Structure of Internet Marketing

Obviously, before starting to build an enterprise Internet marketing system, it is necessary to prescribe the roles, responsible and controlling persons for a particular area of work

Since Internet marketing is quite multifaceted, for example, we give an approximate staff that large companies can contain:

Head of Internet Marketing Department – develops a strategy and controls its implementation, controls advertising budgets and their effective use

Marketing and Advertising Manager – implements the Internet marketing strategy, regulates orders for advertising materials, purchases of advertising, distributes budgets across different channels.

Web analyst – evaluates and analyzes the activities of the entire department in terms of traffic to the site, evaluates the quality of traffic, site conversion.

Contextual advertising specialist – sets up contextual advertising in search and other advertising systems.

SEO specialist – optimizes the site and the content on it to promote the site in organic search.

SMM manager – sets up advertising in social networks, places posts, monitors the relevance of contact information, evaluates and issues business page statistics.

Copywriter – writes articles, texts, scripts for advertising posts and website.

PR manager – monitors the image of the company and its brand on the Internet, responds to reviews, posts information about the company on news and other third-party resources.

Designer – produces various graphic and video materials for advertising.

Webmaster – maintains the site, monitors its status and updates, makes corrections and updates the content of the site.

It is quite clear that such a system is quite suitable for large enterprises, but in small enterprises it is necessary to redistribute the functions in such a way that their execution is real and consistent with the possibilities. Perhaps some functions should be outsourced. For example, for a small travel agency, the staff and distribution of functions may look like this:

Director – develops a strategy and controls its implementation, controls advertising budgets and their effective use, monitors the image of the company and its brand on the Internet, responds to reviews, places information about the company in news and other third-party resources.

Deputy Director of Internet Marketing – monitors website content and SEO updates, sets up advertising in search engines and social networks, posts posts, writes articles, texts, scripts for advertising posts and the site, analyzes traffic through Web analytics.

For outsourcing – design of promotional materials, development of a website template.

Naturally, these are just examples, and each company can build its own Internet marketing system based on the tasks, resources, as well as the skills and abilities of the staff. It is important that all participants in the process understand what they must do, what goals to achieve and how to control it.

Author: Dmitriy Tin – founder of Center Smart Tourism GmbH
Editing and translation into English: Leonid Andrianov