The Digital Marketer Standard is in the Sales, marketing and procurement route of the Institute for Apprenticeships and Technical Education
Use online and social media platforms to design, build and implement campaigns and drive customer sales.
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.
Digital Marketing Assistant, Digital Marketing Executive, Digital Marketing Co-ordinator, Campaign Executive, Social Media Executive, Content Co-ordinator, Email Marketing Assistant, SEO Executive, Analytics Executive, Digital Marketing Technologist.
Individual employers will set the selection criteria, but this might include GCSEs, A levels, a level 2 apprenticeship or other relevant qualifications, relevant experience and/or an aptitude test with a focus on functional maths. Employers are likely to be looking for a proven passion for digital and social media.
Written communication: applies a good level of written communication skills for a range of audiences and digital platforms and with regard to the sensitivity of communication
Research: analyses and contributes information on the digital environment to inform short and long term digital communications strategies and campaigns
Technologies: recommends and applies effective, secure and appropriate solutions using a wide variety of digital technologies and tools over a range of platforms and user interfaces to achieve marketing objectives
Data: reviews, monitors and analyses online activity and provides recommendations and insights to others
Customer service: responds efficiently to enquiries using online and social media platforms.
Problem solving: applies structured techniques to problem solving, and analyses problems and resolves issues across a variety of digital platforms
Analysis: understands and creates basic analytical dashboards using appropriate digital tools
Implementation: builds and implements digital campaigns across a variety of digital media platforms
Applies at least two of the following specialist areas: search marketing, search engine optimisation, e mail marketing, web analytics and metrics, mobile apps and Pay-Per-Click
Uses digital tools effectively
Digital analytics: measures and evaluates the success of digital marketing activities
Interprets and follows:
Can operate effectively in their own business’s, their customers’ and the industry’s environments
Underpinning Skills, Attitudes and Behaviours
Apprentices must achieve one internationally recognised vendor or professional qualification, from the right hand column in the table below. This then exempts one of the Ofqual-regulated knowledge modules, as shown in the left hand column.
Knowledge Modules | Vendor or Professional Qualifications |
---|---|
Knowledge Module 1: Principles of Coding (for level 3 Digital Marketer Apprenticeship) | MTA HTML 5 |
CIW – Site Development Associate | |
Knowledge Module 2: Marketing Principles (for Level 3 Digital Marketer) | Google Squared |
CIM (CIM level 4 award in Digital Marketing) Dot Native | |
CIW – Internet Business Associate | |
Knowledge Module 3: Digital Marketing Business Principle (for level 3 Digital Marketer Apprenticeship) | Google Analytics IQ |
CIM (CIM level 4 award in Digital Marketing) CIW – Data Analytics | |
CIW – Social Media | |
Dot Native | |
Google Squared |