Digital Marketing Executives, as part of a multi-disciplinary team, will help define content strategy as part of an overall marketing campaign. The content strategy is like a road map to meet your overall business objectives. The goal might be to increase awareness of your brand or generate new sales leads. Content marketing involves planning different types of output such as social media posts, podcasts, videos and blogs. Your responsibilities will include deciding on the most appropriate distribution channel for reaching potential customers.

The role includes driving content strategies, planning and executing digital marketing campaigns across many different platforms. These include mobile, websites, social media, video, virtual reality, audio, email and search engines. These campaigns will engage your target audience and convert sales leads into loyal, engaged customers.

Some of the biggest social media companies in the world, such as Google, Instagram, Meta, Tik Tok, Twitter and WhatsApp are based in Ireland. Social media is a vital part of any digital marketing campaign and a powerful channel for advertising. Specific demographics can be targeted, on their preferred social media, with the potential to reach a worldwide audience instantaneously.

Sixty four percent of advertising in Ireland is now digital, with social media experiencing the most growth, followed by video. Companies such as Meta and Alphabet dominate the market with media spend on Tik Tok forecast to grow. Social media advertising is cost effective, raises brand awareness, engages your target audience and is valuable for gathering data. As a Social Media Producer or Social Media Specialist you will create high quality content and devise compelling social media campaigns to boost sales. This could involve designing interactive content to engage your target audience or the use of Social Media Influencers who are increasingly affecting purchasing decisions.

Data analytics plays an important role in assessing and evaluating the effectiveness of any digital marketing campaign. Throughout a campaign, data, such as website traffic, views, likes and shares will be analysed to see what aspects are working and, more importantly, which are not.  The vast amount of data now available makes it possible for advertising to be more targeted. Online, this operates at an individual level, with data on your behaviours informing the advertisements you see.

The role of SEO (Search Engine Optimisation Specialist) is to optimise visibility or ranking of your website in a search engine. Other methods of driving traffic to increase sales include paid services such as Google Ads.

Find out more about Digital Marketing and How to become a Digital Marketing Specialist.