Barcelona City Council | Capital humà

Online marketing consultant, Online advertising designer

Online advertising experts plan and manage the internet marketing strategy. They are specialised in communication with potential customers through the network and in multimedia environments, and combine knowledge in the fields of design, technology and content management. Use the interactivity of digital media to generate messages that require the participation of the target audience, so that they can collect and analyse their preferences and needs, as well as relevant information for the organization.

These professionals must know very well the digital media and the possibilities offered by the different supports to be able to correctly advise on questions such as: which websites are best suited to insert advertising banners, how to make an informative newsletter, or how to send personalized commercial emails.

• Meet with the company to establish the objectives of the marketing campaign.
  Advise on the most beneficial online marketing possibilities.
  Analyse the needs of the company (if they want to get new clients or retain those who they already have).
  Structure the marketing plan.
  
• Do market research to make decisions about the data obtained.
  • If the strategy is oriented to get new customers:
    Carry out studies on the network and on potential audiences.
    Study the pages, portals and networks that have the most audience and the frequency with which they are visited by different segments of the public in order to determine where the online advertising campaign would have the most echo.
    Analyse websites and portals with content related to the company's website.
    Study the different search engines and the possible agreements or improvements that can be carried out to position the company more favourably in the search engine.
  • If what they want is to promote the current customers' loyalty:
    Check their degree of satisfaction and their needs through emails, chats, newsletters, forms, etc.
    Study user behaviour (response and display time, number of clicks).
    
• Determine which is the most effective strategy or combination of strategies in order to influence the target audience.
  Determine with the design team the most convenient format and location for communication materials (banner, pop up, email, etc.) considering usability criteria.
  Where appropriate, conceptualise the periodic newsletters that inform about the news of the company.
  
• Control the results of the campaign in order to plan future strategies.
  Carry out statistics to see the incidence of the advertising message.
  Design interactive systems enabling feedback mechanisms with the consumer.
  Manage the transformation of the creative message if the response rate has decreased.
  
• Prepare campaign monitoring reports and present them to the client company.

Regulated training and graduates

• Grau: Màrqueting i comunicació empresarial
• Grau: Màrqueting i comunicació digital
• Grau: Màrqueting i comunitats digitals
• Grau: Màrqueting
• Grau: Màrqueting i direcció comercial
• Grau: Multimèdia
• Grau: Enginyeria multimèdia
• Grau: Audiovisual i multimèdia
• Grau: Comunicació
• Grau: Comunicació audiovisual
• Grau: Comunicació cultural
• Grau: Comunicació i industries culturals
• Grau: Arts i disseny
• Grau: Disseny
• Grau: Disseny i creació digitals
• Grau: Disseny, Animació i Art Digital
• Grau: Mitjans audiovisuals
• Grau: Continguts digitals interactius
• Grau: Animació
• Grau: Publicitat i relacions públiques
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Administració i direcció d'empreses
• Grau: Ciències empresarials-management
• Grau: Negocis i màrqueting internacionals

Complementary training

Other specific skills

Creativity: Level 3

Flexibility and change management: Level 2

Communication: Level 2

Orientation within reach: Level 3

Analytical thought: Level 2

Communication

Those who show a preference for the field of communication are interested in the generation and dissemination of information. This information, however, can have various purposes: provide information on events and occurrences, generate public opinion on a certain topic or promote and publicise a service or product. Carrying out these activities requires knowledge of various techniques aimed at communication, persuasion and marketing.

Management

The organisation, administration and control of a company or entity are the main interests of people related to the management field. Activities included in this field of interest vary from effective resource management, feasibility analyses and solving business problems to the development of skills and fostering of motivation in relation to human resources. Knowledge regarding specific techniques of strategic administration and business management are required to carry out these activities.

New technologies

People who show an interest in this field are motivated by the development and advanced use of new technologies in any of their applications (software, hardware, telecommunications) from an innovative perspective and in accordance with the continuous updates of technologies, programmes and equipment that appear on the market. The design, installation, management and maintenance of computer systems and new technologies are activities specific to this field.

Advertising creative

Director of communication

E-commerce manager

Marketing consultant

Web analytics expert

• Work hours

  Full-time and flexible.
  These professionals' schedule may be subject to changes at the last minute or within extremely strict deadlines.

• Salary

  Junior positions: the salary range is between 14,674- and 19,970-euros gross per year. The average salary is around 17,118 euros gross per year.
  Senior positions: the salary range is between 18,426- and 27,477-euros gross per year. The average salary is around 22,501 euros per year gross.
  
  Source: Report "Observatori d'Ocupacions i Salaris del Mercat de Treball Actual. Barcelona Activa", elaborated by ICSA Grupo. April 2015.