Internet marketer: About profession, responsibilities and competencies

From the article, you will find out who is suitable for the profession of Internet marketer and what you need to do to become a highly paid specialist in this field?

The promotion of goods and services on the Internet is now in great demand among companies. This creates a huge demand for specialists who are able to competently solve the corresponding problems. It is the job of an internet marketer to create and implement a strategy for promoting goods and services in the online environment. What does an internet marketer do? What is its functionality in the company? We will tell you the answers in this article. 

What does an internet marketer do?

In short, what an internet marketer does is a marketer whose main business environment is on the web. Just like a traditional marketer, he studies the market, competitors and consumer behavior patterns, i.e. conducts analytics, builds a strategy, plans, manages projects and monitors key performance indicators, but does so in relation to online. 

The main responsibilities in the profession of internet marketer are to apply marketing knowledge and use online technologies to solve business development problems. He is also responsible for promoting brands , introducing new products and services to the market, attracting customers and implementing a customer retention program. 

The set of promotion tools used largely depends on the specifics of the field of activity of the company itself. In some organizations, narrower specialists may be allocated to help him, in others, he will have to manage with small forces. In any case, a web marketer must professionally own the whole range of tools and choose the most effective ones for solving business problems.

Is the profession of internet marketer in demand? What does he need to know? Is it worth studying and what are the prospects for the profession? If you start to think about the answers to these questions, then it is worth looking at the required professional competencies. We provide an overview of them below, which will easily convince the demand that without this specialist it is difficult for companies to attract customers today. 

Key professional competencies

In his work, an Internet marketer uses the activity of users of the worldwide network to find an opportunity for contact, direct attention to the products promoted by him and motivate for targeted actions. Once upon a time, only the site, its design and content were enough for this. The current reality obliges us to conduct events far beyond the point “to improve the company's Internet platform”. 

This requires mastering the following areas: 

1. SEO (Search Engine Optimization)

The Internet was created as a source of various information. This determined the popularity of search resources that help users search for information that is important to them. This is the basis of the direction of search engine optimization of the site, where the main thing is to make a list and maintain the necessary keyword density. This process is not fast, but with a competent approach, search algorithms will raise the rating of a web resource in the issuance of results and bring traffic from interested users to it.

2. SEM (Search Engine Marketing)

Search query marketing allows you to use a paid approach to reach an interested audience. Unlike SEO, which only works when requested, SEM can link a person's once-identified interest in Google or Yandex with future displays of contextual advertising products on a search resource and its partner sites. 

3. Email marketing

This line of marketing efforts requires the use of tools to obtain contact information from their customers, store it and use it for regular emails. With experience, there will be a desire to improve quality and conversion rates, and then email marketing will be the first step to create a message and promote products based on the data. 

4. SMM (Social media marketing)

Social networks are a point of attraction for a huge number of users, among which there is a target audience for any business. In addition, these media platforms offer a wide range of tools for interacting with people, from free content distribution to paid promotion and trade organization. 

5. Content Marketing

Content helps popularize the brand through stories on media platforms where the target audience is present. You can publish content in other people's blogs, internet media or on your own channel in a content aggregator.

6. Video marketing 

As a form of content distribution, video marketing is gaining immense popularity and therefore often gains the status of a separate direction in the set of online promotion tools. The visual and easy-to-read format makes video a very effective way to create interest and develop it in the goods and services offered.

7. Targeted advertising

One of the virtues of the Internet that has made it so popular with companies is the targeting of audiences by interests, geography, age, and in some cases, income. Those. the parameters that traditional marketers have always wanted to have when conducting research on the audience of various media are now the subject of self-tuning advertising campaigns. Moreover, there is the possibility of experimenting with different segments to investigate the more promising ones that provide better than average conversion rates. 

8. Influencer marketing

Social networks have created conditions when almost any user can become a popular source of information. The level of influence of modern bloggers reaches values ​​from several thousand to tens of millions. This became the basis for the emergence of the direction of recommendatory marketing using agents of influence. A popular blogger, using the trust of his audience, acquaints his subscribers with the brand on a paid basis, gives practical advice, etc. Thus, it is possible to solve many of the marketing tasks associated with moving the audience through the funnel levels, from increasing awareness to special offers for those who make a purchase. 

9. End-to-end analytics

This is a new evolutionary level of Internet marketing, when companies, actively using a set of online promotion, move to the issues of increasing the effectiveness of actions taken or optimizing the marketing budget. End-to-end analytics is based on tracking the position of users on the route map to making a purchase decision, as well as on the customer's life cycle. Actually, we can say that this is part of data-driven marketing, which leads companies to the use of omnichannel, predictive and o2o marketing. 

As you can see from the above competency matrix, the activity of an Internet marketer covers a fairly wide range of both humanitarian and technical, even mathematical areas. This imposes on this specialist the requirements of a sufficiently large set of competencies for the implementation of his professional activity. An internet marketer needs to know and be able to use: 

  • Tools for marketing research and analysis of market conditions and competitive environment;
  • Features of consumer behavior in general and online in particular;
  • Methods of market analysis and development of marketing strategies; 
  • Principles of planning the necessary promotion activities to achieve the set business goals;
  • Methods and tools for project management and control over key performance indicators;
  • Tools for online promotion, ranging from search engine optimization, content creation, targeting to the use of analytics;
  • The value and contribution of each online promotion tool to generate a stream of leads; 
  • Many different applications and services required in the work.

We can say that this is a basic set of a real professional, which are usually referred to as hard skills. But in modern conditions this is not enough for successful work. Much in our time is determined by “soft” skills, which include: 

  • Ability to work in multitasking mode;
  • Teamwork and communication skills;
  • Planning of working hours;
  • Flexibility in thinking and the presence of a research approach to work;
  • Management and negotiation skills;
  • Fast learner.

Tasks, responsibilities and functions of an internet marketer

Most often, an Internet marketer combines the functions of a leader and an executor. In small companies, he may be alone on the staff, and most of the tasks fall on him. Only in some cases will he be able to distribute tasks among specialized freelancers or agencies. In large companies, an internet marketer may have its own department and a small staff who are responsible for certain areas of online promotion, for example, SMM, content or targeting. 

Let's take a closer look at the tasks, responsibilities and functions of an internet marketer. Tasks include:

  • Analysis of the presence of the company's goods and services in the online environment, the competitive environment and existing demand. Search for sales growth points of the company in the digital media space;
  • Creation of a marketing strategy for online promotion of goods and services in accordance with the general business strategy;
  • Brand management in the digital space;
  • Ensuring sales using online channels, which includes programs to attract new customers and retain existing ones;
  • Development and management of digital products that provide interaction with consumers;
  • Creation of a digital business model that uses the online environment as an additional channel for the full-fledged activities of the company.

Of course, the job description in a particular company contains its own functionality. But in general terms, the list of responsibilities for the position of Internet marketer includes: 

  • Monitoring and analysis of competitors' activity in the online environment;
  • Planning marketing activities on the Internet;
  • Presentation of the strategy to the management and defense of the marketing plan;
  • Implementation of tools for collecting customer data and their analysis;
  • Segmentation of the target audience;
  • Development of the company's Internet sites and the development of specialized landing pages;
  • Creation of content for tasks of search engine optimization, sites, communities, blogs, etc.
  • Creation and support of branded communities in social networks;
  • Conducting advertising campaigns using various paid promotion tools and e-mails;
  • Monitoring consumer reviews in social networks, forums and specialized platforms and providing feedback;
  • Control of key performance indicators and analysis of performance results; 
  • Defining tasks for executors and third-party contractors, negotiating with them and monitoring implementation;
  • Management of online projects of the company;
  • Distribution of the budget and control of its expenditure;
  • Preparation of reports for management

From the point of view of its functionality, an Internet marketer can play the role of a full-fledged marketing manager in a company when all the company's activities are shifted to the digital space. In a more traditional field of business, it can be an independent functional unit and work closely with other marketing specialists, for example, brand managers, and report as well as the head of the marketing department. 

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