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Specialization in Digital Marketing: What Is It and Why Should You Do It?

Specialization by definition is where an entity focuses on the production of a limited scope of goods to gain a greater degree of efficiency. Speaking the digital marketing language, specialization is where a marketer focusses on performing one role which he/she is better at.

What are the basic digital marketing roles?

To look at these roles practically, I will use a scenario so that you understand this practically. Take an example that an agency has been contracted to handle the digital marketing of an event, say Kahill Insights has been contacted to run digital campaigns for the #KISession2.

Project Lead

This person is accountable for the success or failure of a digital marketing project. The project lead plans and monitors execution, and closes the digital marketing projects.  He/she defines the project, builds its comprehensive work plan, and manages the budget.

In our case scenario, the project lead makes sure that all other roles are performing to the best of their capacities and towards the goal of having a successful campaign.

Digital Marketing Strategist

This person is responsible for developing solutions to meet clients’ brand objectives based on consumer insight and data.  He/she spots trends and technologies that play roles in consumer’s lives and also comes up with SEO strategies.

In our example, the digital strategist will come up with a plan of action to execute the digital campaign. He/she will determine what content will be used and how it will be executed and what direction the content will take.

Community Manager

This person manages the day-to-day activities on a client’s social media pages, for example, developing relevant content topics to reach the company’s target customers, Create, curate, and manage all published content.

In our example, the community manager will schedule posts, post on social media platforms and engage with people around the conversation.

Content Creator

This person is responsible for the contribution of information to digital media. They usually target a specific end-user/audience in specific contexts. They can write blog posts, copy for graphics or design artworks for the digital platforms.

In our scenario, the content creator comes up with copy, can design visuals to be used on social media, or write blog posts around the same theme. The content creators follow the direction given to them by the digital marketing strategist.

Media Buyer

As a paid social media buyer, you will manage the strategy, buying, and execution of online media to drive customer acquisitions across the social channel.

Digital Analyst

A digital marketing analyst is responsible for analyzing statistics and looking for ways that the client can improve its online marketing efforts. These efforts include things like social media ads, website banner ads, and online branding.

Client Service Coordinator

A Client Service Coordinator is responsible for coordinating activities related to clients. Client coordinators who perform their duties accurately and efficiently contribute to customer satisfaction by ensuring that clients receive the highest standards of service.

Influencer Manager

An influencer manager reaches out to develop influencer relationships with influencers and tracks mentions and ROI of the partnership.

Advantages of Specializing in Digital Marketing

A digital marketer who performs the same role repeatedly by specializing in it is less likely to make a mistake. He/she is familiar with the pitfalls and issues that a non-specialist performing that task would not know.

Specializing in one role in Digital Marketing means it will be done more quickly and with greater ease and this saves the marketer lots of time.

A person who specializes in one role in Digital Marketing gain more skill in that particular role and this improves the efficiency of that person.

When a person specializes in a particular role, it is easier to create great content for the audience and also makes content personalization easier. This leads to more engagement on your content.

Improves collaboration. Specialization in a particular role allows digital marketers to collaborate with colleagues who specialize in other roles and this improves efficiency and boosts networking.

There are some downsides to specialization in one particular role in Digital Marketing. Work becomes monotonous due to its repetitive nature, also, the person loses flexibility in the roles. It is therefore advisable that you learn the basics in each role in Digital Marketing.

We have the K.I. Sessions Season two where we shall discuss the various roles in Digital Marketing. Here, we shall go in-depth into each role, its responsibilities and how to execute the work. You will learn from people who are performing these roles on a daily basis. They will share their skills, lessons learned and all the other relevant things from their experience.

Here is an in-depth introduction to the K.I Session Season 2.

You can apply to attend any module in the K.I. Session by following this link. http://bit.do/Digital-Roles-Training-Application

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