The global skills and competency framework for the digital world

Digital marketing DIGM

(new)

Planning and executing activities to promote products, services and brands through digital channels and technologies.

SFIA 9 is in development

  • SFIA 9 planned for publication October 2024.
  • The content of this skill may change before publication.

Guidance notes

(new)

Activities may include, but are not limited to:

  • planning and executing digital marketing activities aligned with overall business objectives
  • creating and optimising content for various digital platforms including websites, social media, email
  • managing paid digital advertising campaigns across search, social and display networks
  • implementing and optimising search engine optimisation (SEO) practices
  • using marketing automation tools to personalise and streamline marketing efforts
  • analysing digital marketing metrics and using insights to guide decision-making and tactics
  • conducting A/B and multivariate testing to optimise digital marketing performance
  • managing relationships with digital marketing vendors, agencies and platform representatives
  • staying informed about emerging digital marketing trends, technologies and recognised good practices
  • ensuring digital marketing activities comply with relevant regulations and platform policies
  • collaborating with cross-functional teams to align digital marketing efforts with other business initiatives.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

2 3 4 5

Levels of responsibility for this skill

Digital marketing: Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

(new)

Performs basic digital marketing tasks under routine supervision.

Assists in the implementation of digital marketing campaigns across various platforms.

Collects and organises basic performance data from digital marketing activities.

Contributes to the creation and distribution of digital marketing content following established guidelines.

Digital marketing: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

(new)

Implements digital marketing activities across multiple channels.

Monitors campaign performance and makes basic optimisations.

Assists in the development of digital marketing content. Follows procedures to comply with regulatory requirements and platform policies.

Contributes to the analysis of marketing metrics and prepares reports. Supports the planning and execution of marketing performance improvement initiatives.

Digital marketing: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

(new)

Plans and executes digital marketing activities across various platforms.

Analyses detailed marketing data to derive insights and improve campaign performance. Recommends and implements improvements to digital marketing activities based on performance data.

Manages relationships with digital marketing vendors and platform representatives.

Leads the implementation of marketing automation processes. Applies organisational guidelines and uses appropriate tools to ensure digital marketing activities adhere to relevant regulations and platform policies.

Digital marketing: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

(new)

Leads the development and implementation of comprehensive digital marketing plans.

Oversees the integration with broader marketing and business objectives. Manages budgets and resources for digital marketing initiatives.

Provides guidance on recognised good practices for digital marketing and emerging trends to stakeholders across the organisation. Evaluates and recommends new digital marketing technologies and approaches. Establishes and maintains strategic relationships with digital marketing vendors and platform representatives.

Develops standards and procedures for compliant digital marketing practices.

Keywords
New skill Beta 2