Overview of the role
Use online and social media platforms to design, build and implement campaigns and drive customer sales.
Details of standard
The primary role of a digital marketer is to define, design, build and implement digital campaigns across a variety of online and social media platforms to drive customer acquisition, customer engagement and customer retention. A digital marketer will typically be working as part of a team, in which they will have responsibility for some of the straightforward elements of the overall marketing plan or campaign. The marketer will work to marketing briefs and instructions. They will normally report to a digital marketing manager, a marketing manager or an IT Manager.
Typical Job Roles
Digital Marketing Assistant, Digital Marketing Executive, Digital Marketing Co-ordinator, Campaign Executive, Social Media Executive, Content Co-ordinator, Email Marketing Assistant, SEO Executive, Analytics Executive, Digital Marketing Technologist.
Individual employers will set the selection criteria, but this might include GCSEs, A levels, a level 2 apprenticeship or other relevant qualifications, relevant experience and/or an aptitude test with a focus on functional maths. Employers are likely to be looking for a proven passion for digital and social media.
Written communication: applies a good level of written communication skills for a range of audiences and digital platforms and with regard to the sensitivity of communication
Research: analyses and contributes information on the digital environment to inform short and long term digital communications strategies and campaigns
Technologies: recommends and applies effective, secure and appropriate solutions using a wide variety of digital technologies and tools over a range of platforms and user interfaces to achieve marketing objectives
Data: reviews, monitors and analyses online activity and provides recommendations and insights to others
Customer service: responds efficiently to enquiries using online and social media platforms.
Problem solving: applies structured techniques to problem solving, and analyses problems and resolves issues across a variety of digital platforms
Analysis: understands and creates basic analytical dashboards using appropriate digital tools
Implementation: builds and implements digital campaigns across a variety of digital media platforms
Applies at least two of the following specialist areas: search marketing, search engine optimisation, e mail marketing, web analytics and metrics, mobile apps and Pay-Per-Click
Uses digital tools effectively
Digital analytics: measures and evaluates the success of digital marketing activities
Interprets and follows: -latest developments in digital media technologies and trends -marketing briefs and plans -company defined ‘customer standards’ or industry good practice for marketing -company, team or client approaches to continuous integration
Can operate effectively in their own business’s, their customers’ and the industry’s environments
Technical Knowledge and Understanding
Underpinning Skills, Attitudes and Behaviours
Qualifications Apprentices must achieve one internationally recognised vendor or professional qualification, from the right hand column in the table below. This then exempts one of the Ofqual-regulated knowledge modules, as shown in the left hand column.
The knowledge modules are summarised below and further details are available in the occupational brief available from the Tech Partnership at www.thetechpartnership.com/apprenticeship/digitalmarketer
**| Knowledge Modules | Vendor or Professional Qualifications ** | | -------------- | ----------------------------------------------------- | | Knowledge Module 1: Principles of Coding (for level 3 Digital Marketer Apprenticeship) | MTA HTML 5
|CIW – Site Development Associate|
|Knowledge Module 2: Marketing Principles (for Level 3 Digital Marketer)|
CIM (CIM level 4 award in Digital Marketing) Dot Native
|CIW – Internet Business Associate|
|Knowledge Module 3: Digital Marketing Business Principle (for level 3 Digital Marketer Apprenticeship)|
CIM (CIM level 4 award in Digital Marketing) CIW – Data Analytics
CIW – Social Media
Google Squared |
Individual employers will select which vendor or professional qualification the apprentice should take.
English and Maths Level 2 English and maths will need to be achieved, if not already, prior to taking the end point assessment.
Professional Recognition This apprenticeship is recognised for entry on to the Register of IT Technicians and those completing their apprenticeships are eligible to apply for registration.
Completion of the apprenticeship would also allow access to join as an Affiliate (Professional) member of the CIM (Chartered Institute of Marketing) and/or Associate membership of BCS.
Duration The duration of this apprenticeship is typically 18 months.
Level This is a level 3 apprenticeship.
Review Date This standard will be reviewed in December 2017.