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Digital marketing manager

Do you know how to drive online traffic to a website or blog to connect with potential customers? If so then you might be a digital marketing manager.
A girl sitting with a laptop on her lap. Formula scribbles are floating in the air between the girl and the laptop screen.

The digital marketing manager works to further develop and manage a company’s digital marketing presence and oversees the digital marketing strategy for the brand. This person is responsible for managing online brand and product campaigns to raise brand awareness.

What is a digital marketing manager?

One of the digital marketing director’s main goals is to devise strategies to drive online traffic to the company’s website, blog, Pinterest boards, or whatever media the company uses to connect with customers. In addition, he or she evaluates customer research, market conditions, and competitor data, especially the ways competitors are using their Web sites and social media.

The digital marketing manager collaborates with the company’s product and brand managers, as well as the social media director. Digital marketing managers work closely with the webmaster to improve the usability, design, content, and conversion of the company’s website.

Website marketing

Websites have become standard equipment for fashion retailers and their customers. The website can serve as an online retail store, a means to communicate information about the business, a promotional tool, a direct line to each current and prospective customer, and the hardest-working salesperson in the company. With 24/7 availability, most websites work to build the brand and customer list, while selling products any time of the day or night.

Following are questions digital marketing directors and web developers ask when developing or redesigning a website.

  1. What is the purpose of the website? Is the purpose to generate customer interest? Serve as an animated and informational brochure? Or function as an online retail store?
  2. Who is the target audience?
  3. How will customers find the website? Offline strategies, such as advertising, can drive traffic.
  4. What do customers expect to find on the site? The ability to purchase? Pricing? Hours of operation? Location? Arrivals of new merchandise?
  5. What can be done to cause customers to linger longer at the site?
  6. How does the website compare to that of the competition? Just as brick-and-mortar stores compete for customers, Websites compete as well. How are they designed? What are the messages?
  7. How will the website be monitored? A good website host will provide a set of statistics that disclose the number of visitors, when they visited, how they found the site, what they viewed, and whether they made a purchase.

Next, we explore the qualifications and career challenges for a product, brand, and digital marketing manager.

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Careers in Fashion: Retail Marketing, Merchandising, and Management

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