Job roles in digital marketing

The world of digital marketing is constantly changing and evolving. New roles are emerging as companies adapt to new customer habits and strive to stay ahead of the competition. As a result of this fluidity, some roles are more coveted than others, and some can be more difficult to hire for.

Digital marketing recruitment specialists, Forward Role Recruitment has highlighted the most highly sought after roles in digital marketing. 

1. CRM Manager – In recent years, CRM (customer relationship management) has become a very popular and cost-effective way of driving greater revenue from customers through their lifecycle.

2. PPC Manager – With Google Shopping driving acquisition in the ecommerce sector, the number of businesses looking to drive more paid digital activity has shot up. As a result, both agency and in-house paid search teams are looking to hire those who know the industry inside out.

3. UX Designer – User experience optimisation has been the hot skill set in design for the last few years, with rising demand for designers who can create user-centric web designs that streamline the customer journey. As a result there is a sizeable contract market for people with these skills.

4. Web Analyst – These are the data guys tasked with measuring anything from acquisition ROI (return on investment) right through to conversions. With no clear academic route into this type of role, it is extremely tough to recruit for these positions.

5. CRO Manager – Jobs specialising in conversion rate optimisation are a fairly recent thing; focused on optimising the flow of traffic and conversions through a website. Businesses have become more focused on repairing the holes in their leaky funnels as pouring new customers into the top gets increasingly expensive.

6. Ecommerce Trading Manager – Usually the P&L (profit and loss) owner of a brand, these commercially-minded people are in charge of juggling stock, seasonality, price, promotions, etc. to trade a website to its maximum potential. With many northwest retailers growing into new markets there is a high demand for additional traders.

7. Head of Digital Acquisition – An all-encompassing Digital Acquisition Specialist is not the easiest thing to find. Many of the most recent generation of digital marketers have come through very specific digital channel streams, meaning that a combination of paid, earned and owned skills in one candidate is difficult to locate.

8. Head of Multichannel Marketing – Finding senior marketers with both high-end digital skills and traditional offline marketing experience is challenging. This is because of the generational gap between upcoming digital marketers who have often been focused on specific digital channels, and marketers who climbed the career ladder pre-digital, who conversely may not have hands-on experience with digital.

9. Technical SEO Manager – Another very technical role, with no real academic route. Technical SEO is constantly evolving with every Google algorithm change or new best practice guidelines, so agencies tend to grow their own talent, passing on the secret sauce of their SEO audit onto new generations.

10. PR Manager – With the proliferation of offline and online PR, the traditional PR skill set is in huge demand. Responsibility for link building in SEO and getting noticed online without a paid budget is now laid at the door of Digital PR Managers.

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What is affiliate marketing

Many people create huge affiliate sites using product feeds. The problem with generic well-used feeds is that many other people will have the exact same content. Since Google does not desire to show multiple copies of the same content, most of the affiliate feed sites end up not getting indexed or are quickly removed from the search results if they are indexed.

Some people end up adding RSS or other content to the pages to make them look unique, but Google also employs remote content raters to evaluate sites. If the site looks like it would not have a functional purpose outside of the affiliate program, Google does not want it in their index. The instructions Google gave remote content raters for determining if an affiliate site was useful was “is there a value-added service that would make users want to visit this site instead of the original merchant site?”

People do not usually buy from affiliate banners. A better way to create affiliate sites is to create unique original content with what looks like unbiased reviews. Whether you are affiliate marketing or creating your own merchant site, each unique item or idea should have its own unique page with sufficient unique content on it. If the only difference between items is size or color, then you might run into duplicate content issues (if pages are too similar, then Google may assume they offer little value or are of poor content quality).

Lots of people offer sales letters, but if you create what looks like an original, thoughtful, and honest review, you can send people to the official sites using text links from within the reviews that convert exceptionally well. The less automated your site and SEO techniques are, the greater chance it will do well in the long term.

Many large affiliates also hide the affiliate links to make it harder for people to steal their affiliate commission.  Some people think Google hates affiliate marketers. They do not necessarily hate affiliates, but they hate unoriginal or useless content cluttering their search index. Most affiliate marketing sites are thin sites featuring duplicate content.

If you are new to the web and do not have much money to work with, one good way to save money is to sell things to yourself using your own affiliate link. Some merchants may not like this (it may violate some affiliate terms of service. If you can save Rs.500 for ten minutes of work, why not do it?