Search engine optimisation expert to digital marketing manager
A search engine optimisation expert already meets 26% of what the digital marketing manager role asks for. The move turns on 21 required skills not yet in the profile.
78.3/ 100
1 How much of what a digital marketing manager is expected to do is already part of a search engine optimisation expert’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 8 of its required skills as things a search engine optimisation expert already does. You would walk in with these on day one.
- apply social media marketing
- develop digital content
- digital marketing techniques
- mobile marketing
- perform market research
- plan digital marketing
What stands in the way is 21 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 12 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 a search engine optimisation expert background worth leading with.
- already held mobile marketing business, administration and law
- already held execute email marketing communication, collaboration and creativity
- already held web analytics information and communication technologies (icts)
- already held perform online data analysis working with computers
- already held conduct search engine optimisation working with computers
- already held plan digital marketing management skills
All 12 carried skills, including the 8 the digital marketing manager role treats as required.
Table 3 · What you may need to learn
The 37 missing skills fall into 7 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 company policies required
- still to learn neuromarketing techniques required
- still to learn web strategy assessment required
- still to learn brand marketing techniques required
- still to learn marketing analytics required
- still to learn online ads campaign techniques required
- still to learn social media management 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 conduct online competitive analysis required
- still to learn plan social media marketing campaigns 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 apply customer engagement strategy optional
- optional, not held carry out event management optional
- optional, not held manage staff optional
- optional, not held perform project management 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
- optional, not held implement marketing strategies optional
- still to learn digital communication and collaboration required
- still to learn use e-services required
- optional, not held creatively use digital technologies 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
1 further area in the appendix
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 company policies 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 12 skills that carry over
- already held apply social media marketing skill
- already held develop digital content skill
- already held digital marketing techniques knowledge
- already held mobile marketing knowledge
- already held perform market research skill
- already held plan digital marketing skill
- already held social media marketing techniques knowledge
- already held web analytics knowledge
- already held conduct search engine optimisation skill
- already held content marketing strategy knowledge
- already held execute email marketing skill
- already held perform online data analysis skill
The 1 learning area not shown above
- still to learn e-commerce systems required
- optional, not held data protection optional
16 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 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 marketing plan optional
- optional, not held implement marketing strategies optional
- optional, not held interactive media optional
- optional, not held manage staff optional
- optional, not held perform project management optional
- optional, not held relationship marketing optional
- optional, not held reputation management optional
- optional, not held stimulate creativity in the team optional
15 held skills the digital marketing manager role does not ask for
- not needed by the target role behavioural science knowledge
- not needed by the target role create content title skill
- not needed by the target role enhance website visibility skill
- not needed by the target role identify ICT user needs skill
- not needed by the target role integrate content into output media skill
- not needed by the target role keywords in digital content knowledge
- not needed by the target role manage content development projects skill
- not needed by the target role provide cost benefit analysis reports skill
- not needed by the target role provide written content skill
- not needed by the target role sales strategies knowledge
- not needed by the target role study website behaviour patterns skill
- not needed by the target role translate requirements into visual design skill
- not needed by the target role use content management system software skill
- not needed by the target role use customer relationship management software skill
- not needed by the target role use different communication channels skill
17 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 company policies required
- still to learn e-commerce systems required
- still to learn neuromarketing techniques required
- still to learn web strategy assessment required
- still to learn brand marketing techniques required
- still to learn digital media required
- still to learn marketing analytics required
- still to learn online ads campaign techniques required
- still to learn social media management 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
Other moves recorded from search engine optimisation expert
Common questions about this move
Can a search engine optimisation expert become a digital marketing manager?
Yes, and it is a career change move. A search engine optimisation expert already covers 26% of what a digital marketing manager is expected to do: 12 skills carry over, 8 of which the digital marketing manager role treats as required.
What skills does a search engine optimisation expert need to become a digital marketing manager?
21 required skills are missing, plus 16 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.
How hard is the move from search engine optimisation expert to digital marketing manager?
Its learning distance is 78.3 out of 100, which is the career change 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.