Final Job Memo

Digital Marketing Specialist

With the prevalence of digital and social media on the rise, digital marketing is increasingly important for businesses. Digital marketing helps business expand their reach, increase engagement, and diversify their consumer base. While many companies use in-house marketing specialists – marketing specialists that work solely for that company – others hire third-party agencies to handle their digital marketing campaigns and materials.

Last summer, I had an internship with a boutique digital marketing agency and was able to gain valuable experience working for a variety of clients. I carried out many different responsibilities; most frequently, I designed and managed social media and email marketing campaigns. At times, I also created brand decks and logos for new clients.

Above all else, a digital marketing specialist serves as the following for a client:

- Guide
- Developer
- Creative
 
I’ll explain each of these through examples from my internship.
 
Guide
 
A guide is a person who advises or shows the way to others. Some people guide others around cities, some through important event planning. Digital marketing specialists guide clients through the following:
 
-       Developing or re-establishing a brand identity
-       Identifying the target consumer base
-       Planning digital media campaigns
 
These tasks can be overwhelming for the client to take on alone, so it is the digital marketing specialist’s job to act as an expert and take them through these steps. For example, during my internship, I was responsible for creating a brand deck for a client. Since the client had a fairly loose brand identity and had not put much thought into their target consumer base, it was my responsibility to work with them to tighten up those areas. Through discussions and research, we locked down those aspects of the brand and I was able to use them to develop the rest of the deck.
 
Developer
 
Once the digital marketing specialist has guided the client through the most important collaborative aspects of the process, they take the role of a developer. In this role, they further develop the brand’s digital identity and develop a plan of action for various social media campaigns. For the client I mentioned previously, I put together multiple visuals-based branding slides, which included logos, key colors, color schemes, and textures. I also elaborated on the target consumer base and the ways in which we would achieve it. Lastly, I developed a social media campaign that outlined the platforms used, the types of posts, and a posting schedule.
 
Creative
 
The role of the digital marketing specialist typically doesn’t end with the guiding and developing. Most out-of-house digital marketing specialists are also responsible for creating the digital media content. Throughout my internship, I created a variety of digital media posts for different clients. The main types of posts we focused on were:
 
-       Instagram feed posts
-       Instagram story posts
-       Facebook/Instagram advertisements
 
I was responsible for the Instagram story posts of one client in particular for most of my internship. We kept a fairly rigorous schedule with two posts each day to make the most out of the platform’s algorithm and increase our reach. Typically, I created one text-based post and one image-based or video-based post for each day. I used a variety of templates and outlines on various platforms and websites but the one that I used most often was Canva.
 


Readability Statistics
 
Passive Sentences: 0%
Flesch Reading Ease: 47.4
Flesch-Kincaid Grade Level: 11.2