It seems that Spanish companies have started to wake up in terms of digital transformation. According to a study by the ISDI Digital Business School, Spanish companies increased their spending on digitalization by 41%.

This digital transformation is shaping the strategy of all companies, it is true that it is a great challenge for companies, but at the same time a great opportunity.

Digitalization has opened the door to new professions, digital profiles with new names and acronyms.

In this article we want to focus on one of these new figures, specifically that of Digital Manager, also known as Chief Digital Officer (CDO).

In some media, we can find that they differentiate the figure of the Digital Manager from that of Digital Marketing Manager. It should be noted that depending on the type of company and its structure, both figures could exist.

Differences between a Digital Manager and a Digital Marketing Manager

El Digital Manager He is a key figure within the company regardless of the type of business, he is responsible for the general image of the company, but above all for the digital area. He is responsible for growing the reach of the brand he represents, he must define the digital strategy of the company, ensure that Digital Marketing actions achieve good results and that they are effective in order to generate business. It also needs to help improve and introduce digital change within the organization.

On the other hand, the Digital Marketing Manager is responsible for creating the company's Digital Marketing Plan and reporting the main KPIs (Key Performance Indicators) of the Marketing Department to the Digital Manager. It should also be noted that this is the most demanded profession with 28% of the offers according to the study Top 25 Digital Professions by Inesdi.

What are the functions of a Digital Manager?

Leading Change

He is the person responsible for leading the change towards the digital transformation of a company, helping to move from the offline world to the online world. He is responsible for digitally directing and training workers or future employees of the company. You should know all the departments of the company and know what is being done in each of them.

Generate commitment

Generate an approach and commitment from management and other departments of the company to Online Marketing. It is essential that the Digital Marketing department is involved in all departments of the company to achieve the objectives set.

Analyze and monitor

The Digital Manager must understand the situation in which the company finds itself, know all the departments that each of them carries out to begin preparing the company's digital strategy to achieve the objectives that have been set.

Plan the Digital Strategy

Designing digital identity to achieve the objectives set by the company, where one of the central axes must be the relationship with the customer, offering a unique customer experience. The Digital Manager must be a strategist, he must help improve the company's competitive position.

Optimize the user experience

The Digital Manager must be responsible for anticipating customer needs, creating value and offering good user experience.

Measure and inform

In addition to analyzing the performance of all Digital Marketing campaigns, it should also help identify and improve internal processes that may influence the user experience, such as: logistics, finance, customer service, etc.

Experiment

Identify trends and evaluate emerging technologies. In the digital world, new tools appear that can make our work easier.

What are the functions of a Digital Marketing Manager?

Get to know the competition and the sector

You should conduct market research and analyze competitive strategies.

Carry out the Marketing Plan

This Marketing plan must include a communication protocol, a management protocol and a crisis protocol.

Establish the Marketing Budget

He is responsible for determining the budget that will be allocated for each action.

Oversee the Marketing team

Another function of the Digital Marketing Manager is to oversee the tasks performed by the different employees of the Marketing team, such as the Community Manager, the Content Manager, the professionals of SEO and SEM, among others.

Analyze the results

Previously, the Digital Marketing Manager must have designed a series of Dashboards that include the main metrics (KPIs) to know at all times if we are meeting the objectives set. Los Dashboards for Marketing they will allow us to visualize and analyze data from different sources in a fast and agile way.

As we mentioned before, they are two figures that, depending on the company, can be the same person, although the ideal is that they exist separately. And these are profiles that are increasingly in demand by companies.

With the era of digital transformation, the important thing is not to trust or settle in, we can never stop learning, especially when it comes to the digital world. Everything moves very quickly, so it's vital to train continuously and keep up to date with new trends and not be left behind.

It's important with a manager who knows how to manage talent so that they keep the team's motivation at a high level. If you want to encourage a manager, you have to provide him with freedom of action, agility in approval processes, digital tools and, why not, if he achieves objectives... have a detail for your co-worker.

For this reason, on April 17, we prepared a seminar in which we explained from a very practical point of view how to become a Successful Digital Manager. The presentation was given in English by Heidi Collin (Digital Strategy Consultant at Novicell Denmark). You can see all the information about future talks in the seminars section of our website.

How can we help you?

If you need more information, do not hesitate to contact us.