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Direct marketing manager
Direct marketing managers manage departments that make direct contact with customers and prospective customers. They use methods such as social media, direct mail, and telephone, and digital channels such as email and mobile, on behalf of their company or clients.
Also known as
- Digital marketing manager
Work activities
Direct marketers try to attract new customers, to keep existing ones and to increase sales and profits. Direct marketers also use customer relationship management to target their best customers and to find out what goods or services they want. Keeping existing customers and building their loyalty is just as important, if not more important, than targeting new ones. They make use of information stored in computer databases, which records the characteristics and lifestyle preferences of each consumer. Information in these databases could come from store loyalty card schemes, the electoral roll or from questionnaires people have completed, for example via Facebook or LinkedIn. This enables the direct marketer to create offers (and package together products) that make a specific appeal to each individual, based on what is known about them.
The biggest growth has been in the targeting of consumers through social media platforms – for example LinkedIn, Facebook, Twitter, Instagram, Tik Tok etc. Direct marketing professionals also make use of internet search marketing. Direct marketers use a mix of media such as:
- Emails.
- Mobile marketing.
- Postal mail.
- Social media.
- Telephones (telemarketing).
- TV.
- Websites.
Direct marketing managers have to make sure that marketing campaigns comply with the General Data Protection Regulation (GDPR). They make decisions about suitable media, presentation, scheduling and monitoring the work, controlling the budget, testing, measuring and analysing the results and reporting on the level of success achieved. Direct marketing managers keep up to date with new direct marketing techniques and types of media, and make recommendations about which ones to use. The target consumers could be individuals or business customers, and the marketing plan could be very different for these two groups. Most campaigns are integrated with advertising, public relations and sales promotions. The work involves a lot of contact with individuals and groups, both in person and on the telephone. Contact takes place through informal discussions, working meetings or more formal presentations. Direct marketing managers often review the results of testing and measuring in the form of costs, sales figures and customer responses. Because computer databases are a key component of direct marketing, managers might need to co-ordinate the work of, or liaise with, specialists in IT, data analysis and interactive customer relationship technology. They might also manage relationships with external companies such as printers, contact centres and media agencies, or other departments in their company. They usually manage a budget (the amount of money available to spend). They might manage a team of direct marketing staff.
Personal qualities and skills
As a direct marketing manager, you will need to be able to:
- Prioritise, plan and manage projects.
- Work accurately under pressure to meet deadlines.
- Keep within, and sometimes set, a budget.
- Make decisions.
You should have:
- Excellent organisational, project management and verbal communication skills.
- Tact, diplomacy and persistence to persuade others to accept your ideas.
- The ability to analyse complex information.
- Some imaginative flair in order to work with creative specialists.
- Good written communication skills.
- IT skills, particularly in the use of databases and internet search engines.
- Knowledge of digital technology and social media.
- Number skills for budgeting and data analysis.
If you manage staff, you will need to be able to supervise, lead and motivate your team, and delegate tasks. You might need to be able to give presentations to groups of people, particularly if you work for a direct marketing agency.
Pay and opportunities
Direct marketing managers earn in the range of £30,000 - £65,000 a year.
They usually work a 37-40-hour week, Monday to Friday, although this can vary considerably, with late finishes and weekend work as and when required, especially as promotional deadlines approach.
Employers of direct marketing specialists are client firms and marketing agencies. Some agencies specialise in direct, digital or media marketing. Other users include pressure groups and entertainment venues. Smaller organisations are more likely to use direct marketing agencies while larger firms might employ their own specialists. Opportunities for direct marketing managers occur in some towns and cities throughout the UK.
What’s happening in this work area?
The advertising sector is driven by powerful new markets. These markets are focused largely on methods of advertising involving new technology, including digital and interactive media. Businesses are increasingly realising the value of accountable marketing (where response can be measured). However, job competition is very high and recently there has been an over-supply of applicants leaving education.
Where are vacancies advertised?
Vacancies are advertised in local/national newspapers and professional marketing journals and magazines, on job boards and employers’ websites, and on the Government’s Find a Job service.
Entry routes and training
There is strong competition for all jobs in marketing, and most entrants are graduates. You may be able to join a firm through a graduate training schemes. The Data & Marketing Association (DMA) offers a range of direct and digital marketing courses at all levels.
You could also enter this career path through an apprenticeship, with examples including:
- Marketing executive (level 4 / higher)
- Marketing manager (level 6 / higher)
Working in sales, public relations or telemarketing could also give you background experience and a route into direct marketing.
Social media can also be used to gain attention from prospective employers. Setting up a profile on sites such as LinkedIn, Twitter or Facebook, and taking part in online forums, can provide a platform to demonstrate enthusiasm and passion for a topic.
In-house training for new staff is usually available in areas such as product knowledge, computer systems and communication. Some employers support part-time study for professional qualifications.
Postgraduate courses are available in, for example, marketing management for applicants with a relevant degree. A range of colleges and universities offer courses in marketing and advertising, including in digital or direct marketing at undergraduate and postgraduate level.
Qualifications
For entry to a degree course, the usual requirement is:
- Two to three A-levels.
- GCSEs at grades 9-4 in two to three other subjects.
Alternatives to A-levels include: Edexcel (BTEC) level 3 National qualifications or the International Baccalaureate (IB) diploma.
To take a higher apprenticeship, you’ll need two A-levels plus GCSEs in English and maths.
Adult opportunities
Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.
Some entrants have developed relevant skills by working, for example, as a marketing assistant, or in telesales/contact centre work, mailing house administration, IT or finance.
If you don’t have the qualifications needed to enter your chosen degree or HND course, a college or university Access course could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check with individual colleges.
