What does an online marketing manager actually do?

In our series “What is actually doing …?”, This time we introduce you to the online marketing manager. The series regularly introduces the digital profession.

An online marketing manager needs to be broad

Online marketing managers, or sometimes called digital marketing managers, can be found in pretty much every company – not just the digital sector. They ensure professional positioning and good visibility of the company in digital media. They also take care of digital communication.

The tasks

The online marketing manager organizes and monitors all digital marketing efforts. This includes the conception and implementation of online marketing campaigns, operational and strategic management of SEA accounts as well as display and text campaigns in the Google display network.
He plans content processes, controls the Google Adwords accounts and creates performance reports. He prepares the important key figures for the whole team and takes care of competition and market analyzes. He takes care of the content design of digital campaigns and landing pages and controls the newsletter marketing. He is also responsible for coordinating agencies and editors. In smaller companies, he also takes on the role of social media manager.

Who does the online marketing manager work with?

The online marketing manager works with many people in the company and also with external service providers. The larger the company, the more the area of ​​responsibility shifts to coordination. Content is created by the editorial team or by external parties, the online marketing manager also consults with the SEO manager and sales and has a close relationship with the management.

The profile

Many roads lead to Rome and many to online marketing manager. Most companies, however, require a degree in business administration, media or communication science, media or business informatics. However, many also state that a comparable training is also an option. The obligatory multi-year experience can be found in pretty much every job offer, including those that are advertised as junior or trainee positions. Online marketing is one of the areas in which one can hardly avoid practical experience through an internship in order to be able to show at least some “real” experience for the first position.

As an online marketing manager, you need a high level of initiative, you have to be able to manage a budget, guide and brief people and take on a lot of responsibility. In almost all companies, business fluent English skills are required in this position.

The salary

The salary of an online marketing manager can vary widely, depending on training, professional experience and responsibilities in the company. If you believe the information on gehalt.de * , the average gross annual income of online marketing managers between the ages of 30 and 40 is around 30,000 to 50,000 euros. There you can also make a more detailed comparison, including education and business branch.


As in many digital professions, you have to be very agile and constantly familiarize yourself with new tools on your own. In addition, the importance of online marketing has not yet reached every company and you may have to wrestle with decision-makers to move more budget from classic channels to online marketing. The ideal online marketing consultant india maintains his network extremely well and is always on the lookout for new interesting connections. Not everyone is made for that.

First steps in online marketing

Now you have got a good first impression of the possibilities in online marketing, but now the question arises: If you have a blank slate, what is the best way to start?

Online Marketing Funnel

The possibilities are felt unlimited and the budgets are not. For example, you need specific specialist knowledge or time until the first organic search engine results appear, for example . With this in mind, we have put together a five-point plan that can show you the measures in online marketing.

Step 1: analyze the market

At the beginning of every successful online marketing strategy there is an analysis of the competition and the market in order to understand the current status quo. Which competitors are active in which channels and what are the developments in the respective channels. With this analysis you can quickly see what works very well in the competition and then integrate this learning into your own online marketing set-up.

Step 2: the tracking

Tracking is crucial. Regardless of whether Google Analytics or econda – if you don’t measure, you usually don’t need online marketing either. However, it is crucial that the tracking is set up correctly and, above all, target-oriented. Important macro and micro conversions should be stored in the web analysis software so that the existing online marketing budget can be optimized towards these goals .

Step 3: Online Marketing Goals

You only know if you have been really good with a clear goal. Even before the start of the measures, it should be clear what you want to achieve and which KPIs you want to use to measure success. The goals can be easily derived from the competitive situation and should be set up SMART.

Step 4: reverse funnel strategy

If you think of the conversion funnel, the users who are most valuable are especially in the lower area of ​​the marketing funnel. As an online marketing agency, we take the approach of starting with the online marketing channels that really start in the lower funnel step. The budget is invested with maximum ROI.

Problem: The potentials are exhausted relatively quickly and then the next step is to fill the funnel further from above and guide other users into the customer journey.

Step 5: iteration

Online marketing is a marathon, not a sprint. Iterative improvements to the campaigns bring about significant improvements in the long term. For this reason, ongoing campaigns should also be continuously monitored and measured. The findings from the daily optimization bring the competitive advantage that nobody can take away from you any longer. It doesn’t matter whether you implement it in-house or rely on the expertise of an online marketing agency like SaphirSolution.

The core success factor in online marketing is starting and, above all, testing. Every business model, every target group and every industry work slightly differently. Small differences in business have a huge impact on online marketing itself. For this reason, you should never neglect the time factor in online marketing. Campaigns that get to market quickly generate faster experience curves that the competition can no longer catch up from a certain point.