Les métiers du marketing digital

Digital marketing professions

The digital marketing and process digitalisation sectors have been experiencing remarkable growth for several years now. New practices such as online purchasing, teleworking and the digital transformation of businesses are all increasing the need to recruit professionals specialising in digital marketing.

EM Normandie offers a number of specialisations in digital transformation management and digital marketing

These sectors cover a wide variety of professions, including :

Webmarketing manager

Webmarketers use their expertise in marketing and digital communication tools to promote their brand on the Internet. They develop a strategy to increase website traffic and generate conversions: online sales, lead generation, requests for information, etc.

On a day-to-day basis, they act as a bridge between the technical, sales and marketing departments to implement an effective strategy for acquiring prospects and building customer loyalty. They generally use a CRM tool to track conversions and analyse the results of their actions.

To increase brand visibility, they use levers such as paid search, banner advertising, SMS/email campaigns and social network advertising. Web marketers work in digital marketing agencies or directly for their companies, within a marketing department.

Their tasks generally include:

  • Defining a web acquisition and loyalty strategy.
  • Putting elements in place on the site to attract leads: landing pages, brochure request forms, appointment booking, white papers, etc.
  • Managing sales promotion tools: e-mailings, advertising campaigns, banners and media.
  • Optimising your website's natural and paid referencing using specific web techniques: SEO, SEA, SMO, SME, etc.
  • Managing an advertising budget and optimising the costs associated with promotion.
  • Reporting on actions taken.

Find out more about Salime Nassur, Marketing Director at Google France

CRM project manager

The CRM project manager or CRM consultant implements customer relationship management tools.

These tools enable effective monitoring of exchanges with customers.

They are also used to get to know customers better by collecting information on their type, expectations, purchases made, exchanges with the brand, etc.

The CRM project manager's tasks are fairly varied and depend on the structure of the company:

  • Exploiting the data collected in the CRM tool.
  • Analysing customer behaviour.
  • Carrying out customer/prospect segmentations.
  • Defining and implementing strategies to generate engagement.
  • Develop conversion scenarios.
  • Implementing a loyalty strategy.

Find out more about Baptiste St James, CRM and DMP Consultant at Ineox

Content Manager

The Content Manager or Web Editorial Manager manages the content strategy for the company's digital media: website, social networks, relations with influencers, etc.

They get to know their audiences and develop a content strategy that meets their expectations.

The content manager is also involved in the operational side of things, helping to write and format content with the editorial teams and the Community Manager. They have a sound knowledge of the web and marketing, good general knowledge, and excellent writing skills.

Their duties include tacks such as: 

  • Monitoring news in your sector.
  • Developing a content strategy.
  • Creating a publication schedule.
  • Publishing content and handling user feedback (comments, opinions, etc.).
  • Generate statistics relating to published content.
  • Defining actions to improve performance.

Director of operations

The position of Operations Director varies considerably depending on whether the company is a start-up or a large corporation.

In some start-ups, this role has a fairly important commercial function, whereas in large groups, it has a more strategic dimension.

Their overall role is to oversee the company's day-to-day operations. They define a strategy for optimising processes to enable the company to grow while optimising its resources : 

  • Define the company's operations strategy and supervise internal processes. 
  • Represent the company to its partners and customers. 
  • Recruit, manage and motivate operational teams. 
  • Supervising and managing optimisation projects. 
  • Manage the company's performance. 

Read more about Jonathan Kam, Chief Operating Officer and co-founder of Botmind

Chief Digital Officer

The Director of Digital Strategy, also known as the Chief Digital Officer (CDO), defines the company's operational and organisational strategy after analysing the data at his or her disposal. 

He ensures that the data collected is reliable and consistent, so that it can be used effectively and the right decisions can be taken. 

The CDO is also responsible for the company's digital transition. They steer the digital transformation of all the company's channels, integrating new communication technologies with existing tools. 

The CDO's role is highly cross-functional, as it impacts on all the company's departments. They coordinate and manage the transformation within these departments.

They need to have a sound knowledge of new information technologies and good interpersonal skills to successfully complete their projects. 

Their main tasks will be to: 

  • Analysing the positioning of your company's products and services. 
  • Understanding and assessing current trends and new user needs. 
  • Analysing the coherence of the company's digital strategy. 
  • Define "value creation" axes. 
  • Designing ranges of services for customers. 
  • Manage the marketing teams responsible for carrying out projects. 
  • Planning and coordinating the implementation phases of products and/or services with the sales department. 
  • Monitoring marketing budgets. 
  • Reporting and analysing ROI. 

Find out more about Wilfried Yver, Money Chief Officer at Orange

SEO Manager

The SEO Manager optimises the visibility of a website by working on its positioning in search engines.

As natural search engine optimisation specialists, they are experts in the technical aspects of a website and also have a good knowledge of digital marketing and web copywriting.

To develop a natural search engine optimisation strategy, he carries out a complete audit of the site, covering a wide range of aspects: technical, semantic, netlinking, content structure, etc. He also studies the competition to ensure that he is positioned ahead of them in the search engines.

They constantly monitor their site's ranking to identify areas for optimisation and maintain the performance they have already achieved. They also keep abreast of changes in search engine algorithms.

Their tasks generally involve :

  • Analysing a website by carrying out a technical and semantic audit.
  • Writing and optimising page content for natural referencing.
  • Monitoring changes in the site's rankings.
  • Analysing statistics on natural visits and conversions on the site.
  • Drawing up recommendations for technical developments to the site and the structuring of content.

UX Designer

The UX designer is responsible for optimising the interface of online platforms, whether mobile applications, e-commerce sites, mobile sites, etc., with the aim of improving the user experience and generating emotion. To identify the actions to be taken, he bases his work primarily on the needs expressed by users.  

His job is to make the interface as intuitive as possible by improving its readability and ergonomics and removing any possible blockages.

To do this, they first list all the criteria for improving access to information, increasing user confidence and boosting the conversion rate (sales, contact details, etc.). 

This job requires good technical knowledge and analytical skills. It also has a strategic dimension. The UX Designer must have a business vision. That's why more and more business schools are offering specialised courses in this field, which requires both good technical and commercial skills. 

There are many tools that can be used to demonstrate the improvements made by the UX Designer. Their role is to measure the results of their actions. 

The various roles of the UX designer consist of : 

  • Defining user typologies. 
  • Identifying the objectives of the application or web platform. 
  • Carrying out user surveys to identify the improvements to be made. 
  • Creating storytelling with the aim of generating user support. 
  • Bringing the project into line with the brand's image. 
  • Create mock-ups for developers. 
  • Analysing the results of the actions taken. 
  • UX Designers mainly work for web agencies, communications agencies or design agencies. They may also work for large companies or start-ups.  

Find out more about Richard Aurey, UX Designer at Capgemini