Online marketer to digital marketing manager
An online marketer already meets 44% of what the digital marketing manager role asks for. The move turns on 16 required skills not yet in the profile.
63.7/ 100
1 How much of what a digital marketing manager is expected to do is already part of an online marketer’s work. Directional: the figure for the reverse move differs, because moving into a speciality is not the same problem as moving out of one. 2 Every skill the digital marketing manager role is recorded as needing, required and optional together. What these numbers mean.
Why this move works
A digital marketing manager role treats 13 of its required skills as things an online marketer already does. You would walk in with these on day one.
- apply social media marketing
- company policies
- conduct online competitive analysis
- develop digital content
- digital communication and collaboration
- e-commerce systems
What stands in the way is 16 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.
Table 2 · What you already bring
Of the 21 skills that carry over, these are the ones fewest other occupations ask for. A digital marketing manager role needs them, and most people applying for one will not have them already. This is the part of an online marketer background worth leading with.
- already held apply customer engagement strategy management skills
- already held neuromarketing techniques business, administration and law
- already held execute email marketing communication, collaboration and creativity
- already held conduct online competitive analysis management skills
- already held online ads campaign techniques business, administration and law
- already held web strategy assessment business, administration and law
All 21 carried skills, including the 13 the digital marketing manager role treats as required.
Table 3 · What you may need to learn
The 28 missing skills fall into 6 areas of the ESCO skill hierarchy, numbered in the order worth working in. Areas carrying the most required skills come first, and inside each one the required skills sit above the optional ones. Nothing here is a verdict on you: it is a list of what this particular job asks for that your current one does not.
- still to learn digital marketing techniques required
- still to learn mobile marketing required
- still to learn brand marketing techniques required
- still to learn marketing analytics required
- still to learn social media management required
- still to learn social media marketing techniques required
- optional, not held pay-per-click optional
- optional, not held services marketing optional
- optional, not held advertising techniques optional
- optional, not held relationship marketing optional
- optional, not held reputation management optional
- still to learn design brand's online communication plan required
- still to learn identify new business opportunities required
- still to learn integrate marketing strategies with the global strategy required
- still to learn plan marketing campaigns required
- optional, not held carry out event management optional
- optional, not held manage staff optional
- optional, not held stimulate creativity in the team optional
- still to learn set brand positioning required
- still to learn perform customers’ needs analysis required
- optional, not held execute marketing plan optional
- still to learn analyse consumer buying trends required
- still to learn perform business analysis required
- still to learn digital media required
- optional, not held ethics of sharing work through social media optional
- optional, not held interactive media optional
- still to learn web analytics required
- optional, not held data protection optional
Table 4 · Where to start
The 3 entries a digital marketing manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.
- 01 design brand's online communication plan practise this
- 02 set brand positioning practise this
- 03 digital marketing techniques study this
Each entry opens a course search for that skill. Career Overlap earns nothing from these links.
Appendix · The rest of the record
All 21 skills that carry over
- already held apply social media marketing skill
- already held company policies knowledge
- already held conduct online competitive analysis skill
- already held develop digital content skill
- already held digital communication and collaboration skill
- already held e-commerce systems knowledge
- already held neuromarketing techniques knowledge
- already held online ads campaign techniques knowledge
- already held perform market research skill
- already held plan digital marketing skill
- already held plan social media marketing campaigns skill
- already held use e-services skill
- already held web strategy assessment knowledge
- already held apply customer engagement strategy skill
- already held conduct search engine optimisation skill
- already held content marketing strategy knowledge
- already held creatively use digital technologies skill
- already held execute email marketing skill
- already held implement marketing strategies skill
- already held perform online data analysis skill
- already held perform project management skill
12 supplementary skills, helpful but not 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 services marketing optional
- optional, not held advertising techniques optional
- optional, not held carry out event management optional
- optional, not held execute marketing plan optional
- optional, not held interactive media optional
- optional, not held manage staff optional
- optional, not held relationship marketing optional
- optional, not held reputation management optional
- optional, not held stimulate creativity in the team optional
25 held skills the digital marketing manager role does not ask for
- not needed by the target role ICT communications protocols knowledge
- not needed by the target role adapt to change in marketing skill
- not needed by the target role apply information security policies skill
- not needed by the target role apply strategic thinking skill
- not needed by the target role communicate price changes skill
- not needed by the target role competition law knowledge
- not needed by the target role conduct mobile marketing skill
- not needed by the target role create new concepts skill
- not needed by the target role deal with pressure from unexpected circumstances skill
- not needed by the target role develop inclusive communication material skill
- not needed by the target role execute conversion testing skill
- not needed by the target role implement sales strategies skill
- not needed by the target role information confidentiality knowledge
- not needed by the target role inspect data skill
- not needed by the target role intellectual property law knowledge
- not needed by the target role manage budgets skill
- not needed by the target role perform copywriting skill
- not needed by the target role perform image editing skill
- not needed by the target role perform video editing skill
- not needed by the target role printed goods processes knowledge
- not needed by the target role protect personal data and privacy skill
- not needed by the target role supervise brand management skill
- not needed by the target role use content management system software skill
- not needed by the target role use different communication channels skill
- not needed by the target role use personal organization software skill
16 gaps that are knowledge rather than practice
Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.
- still to learn digital marketing techniques required
- still to learn mobile marketing required
- still to learn brand marketing techniques required
- still to learn digital media required
- still to learn marketing analytics required
- still to learn social media management required
- still to learn social media marketing techniques required
- still to learn web analytics 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 services marketing optional
- optional, not held advertising techniques optional
- optional, not held interactive media optional
- optional, not held relationship marketing optional
- optional, not held reputation management optional
Common questions about this move
Can an online marketer become a digital marketing manager?
Yes, and it is a substantial move. An online marketer already covers 44% of what a digital marketing manager is expected to do: 21 skills carry over, 13 of which the digital marketing manager role treats as required.
What skills does an online marketer need to become a digital marketing manager?
16 required skills are missing, plus 12 optional ones. They fall into 6 areas of the ESCO skill hierarchy, led by business, administration and law. The single most important is design brand's online communication plan.
How hard is the move from online marketer to digital marketing manager?
Its learning distance is 63.7 out of 100, which is the substantial band. That accounts for both how much is missing and how specialised those skills are.
How this record was compiled
Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.