Variations in the Job Description for Interactive Marketing Manager

At its core, an interactive marketing manager’s job is to get relevant and timely marketing messages in front of current and potential customers. Through a multitude of digital and interactive media, the marketing manager’s challenge is to go where the customers are and match marketing messages to their individual needs. The scope of the job can lead to a variety of specialties being emphasized in job descriptions depending on different employers’ needs.

Emphasizing Digital

Connecting with consumers through mobile devices might be emphasized in an interactive marketing manager’s job description. For example, while all marketing is meant to generate sales, signups or actions on the part of the targeted consumers, the digital marketing aspect can include specifically implementing such things as mobile apps, video promotions online or promotions via text message to elicit these consumer responses.

Emphasizing Web

Managing an organization’s official website and coordinating it with offline marketing and sales methods can be an important focus for the interactive marketing manager. Web marketing duties in a job description can include analyzing site traffic, creating content for the site, moderating online forums or blogs and overseeing general site maintenance. Connecting the website to major social networks and promoting the site online and offline might also be a required part of the job.

Focused on Integration

Integrated marketing communications might be emphasized in an interactive marketing manager’s job description. Integrated marketing involves putting the customer at the center and creating a marketing message that is consistent across all online and offline channels with which the customer interacts, according to the "Journal of Integrated Marketing Communications." For example, writing and promoting emotionally stirring stories and narratives about the core values of the brand or the social responsibility of the organization and its products can be a part of the job description when integration is the focus. Handling public relations tools, such as press releases and editorials, can also be part of the interactive marketing manager’s job where integration is concerned.

Focused on Expansion

Leading a team to create marketing approaches that reach more consumers through the latest technology and media can be in an interactive marketing manager’s job description. Small businesses hoping to grow might expect the manager to have skills and experience reaching consumers through new marketing channels before competitors do. Interactive marketing managers can also be expected to build relationships with third-party vendors and co-marketing partners.