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JOB DESCRIPTION AND RESPONSIBILITY
KEY RESULT AREA(KRA) & KEY PERFORMANCE INDICATOR(KPI)

DIGITAL MARKETING

The Complete Digital Marketing Manager Guide

Introduction
Skills Ability
job description
KRA & KPI
KRA & KPI Mapped
Work environment and Schedule
salary in India
Conclusion
FAQs
Explore career opportunities

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Introduction

The Managerial position for digital marketing is the highest position in a digital marketing team. The Manager has to plan and manage online marketing campaigns for the success of the business. They also need to demonstrate excellent interpersonal and analytical skills to promote a company’s brand, products and services. 

Skills and Abilities

 These skills are among the top requirements for a Digital Marketing Manager. Strategic thinking is necessary to understand the target audience, develop suitable marketing mix for the purpose of increasing market share and profitability.

Without a Doubt, SEO is the most important skill to have for a Digital Marketing Manager as it will help increase traffic to the website. Their responsibility of improving the performance of a website depends on their proficiency with SEO techniques.

 This is another skill that a person must have to become a successful Digital Marketing Manager as these skills will help them to engage effectively with their target audience and will help build brand image.

This skill refers to the ability to collect and analyze large amounts of data in order to reach a conclusion on different topics subjecting to the data. A Digital Marketing Manager can use Data analyses to evaluate the results of the ongoing and finished campaigns.

The Digital Marketing Manager is required to give instruction and explain concepts to the juniors, other members of the team and build strategies for understanding customers so therefore  good communication skills are necessary. Good Communication skills also mean efficient teamwork which will help to create good marketing strategies.

Job Description

The manager must oversee all aspects of the digital marketing team including monitoring campaign budgets, reporting on marketing campaign’s overall performance and help in building strategies for a lasting digital connection with consumers. The individual must use SEO tools like Google Adwords to optimize online adverts and will have to promote and monitor the company’s presence on social media.

Qualifications required

Educational Eligibility 

 

After 10th

After 12th

Graduation

Post Graduation

The candidate must have completed 10th standard from any recognized educational board.

The Candidate should then complete the HSC exam from a recognized board.

Most Digital Marketing Managers have a bachelor’s degree in business, marketing or information technology or mass media

After the Candidate Completes their Graduation, they can go for a masters degree that will help them broaden their career.

The candidate should try to gain at least a minimum of 50-60% marks to be eligible to enter the Commerce stream since this stream is most suitable for getting a foundation in marketing.

Digital Marketing Manager appears in the commerce stream however it is not a hard and fast rule.

However it is not a hard and fast rule to hold a degree, the basic requirement is to be familiar with the SEO Standards of the Market.

  • MBA Marketing
  • Masters in Digital Marketing
  • M. Com

These are some of the popular master’s degrees.

 

The candidate should try to gain at least a minimum of 50-60% marks. Then they may  become eligible for a bachelor’s course.

After Graduation the candidates can either look for a Job in an organization for a  Junior position or go for further learning.

To get to the position of Digital Marketing Manager one needs to have sufficient experience in the Industry.

Key Result Areas(KRA)
Key Performance Indicator(KPI)

Key Result Area (KRA)Key Performance Indicator (KPI)Description
Digital Strategy DevelopmentWebsite TrafficMeasure the number of visitors to the company’s website, indicating the effectiveness of digital strategies in attracting online traffic.
 Conversion RateTrack the percentage of website visitors who complete a desired action, such as making a purchase or filling out a contact form.
 Engagement RateMonitor the level of interaction (likes, comments, shares) on digital platforms to assess the effectiveness of content in engaging the target audience.
Campaign ManagementReturn on Investment (ROI)Calculate the revenue generated from digital marketing campaigns compared to the cost invested, indicating the profitability of marketing efforts.
 Click-Through Rate (CTR)Measure the percentage of people who click on a specific link or ad compared to the total number of people who viewed it, indicating ad effectiveness.
 Cost per Acquisition (CPA)Determine the average cost of acquiring a customer through digital marketing efforts, helping to optimize campaign spending.
Social Media ManagementFollower Growth RateTrack the increase in the number of followers on social media platforms over time, indicating the effectiveness of content and engagement strategies.
 Social Media ReachMeasure the number of unique users who have been exposed to a piece of content on social media, indicating the brand’s visibility and influence.
 Social Media EngagementEvaluate the level of interaction (likes, comments, shares) on social media posts, indicating the effectiveness of content in engaging the audience.
Content Creation & CurationContent Engagement RateMonitor the level of interaction (likes, comments, shares) on blog posts, videos, or other content, indicating its effectiveness in engaging the audience.
 Content Quality ScoreAssess the relevance, accuracy, and usefulness of content based on audience feedback or ratings, ensuring high-quality content creation.
 Content Publishing FrequencyTrack the frequency of publishing new content across digital channels, ensuring consistent and timely delivery of information to the audience.
Data Analysis & ReportingReturn on Ad Spend (ROAS)Calculate the revenue generated from advertising compared to the cost of the advertising, indicating the effectiveness of ad campaigns.
 Customer Lifetime Value (CLV)Estimate the total revenue a customer will generate over their lifetime, helping to prioritize marketing efforts towards high-value customers.
 Digital Marketing AnalyticsUtilize tools like Google Analytics to analyze website traffic, user behavior, and campaign performance, providing insights for strategic decision-making.

Example of KRA VS KPI Mapped in Organisation and Reporting

Key Result Area (KRA)Key Performance Indicator (KPI)Description
Digital Strategy DevelopmentIncrease in Online SalesMeasure the percentage increase in online sales revenue compared to the previous quarter or year, indicating the effectiveness of digital marketing strategies in driving sales.
 Customer Acquisition Cost (CAC)Calculate the average cost incurred to acquire a new customer through digital marketing efforts, helping to optimize marketing budgets and strategies.
Campaign ManagementClick-Through Rate (CTR)Monitor the percentage of users who click on a digital ad or promotional link compared to the total number of impressions, indicating ad effectiveness.
 Return on Advertising Spend (ROAS)Calculate the revenue generated from advertising campaigns compared to the cost of the campaigns, providing insight into the profitability of advertising efforts.
Social Media ManagementBrand Sentiment AnalysisAnalyze social media mentions and comments to gauge the overall sentiment towards the brand (positive, negative, neutral), guiding reputation management efforts.
 Social Media Share of VoiceMeasure the brand’s share of online conversations within its industry or niche compared to competitors, indicating brand visibility and market influence.
Content Creation & CurationContent Engagement RateTrack the percentage of engagement (likes, shares, comments) on content pieces such as blog posts or videos, indicating audience interest and content effectiveness.
 Content Conversion RateMeasure the percentage of website visitors who take a desired action (e.g., sign up for a newsletter, download a whitepaper) after consuming content, indicating its effectiveness in driving conversions.
Data Analysis & ReportingWebsite Traffic GrowthMonitor the percentage increase in website traffic compared to the previous period, indicating the effectiveness of SEO strategies, content marketing, and other digital initiatives.
 Bounce RateMeasure the percentage of website visitors who navigate away from the site after viewing only one page, indicating the relevance and user experience of the landing page or content.

These examp

 

Work Environment and Schedule

Usually Digital Marketing Manager works in an office environment and their job is a desk Job, however, it is not uncommon for them to travel to meet with sales representatives and clients. The working hours of marketing managers vary from company to company and also the kind of project they are working on. The marketing managers may have really tight schedules. They may only be able to  take a break between the two marketing campaigns.

Salary

Salary of a Digital Marketing Manager in India can range between ₹ 3 Lakhs to ₹ 18 Lakhs with an average annual salary of ₹ 6.4 Lakhs.

Conclusion

In today’s digital world where about 63% of the global population has access to the internet, digital marketing is a highly demanded skill by employers (according to a recent LinkedIn report).The position of Digital Marketing Manager is one that provides the interested candidate with wide exposure and opportunity in the marketing field.  

FAQs

Q1: What key skills are needed to be a successful Digital Marketing Manager?

A1: Critical skills include strategic planning, SEO, content strategy, data analytics, and leadership abilities.

Q2: What are the main responsibilities of a Digital Marketing Manager?

A2: Responsibilities encompass planning and executing digital marketing campaigns, managing the marketing team, and analyzing data to inform strategies.

Q3: How do you define KRA and KPI for a Digital Marketing Manager?

A3: KRAs include strategy formulation and execution, while KPIs might involve metrics like campaign ROI, website traffic growth, and lead conversion rates.

Q4: What is the typical work environment for a Digital Marketing Manager?

A4: They usually work in an office setting, leading a team, with some opportunities for remote work, in a fast-paced and evolving environment.

Q5: What is the average salary of a Digital Marketing Manager in India?

A5: Salaries range significantly based on experience and city, but typically fall between INR 5 lakhs to INR 18 lakhs per annum.

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