Digital Marketers: The Mystery Unveiled

Digital Marketers: The Mystery Unveiled

I’m sure by now you’ve found figuratively tons of online information regarding digital marketing.

So, now we hope to answer some of the questions you might have about the people who perform your business’ digital marketing: specialist digital marketers. What does a digital marketer do? What should you expect of the services you receive from your digital marketing agency? Are there different types of digital marketers and what is their role in your digital marketing strategy?

The greatest digital marketers will have a clear outline of how each digital marketing campaign supports their overall marketing goals. The size of the campaign is determined by marketing strategy goals as well as the organic (free) and paid channels at their disposal. They are responsible for building awareness for the business; providing research for prospective customers as well as driving those prospects to conversions.

Digital Marketing Specialists

Digital marketing specialists are those who drive brand awareness and lead generation via all digital channels for a business. These marketing methods can be organic (free) or paid and are used through channels such as:

  • Your business website
  • Social media
  • Search engine rankings
  • Display advertising
  • Blog engines and
  • Email

A digital marketer will focus on various key performance indicators (KPI) for each and every channel in order to accurately measure the business’ online performance. KPIs are measures which are used to assess the success of a digital marketing strategy (commonly measured in conversions).

Digital marketing is an umbrella term that holds all roles of online marketing under it. Just as in traditional marketing, digital marketing is a job that requires many different skills.

In small companies, one person may be able to handle many of the digital marketing tools for a time. However, as the business grows, the responsibilities that come with each role is multiplied, and may require the focus of many specialists. To find all of the necessary skills in one individual is rare, therefore effective digital marketing requires the formation of teams. The rest of this post will focus on the members of this digital marketing team.

SEO Manager / Specialist

Ensuring that a business’ website can be found by the target audience is no easy feat. The role of an SEO specialist is to help the business achieve an acceptable rank on Google and to measure a website’s “organic” traffic.

Traffic generated organically (with free marketing methods) refers to traffic that comes from website visitors who found your business’ page through a Google search.

An SEO specialist uses a variety of approaches in order to optimize your business’ website; this would include collaborating with other specialists to achieve marketing goals. For example: coordinate with content creators to ensure only the highest quality content is produced and performs well on Google.

Main Key Performance Indicators (KPI/s):

  • Organic traffic

Content Marketing Specialist

These are the digital content creators. Digital content marketers are in charge of coming up with a content strategy and keep constant track of the business’ blog-calendar (when to release new blog content).

Content includes static pages; landing pages; blog articles; newsletter; emails and videos. Content marketers often collaborate with other departments to ensure products and campaigns are supported with promotional content on each digital channel.

Main KPIs:

  • Dwell time on page
  • YouTube channel subscribers
  • Overall blog engine traffic

Social Media Manager

Social media manager is a self-explanatory term; however, the industry the business is involved in determines the social networks they manage. These specialists establish a posting schedule for all the written and visual content for a business.

Collaboration with content marketing specialists is common when developing a strategy for which content to post on which social media network.

Main KPIs:

  • Shares
  • Impressions – number of times a business’ post appears on the newsfeed of a user.
  • Follows

Marketing Automation Coordinator

A marketing automation coordinator assists in the choosing and managing marketing automation software. This software allows the entire marketing team to decipher and understand the customers’ behaviours and to measure the growth of the business.

Many of the marketing operations discussed above may be executed separately from one another; however it is vital that there is someone who is able to group these digital activities into individual campaigns in order to track each campaigns performance.

Main KPIs:

  • Campaign click-through rate
  • Lead Generation (conversion) rate
  • Email open rate

Our role as your digital marketing agency includes many roles and responsibilities.

For example, a collaboration between digital marketing specialists may involve:

  • A content marketer creating a series of blog articles in order to generate leads for a new product.
  • The social media marketer would help promote the blog articles through organic and paid advertising on the business’ social media accounts.
  • An email marketer creates an email campaign to send to those individuals who would be interested in the product or more information about the business.

Digital Marketing South Africa

The world of digital and social media marketing is complex and diverse. Furthermore, if you are not using your digital marketing as a tool to market your business then it is guaranteed that you are missing out on incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are equipped with all the tools necessary to help you grow your business.

You do not need to have your own team of digital marketing specialists, ITM can easily fulfil that role for you. But if you have internal resources we can strengthen your team and add much needed expertise in key strategic areas.

We handle all aspects of online marketing, including:

Feel free to contact us for more information about our online marketing services.


It is critical that your web design be modern and use current technology.

In addition your website should support your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilizes the superior professional web design services of ITM Website Design.

The Lesser-known Digital Marketing Tools

The Lesser-known Digital Marketing Tools

Everybody is buzzing about the digital marketing tools: Search engine optimization (SEO); Content marketing; Social media marketing and PPC (Pay per click); but what about the lesser-known digital marketing tools?

The digital marketing tools which form some of the foundation of your online marketing strategy, but that aren’t as exciting. Except, when you hear about their benefits, they turn out to be surprisingly stirring. Today we are going to explore:

  • Affiliate marketing;
  • Native advertising;
  • Email marketing and
  • Online PR and how each can help your business reach its marketing goals.

Affiliate Marketing

What is Affiliate marketing?

Affiliate marketing is a performance-based digital marketing tool that is founded on revenue sharing. It is the method of spreading product marketing across diverse parties, which results in each party receiving a share of the revenue – according to their contribution, of course.

There are many sources on the subject which state that there are either four or three different parties involved in affiliate marketing: the merchant; the network; publisher and customer; or the advertiser; publisher and consumer. But, to be honest, there are two real sides of affiliate marketing: the product creator/seller and the affiliate marketer.

The product creator, also known as the merchant/vendor or retailer, is the party which creates the product. Anyone, from entrepreneurs to large companies, anyone can become a merchant behind an affiliate marketing program. All they need is a product to sell.

The task for an affiliate marketer is to earn commissions via promoting the products of other companies. Find products that appeal to you, promote that product by attracting and convincing potential customers, then earn a commission for every sale you help make.

Examples of affiliate marketing channels include:

  • Posting affiliate links from social media accounts
  • Running a review blog of a merchant’s products
  • Hosting video through programs such as YouTube partner; or
  • An entire website dedicated to finding the best products related to a certain topic, or many topics (such as

Benefits of affiliate marketing

For advertisers:

  • Market your products only to interested people for no upfront fee.
  • Engage in risk-free advertising: pay only when you see results.
  • Have multiple (hundreds, even thousands) of websites promoting your product.

For affiliate marketers:

  • The opportunity to effectively sell stock without the costs or responsibilities of manufacturing, buying or storing.
  • When working with networks that pay highly, there is massive profit potential and,
  • If performed correctly, the opportunity to create an almost passive income.
  • There is the ability to work online from anywhere at any time, with the freedom to choose how hard you work.
  • A strong social following can almost guarantee that you, as an influencer, will receive many free incentives from advertisers who are looking to boost their brand awareness.

Native Advertising

What is native advertising?

In simple terms, a paid form of advertising that is primarily content-based and is featured beside other non-paid content on digital  platforms. Native advertising is a combination of form: matching the visual design of Ads to look and feel like natural content; and function: Ads which function like natural content, behaving consistently with the seamless user experience.

Native advertising morphs advertisements into content which resembles the content online audiences already seek.

Types of Native Advertising

  • Sponsored content
  • Recommended content
  • In-feed Social media Ads

Examples of native advertising

Many posts on social media represent examples of native advertising. These include:

  • Instagram
  • Facebook
  • Twitter
  • Pinterest
  • Tumblr and
  • BuzzFeed sponsored posts

Benefits of native advertising

  • This type of advertising helps create a seamless experience for the online audience, contributing to the goal of the ultimate user experience.
  • The online audience realizes that native advertising is still advertising, but studies prove that users are up to 25% more likely to engage with native Ads vs. standard banners.
  • Online user bases are also more likely to engage with native advertising than with editorial content.

Email Marketing

What is email marketing?

Businesses use email marketing in order to communicate regularly with their audiences. Email is a great communication platform as it is a widely used – even more so than social media platforms such as Facebook- and lacks the clutter associated with social media as it is generally used for business-orientated purposes and interests.

Types of Email marketing

  • Direct Email – Promotional messages and special offers.
  • Retention Email – Newsletters.

Examples of Email marketing

The types of emails one would create to form an email marketing campaign could include:

  • Welcome emails for new customers.
  • Blog subscription newsletters.
  • Follow-up emails for visitors who have subscribed, downloaded or bought something.
  • Promotions for loyal members.

Benefits of Email marketing

  • An incredible source- There are more Email accounts than Twitter and Facebook accounts combined.
  • Measurability – Track your ROI (return on investment) precisely and make necessary modifications to your campaign.
  • Success – Target your audience to find the ideal customers and keep constant contact to enrich business communications.
  • Cost- Email is one of the cheapest ways to communicate to a broad target audience which can also be specifically targeted.

Online PR

What is online PR?

Dissimilar to traditional PR; online PR is the process of attaining earned exposure with digital publications; blogs and other content-based websites, only through digital marketing channels. However the content is not focused on the product or service, rather topics of interest which surround the product. The channels one could use to maximize online PR include:

  • Engaging online views for your business.
  • Reporter outreach through social media channels.
  • Engaging comments on a personal blog or website.

Examples of online PR

Online PR is a digital marketing tool which influences:

  • Columnists and traditional writers;
  • Websites and brand-sites;
  • Personal and professional bloggers;
  • Social Media users

Via distribution sources such as:

  • Blogs;
  • Social media platforms and
  • Websites

Benefits of online PR

  • It is great for online reputation management. Good reviews bring in more traffic to your website, while bad reviews offer insight into the business’ shortcomings and can be counter-acted with press releases or articles.
  • Online PR does not have to be expensive; many will review your product for no cost if a sample is offered.
  • It can improve your SEO ranking by submitting keyword optimized articles or press releases to blogs, you can increase your back-link profiling.

Digital Marketing South Africa

The world of digital and social media marketing is incredibly complex. Not using digital marketing tools, especially inbound marketing tools, to market your business is guaranteed to be a loss of incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are equipped with all the tools necessary to help you grow your business.

We handle all aspects of online marketing, including:

  • Native Advertising,
  • Content Creation,
  • Content Strategy,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.


Not only that, it is critical that your web design be modern and use current technology.

In addition to this your website should support your marketing efforts by including elements such as a blog engine and Social Media marketing.

Digital Marketing South Africa utilises the superior professional web design services of ITM Website Design.

Adding Mobile Marketing to your Digital Marketing Strategy

Adding Mobile Marketing to your Digital Marketing Strategy

Mobile marketing is an incredible and vital component of digital marketing. Our digital world encourages users to be online all the time; and this is made possible by the advances in mobile technology. From smartphones and laptops to tablets and even smart watches, you are can be online, anywhere.

Mobile device use

Smartphone and other mobile devices make up to 70% to digital media consumption, compared to desktop-based digital media consumption which makes up less than half.

In South Africa particularly, there is a much larger percentage of the population who have access to mobile devices compared to those who have desktop access; this represents countless online marketing opportunities for your business.

Research has shown that the vast majority of adults and adolescents use mobile devices. And the uses for mobile devices are endless: from banking to blogging, downloading and research, you can use the internet and mobile devices to find most of the useful information you need from wherever you are in the world. More importantly, over 80% of mobile users use mobile devices to search for information regarding products and services.

In 2015 Google started to penalize websites that were not ‘mobile-friendly’, that is; websites which do not have a responsive website design (that alters the view of your website to suit different mobile formats).

Therefore it is critical to optimize your digital Ads; web pages; social media images and other digital media assets for mobile devices. You need to encourage the best and most engaging user experience you can. That translates into providing your online audience with the same seamless positive user experience as they would have on a desktop.


Responsive website design

This means incorporating a responsive website design (or a mobile-friendly web design) to create a seamless user experience.

Lead generation forms


It may be a good idea to reduce the length of your lead generation forms in order to create an easier experience for those users who download your content when on the move.


As for videos and images, keep the mobile user in mind as the image dimensions on their devices will be smaller; therefore you could risk having some of your image or text cut-off.

Adding Mobile marketing to your Digital marketing strategy


There are many ways to implement mobile marketing into your digital marketing strategy. Types of mobile marketing include:

  • App-based Marketing
  • In-game Mobile Marketing
  • QR Codes – scanned by users to transport them to a specific webpage.
  • Location-based Marketing – advertisements which appear on mobile devices when a user enters a specific location.
  • Mobile Search Ads
  • Mobile Image Ads
  • SMS and MMS marketing

Benefits of mobile marketing


Every social media platform and other online platforms have various designs which allow you to choose from different Ad formats. This allows you to customize your adverts in order to present your business in a unique and creative way.

Broaden, share and stay connected

Mobile Ads are highly beneficial especially when it comes to sharing. They allow you to broaden your audience and market due to the ability to share instantly. This may include mobile Ads, promotions or content they may find interesting and exciting. Sharing will increase the amount of people who your Ad will reach as well as your traffic when compared to traditional marketing methods.

Build customer relationships

Mobile marketing enables your business to create personal relationships that are not possible in other conventional marketing strategies. Mobile marketing campaigns are secure; therefore they allow you to relay messages directly to the consumer in a personalized way. That way you can receive instant advertisement feedback, making for valuable two-way conversations with customers.

Interact and relate

Mobile campaigns assist your business to be more aware of your target market’s needs. They provide information such as time of response; location; or helping your business to contextualize and capitalize on their current interests.

There are many ways to optimize digital marketing assets for mobile users. The most important part of implementing mobile marketing into your digital marketing strategy is to always consider how the user experience will translate onto mobile devices. Always keep the mobile user experience in mind to create a digital journey that delights your online audience and achieves your desired digital marketing results.

Digital Marketing South Africa

Your website is a tool to market your business that offers you limitless opportunities in the form of potential customers, sales and conversions. The vast majority of this audience uses mobile devices to access the internet for a variety of needs; therefore it is wise to use this opportunity to the fullest.

Digital Marketing South Africa can help you take full advantage of digital and mobile your business to the next level. We have a team of digital wizards equipped with all the tools necessary to help you grow your business online. We handle all aspects of online marketing, including:

  • Content Creation,
  • Content Strategy,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.

Website Design Cape Town

A fully functional website is critical to your online marketing. It must be mobile responsive; modern and it must be designed with SEO and the user experience in mind.

Your website should form the basis of your marketing efforts and include elements such as a blog engine and social media sharing.

Digital Marketing South Africa utilises the superior professional web design services of ITM Website Design. Please see their website design pricing and packages here.

Why Content Marketing should be part of your Marketing Strategy

Why Content Marketing should be part of your Marketing Strategy

While content marketing is not new to the world of digital marketing, it has become far more important than ever before.

Content Marketing: Why is Content King?

Content is king, and it is working its way to the forefront of all digital marketing strategies as it becomes the crucial element needed to reap big rewards. So why is content king?

High-quality content on a brand’s onsite blog can significantly impact SEO and as a result, search engine ranking.

Regularly updated blogs with no less than 300 words, relevant internal links to other content and naturally placed keywords help websites rank organically for relevant keywords and search terms.

  • The higher the ranking, the more visible the brand becomes to digital consumers searching for products or services in its industry.

Integrating Social Media Marketing

However, a one-size-fits-all approach will not suffice when it comes to content marketing. Instead, a focus on creating unique, high-quality, relevant content is the key to getting your crown. Regardless of the content medium that you may use – from text and imagery to webinars and podcasts – ensure that your content is shareable and relevant to your industry and customers.

Good content, in the form of blog posts which are then shared to social media, encourage users to engage with your brand.

If the content is genuinely good, users happily consume it, understand the message it delivers, and perhaps even like, share or comment on the piece of information.

If the content is not relevant or up to standard, users will continue to scroll past it, and the content and your efforts will eventually disappear into the black hole of cyberspace.

Creating Brand Awareness

To further encourage engagement and foster a relationship with consumers through content marketing, content should be pushed out through social media channels in order to make sharing easy. However, keep in mind that good content is generally less “salesy” than an advertorial, so it gives consumers the opportunity to engage with a brand without a blatant sales message disturbing the engagement.

Content Marketing and Brand Awareness

Content creates brand awareness and authority in a saturated market, which then has the potential to generate new leads and increase sales. It adds value and is generally received well by consumers because it either solves a problem in their everyday lives or teaches them something new. Although content is king, the value it has does not have a direct monetary value, however, it is vital to the business model and the relationship between the brand and consumers.

ITM – Your Digital Marketing Agency

Identifying the components that makeup a great content marketing strategy and being able to implement them successfully requires an understanding of consumer behaviours, sales, content creation and search engine optimisation.

ITM is a full service, online marketing agency, and our team of content creators, SEO whizzes and marketing specialists are guaranteed to produce the most compelling, relevant content for your brand.

Contact us, and we’ll help you get your crown.