A digital marketing specialist is responsible for developing, implementing and executing a company’s digital marketing program. The specialist owns the role and responsibility of supporting the growth and visibility of the company online which, as a by-product, results in encouraging new leads, filling the sales funnel, gaining attraction and promotion by other participants online such as bloggers, influencers, reporters, among others. In the end, the greater the attention, the greater the visibility, the greater the brand is known and eventually the greater are the number of conversions which is the end game of all Digital Marketing efforts. Conversions are the metric of growth, the symbol of revenue.
The .A specialist is typically the digital voice for the company, its digital storyteller if you will while understanding the nuances of the industry and what is expected of a company online. It is the responsibility of the specialist to continuously measure the various tactics and make modifications as necessary. They must be familiar with many concepts, features, procedures and be proficient in analysis, graphic design, layouts, newsletters, online advertising and keep their finger on the pulse of the ongoing changes Google makes frequently to be able to tweak the campaigns fresh.
Most importantly, the digital marketing specialist is an expert in web marketing analytics and many times is Certified in Google Adwords and/or Google Analytics. Everything they do must measure up against some digital metric or KPI. This is where an experienced digital specialist is worth their weight in gold...they know which KPI are relevant and will get you from A to B and then B to C. This value is even greater if they not only know which metrics apply and why but also how to best measure which attributes are contributing, where and why.