Online Marketing Manager

An online marketing manager, or digital marketing manager, is the professional who plans, coordinates and measures a company’s entire marketing presence on the internet. Their mission is to attract customers and generate sales by combining different channels: SEO ✕ SEO (search engine optimization) covers all the measures that get a website to appear higher in Google's unpaid results and thereby attract more visitors. More in the glossary → for organic traffic ✕ Traffic is the amount of data your website transfers, determined by visitor numbers and page size. Some hosting plans cap monthly traffic. More in the glossary → , paid advertising (SEA), social media, email marketing and content marketing ✕ Content marketing means attracting and keeping an audience by creating useful content — articles, guides, videos — instead of advertising to them directly. More in the glossary → . Rather than executing each tactic in detail, they define the strategy, split the budget across the most profitable channels, set goals and usually coordinate a team of specialists — in SEO, ads, social. A central part of the job is analysing the data to know what works and optimise the spend. They need a whole-picture view of the conversion ✕ The conversion rate is the percentage of visitors who complete the action you want — buy, sign up, click a link — out of your total visits. More in the glossary → funnel, commercial sense and analytical skill. It is a much sought-after role, because for almost any business, growth today runs through the digital channels.