Published 23 November 2017 Category: Workplace, Digital Marketing, Entrepreneurs, SMEs, Startups, Business Insights

2 Key Marketing Jobs That Are Vital Today

It’s been said that marketing has changed more in the past five years than in the prior 40. In addition to the data-driven reassignment of roles and responsibilities, the future (and present) of digital marketing also includes two all-new jobs that simply did not exist last year.

They are the Audience Strategist and the Digital Knowledge Manager.

Why You Need an Audience Strategist
An “Audience Strategist” is charged with protecting and growing the value of the collected attention from fans, subscribers, and followers of the brand. The role includes these duties:

  • Audience development: Building in the content promotion programs that will ultimately acquire and/or retain the most targeted A-level audiences to the company’s content platforms.

  • Audience segmentation: Understanding which programs produce the highest-quality audience members, and segmenting them into natural strata of business values.

  • Audience valuation: Auditing audiences to understand what data you have, and what data is needed to enrich the audience asset.

  • Audience integration: Working with disparate parts of the business to understand where and how having insight or access to audiences can help optimise the business strategy.

  • Audience measurement: Managing the audience asset and measuring its value over time as a broader part of a content marketing effort.

At present, like most other organisations, we have different people tackling disparate pieces of the duties above, and we wonder what a cleaner set of responsibilities might yield.

Why You Need a Digital Knowledge Manager
A Digital Knowledge Manager is charged with building and protecting the data that is true about the brand. Structured data is the new FAQ, and the same way you needed a “Webmaster” when your digital presence pretty much started and stopped with your website; you now need a ‘Digital Knowledge Manager’. The role would include:

  • Working directly with employees across Operations, Marketing, PR, SEO, Paid Search, Social Media, and others.

  • Has a focus on embracing leading-edge technologies with the goal of determining what, if any, new or modified digital knowledge is required from the company, and determines how to surface/publish that data for maximum positive impact toward the company’s goals.

  • Acts as an internal educator to drive awareness of trends, changes, and new technologies, as well as consumer adoption and behaviour changes.

  • Arbitrates data discrepancies to guide teams to one common source for data integrity, which will be shared across all teams.

When you actively manage something and make it somebody’s job to do just that, chances of success and growth increase. This is the case with audiences and with data consistency. Sure, you could continue to laissez-faire these responsibilities or split the duties between a few, existing digital marketers. But if you’re serious about the intelligent future, it’s time to create a new role or two and stop leaving success to chance.