SkillsFuture
TSC CategorySales and MarketingTSC Digital Marketing ManagementTSC DescriptionPerform digital marketing activities, including Search Engine Optimisation (SEO), Search Engine Marketing (SEM) and affiliate marketingTSC Proficiency DescriptionLevel 1Level 2Level 3Level 4Level 5Level 6<Insert TSC Code><Insert TSC Code><Insert TSC Code>EPW-SNM-4046-1.1EPW-SNM-5046-1.1EPW-SNM-6046-1.1Perform digital marketing related tasks, including Search Engine Optimisation (SEO), Search Engine Marketing (SEM) and affiliate marketingManage digital marketing efforts, including Search Engine Optimisation (SEO), Search Engine Marketing (SEM) and affiliate marketingDefine digital marketing strategies for alignment to offline marketing effortsKnowledge Digital marketing techniques and frameworkBasics of good information architecture, design and the basic rules of usability and usability testingTypes of digital marketing channels Types of digital marketing channels Advertising fundamentalsSearch advertisingWeb analyticsUser Experience & Design (UX/UI)Methods of Storytelling Online, traditional and emerging marketing channelsDigital marketing toolsPlanning tools and key metrics to measure campaign effectiveness, return-on-investment and optimising campaign conversionDigital marketing strategiesConcepts of branding Industry relevant innovative marketing concepts and frameworkOrganisation business and marketing goalsBest practices in processes for all marketing presencesDigital marketing technologies trendsOnline, traditional and emerging marketing channelsAbilitiesEvaluate end-to-end customer experience across multiple channels and customer touch pointsImplement conversion points and optimise user funnelsMeasure and report performance of all digital marketing campaigns, and assess against goalsConduct user operation data analysis and research to contribute to the development of operational strategiesExecute and measure experiments and conversion testsManage demand generation programmesOversee digital analytics to set benchmarks, track success for websites, mobile and social media marketing activitiesDefine digital marketing goals in alignment to organisation business and marketing goals Budget for acquisition, conversation, retention and growth, and service strategies Create metrics for measurement of measure campaign effectiveness, return on investment and optimising campaign conversionDevelop operation strategies and its implementationDetermine trends and insights, and optimise spending and performance based on insightsCreate new growth strategiesEvaluate emerging technologies and provide thought leadership and perspectives for adoption where appropriateRange of ApplicationRange of application includes, but is not limited to:Digital tools and applicationsDisplay advertisingSearch Engine Marketing (SEM)Search Engine Optimisation (SEO)Landing page and website optimisationElectronic Direct Mail (EDM) marketingSocial and viral marketingMobile marketingAnalytics platformsHyper Text Markup Language (HTML), Cascading Style Sheets (CSS) and JavaScript developmentProductivity software ................
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