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The Online Marketing Manager is responsible for defining the marketing and communication strategy for the new media (mobile, Internet, etc.) in line with that already applied by the company. To do this, they must use all the e-marketing levers (natural and paid referencing, linkbaiting, affiliation, e-mailing, display, etc.).
Unlike the traditional marketing manager, the e-marketing manager is responsible for defining the marketing and communication strategy for the new media (mobile, Internet, etc.) in line, of course, with that already applied by the company elsewhere.
To do this, the e-marketing manager must use all the e-marketing levers (natural and paid referencing, affiliation, e-mailing, etc.). In addition, they must have traditional marketing skills as well as skills inherent to the web (technical concepts, CRM, ergonomics, tracking, SEO, etc.)
The role of the E-marketing Manager
The e-marketing manager defines and designs a company’s Internet strategy. He/she uses strategy, responsiveness and creativity to achieve the results set by his/her management.
The e-marketing manager chooses between bringing campaigns in-house and outsourcing them. In addition, he or she must create and set up product-related sales promotions (competitions, private sales, newsletters, etc.).
Clearly, after the event, the manager will have to study the return on investment of these operations and measure the effectiveness of his/her subordinates or external partners.
Skills and qualities
The e-marketing manager must be at the cutting edge of new information and communication technologies (NICT). They are just as much web technicians as they are astute strategists when it comes to commercial operations on the Internet. In addition to their IT skills, e-marketers have a solid knowledge of marketing and a flair for figures. His skills in analysing quantitative data will enable him to minimise commercial risks.
They are also responsible for the operations they carry out, and to do this they must master the jurisdiction specific to e-commerce, as well as possessing knowledge of web user rights.
Career and development opportunities
E-marketing managers have a number of options open to them: they can work for a company that has a website or wants to develop an Internet strategy, as an SEM manager or e-commerce director.
Another possibility is to join a web agency or an online marketing consultancy.
Creativity and responsiveness
Creativity and responsiveness are highly valued qualities in e-marketing managers. It’s a real asset to be able to think outside the box and contribute both perfectly mastered technical know-how and your own creativity. That’s the icing on the cake!
