The primary role of a digital marketer is to define, design, build and implement digital campaigns across a variety of online and social media platforms to drive customer acquisition, customer engagement and customer retention.
A digital marketer will typically be working as part of a team, in which they will have responsibility for some of the straightforward elements of the overall marketing plan or campaign. The marketer will work to marketing briefs and instructions. They will normally report to a digital marketing manager, a marketing manager or an IT Manager.
GCSE grades 9-4 in English and Maths or the equivalent are desirable. Apprentices without English or Maths at Level 2 must achieve these prior to taking the End Point Assessment.
In addition to having good literacy and numeracy skills, you will need to be well motivated and self disciplined. Employers may well require a proven passion for digital and social media.
You must be willing to use and maintain an e-portfolio of evidence.
You will be required to attend an interview before enrolling on this course.
Technical knowledge and understanding will include:
· the principles of coding
· basic marketing principles
· the customer lifecycle
· the role of customer relationship marketing
· how teams work effectively to deliver digital marketing campaigns
· the main components of digital and social media strategies
· the principles of all the following specialist areas: search marketing, search engine optimisation, email marketing, web analytics and metrics, mobile apps and Pay-Per-Click and how these can work together
· similarities and differences, including positives and negatives, of all the major digital and social media platforms
· the business environment and business issues related to digital marketing and customer needs
· digital etiquette
· how digital platforms integrate into the working environment
· the required security levels necessary to protect data across digital and social media platforms
Technical knowledge and understanding is assessed during the programme through a combination of knowledge modules and specified vendor and professional qualifications. These must be passed before the End Point Assessment can take place.
The final End Point Assessment is based on:
· a portfolio, produced towards the end of the apprenticeship, containing evidence from real work projects completed during the apprenticeship which is assessed as part of the End Point Assessment
· a project - giving the apprentice the opportunity to undertake a business-related project over a one-week period away from the day-to-day workplace
· an employer reference
· a structured interview with an assessor - exploring what has been produced in the portfolio and the project as well as looking at how it has been produced
This apprenticeship is recognised for entry to the Register of IT Technicians and those completing their apprenticeships are eligible to apply for registration.
Completion of the apprenticeship would also allow access to join as an Affiliate (Professional) member of the Chartered Institute of Marketing (CIM) and/or Associate membership of BCS.
After finishing school I wanted to focus specifically on IT and achieved better results when doing course work so chose a BTEC National Diploma at Derby College. I really enjoyed focusing solely on IT but having various different disciplines with the IT, it gave me a varied understanding of what is expected within each different branch of IT. My time at the College gave me an understanding of different roles that I could do in a work environment and what skills are applicable in each field. I use of the technical programming skills I learnt at the College on a day to day basis.
The most exciting part of my current role is training and developing new staff members, helping them to learn new technical process and learning transferable skills that can go across the industry.