From small mom-and-pop shops to large corporations, all companies must market themselves in order to thrive. The role of an online marketing manager can be held in house or outsourced. These managers are responsible for generating brand or product awareness through the Internet. As product and company research continues to shift toward online, these marketing managers will become even more vital to a company's success.
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Experience
Online marketing managers must have a bachelor's degree in business administration with a focus in marketing. Applicants who have earned a master's in business administration will be preferred. Ideal candidates will have at least five years of experience in online media or corporate agency marketing.
Skills
Critical thinking skills are vital to the success of online marketing managers, in addition to analytical problem-solving skills.
Applicants should be quick learners to assimilate to social media changes as they occur. They must also thrive under pressure, as this position is often demanding.
Candidates must have excellent communication skills, both written and verbal. They must possess strong interpersonal and project management skills, as interaction with clients and presentations may be required.
They must be comfortable with all Microsoft Office programs and Internet applications like Google Adwords.
Responsibilities
The online marketing manager must create comprehensive strategies using online media. He must write and optimize website content to ensure both search engine visibility and favorable user experience.
The marketing manager is also responsible for regular e-newsletter creation and distribution. Collection of email addresses through a variety of means must also be completed by the online marketing manager. This list is used for email blasts of the e-newsletter.
Online marketing managers must implement a variety of forms of social media to promote brand recognition and promotions and to drive traffic to the company's website or microsites. Managers may assign marketing staff to supervise these social media platforms and provide regular updates on fans, followers and site visitors.
Online marketing managers must track and monitor site traffic and optimize campaigns based on the best-performing strategies.
Compensation
Salaries for online marketing managers range, according to the Bureau of Labor and Statistics, between $98,510 and $127,870 annually as of 2010.
Full-time employees are eligible for medical benefits and retirement packages. Online marketing managers receive access to online training programs.
Job Outlook
Positions for marketing managers are expected to increase by 13 percent between 2008 and 2018, according to the Bureau of Labor Statistics. However, depending on a company's financial stability, these positions may be consolidated. Still, marketing managers represent some of the most important staff members, so successful marketing managers are less likely to be laid off, according to the Bureau of Labor Statistics.
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