what do digital marketers actually do at different levels

hello there in this video i am going to tell you about different roles in a performance marketing team in agencies and what are their responsibilities in a separate video i will do about all the teams in a digital marketing agencies and their specific roles briefly now different agencies might have different hierarchies how they manage their teams and how different teams work with each other and they might have even different slightly different names for each role but in this video i am going to tell you about all those roles all those names and how different hierarchies work in a digital marketing agency so let's jump into our actual video which is the different roles that are available in performance marketing teams now i will start from the beginning now the entry level jobs in a performance marketing team in an agency are interns and coordinators now these are usually fresh university graduates that are hired for internship roles for a specific period of time let's say three months and six months and they are being and they are hired um in a way that if they have good performance in first three months or six months then they are hired by the agency as full-time employees now in some cases there are people with experience but they don't have any hands-on experience in digital media they come from other industries and switch their careers they are hired as digital marketing interns as well by agencies now to get hired for such roles as an interns usually a certification in digital media is a plus point and that is considered while hiring interns because certifications give an idea to the recruiters that these people are interested in this field and they kind of know the basics of the industry and in terms of salaries some internships are paid and some internships are unpaid as well i have seen uh both of them like some agencies hire and pay for the internships and some agencies do not now as an intern you are expected to do kind of ad hoc and monotonous tasks which will kind of support your body you are reporting to and by doing so you take off some responsibilities of their shoulders now uh generally an experience with microsoft office and good communication skills is what an agency desires in uh hiring an intern and as interns you generally aren't allowed to get in touch with the client now in terms of to give you an idea that what kind of work interns do now interns usually do a kind of keyword research where they help a digital marketing specialist to kind of understand the keywords they are i mean you have to if there's a new client or a new product the client is launching you have to go to the website you have to look for what keywords we should be using and who are among the computers are bidding for these kind of keywords you have to prepare this kind of reports now in sometimes uh interns do market research and computer research for example if you are working with a strategist they will ask you for a new business which they are working on they'll ask you to go to facebook to go to google to go to websites of the computers of the client and they'll ask you to see how many social media pages do they have what kind of content do they publish on their posts what kind of engagement do they have and things like that now you also as interns are expected to coordinate with suppliers for kind of reports and providing creative tags for example if you are working for an agency and your client is someone who works with publishers directly as well through obviously the agency they will send the creatives to the agency you are the one who will be responsible for forwarding those creatives to the suppliers and ask them for reports like of like combine all the reports from all the suppliers and provide it to your buddy or whoever you are reporting to in certain cases you might be asked to work on an excel sheet which is kind of a campaign tracker where you will have to track what campaigns are live what campaigns are not live how much uh was spent by a campaign in a particular month and fill those campaign and budgeting sheets as well now in certain cases you might be asked to create like provide the numbers to the billing team that how much in a month are we spent on a client on let's say google ads you have to provide those numbers and screenshots the billing team now this is this list is not exhaustive but this is just to give you an idea what kind of work you'll be doing as interns if you join an agency now after this this is usually considered to be l1 in l1 level in digital marketing agencies now after this what we have is digital marketing specialists now note that if you are working for a big agency they might have specific people for ppc specific people for social media management now in those cases you will not be called digital marketing specialist will be called let's say ppc specialist or you'll be called smm specialist or something like that now so in some agencies call them specialists some agencies call them associate some agencies call them analysts there are different names and in certain cases if you are working for a very big agency they even have they split this role in a junior specialist a specialist and a senior specialist but roughly all these uh you know all these levels which is a junior a specialist and a senior specialist they'll do the kind of same work except uh it it just these role these different names are just to kind of segregate people in different categories in terms of their experience now in terms of hiring agencies hire people for a specialist role or senior specialist role if you have a hands-on experience of one to two years now as a specialist you are expected to work as an individual contributor or with minimum hand holding by your manager or you someone senior in your team now you're not part of strategies as such because all the media plans you'll be executing let's say you are a ppc specialist or you are a digital marketing specialist you are on campus on facebook and google ads both now you won't be part of strategy as strategy as such because all the media plans will come through a media planner and you will just execute them all the details will be there bidding strategy amount of impressions and budgets you will be just executing the plans that the media planner or the media planning team shared with you now in terms of workload uh if you're working for a big agency you might be assigned to only a single client where you'll be working for a client let's say on their facebook ads on their google ads or both depending on the size of the client or in certain cases there might be multiple people who work for the same client on their search campaigns only so it really depends on the size of the client but this is generally what our digital marketing specialists do now if you are a ppc specialist let's say you work for an agency where they have separate teams or people for ppc and social media marketing now if you are a ppc specialist or an associate what you will do is you will do keyword research and you will do computer research you will create optimize and report on search campaigns and in some cases maybe shopping campaigns as well because i have seen in certain agencies a ppc specialist is expected to work on display campaigns or performance marketing campaigns as well now apart from this you will also work on ad copies developing ad copies for a b testing or any new product or keywords or ad groups and you have to keep a track of updates in google search because you are kind of expected to be an expert in google search if you're a ppc specialist because google ads is so dynamic and every quarter there are new releases around let's say even search campaigns so you are expected to know all of that and whenever they are released for example i have this video here which talks about uh the updates in q4 2021 for google search so you are expected to know all these updates uh whenever they are released now apart from running ads on google ads you are expected to know platforms like google analytics because you kind of have to do some extensive research on what kind of i mean the post click analysis of the traffic you are sending to their website for example if you're using certain keywords and ad groups you have to do research in google analytics that what kind of traffic is each keyword getting the user and the advertisers and are they doing let's say generating leads or sales so you need to know platforms like google analytics as well even if you are a ppc specialist not just google analytics you probably will have to do some kind of extensive tests in terms of trying different bidding strategies trying different keywords negative keywords variations of keywords and you probably will have to do a lot of a b testing with the ad copies with a lot of things even maybe suggest some changes on the landing page as well but as a ppc specialist in a medium or big agencies you will not regularly attend any meetings with the clients because it will be probably your manager but you obviously will have to support them and provide different kind of reports for those meetings which they will attend now similarly if you are a social media specialist or associate or analyst so in that case you will run optimize and report on social media campaigns you will run campaigns on facebook instagram and all social media platforms and as a social media analyst or specialist you are expected to know for example if you are running facebook campaigns you are expected to know all the campaign objectives and types on facebook you are expected to know when to use let's say legion campaigns and when to use traffic campaigns you are expected to know different kind of formats and the best use cases for them let's say you are expected to suggest to your manager or a strategy team that what kind of formats they should suggest whether it's carousels whether it's static images whether it's stories so you are expected to know all of that and you are expected to know what kind of targeting you should use on each platform for example if you are running a campaign on twitter you need you you need to understand that okay i can target people following certain handles if you want to run campaigns on linkedin you need to know that okay on linkedin we can run an in mail campaign we can run a display campaign and similarly on linkedin we can target people specifically in certain job roles we can target people working for certain companies so you are expected to know all of this and even suggest to the clients and do extensive tests and know the best practices across all of these things so accordingly if you are into display and video or programmatic specialist or you are an associate or analyst what you are expected to do is run campaigns on dsps like tv 360 you need to know the programmatic advertising platforms you need to know different kind of deals you need to know uh how to set up a programmatic deal a programmatic guaranteed deal you need to know how to run open auction when to run open action what are the best practices if you run an open auction campaign what are the brand safe guidelines you will use what kind of targeting will you do what kind of bidding strategy will you use for different objectives for your clients and different kind of advertisers you are expected to know multiple dsps let's say dv360 you are expected to know yahoo gemini you are expected to know major uh traffic you are expected to know major ad networks let's say tabola let's say dynami and all these platforms and even in certain cases i mean the agencies do not work with these ad networks do you so for example if i want to work with dynami as an ad network one option is they will provide us as an agency provide access to us so we run our own campaigns in their platform but in most of the cases these ad networks have a managed uh scheme as well where you provide them the creative's budget they run the campaigns for you and you obviously have visibility so as a programmatic or display analyst you are expected to know how to look at the reports how to suggest them what to do and keep basically a track of what they are doing and you are kind of owner of that channel in that case as well and apart from that if you are a programmatic analyst you need to have knowledge of programmatic advertising not just running a campaign on dv360 but you need to know while setting up the campaign what kind of instructions to give the to the adopts team in terms of the tracking and you need to know if to ch how to check in campaign manager 360 if the tracking is working fine and how to generate different kind of reports in even campaign manager 360. now usually there is adopts teams who set up these campaigns but in terms of reporting as a programmatic analyst you are expected to know all that as well now moving on to our next sub-specialization let's say you are an e-commerce we are still discussing we discussed the interns now we are discussing the specialist role or analyst role or associate role and within that we are expecting uh ppc analyst we discussed the ppc analyst we discussed the programmatic and display unlist we discussed the social media analyst now we are discussing if you are specifically uh an e-commerce uh specialist now if you are working for a smaller agency where you don't have these separate people for separate specializations then you are expected to know most of this so as an e-commerce specialist or associate you are expected to know in-depth uh knowledge you you are expected to have in-depth knowledge about how to create a google merchant store how to run shopping ads how to create a facebook catalog how to create an instagram shop and how to promote these as well how to run catalog ads on facebook how to run shopping ads on google ads as well as you are expected to know how to work with the website development team you need to have a basic knowledge that okay how to request how will you connect the feed and the product feed on the website to your google merchant center what are the best use cases if they are using a certain technology and you also need to have understanding of email automation tools like eloqua mailchimp and products like these so that in case you are creating dynamic retargeting ads you are creating email automation workflows so you need to know all this because they are very specific to e-commerce similarly if you are a lead generation specialist or associate or analyst you are expected to know how to create a different kind of funnels in google analytics as well as how to create landing pages for the funnel and connect them with each other and how to kind of create an overarching strategy from running the campaigns till finally making a sale because there are usually multiple steps involved in this and there are specific type of landing pages you create for example if you see any ad on facebook or youtube about someone promoting their course click on it you will see that the landing page is specific it's about the customer reviews it's about they talking about the course then playing a video then you are asked to register so this is a bit different strategy than what we usually do in let's say facebook and google and programmatic platforms so as a lead generation specialist you are expected to know all these platforms which help you to do this and you are expected to kind of know the strategies you will suggest to your clients now moving on to our next role which is a manager or l3 now if for example your role can be a digital marketing manager or if your agency has specific teams for ppc and specific teams for social media then your role might be a ppc manager or a social media manager now as a manager there will be specialists who will report to you for example if you are a ppc manager there will be ppc specialists who report to you now if your agency does not have specific teams then you will be a digital marketing manager and there will be people digital marketing specialists who will be kind of reporting to you and you will also manage the team and within your agency and look at their management aspect of your team like distribution of workload team growth and learning but you the main difference between the specialist and the manager is one the managers usually do not run campaigns themselves unlike the specialist and you will be in touch with the client more than a specialist in certain agencies the specialists do not even talk to the clients it's the managers only who do but yeah even in other agencies managers talk more to the clients than specialists because specialists are mostly focused on the execution of the campaigns running the campaigns and making them live and managers are the ones who overlook at the reports and kind of report them to the clients now to get hired as a digital marketing manager you are expected to have like three to four years of minimum hands-on experience on any of the platforms or multiple platforms but even if you are a ppc manager you are still expected to know like a little bit and the fundamentals of social media marketing on let's say you should know how a facebook campaign works and what kind of results you should expect and because as a digit even if you're a ppc manager because you will be kind of working for a bigger project which will be split in social media and others because you kind of will have to understand uh if facebook is generating better results why how to justify that if facebook is generating your channel is generating better results how to justify that so you kind of can be specialized you have at least hands-on experience on one specific channel let's say on google search or social media but you still are expected to know about other channels as well now the main job role of a manager i would say apart from um reporting to the client and talking to the client are one internally within your agency you'll be talking a lot to the planning team because whenever a media planner or planning team creates a media plan you have to kind of qa that or at least the planners will ask you about different kind of numbers like they are running a new campaign they're planning a new camp and they're working on a media plan they will ask you about the let's say the cpm rate cpc rates expected in a certain market or a certain country or a certain city or for a certain kind of advertiser now you will be providing them those numbers or even if they come up with those numbers they will send the plans to you for kind of qa and cross check about the rates they have mentioned in the plans now apart from that you will be also extensively working with creative and others because when you report to the client you have an aspect of telling them what kind of a b test did you do for creative what kind of learnings you have in terms of creative and ad copies so you kind of have to extensively work with the creative team as well in terms of how they are adapting even if client decides the messaging and the concept creative concept for a campaign you still have to give your comments on the adaptations that the creative and designing team does now as i told you before you will be extensively working on reports for the clients for example any campaign end of campaign reports it will be generally a digital marketing manager who will be uh kind of presenting the report now in certain cases for example if you are a ppc manager and it has a little bit budget on the campaign had a little bit budget on social media as well so both of you managers will kind of present this report to the client you will present your part and they will present their part and you will be extensively a part of the qbr's as well even if you are not presenting let's say you're a big team a director or a consultant or a senior manager is presenting but you will still be part of all the qbrs you might have few slides to present and apart from that i mean mostly in the agencies what i have seen is if there is an existing client and all the recurring uh strategies it is the digital marketing manager who kind of works on those strategies for example if i am a digital marketing manager and i handle a client let's say nissan now nissan has recurring campaigns they are similar they're kind of let's say have same audience like say there is one campaign called sunny launch nissan sunny launch and then there is let's say nissan ultima launch these campaigns are kind of similar you have been working with them you know the audience you know the strategies you put in place so these kind of strategies for ongoing recurring campaigns it's usually the digital marketing managers who work on these kind of strategies obviously sometimes you need help for example if the strategy the campaign has social media part uh the digital marketing manager or social media marketing manager they will provide the slides for the social media part but you will be working on your part or the whole strategy for a recurring project now this leads us to our next level which is l4 now we discussed about interns we discussed about specialist analysts and associates then we discussed about managers as i told you these level these levels can have multiple levels like a senior marketing manager they we can have a junior uh digital marketing associate a senior digital marketing associate but they typically do the same work this is just to differentiate between the experience they have and the next level we have is our digital marketing consultant what digital marketing consultants primarily do is they step ahead of uh like digital marketing managers are specific about they have to look at the metrics they have to look at the cpcs they are delivering they have to look at the cost per acquisitions they have to look at things like what keywords we are using but what digital marketing consultants do is they kind of move a bit from the technical stuff about these cpcs and nitty gritty metrics and they kind of are between this technical stuff and they also have to keep in mind the business perspective of the client and the business vision and the business perspective of the campaign or the project you are running to get hired as a digital marketing consultant you are expected to have an extensive hands-on experience in digital marketing projects for at least five to seven years to work as a digital marketing consultant you just need you of course need to know about different media channels and vehicles like google ads facebook affiliate marketing and you also need to know ad tech and technology or marketing technology as well as some aspects of marketing and advertising in general now as a digital marketing consultant you will be very less working with the lower management of your clients but you will be usually talking to the higher management in in of of your clients because uh and they won't be they won't be usually talking about the soft metrics as cpcs and all these things they will be talking mostly about the business region and they want what what they want to achieve as a business so you will kind of have to understand and talk in that language and not in cpcs and cpms and you need to kind of as a digital marketing consultant you what you need to do is you need to understand their business region and you need to kind of you you are the owner and responsible for if you're working for a client how you can measure and understand their digital maturity and how you can take it to the next level you need to keep track of the trends what's happening in the market and how you will make sure that with all the changes in digital marketing in general how will you make sure that your client is doing better by every every new campaign in every new project and every new year you have been working with them you kind of need to be their um kind of guide and go to person and you need to be proactive in kind of understanding the market dynamics and they're basically what as an ad tech a digital marketing consultant you basically have to kind of keep thinking about how you will make your clients more digitally mature let's say for example they have been using google analytics now how you can tell them that you have to find use cases and you have to find opportunities in their marketing strategy and marketing stack they have been using you need to kind of tell them about new technologies they should uh imbibe you have to tell them about new platforms in the market which will make their digital maturity even even better so you kind of are their um advisor in terms of marketing technology and marketing strategies in general now as a marketing consultant digital marketing consultant what you are expected is to kind of have and you kind of dictate what a media team does what creative team does what um all these teams even bi and reporting team does for the client you dictate the new strategies the new processes the new workflows and the new technologies they should imbibe you kind of are someone who kind of keeps uh never lets the agency to settle and always aim higher so this is usually what our digital marketing consultant does so basically if i have to sum up in one line you will be kind of a supervisor and you will be a kind of an advisor for the client to suggest them new tech and non-tech improvements in in their marketing now this leads us to our next level which is l5 and after our digital marketing consultant come directors now directors there might be even in some agencies there are specific directors for performance marketing and there are directors for planning in certain agencies there is one um director who looks at all aspects of uh account or multiple accounts for an agency but as a direct even this level can be split in some agencies you will find associate directors and directors who primarily do the same job but it's about how much experience they have previously so the agencies might give them different roles as an associate director or a director now you'll be hired as a director if you have at least eight years of experience that's like the minimum but it's not about the technical skills here at this level what is very important as well is what kind of people skills you have because you will be extensively working one managing the teams within the agency you will have a say in workflows you will have a say in the work culture as well as you will be handling the clients as well now generally you'll be uh communicating directly with the c-suite employees of your client depending on how big your client is as well but you will be kind of having conversations about um the overall or top view of the account overall not just the performance and metrics uh you are delivering so you will also be responsible for um kind of gauging what kind of processes you are working on what kind of workflows you have for the client as an agency and how to improve them let's say you'll be gauging that okay a year ago we needed three days to kind of plan media to create a media plan for a campaign three days to make it live and how how you need to improve those work flows to make sure that okay this year we just need two days with our sla is just two days for providing a media plan and we just need one day as an sla to make our campaign live you also need to understand that what kind of errors have been happening and what kind of preventive measures you took to make sure that uh to make changes in the workflow so that the agency does make less errors so you will be kind of taking those conversations ahead with with the top management uh in your client and apart from that you need to have good people skills negotiation skills because you are the one who will be looking at will be talking to the clients about the different rates uh whether it's media markup or media agency fees or fees for different uh services and you will have a lot of pressure from the client the agency side as well to kind of upsell your services as an agency to the client tell them to go for this particular platform tell them to have i mean have this service from from the agency like let's say for example can range from uh analytics audit or tracking audit so you will sell kind of upsell these kind of services to the client and you will have a lot of pressure from your agency management to kind of make the client spend more if they spend five million dollars last year this year they need to spend six million dollars they need to spend seven million dollars so you need to be good at the people skills the negotiations and you kind of have to look at your team as well that if there is people are resigning how are you hiring you need to take all these decisions about maybe not for junior levels but all the digital marketing managers associate directors directors you are the one who will have a final say kind of who will be hired and you will have the final say of how the team will work what kind of structure will work and if there is a problem in the team how to solve that people within your team will look up to you for kind of their promotions or any pay hikes so you need to be good at those skills as well as a director now as i gave you an idea because you'll be responsible for pnl which is profit and loss of your account as a whole because if you are a director you probably will be handling one account or you'll be a director let's say performance or planning you are also responsible for pnl profit and loss of of the account as a whole so you need to kind of understand that how to make that better in terms of your kpis within your agency that will not be something with the client most of the cases and then also as a director even if you are associated with one account you probably will be pulled to into new business pitches so you need to know a lot of people in the market as well probably in most of the cases and in certain markets i have experience in but yeah i mean you'll be responsible for winning new business pitches you have to be good at presenting you have to be good at talking uh to the clients and in terms of your skill set i mean it is always advisable and desirable by the agencies that the directors have the knowledge about the channels very in-depth knowledge about how each channel works let's say about google ads about facebook ads though there are some i have seen some directors which do not have as much in-depth knowledge about these platforms but i have seen them struggling as well so i would say that directors they don't need to know very specific but they need to kind of have the fundamental knowledge about each channel and marketing and they need to understand what's going on in the market the new trends the new projects they can talk to clients about so you need to have knowledge at this level as well now beyond this a director when they're promoted they become a general manager they become a ceo or they become a partner of an agency which is kind of not related to digital marketing somehow so that's the last role we were discussing in this one i hope this video was helpful or you enjoyed the video thank you so much i will see you in the next one

Channel: Senator We Run Ads

Views: 26,811

Keywords: Senator We Run Ads, Digital Marketing, Social Media Marketing, ovais ahmad, kashmir, performance marketing, performance marketing career, performance marketing life, digital marketing agency, digital marketing career, roles and responsibilities, digital marketing role, kashmiri youtuber, digital marketing in united states, digital marketing in canada, digital marketing in germany, digital marketing in australia, digital marketing in uk

Id: FB9mcsC1viA

Length: 30min 50sec (1850 seconds)

Published: Mon Jul 25 2022