Really interesting question and comments.
I often see 'marketing manager' roles being advertised, and within the job specification, it will say words along the lines of...
"We need a digital marketing manager who understands SEO, Adwords, Paid Facebook Ads, can write good web copy, understands branding and has a solid grasp of design'.
I chuckle to myself thinking 'I've run an agency for 10 years, and I wouldn't call myself an expert in all of those areas'.
The skillsets for a copywriter are of course very different to someone who is going to manage paid ads. Someone with an analytical approach to data, would be wrong placed to become an expert in copy, and would be better aligned with a role in paid ad management.
From my experience the types of people who work in DM fall within;
Data led
Information led
Design led
People normally fall into one of those categories. What they specialise in, will ideally be aligned with that. i.e
Data Led
Google Ads
Social Ads
Analytics Analysis
etc
Information Led
Blogs
Ad text
Website copy
etc
Design Led
Branding
Ad visuals
Web design
etc etc
What people often fail to recognise, is that to undertake some tasks properly, you do need a crossover of multiple people who specialise in different things.
Even something as simple as a Facebook Ad, ideally you may have 3 people involved. A copywriter actually writing the Ad copy, with someone design led creating the graphics....all backed up by someone who is data driven setting the audiences, metrics and monitoring performance, making changes based on the analytics.
The biggest mistake in digital marketing is thinking one person can do everything. The second biggest mistake is thinking that it takes just one person to do anything properly.
