Digital marketing grew organically with the rise of the internet, and for several years marketers worked through trial and error to delineate how best to attract clients to their products and services online.
Nowadays, marketers seem to have found new ground through new theories and new roles to conquer the online marketing.
Locally, digital marketing is becoming a requirement held by many employers who are now seeking the right people who can successfully spin the digital umbrella for their companies. The purpose of online marketing is to raise awareness – to lead creation. The bigger the company, the more specialised the role becomes where it is often deconstructed into three main categories which however, significantly depend on each other.
Acquisition marketing – this role involves the individual or a group to market the products or services to those who are not yet clients of the company. The primary goal of marketers here is to increase the company’s audience by creating marketing campaigns through different mediums including PPC (pay per click ads) or CPA (cost per action) on social media.
Retention marketing: with this role, the marketer or team is engaged with the company’s loyal customers. The individuals, who are often e-mail marketing specialists, know their clients’ moves as they interact with them by answering their queries and send them targeted newsletters for promotional purposes.
The goal of e-mail marketing specialists is to keep the relationship with existing clients for the brand to feel accessible and be in touch with what the clients are asking for. Retention marketing requires a great strategy for promotion to keep existing clients close to the company.
Revenue sharing: this branch of digital marketing involves channelling traffic into figures. With particular focus on the financial aspect of marketing, the role involves affiliate managers and account managers generating traffic by making sure the people coming to the site through the work of the former two marketing roles is being converted into sales.
The role descriptions overlap and, in smaller companies, it is common to find one person taking on the three roles and heading the digital umbrella alone.
Recruiters do note that larger organisations such as igaming companies and software houses are seeking people to take on the different roles to become specialists in one area, while working as a team to create and sustain the important digital presence companies need in the world of the web.
www.castilleresources.com
Sarah Borg is brand officer at Castille Resources Ltd.