager may become an e-¬merchant or web marketer. Finally, with experience, they can increase their skills and supervise a team of Traffic Managers, becoming a trafficking director.
A Traffic Manager earns between €25 and €45k gross per year.
Experience, the amount of traffic to be managed and the complexity of the requests will all influence the level of remuneration.
Managing stress
A Traffic Manager has to be a cold-blooded animal and must manage stress, because the slightest mistake can quickly take on major proportions.
