Marketing manager to digital marketing manager

• already held analyse consumer buying trends skill
• already held apply social media marketing skill
• already held brand marketing techniques knowledge
• already held conduct online competitive analysis skill
• already held e-commerce systems knowledge
• already held integrate marketing strategies with the global strategy skill
• already held marketing analytics knowledge
• already held neuromarketing techniques knowledge
• already held online ads campaign techniques knowledge
• already held perform market research skill
• already held plan marketing campaigns skill
• already held plan social media marketing campaigns skill
• already held social media management knowledge
• already held social media marketing techniques knowledge
• already held web analytics knowledge
• already held web strategy assessment knowledge
• already held conduct search engine optimisation skill
• already held content marketing strategy knowledge
• already held implement marketing strategies skill
• already held manage staff skill
• already held perform project management skill
• already held relationship marketing knowledge
• already held services marketing knowledge

• optional, not held pay-per-click optional
• optional, not held data protection optional
• optional, not held ethics of sharing work through social media optional
• optional, not held advertising techniques optional
• optional, not held apply customer engagement strategy optional
• optional, not held carry out event management optional
• optional, not held creatively use digital technologies optional
• optional, not held execute email marketing optional
• optional, not held execute marketing plan optional
• optional, not held interactive media optional
• optional, not held perform online data analysis optional
• optional, not held reputation management optional
• optional, not held stimulate creativity in the team optional

• not needed by the target role align efforts towards business development skill
• not needed by the target role analyse business plans skill
• not needed by the target role analyse customer service surveys skill
• not needed by the target role analyse data about clients skill
• not needed by the target role analyse external factors of companies skill
• not needed by the target role analyse internal factors of companies skill
• not needed by the target role analyse work-related written reports skill
• not needed by the target role apply strategic thinking skill
• not needed by the target role approve advertising campaign skill
• not needed by the target role assist in developing marketing campaigns skill
• not needed by the target role business intelligence knowledge
• not needed by the target role carry out sales analysis skill
• not needed by the target role channel marketing knowledge
• not needed by the target role collaborate in the development of marketing strategies skill
• not needed by the target role communicate with customers skill
• not needed by the target role communication principles knowledge
• not needed by the target role conduct mobile marketing skill
• not needed by the target role content development processes knowledge
• not needed by the target role contract law knowledge
• not needed by the target role coordinate events skill
• not needed by the target role coordinate marketing plan actions skill
• not needed by the target role corporate social responsibility knowledge
• not needed by the target role cost management knowledge
• not needed by the target role create annual marketing budget skill
• not needed by the target role create media plan skill
• not needed by the target role customer insight knowledge
• not needed by the target role customer segmentation knowledge
• not needed by the target role define measurable marketing objectives skill
• not needed by the target role develop business plans skill
• not needed by the target role develop online community plan skill
• not needed by the target role ensure client orientation skill
• not needed by the target role ensure cross-department cooperation skill
• not needed by the target role estimate profitability skill
• not needed by the target role evaluate advertising campaign skill
• not needed by the target role evaluate marketing content skill
• not needed by the target role forecast sales over periods of time skill
• not needed by the target role identify market niches skill
• not needed by the target role identify potential markets for companies skill
• not needed by the target role impart business plans to collaborators skill
• not needed by the target role implement sales strategies skill

46 further entries not listed here

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

• still to learn company policies required
• still to learn digital marketing techniques required
• still to learn mobile marketing required
• still to learn digital media required
• optional, not held pay-per-click optional
• optional, not held data protection optional
• optional, not held ethics of sharing work through social media optional
• optional, not held advertising techniques optional
• optional, not held interactive media optional
• optional, not held reputation management optional

Yes, and it is a substantial move. A marketing manager already covers 51% of what a digital marketing manager is expected to do: 23 skills carry over, 16 of which the digital marketing manager role treats as required.

13 required skills are missing, plus 13 optional ones. They fall into 7 areas of the ESCO skill hierarchy, led by business, administration and law. The single most important is design brand's online communication plan.

Its learning distance is 58.1 out of 100, which is the substantial band. That accounts for both how much is missing and how specialised those skills are.