Financial ServicesISCO 2431
Online marketer
Online marketers use e-mail, internet and social media in order to market goods and brands.
Check yourself in a minute: online marketer
Rate 5 of the 28 essential skills of this occupation (European ESCO data). No account needed.
perform online data analysis
implement marketing strategies
manage budgets
execute email marketing
use content management system software
About online marketer
As an online marketer, you will develop and execute comprehensive digital marketing strategies that leverage email, social media, web platforms, and e-commerce channels to build brand awareness and drive customer acquisition. Your daily responsibilities include planning and implementing targeted marketing campaigns across multiple digital channels, analyzing campaign performance data to optimize results, and creating engaging digital content that resonates with target audiences. You'll manage marketing budgets strategically, collaborate with content creators and designers, and continuously adapt strategies based on data insights and evolving market trends to ensure maximum return on investment.
Key Work Functions
Core areas of responsibility for a online marketer.
1
Digital Strategy Development and Planning
- Develop comprehensive digital marketing strategies aligned with business objectives
- Conduct web strategy assessment to evaluate current digital presence and identify gaps
- Plan digital marketing campaigns including timeline, channels, and success metrics
- Develop content marketing strategy that aligns with target audience interests and business goals
2
Campaign Execution and Channel Management
- Implement marketing strategies across multiple digital channels effectively
- Execute email marketing campaigns including segmentation, personalization, and automation
- Apply social media marketing techniques to build community and drive engagement
- Manage different communication channels to ensure consistent messaging across platforms
3
Content Creation and Management
- Develop engaging digital content including text, images, and videos for marketing campaigns
- Use content management system software to publish and organize digital content
- Perform video editing and image editing to create visually appealing marketing materials
- Apply strategic thinking to ensure all content aligns with brand voice and marketing objectives
4
Data Analysis and Performance Optimization
- Perform online data analysis to measure campaign performance and ROI
- Inspect data from multiple sources to identify trends and optimization opportunities
- Use analytics tools to track key performance indicators and campaign metrics
- Develop data-driven recommendations for improving campaign effectiveness and efficiency
5
Advertising and E-commerce Marketing
- Apply online ads campaign techniques including PPC, display ads, and retargeting
- Manage e-commerce systems and optimize product listings for better conversion
- Develop promotional strategies and campaigns to drive sales and customer retention
- Test and optimize ad creative, copy, and landing pages for improved performance
6
Budget Management and Reporting
- Manage marketing budgets and allocate resources across channels to maximize ROI
- Track marketing expenses and ensure compliance with company policies and budgets
- Create regular reports on campaign performance, spending, and ROI for stakeholders
- Present marketing analytics and insights to management for strategic decision-making
European Skills Framework
Skills and knowledge areas required for this occupation based on European classification.
Essential (28)
online ads campaign techniquesonline ads campaign techniquesTechniques to plan and implement a marketing campaign on online ads platforms.content marketing strategycontent marketing strategyThe process of creation and share of media and publishing content in order to acquire customers.e-commerce systemse-commerce systemsBasic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.company policiescompany policiesThe set of rules that govern the activity of a company.perform online data analysisperform online data analysisAnalyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.manage budgetsmanage budgetsPlan, monitor, report on the budget and prepare set production budgets.execute email marketingexecute email marketingConceptualise and write targeted customer emails, manage customer emails for the brand email marketing programmes in order to ensure enhanced profit and improved customer communication and prospection...use content management system softwareuse content management system softwareUse software that allows publishing, editing and modifying content as well as maintenance from a central interface.perform video editingperform video editingRearrange and edit video footage in the course of the post-production process. Edit the footage using a variety of sofware, tools, and techniques such as colour correction and effects, speed effects, ...develop digital contentdevelop digital contentCreate and edit digital content in different formats, express oneself through digital means.apply social media marketingapply social media marketingEmploy website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and s...plan digital marketingplan digital marketingDevelop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.perform image editingperform image editingEdit various types of images such as analogue and digital photographs or illustrations.implement sales strategiesimplement sales strategiesCarry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to.perform project managementperform project managementManage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific g...conduct mobile marketingconduct mobile marketingConduct mobile marketing using a mobile device e.g. tablet or smartphone. Gather personalised information and transfer it to customers in order to promote services or goods.apply strategic thinkingapply strategic thinkingApply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.perform copywritingperform copywritingWrite creative texts targeted to a specific audience for marketing and advertising purposes and ensure that the message convinces potential customers to buy a product or a service and facilitates a po...creatively use digital technologiescreatively use digital technologiesUse digital tools and technologies to create knowledge and to innovate processes and products. Engage individually and collectively in cognitive processing to understand and resolve conceptual problem...web strategy assessmentweb strategy assessmentTechniques for conducting a deep analysis of a company's web presence.digital communication and collaborationdigital communication and collaborationCommunicate in digital environments, share resources through online tools, link with others and collaborate through digital tools, interact with and participate in communities and networks, cross-cult...perform market researchperform market researchGather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.execute conversion testingexecute conversion testingPlan, execute and measure conversion tests and experiments to test the possibility to convert one data format into another.inspect datainspect dataAnalyse, transform and model data in order to discover useful information and to support decision-making.apply customer engagement strategyapply customer engagement strategyEngage customers with a company or a brand by employing several methods such as humanisation of the brand and social media usage. The initiative for engagement can come either from the consumer or the...create new conceptscreate new conceptsCome up with new concepts.
Optional (18) — show
intellectual property lawintellectual property lawThe regulations that govern the set of rights protecting products of the intellect from unlawful infringement.neuromarketing techniquesneuromarketing techniquesA field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.ICT communications protocolsICT communications protocolsThe system of rules which allow the exchange of information between computers or other devices via computer networks.printed goods processesprinted goods processesThe various types and characteristics of producing printed goods such as catalogues, flyers, etc.information confidentialityinformation confidentialityThe mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with ...competition lawcompetition lawThe legal regulations that maintain market competition by regulating anti-competitive behaviour of companies and organisations.use e-servicesuse e-servicesParticipate in society through the use of public and private digital services. Seek opportunities for self-empowerment and for participatory citizenship through appropriate digital technologies.adapt to change in marketingadapt to change in marketingStay informed and adapt to developments, innovations and trends concerning marketing such as marketing tools and marketing technologies.protect personal data and privacyprotect personal data and privacyProtect personal data and privacy in digital environments. Understand how to use and share personally identifiable information while being able to protect oneself and others from damages. Understand t...develop inclusive communication materialdevelop inclusive communication materialDevelop inclusive communication resources. Provide appropriate accessible digital, print and signage information and apply the appropriate language to support the representation and inclusion of peopl...plan social media marketing campaignsplan social media marketing campaignsPlan and implement a marketing campaign on social media.deal with pressure from unexpected circumstancesdeal with pressure from unexpected circumstancesStrive to achieve objectives despite the pressures arising from unexpected factors outside of your control.apply information security policiesapply information security policiesImplement policies, methods and regulations for data and information security in order to respect confidentiality, integrity and availability principles.conduct search engine optimisationconduct search engine optimisationExecute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.supervise brand managementsupervise brand managementSupervise the promotion of a particular brand of goods, by liaising with the appropriate departments.communicate price changescommunicate price changesTransparent, straightforward and effective communication with all departments involved; clearly communicate about price changes and their possible consequences.use personal organization softwareuse personal organization softwareUse software tools, such as calendars, to-do lists, time-tracking, contact lists, to help in managing personal efficiency.conduct online competitive analysisconduct online competitive analysisAssess strengths and weaknesses of current and potential competitors. Analyse competitors' web strategies.
Related Occupations
Occupations that need many of the same essential skills, so the move between them is shortest.
digital marketing manager9 shared essential skillsonline community manager8 shared essential skillspublications coordinator7 shared essential skillsbrand manager6 shared essential skillscategory manager6 shared essential skillsmarketing manager6 shared essential skillsnetwork marketer6 shared essential skillstravel agency manager6 shared essential skills
Frequently asked questions
What does an online marketer do?
Online marketers use e-mail, internet and social media in order to market goods and brands.
What skills does an online marketer need?
An online marketer needs 28 essential skills, including online ads campaign techniques, content marketing strategy, e-commerce systems, company policies, perform online data analysis.
Will AI replace online marketer jobs?
The AI disruption score for online marketer is 84/100 (very high risk). Skills most exposed to automation: use personal organization software, execute email marketing, develop digital content. Most resilient: deal with pressure from unexpected circumstances, apply strategic thinking, perform project management.
AI Replacement Risk
84/ 100
Very High Risk
Low riskHigh risk
Skills most at risk from AI
Skills resilient to automation
This is the average for the whole occupation. The AI Career Shield test (about 10 minutes) shows the risk in your own work and what you can do about it.
Check your own AI riskQuick Facts
What are you missing to work as online marketer?
The free skill gap analysis compares your skills with what this occupation requires and shows where to start.
Check your gaps