WHAT DOES A DIGITAL MARKETING CONSULTANT DO?
Published: Nov 27, 2024 – The Digital Marketing Consultant develops and executes comprehensive digital marketing strategies to drive awareness, engagement, and conversions across multiple channels. This position tracks and optimizes campaign performance by analyzing lead quality, ROI, and user experience, ensuring alignment with overall marketing objectives. The consultant also oversees the creation and implementation of digital campaigns and collaborates with agencies, vendors, and in-house teams to meet key performance indicators.
A Review of Professional Skills and Functions for Digital Marketing Consultant
1. Digital Marketing Consultant Job Summary
- Digital Strategy Advisory: Advisory on existing digital content strategies across all online platforms
- Channel Identification: Identify suitable channels to promote the business and brand
- Experimentation: Run experiments across channels and help identify which channel should be focused on
- Campaign Optimization: Evaluate performance metrics and optimize campaigns
- Lead Generation Management: Manage a consistent pipeline of quality promotional activities for lead generation
- Content Quality Optimization: Work with subject matter experts to optimize the quality of content
- Performance Ad Campaign Management: Manage Performance Ad Campaigns (Search/Display/YouTube, etc.), including optimizing existing campaigns, as well as launching new campaigns
- Optimization Opportunities: Identify gaps and suggest opportunities for optimization
- Campaign Performance Tracking: Measure and report the performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
- Competitor Analysis: Track competitor activity and strategies
2. Digital Marketing Consultant Overview
- Digital Tactics Execution: Execution of digital tactics, including email, search, and social media
- Web and Content Management: Execution of web and content updates via CMS, HTML, and other techniques
- Digital Analytics Execution: Execution of ongoing digital analytics, including insights and observations
- Digital and Social Audits Support: Support in providing insightful digital and social audits for clients
- Surprise Insights Support: Support in providing “surprise” insights to clients
- Thought Leadership Assistance: Assist in Rooster’s thought-leadership efforts
- Digital Strategy Mastery: Master all aspects of digital marketing strategy, operations, and execution
- Digital Proposal Development: Developing and supporting digital proposals for select clients
- Cross-Functional Digital Expertise: Developing symbiotic expertise in digital with other Rooster digital staff
3. Digital Marketing Consultant Functions
- Client Relationship Management: Deliver an overall excellent service and high relationship management to all clients within the portfolio
- Tailored Marketing Programs: Create and deliver tailored marketing programs that incorporate client’s business and marketing objectives
- Client Business Understanding: Maintain a good understanding of each of the client's businesses, their marketing objectives, and business goals
- Opportunity Identification: Proactively identify opportunities and generate ideas for clients, to help deliver against their objectives and goals
- Stakeholder Relationship Building: Build strong relationships with external stakeholders, clients, and networks through the delivery of high-standard reports and communication
- Partner Collaboration: Work alongside external partners such as PR agencies, developers, and networks, to provide a seamless marketing experience for every client in the portfolio
- Internal Marketing Support: Support Silverbean’s own marketing and new business development teams with case studies, blog posts, and pitch materials
- Project Coordination: Coordinate the execution and correct implementation of the project, collect and unify the data to report
- Budget Growth: Launch new products and increase the budget of existing customers
- Market Trend Advisory: Advise the client on market trends and events of interest
4. Digital Marketing Consultant Accountabilities
- Campaign Execution and Delivery: Oversee the execution and delivery of digital customer marketing campaigns and programs in support of business and marketing objectives
- Campaign Project Management: Manage the development and execution of marketing and/or communication campaign projects from conceptualization through execution and implementation
- Targeted Marketing Campaigns: Deliver targeted marketing campaigns throughout the authenticated and mobile app spaces, including banners and interstitials
- Test Plan Design and Implementation: Design and implement test plans (A/B and multivariate) to optimize user experience and engagement
- Campaign Analysis and Recommendations: Analyze results of marketing campaigns and develop recommendations based on campaign results and effectiveness in meeting business objectives
- Stakeholder Collaboration: Collaborate with stakeholders such as designers, developers, marketing managers, and agencies to actively grow channel capabilities for authenticated sites and mobile apps
- Channel Documentation Management: Maintain detailed channel documentation including procedures manuals, control documents, project requirements, campaign calendars, and forms that are utilized for day-to-day campaign management as well as audit exercises
- Process and Control Improvement: Continuously explore opportunities to improve processes and controls to ensure adherence to all relevant corporate and business practices and policies and to mitigate potential operational and reputational risks
- Client Relationship Management: Develop an in-depth understanding of client needs and establish a cohesive, trusting relationship ensuring satisfaction
- Project Prioritization: Analyze and prioritize project needs, and set the objectives of the project together with the team of specialists
5. Digital Marketing Consultant Responsibilities
- Marketing Strategy Development: Develop and lead a comprehensive marketing strategy, from ‘top-of-the-funnel’ awareness through conversion within the digital marketing space
- Digital Marketing Planning: Develop digital marketing strategy and annual plan for assigned business lines, including key tactics and programs to deliver/exceed targeted goals and objectives
- Media Planning and Buying: Manage digital media planning and buying
- Digital Marketing Presentation: Present the digital marketing plan and rationale as well as the results of digital marketing efforts to senior management and key stakeholders
- Performance Optimization: Track and optimize the performance of digital marketing
- ROI Analysis: Provide insights and analysis to determine lead quality and ROI from various digital marketing campaigns within and across various digital channels
- Analytics Strategy: Develop a targeting and analytics strategy to optimize user experience and engagement
- Digital and Offline Integration: Ensure integration of digital marketing strategy and tactics with other marketing efforts with offline and direct marketing teams
- Project Management: Ensure all digital projects go forward while effectively adhering to initiative goals, disseminating information for the creative and web development teams, and providing technical input on expectations for projects
- Campaign Direction: Direct agencies, vendors, and in-house teams in the creation and implementation of effective digital campaigns that meet key performance indicators