What Does a Digital Marketing Specialist Do?

Summary

In this video, Jenna, a digital marketing specialist, explains the core responsibilities of her role at a marketing agency. She breaks down six key pillars: strategy and brand development, media buying, campaign monitoring, analytics reporting, internal marketing, and coordinating across teams. Jenna also addresses common misconceptions, emphasizing that a digital marketing specialist should not be responsible for tasks like design, website development, or sales. With insights from her personal experience, this video offers a clear look at what digital marketers do, how they collaborate, and what their role truly entails.

Takeaways

• 😀 Digital marketing specialists focus on strategy, brand development, and paid media planning, especially in marketing agencies.
• 😀 Media buying involves knowing the best platforms for ad placement and implementing campaigns across various digital platforms like Google Ads, Meta (Facebook/Instagram), Spotify, and more.
• 😀 A digital marketing specialist is responsible for setting up ad campaigns, adjusting ad sets, and monitoring creatives across multiple platforms.
• 😀 Campaign monitoring includes tracking budgets, performance metrics, and adjusting underperforming ads to improve overall campaign effectiveness.
• 😀 Analytics and reporting are key responsibilities, with specialists pulling KPIs and summarizing campaign performance for stakeholders on a regular basis.
• 😀 Internal marketing may involve promoting the agency or company itself, creating campaigns, and handling social media accounts depending on company size.
• 😀 Specialists must coordinate with other departments, such as design teams for creative assets or account executives to align with client goals.
• 😀 A digital marketing specialist should not be responsible for designing assets (e.g., photos or graphics) or managing creative development, which should be handled by designers.
• 😀 Website development and SEO tasks are typically outside the scope of a digital marketing specialist's role, requiring expertise in those fields.
• 😀 Direct product sales and new business outreach should not fall under the responsibilities of a digital marketing specialist, as it requires a different skill set and time investment.

Q & A

What are the main job responsibilities of a digital marketing specialist?

A digital marketing specialist is responsible for strategy and brand development, media buying and placement, campaign monitoring, analytics and reporting, internal marketing, and coordinating with different departments within the organization.

What role does strategy and brand development play in a digital marketing specialist's job?

Strategy and brand development involves creating brand strategies, designing strategy decks, conducting competitive research and analysis, and developing paid media plans. A digital marketing specialist may contribute to this, especially if working in a marketing agency.

What is the digital marketing specialist's responsibility in media buying and placement?

The specialist must have expertise in media placements across various platforms, understand the strategic benefits of each, and execute ad placements. This includes platforms like Google Ads, Meta (Facebook and Instagram), Spotify, OTT platforms, and digital out-of-home ads.

What does 'campaign monitoring' involve for a digital marketing specialist?

Campaign monitoring involves tracking campaign performance, managing budgets, testing creatives, and making strategic adjustments based on performance. The specialist must ensure campaigns meet objectives and optimize where necessary.

What are the key elements of analytics and reporting in a digital marketing specialist’s role?

A digital marketing specialist pulls analytics regularly to assess key performance metrics (KPIs) and reports on campaign performance. These reports are presented on a monthly, quarterly, and annual basis, offering insights on successes and areas for improvement.

How does internal marketing factor into a digital marketing specialist's responsibilities?

Internal marketing may involve promoting the agency or business, running internal campaigns, placing media buys, and managing social media accounts. The extent of this responsibility varies depending on the size of the company or agency.

What is the role of a digital marketing specialist in coordinating with other teams?

A digital marketing specialist often coordinates between different departments like design, account management, and project management to ensure the success of campaigns. They gather assets, communicate priorities, and align efforts with broader organizational goals.

What types of tasks should a digital marketing specialist not be responsible for?

A digital marketing specialist should not be responsible for design (creating graphics or videos), website development, SEO (in technical terms), or sales activities like client acquisition. These tasks require different skill sets and are typically handled by specialized roles.

Why is design not part of a digital marketing specialist’s responsibilities?

Design requires specialized skills in visual creation, which differs from the strategic and implementation-focused role of a digital marketing specialist. The two roles need to communicate but should remain distinct to ensure expertise is applied where it’s most effective.

Should a digital marketing specialist handle SEO and website development?

No, while there may be some overlap, SEO and website development require distinct technical knowledge. A digital marketing specialist should focus on strategy and paid media, while these technical aspects should be handled by web developers or SEO specialists.