Rita Charitable Trust

Digital Marketing Manager (1 years diploma)

Digital Marketing Manager click here

Brief Job Description: Individuals in this job are responsible for managing all
forms of digital marketing activities like Search Engine Advertising, Search Engine
Optimization, Social Media Marketing, Email Marketing etc. to increase brand’s
online visibility and generate leads / sales.

Digital Marketing Manager
Digital Marketing Manager


Personal Attributes: The individual must have excellent written and oral
communication skills with the ability to manage the teams effectively. He/she
should also possess good quantitative skills to be able to make digital marketing
plans and growth forecasts.

Qualifications Pack For Digital Marketing Manager

Keywords /Terms Description
Ad Rank Ad rank is a value determined by Google that determines the position and
location on a page where your ads are shown.
Ad Campaign A set of ad groups that contain ads, keywords and bids. You can have one
or multiple ad campaigns.


Ad Group A set of keywords, ads, bids, placements and targeting methods. Each ad
campaign contains one or more ad groups.
Ad Extension A feature that allows you to display extra information about your business
in your ads, such as address, phone number, additional site links, reviews,
product images and more.


Alt Attribute HTML code that provides information used by search engines to
understand the contents of an image.
Anchor Text The clickable word or words of a link. This text is intended to provide
contextual information to people and search engines about what the
webpage or website being linked to is about.


Authority The combination of signals search engines use to assess websites and
webpages for the purposes of ranking.
Bounce Rate The percentage of website visitors who leave without visiting another page
on that website.


Breadcrumb A navigational element that helps users easily figure out where they are
within a website.
Cached Page A snapshot of a webpage as it appeared when a search engine last crawled
it.


Conversion When someone clicks on your ad and completes a desired action, such as
a purchase or sign up.
Conversion Rate It is the percentage of users who clicked your ad and completed one of
your desired actions that you have counted as a conversion.
Cost Per Acquisition


(CPA)
Cost-per-acquisition is the cost of your total ad spends divided by the
number of conversions.
Click-Through Rate
(CTR)


The rate (expressed in a percentage) at which users click on an organic
search result. This is calculated by dividing the total number of organic
clicks by the total number of impressions then multiplying by 100.
Cost Per Click (CPC) Cost-per-click is a type of bidding wherein you pay for each click on your
ads. You specify your CPC bids depending on how much you are willing to
pay for each click your ad receives.


Landing Page The webpage where people who click your ad will be taken after clicking
on your ad. This page is typically the same one entered into your
destination URL.
Quality Score A key metric that tells you how relevant your ads, keywords and landing
page are to someone who sees your ad.


Canonical URL An HTML code element that specifies a preferred website URL, when
multiple URLs have the same or similar content, to reduce duplicate
content.
Crawler A program search engines use to crawl the web. Bots visit webpages to
collect information and add or update a search engine’s index.

Qualifications Pack For Digital Marketing Manager

Do-follow A do-follow link is a hyperlink without the rel=”nofollow” attribute which
passes SEO benefits and other ranking signals (link juice) to the link
destination.


Domain Authority The overall ‘strength’ of a website, built up over time, which can help a
new page rank well quickly, even before that content has earned links or
engagement.
Inbound Link A link to a webpage that originates from an external website.
Index The database search engines uses to store and retrieve information
gathered during the crawling process.


Split Test Creating a new ad based on a winning ad with a slight variation to see
which performs better.
Search Engine
Optimization (SEO)


It is the process of increasing the quantity and quality of traffic to your
website through organic search engine results.
Search Engine
Marketing (SEM)


It is a form of online marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs) primarily
through paid advertising.


Impression The number of times your ad is shown. An impression is counted every
time your ad is shown on a search engine result pages.
Impression Share This is the number of impressions your ads have received divided by the
estimated number of impressions you were eligible to receive.


Daily Budget The amount you choose for each ad campaign to tell Google how much
you want to spend each day.
Link Building A process designed to get other trusted and relevant websites to link to
your website to help improve your organic search rank and visibility.


Meta Tags Information that appears in the HTML source code of a webpage to
describe its contents to search engines. The title tag and meta description
are the most commonly used types of meta tags in SEO.


Outbound Link A link that directs visitors to a page on a different website than the one
they are currently on.
Page Speed The amount of time it takes for a webpage to completely load. Page speed
is ranking factor.


Query The word, words, or phrase that a user enters into a search engine.
Rank Where a webpage appears within the organic search results for a specific
query.
Remarketing A feature that allows you to reach people who have previously visited your
website.


Ranking Factor An individual component which contributes to a complex series of
algorithms that determine where webpages should appear with the
organic search results for a specific query.
Redirect A technique that sends a user (or search engine) who requested one
webpage to a different (but equally relevant) webpage.


Referrer URL data that identifies the source of a user’s webpage request.
Responsive Website A website designed to automatically adapt to a user’s screen size, whether
it’s being viewed on a desktop or mobile device.


XML Sitemap A list of all the pages on a website that search engines need to know.
Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the


economy whose components share similar characteristics and interests.
Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.

Qualifications Pack For Digital Marketing Manager

Vertical Vertical may exist within a sub-sector representing different domain areas
or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry


Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional analysis
and form the basis of OS.


Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.
Occupational Standards
(OS)


OS specify the standards of performance an individual must achieve when
carrying out a function in the workplace, together with the knowledge and
understanding they need to meet that standard consistently. Occupational


Standards are applicable both in the Indian and global contexts.
Performance Criteria Performance Criteria are statements that together specify the standard of
performance required when carrying out a task
National Occupational


Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.
Qualifications Pack
Code


Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack (QP) Qualifications Pack comprises the set of OS, together with the educational,
training and other criteria required to perform a job role. A Qualifications


Pack is assigned a unique qualification pack code.
Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an ‘N’.
Unit Title Unit Title gives a clear overall statement about what the incumbent should
be able to do.


Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.


Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have a
critical impact on the quality of performance required.
Knowledge and
Understanding


Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge that
an individual needs in order to perform to the required standard.
Organizational Context Organizational Context includes the way the organization is structured and
how it operates, including the extent of operative knowledge managers
have of their relevant areas of responsibility.


Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.
Core Skills/Generic
Skills


Core Skills or Generic Skills are a group of skills that are key to learning and
working in today’s world. These skills are typically needed in any work
environment. In the context of the OS, these include communication
related skills that are applicable to most job roles.

Description
NOS National Occupational Standard (s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework

Develop a digital marketing strategy
Description This OS unit is about developing an effective digital marketing strategy based on the
organization’s goals and objectives
Scope This unit/task covers the following:


• Set-up digital marketing goals based on organization’s objectives
• Identify and understand the target audience
• Identify the digital channels and set-up campaign budgets


• Define KPIs to measure performance of campaigns
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Set-up digital
marketing goals
based on
organization’s
objectives


To be competent, the user/individual on the job must be able to:
PC1. identify and understand organization’s objectives for aligning digital marketing
campaigns towards it
PC2. set-up clear,specific and measurable goals for each digital marketing campaign
Identify and
understand the


target audience
PC3. analyze current customer base to find out their common characteristics and
interests
PC4. research about the key competitors to identify who they are targeting and who
are their current customers


PC5. create the profile of the ideal target customer like their age, location, gender,
interests etc. using all the data collected during the research
Identify the digital
channels and set-up
campaign budgets


PC6. identify the digital marketing channels such as Search Engine Optimization
(SEO), Search Engine Marketing (SEM), social media, email marketing etc.
based on the defined objectives and goals
PC7. set-up and allocate the budget for each digital marketing channel
Define KPIs to
measure
performance of
campaigns


PC8. define key performance indicators (KPI) for each digital marketing campaign to
measure their outcome
PC9. set-up the frequency of performance reports to be created and shared with the
stakeholders

. Organizational
Context
(Knowledge of the
company /
organization and
its processes)


The user/individual on the job needs to know and understand:
KA1. company’s products / service offerings and positioning within the industry
KA2. primary target audience of the company for each product / service
KA3. major competitors of the organization and their offerings and target market
KA4. people to co-ordinate with, to approve and finalize the digital marketing plan
along with the budgets


KA5. existing digital marketing efforts along with the performance of the campaigns
B. Technical
Knowledge
The user/individual on the job needs to know and understand how to:
KB1. work with web and social analytics tools
KB2. do the competitor analysis to analyze their product offerings, customers and
target market


KB3. evaluate the past customer data and do their demographics and interest
profiling
KB4. create the profile of the ideal target customer using the available data
KB5. analyze the past campaign’s data to find out the conversion rates and campaign
Return On Investment (ROI)


Skills (S)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. create competitor analysis report with their product / service offerings,
customers and target market


SA2. create audience analysis report from the data provided by the web and social
analytics tools
Reading Skills
The user/individual on the job needs to know and understand how to:
SA3. stay abreast with the latest digital marketing trends and best practices
Oral Communication (Listening and Speaking skills)


The user/individual on the job needs to know and understand how to:
SA4. communicate and collaborate with team members for relevant data for
research such as customer’s data


SA5. present the digital marketing strategy and implementation plan to the
stakeholders

Develop a digital marketing strategy

B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. decide on which digital channels needs to be targeted based on the past
performance and campaign goals
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB2. plan and allocate the budgets for different digital channels and campaigns
based on the set goals


SB3. manage and meet project / task deadlines successfully
Problem Solving
The user/individual on the job needs to know and understand how to:
SB4. identify technical issues related to the website which affects the visibility and
rankings of the website in the search results
Analytical Thinking


The user/individual on the job needs to know and understand how to:
SB5. analyze the web analytics and past customer data to identify the ideal target
audience
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB6. analyze and understand past campaign’s data and use it to identify best
performing channels

Plan and conduct digital marketing campaigns
Description This OS unit is about implementing the digital marketing campaigns based on the
defined strategy and budgets.
Scope This unit/task covers the following:
 Plan and prioritize the set-up of campaigns


 Delegate tasks to the team members
 Review the set-up of campaigns
Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Plan and prioritize the


set-up of campaigns
To be competent, the user/individual on the job must be able to:
PC1. prioritize the set-up of campaigns based on the expected ROI which will
produce maximum results
PC2. set the timelines and dates for getting each digital marketing campaign live
based on the available resources


Delegate tasks to the
team members
PC3. identify the campaign requirements such as content, advertising copies,
creatives, keywords, landing pages etc.


PC4. delegate the campaign tasks to the team members along with set
completion deadline
PC5. monitor the work progress, review the quality and give feedback to the
team members
Review the set-up of


campaigns
PC6. test and ensure that the conversion tracking is set-up properly for each
campaign
PC7. review the target audience, keywords and scheduling of all the campaigns
PC8. review and ensure that the campaign budgets are set-up as per the plan
Knowledge and Understanding (K)


A. Organizational
Context (Knowledge
of the company /
organization and its
The user/individual on the job needs to know and understand:
KA1. company’s products / services offerings and positioning within the industry


KA2. primary target audience of the company for each product / service

Plan and conduct digital marketing campaigns

processes) KA3. roles and responsibilities of each team member within the marketing
operations
KA4. company’s goals and objectives that need to be achieved through digital
marketing campaigns


KA5. existing digital marketing efforts along with the campaign’s performance
B. Technical Knowledge The user/individual on the job needs to know and understand how to:
KB1. set-up and test the conversion tracking for campaigns on different channels
such as search and social media


KB2. create effective advertising copies for the search and social media
campaigns
KB3. target the audience based on their demographics , interests, behavior and
search keywords


KB4. create list of target audience who have shown interest in the past and
retarget them on different digital channels
KB5. create the audience using past customer’s data and target them in the
campaigns


KB6. do the scheduling of the campaigns based on day and time
KB7. set-up the display network campaigns and target the relevant websites to
display the advertisement


Skills (S)
A. Core Skills/ Generic
Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. draft documents to brief the team members about their tasks, deadlines
and what should be the expected outcome


SA2. create progress report on the execution of digital marketing campaigns for
the stakeholders
Reading Skills
The user/individual on the job needs to know and understand how to:
SA3. stay abreast with the latest digital marketing trends and best practices
SA4. keep updated with the new releases by ad platforms such as ad formats,


new audience targeting features, change in the ad structure etc.