A Digital Media Specialist is a professional who plays a vital role in the ever-evolving world of digital media. They are responsible for creating, implementing, and managing various digital media strategies to promote brands, products, or services. In this blog post, we will describe the primary responsibilities and the most in-demand hard and soft skills for Digital Media Specialists.

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Main Responsibilities of a Digital Media Specialist

The following list describes the typical responsibilities of a Digital Media Specialist:

Adjust

Adjust budget distributions and bid parameters to deliver efficient results.

Assist with

• Assist in follow-up task management and internal team communication.

• Assist with copywriting for web and other media projects as required.

• Assist with social media creation and management.

Build

Build out campaigns in the platform according to specifications.

Collaborate with

• Collaborate with internal teams to align digital marketing strategies with overall business goals.

• Collaborate with media agency and media vendors to create and execute tactical media recommendations.

• Collaborate with other departments to manage company brand and reputation *Other duties as assigned.

• Collaborate with web developers to ensure website functionality and user experience.

Communicate with

Communicate with business leaders and participate in the decision making around bidding strategies.

Conduct

• Conduct competitive analysis to identify opportunities and threats in the digital landscape.

• Conduct keyword, placement & market research to make additions to new and existing campaigns.

• Conduct market research and analyze audience behavior to identify target demographics.

• Conduct search ad copy & banner ad testing per best practice to drive performance improvements.

• Conduct user experience (UX) testing and make recommendations for improvements.

Coordinate

• Coordinate the creation of digital content.

• Coordinate the creation of digital content (e.g. website assets, blog images & student materials).

• Coordinate with graphic designers, videographers, and content writers to create compelling digital assets.

• Coordinate with planner and digital media team as well as taking care of company's client.

Create

• Create and edit graphics for social media, newsletters, presentations, funding pitches, etc.

• Create and ensure accurate reporting to account / client specifications & KPI's.

• Create and implement community engagement strategies and campaigns tailored for different audiences.

• Create and manage online communities and engage with the audience through social media platforms.

• Create campaigns that encompass multiple locations / geos and lines of business.

• Create content – including graphics, build community and spark engagement.

• Create interesting video titles that resonate with the channel's audience.

• Create new processes and templates for content development.

• Create new short video products to support the campaign.

Design

• Design digital media campaigns aligned with business goals.

• Design digital media campaigns that align with the goals of our business.

• Design media campaigns according to business goals.

Develop

• Develop and execute digital media campaigns to increase brand awareness.

• Develop and execute strategies for social media advertising campaigns.

• Develop and execute the social media and blog calendars.

• Develop and implement strategies for lead generation and conversion.

• Develop and implement strategies for remarketing and retargeting campaigns.

• Develop and maintain relationships with media partners and publishers.

• Develop and manage keyword lists, weighing in on ad copy and best practices where needed.

• Develop and schedule digital content (e.g. social media, website, blogs, press releases).

• Develop dashboards with Data Studio to help automate and simplify the online analytics process.

Edit

Edit existing video clips for use in parent workshops, staff training, and on social media.

Enhance

Enhance our web presence to boost brand awareness.

Enrich

Enrich our culture of uniqueness, inclusivity, and empowerment.

Ensure

Ensure client accounts are maintaining performance against targets / objectives.

Establish

• Establish our web and band presence.

• Establish our web presence and boost brand awareness by doing so.

Execute

• Execute account maintenance.

• Execute both site direct and programmatic media buys.

Find

Find ways to reduce risk of click fraud.

Follow

Follow trend of digital marketing and social media.

Generate

Generate regular reports and provide insights on key performance indicators (KPIs).

Handle

Handle matters expeditiously, proactively, and follows through on projects to successful completion.

Help

Help to drive innovation and creative performance media solutions for clients.

Identify

• Identify and engage with influencers and brand ambassadors to expand the brand's reach.

• Identify opportunities for content partnerships and collaborations.

Integrate

Integrate creative material onto the ad server.

Interpret

Interpret and provide insight on performance reporting data for clients on a regular / ad-hoc basis.

Keep

Keep abreast of PPC and SEM trends.

Keyword

Keyword performance and ad copy development.

Launch

Launch and optimize various PPC campaigns.

Lead

Lead QA, checking all materials for accuracy and completeness.

Learn

Learn how to traffic campaigns through CM360.

Liaise with

• Liaise with Marketing, Sales and Product development teams to ensure brand consistency.

• Liaise with other development teams to ensure brand consistency.

Maintain

• Maintain a schedule of digital campaigns and ensure that the media agency is on time and on budget.

• Maintain a strong online company voice through social media.

• Maintain organization for all team tasks, assets, documents, and deliverables.

• Maintain partnerships with PPC ad platforms and vendors.

• Maintain strong ongoing communication while consistently multi-tasking.

Manage

• Manage and drive strategies across all paid social channels.

• Manage and monitor online advertising campaigns across various platforms.

• Manage and optimize paid search engine marketing (SEM) campaigns.

• Manage client calls and conduct client presentations with support.

• Manage client requests (ie, plan changes, budget changes, deadlines).

• Manage digital advertising budgets and allocate resources effectively.

• Manage digital media assets and maintain an organized digital media library.

• Manage digital projects end-to-end.

• Manage end-to-end digital projects.

• Manage quick turnaround times for video projects and liaise with appropriate offices.

Monitor

• Monitor and manage online reviews and reputation management.

• Monitor and negotiate campaigns with media partners.

• Monitor and report ROI and KPIs.

• Monitor and respond to customer feedback and inquiries on digital channels.

• Monitor budget and adjust bids to gain better ROI.

• Monitor campaign performance and own all programmatic optimizations.

Optimize

Optimize website content and structure for search engine optimization (SEO).

Oversee

• Oversee accounts on search platforms (e.g. Google AdWords, Bing).

• Oversee daily spend in line with targets and monthly budgets.

Participate

• Participate in forming effective paid search strategies.

• Participate in various A / B tests.

Perform

• Perform necessary conversion tracking implementation with assistance from our Marketing Science team.

• Perform QA on campaign set-up and post-campaign launch.

• Perform testing against various ad extensions.

Plan

• Plan, create, and optimize content for digital platforms such as websites, social media, and email marketing.

• Plan, teach, and co-teach lessons.

Prepare

Prepare weekly reports on performance and new insights.

Present

• Present media recommendations and participate in client facing activities as needed.

• Present performance updates to clients on a regular and ad hoc basis.

Produce

• Produce regular metrics reports with actionable insights.

• Produce regular web traffic, social media, SEO and SEM reports.

• Produce reports for management (e.g. dashboards).

• Produce weekly / monthly reports, covering all paid media channels & performance data.

Provide

• Provide and implement direct marketing methods to add value for our clients.

• Provide excellent customer service.

• Provide in-depth optimization suggestions based on account performance.

• Provide insightful updates to media and agency partners on the status of all account projects.

• Provide Library services to students, teachers, and families.

• Provide traffic and cost estimates.

Research

• Research and discover new tools / systems to help improve media development.

• Research for search engine keyword, target audience, consumer demand for propose media campaign.

Select

Select and create thumbnails that generate high click-through rates.

Showcase

Showcase innovative, conceptual design and demonstrate strong problem-solving skills.

Source

Source and manage external content development via top freelancer websites.

Stay abreast of

• Stay abreast of industry regulations and ensure compliance with data privacy laws.

• Stay abreast of new products and continuously improve your knowledge.

• Stay current with the digital media landscape.

• Stay informed about emerging digital marketing tools and platforms.

• Stay updated with best practices in digital media and share knowledge with the team.

• Stay updated with the latest trends and technologies in digital media.

• Stay up to date on media market trends, new markets, and competitive activity.

Strategize

Strategize for the channel's optimal viewership and engagement growth.

Suggest

• Suggest and develop new campaigns across multiple channels.

• Suggest and implement direct marketing methods.

• Suggest and implement direct marketing methods to increase profitability.

Support

• Support and develop strategies for clients.

• Support and Offload Account Strategy from Account Managers.

• Support with account and campaign forecasts.

• Support with adhoc technical projects managed by Innovation Lead.

Take

Take event pictures that will be used for social media post and potential Print Ads.

Test

Test learning innovations to support Innovation Lead with deployment to clients.

Track

• Track KPIs to assess performance and pinpoint issues.

• Track performance and optimize investments (audiences, bidding strategies, keywords, etc.).

• Track statistic of media data and analyze the information.

Train

Train and support faculty in use of the library, its resources, and academic technology.

Understand

• Understand ins and outs of Google Analytics.

• Understand optimizing video for all social platforms (Facebook, Instagram, YouTube, etc.).

Update

Update content on the site once created.

Use

• Use analytics to create titles that go viral.

• Use competitor monitoring tools to analyze key trends to derive insight and drive optimization(s).

Utilize

• Utilize data analytics tools to measure and track the effectiveness of digital marketing efforts.

• Utilize email marketing tools to create and manage effective email campaigns.

Work

• Work across a portfolio of clients managing day to day while driving towards longer term objectives.

• Work alongside other teams to deliver an integrated digital marketing solution.

• Work closely with Analysts to own new testing and optimizations ideas to drive campaign performance.

• Work collaboratively, coordinate and communicate with internal and external partners.

• Work cross collaboratively with other teams such as creative, client services and analytics.

• Work with external website developer to create the campaign website.

Write

• Write attractive and concise copy for ads.

• Write compelling and creative short-form ads efficiently.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Digital Media Specialist:

1. Proficiency in digital marketing platforms such as Google Ads, Facebook Ads Manager, and LinkedIn Ads.

2. Knowledge of web analytics tools like Google Analytics or Adobe Analytics.

3. Familiarity with content management systems (CMS) such as WordPress or Drupal.

4. Expertise in search engine optimization (SEO) techniques and best practices.

5. Proficiency in email marketing platforms like Mailchimp or Constant Contact.

6. Experience with customer relationship management (CRM) systems like Salesforce or HubSpot.

7. Knowledge of HTML, CSS, and web design principles.

8. Proficiency in graphic design tools like Adobe Photoshop or Canva.

9. Experience with video editing software such as Adobe Premiere Pro or Final Cut Pro.

10. Understanding of data analysis and reporting tools like Excel or Google Data Studio.

11. Knowledge of marketing automation platforms such as Marketo or Pardot.

12. Experience with social media management tools like Hootsuite or Sprout Social.

13. Familiarity with digital project management tools like Asana or Trello.

14. Proficiency in creating and optimizing landing pages using tools like Unbounce or Leadpages.

15. Knowledge of conversion rate optimization (CRO) techniques and tools.

16. Experience with e-commerce platforms such as Shopify or Magento.

17. Proficiency in creating and managing Google Display Network (GDN) campaigns.

18. Knowledge of programmatic advertising platforms and real-time bidding (RTB).

19. Familiarity with website analytics tools like Hotjar or Crazy Egg for user behavior analysis.

20. Understanding of mobile marketing strategies and mobile app analytics.

Most In-demand Soft Skills

The following list describes the most required soft skills of a Digital Media Specialist:

1. Excellent communication skills, both written and verbal.

2. Strong analytical and problem-solving abilities.

3. Creativity and the ability to think outside the box.

4. Detail-oriented and organized approach to work.

5. Strong project management skills and the ability to multitask.

6. Adaptability and willingness to learn and keep up with industry trends.

7. Collaboration and teamwork skills to work effectively with cross-functional teams.

8. Time management and the ability to meet deadlines.

9. Strong interpersonal skills for building relationships with clients and stakeholders.

10. Data-driven mindset and the ability to derive insights from analytics.

Conclusion

As the digital landscape continues to evolve, the role of a Digital Media Specialist becomes increasingly important for businesses to effectively reach and engage their target audience. By possessing a combination of technical expertise and essential soft skills, these professionals can create impactful digital media strategies that drive brand success in the ever-competitive digital world.