The Web Marketing Manager is responsible for the marketing strategies that a company develops on the Internet. The main objectives of his job are to promote a company’s products and services on the web, increase sales and raise brand awareness.
But what does the profession consist of?
The web marketing manager o consulente web marketing Bari creates and implements online marketing strategies to increase sales, turnover and the commercial success of a company.
First and foremost, they study the market in depth: they conduct market research, study the sector, monitor the activities of competitors (direct and indirect competitors) and analyse the behaviour of current and potential customers. Based on the specific objectives of the company, institution or organisation for which he or she works, he or she develops an online marketing plan, which generally involves the use of several coordinated marketing channels.
Some of the main digital marketing channels of the consulente web marketing Bari:
Search Engine Marketing (SEM), which aims to drive traffic to the company’s website (and thus generate pageviews, registrations or sales), thanks to a better ranking on search engines (Google, Bing etc.) obtained through the purchase of paid advertisements (ads) Search Engine Optimisation (SEO), the aim of which is to increase traffic by improving the ‘organic’ (non-paying) positioning of a site in search engine results of the web marketing manager Bari.
Display Advertising, which is a paid web advertising campaign using banner ads, videos or other high-impact visual formats to capture the attention of potential customers and lead them to visit the company’s website
Social media marketing, which consists of managing the company’s online presence on social networks (Facebook, Twitter, LinkedIn, YouTube, Instagram) to attract new followers and engage existing ones, using specific strategies depending on the platform.
Mobile marketing, which includes all marketing activities targeted at smartphone users, such as the creation and promotion of mobile applications and sites, geolocation-related services etc.
Email marketing, which uses email as a direct marketing strategy to acquire customers, advertise promotions, customer satisfaction or remarketing/retargeting strategies.
Affiliate marketing, which allows you to create affiliate programmes with which to link various other businesses to your own company, and then pay a commission for each customer or lead that the affiliates manage to procure.
Skills of the Web Marketing Specialist Bari:
Putting the marketing plan in place can be very complex and involve various professional figures, each with a specific task: graphic designers, web designers, copywriters, web developers, SEO/SEM specialists, media planners and media buyers. The task of the Web Marketing Manager is to manage all these professionals and coordinate their work, having a budget to invest and divide between the various marketing initiatives.
A great advantage of online marketing over traditional marketing is the possibility of accurately measuring the results obtained in relation to the investment made (ROI). It is in fact possible to obtain information on various metrics related to the advertising campaign, such as the number of impressions and clicks obtained, the CTR (Click-Through Rate), the CPC (cost-per-click) and the CPM (cost-per-thousand-impressions), the number of sales or registrations obtained, the conversion rate and much more information, which once analysed allow you to improve the performance of the web campaign and optimise your investment.
It is one of the Web Marketing Manager’s tasks to identify the key performance indicators (KPIs) to be monitored in order to establish the success of a web marketing strategy and to assess the ROI (Return On Investment), which allows the effectiveness of the investment to be evaluated. Thanks to web analytics tools, the Web Marketing Manager monitors the situation practically in real time, and can decide to modify, stop or optimise a particular campaign depending on the results, working in collaboration with the other departments involved – such as sales or customer service.
Another important task of the Web Marketing Manager is to draw up reports and statistics with the results of campaigns and activities, which he or she presents regularly to company management or representatives of the client companies for which he or she works. These meetings are also used to highlight any product weaknesses or new market trends and to discuss and evaluate these with the various managers involved
