Pros and Cons of Becoming a Web Marketing Manager
Web marketing managers, also known as Internet marketing managers, lead Internet advertising campaigns and work to improve a company's website navigation. Read on for more information, so you can decide if a career in Web marketing is right for you.
| PROS of Becoming a Web Marketing Manager |
|---|
| Possibility of a high salary, plus bonuses and commissions (highest earners made $86,203 annually in 2015)*** |
| Bachelor's degree can be enough education for many positions* |
| Job prospects are excellent for marketing professionals with strong Web knowledge* |
| Offers the chance to express your creativity and critical thinking skills* |
| CONS of Becoming a Web Marketing Manager |
|---|
| Highly competitive field* |
| High stress and accountability (deadline pressure and responsibility for marketing and sales teams)** |
| Extreme attention to detail and multitasking are required** |
| Most jobs require experience* |
Sources: *U.S. Bureau of Labor Statistics, **Washington State University, ***PayScale.com.
Essential Career Info
Job Description
Web marketing managers head the marketing and sales projects for a company or organization's website using a variety of Web development and graphic design software programs. They must manage team projects and ensure that a company's online presence meets the needs of customers and site users. Web marketing managers also must devise ways to increase traffic to their clients' websites by analyzing search trends and other Web analytics.
Salary Info and Job Prospects
Many companies offer Web marketing managers a competitive salary and benefits package. Pay usually depends on a candidate's level of education and experience. Most Internet marketing managers made $32,000-$86,000 annually, according to a July 2015 report from PayScale.com. Web marketing management positions are sought after by many experienced professionals, so you're likely to face competition in the job market. The U.S. Bureau of Labor Statistics (BLS) reported that the marketing management field was expected to grow 13% between 2012 and 2022, which was average (www.bls.gov).
What Are the Requirements?
Education and Training Expectations
Most companies require Web marketing candidates to have a bachelor's degree in marketing, advertising, computer science or communications. A marketing or advertising undergraduate program can teach you how to conduct market research, develop advertising strategies and communicate in a professional manner with clients. A major or minor in computer science might include helpful classes in Web programming or database management. In addition, there are both certificate and bachelor's degree programs available in Internet marketing. Many employers also seek candidates with previous experience, so an Internet marketing internship or entry-level position can help you prepare and gain experience for a Web marketing management career.
Real Postings from Employers
Above all, employers look for Internet marketing managers who have a firm grasp of the technologies needed to successfully advertise and draw in customers online. Holding years of experience is not always required, but more advanced openings request that applicants have both a bachelor's degree and leadership experience. Here are a few Internet marketing management job postings that were listed in March 2012.
- An Iowa university looked for a Web marketing manager with a bachelor's degree and two years of experience in the field to manage Web content development and create websites. Some additional requirements included extensive experience using Microsoft Office, Adobe Photoshop and CMS systems.
- A company in Florida advertised for an Internet marketing department manager with at least five years of experience and a bachelor's degree. Some qualifications included detailed knowledge of Internet advertising, marketing and lead-tracking software.
- A Los Angeles, CA, hospitality company looked for an entry-level Internet marketing manager with a bachelor's degree to lead online advertisements, promotions and social media marketing. No previous work experience was required to apply.
How to Maximize Your Skills
A bachelor's degree in marketing or computer science can prepare Web marketing managers for a career, but a master's degree can help you really stand out in the field. Alternatively, you can complete a certificate program in digital media management or Internet marketing to enhance your skills. Some other valuable skills and qualifications that employers look for include:
- Excellent creative thinking and analytical skills
- Ability to work successfully on several projects at once
- Extensive knowledge of computers and lead management software
- Ability to lead a team
- Excellent written and oral communication skills
Other Fields to Consider
Market Researcher
Marketing researchers gather sales data and information through public opinion polling to determine the products that consumers use and want. While this career requires a bachelor's degree at minimum, the BLS reported that employment was expected to grow at a very high rate (41% from 2010-2020). Marketing researchers earned an annual average salary of about $67,000 as of May 2011.
Web Developer
If you enjoy the technical aspects of creating a website, a career as a Web developer or computer network administrator may be right for you. This career usually requires a bachelor's degree, but some positions only require certification and experience. Job opportunities in this high-growth field were expected to increase 28% from 2010-2020, according to the BLS. The average yearly salary of a computer and network systems administrator was approximately $74,000 as of May 2011.
