Digital Marketing: Difference between revisions

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Our Digital Marketing team is the master of digital tools and they have a passion for complex marketing and technology topics. As tech-savvy professionals, they wield the power of communication by managing our online accounts and campaigns to reinforce our marketing efforts and make our partners stand out.
Letting people know about what we do is vital in achieving our goals. By crafting the most innovative, creative, and customized materials, our digital marketing team spreads the word on what we do, what we offer, and how we do it.
They not only excel in meaningful communication, but they also coordinate a variety of tools and platforms, making sure our online accounts are effectively managed through costumed tailored strategies to reinforce our marketing efforts and make us and our partners stand out.


As a Digital Marketer in Secure Group, you will have the opportunity to develop hard skills and soft skills and progress in our Career Journey focusing on Marketing Automation or Marketing Promotion.  
We have dedicated digital marketers for employer branding, our products, and our organization. That's why it's essential that they are constantly monitoring our competitors, new technologies, and industry trends, so they can develop the best digital marketing strategies for our different audiences.


In order to progress in our development path and Level Up or Step Up, our Digital Marketers must:
= Progression =
* Meet the criteria of the Level & Step Chart for the [[Individual_Contributors|Individual Contributors Path]]
 
* Score at least 4 in the [[KAI]] of the position in order to reach Level 3
In order to progress in our development path and Level Up or Step Up, our Digital Marketing team must:
</br>
* Meet the criteria of the Level & Step Chart for the [[Performance#Individual_Contributors_Levels|Individual Contributors Path]]
* Meet the [[Digital_Marketing#KAI_of_the_framework|KAI]] grade of the framework related to each level
* Demonstrate proficiency in [[Secure Group Knowledge]]


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<div class="center">
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= [[Knowledge_Management#Knowledge_Accountability_Index|KAI]] of the position =
= [[Knowledge_Management#Knowledge_Accountability_Index|KAI]] of the framework =
 
== Extensive Knowledge ==
<!-- JOB FRAMEWORK -->
<div class="grid two-columns">
<div class="">
  <div class="box-header center">
== General Knowledge Automation ==
   </div>
   </div>
   <div class="box-content framework">
   <div class="box-content framework">
     <div class="center">
     <div class="center">
{| class="wikitable"
{| class="wikitable" style="text-align:center; font-size:11px; font-family:Arial, Helvetica, sans-serif !important;; background-color:#DEEBFF; color:#222;"
!rowspan="19"|'''Concepts'''
|- style="font-weight:bold; vertical-align:middle; background-color:#EAECF0; color:#172B4D;"
|[https://en.wikipedia.org/wiki/Balanced_scorecard Balanced Scorecard]
! rowspan="2" | Type
|-
! rowspan="2" | Knowledge Description
|[https://en.wikipedia.org/wiki/Content_marketing Content Marketing / writing]
! colspan="6" | Minimum Grade to acquire Level X
|-
|- style="font-weight:bold; vertical-align:middle; background-color:#F4F5F7; color:#172B4D;"
|[https://en.wikipedia.org/wiki/Focus_group Focus groups]
| Level 1
|-
| Level 2
|[https://en.wikipedia.org/wiki/Graphic_design Graphic design]
| Level 3
|-
| Level 4
|[https://en.wikipedia.org/wiki/Kanban_(development) Kanban]
| Level 5
|-
| Level 6
|[https://en.wikipedia.org/wiki/Kano_model KANO model]
|-
|[https://en.wikipedia.org/wiki/MoSCoW_method MoSCoW method]
|-
|[https://en.wikipedia.org/wiki/Online_advertising Online advertising]
|-
|[https://en.wikipedia.org/wiki/Marketing_plan Planning] & [https://en.wikipedia.org/wiki/Budget budgeting]
|-
|[https://en.wikipedia.org/wiki/Product_demonstration Product Demo]
|-
|[https://en.wikipedia.org/wiki/Online_advertising Programmatic]
|-
|[https://en.wikipedia.org/wiki/Retargeting Retargeting]
|-
|[https://en.wikipedia.org/wiki/Social_media_marketing Social media marketing]
|-
|[https://en.wikipedia.org/wiki/Technology_roadmap Software Roadmap]
|-
|[https://en.wikipedia.org/wiki/Search_engine_optimization SEO On-Page (Search Engine Optimisation)]
|-
|[https://en.wikipedia.org/wiki/Search_engine_optimization SEO Content (Search Engine Optimisation)]
|-
|[https://en.wikipedia.org/wiki/Scrum_(software_development) Scrum]
|-
|[https://en.wikipedia.org/wiki/Technical_writing Technical Writing]
|-
|[https://en.wikipedia.org/wiki/Video_editing Video editing]
|-
!rowspan="3"|Languages
|[https://en.wikipedia.org/wiki/Cascading_Style_Sheets CSS]
|-
|[https://en.wikipedia.org/wiki/HTML HTML]
|-
|[https://en.wikipedia.org/wiki/JavaScript Javascript]
|-
!rowspan="48"|Softwares/Tools/Platforms - Usage
|[https://en.wikipedia.org/wiki/Adobe_After_Effects Adobe After Effects]
|-
|[https://en.wikipedia.org/wiki/Adobe_Illustrator Adobe Illustrator]
|-
|[https://en.wikipedia.org/wiki/Adobe_InDesign Adobe InDesign]
|-
|[https://en.wikipedia.org/wiki/Adobe_Lightroom Adobe Lightroom ]
|-
|[https://en.wikipedia.org/wiki/Adobe_Photoshop Adobe Photoshop]
|-
|[https://en.wikipedia.org/wiki/Adobe_Premiere_Pro Adobe Premiere Pro]
|-
|-
|[https://en.wikipedia.org/wiki/Adobe_XD Adobe XD]
| rowspan="3" style="font-weight:bold; background-color:#F4F5F7; color:#172B4D; style="vertical-align:middle;" | Programming languages
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Cascading_Style_Sheets CSS]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Alexa_Internet#Alexa_Traffic_Rank Alexa Rank]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/HTML HTML]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Confluence_(software) Atlassian Confluence]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/JavaScript Javascript]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Jira_(software) Atlassian Jira]
| rowspan="48" style="font-weight:bold; background-color:#F4F5F7; color:#172B4D; style="vertical-align:middle;" | Software/Tools/Platforms
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Adobe_After_Effects Adobe After Effects]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/BambooHR BambooHR]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Adobe_Illustrator Adobe Illustrator]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/BigPicture Big Picture]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Adobe_InDesign Adobe InDesign]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Bing_Webmaster_Tools Bing Webmaster Tools]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Adobe_Lightroom Adobe Lightroom]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Buffer_(application) Buffer]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Adobe_Photoshop Adobe Photoshop]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://buzzsumo.com/ Buzzsumo]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Adobe_Premiere_Pro Adobe Premiere Pro]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://count.ly/ Countly]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Adobe_XD Adobe XD]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Facebook Facebook]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Alexa_Internet#Alexa_Traffic_Rank Alexa Rank]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://business.facebook.com/ Facebook Business Manager ]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/BigPicture Big Picture]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://www.facebook.com/business/news/audience-insights Facebook Insights]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Bing_Webmaster_Tools Bing Webmaster Tools]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Google_Ads Google Ads]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Buffer_(application) Buffer]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Google_Ad_Manager Google Ads Manager]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://buzzsumo.com/ Buzzsumo]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Google_Ads#Keyword_Planner Google Keyword Planner]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://count.ly/ Countly]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Google_Search_Console Google Search Console]
| style="background-color:#FFF; color:#172B4D; text-align:left;" | [https://databox.com/ Databox]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Google_Trends Google Trends]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://business.facebook.com/ Facebook Business Manager]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://gtmetrix.com/pro/ GTmetrix PRO]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://www.facebook.com/business/news/audience-insights Facebook Insights]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://www.inspectlet.com/ Inspectlet]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Google_Ads Google Ads]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Instabug Instabug]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Google_Analytics Google Analytics]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/LinkedIn LinkedIn]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Google_Ads#Keyword_Planner Google Keyword Planner]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://business.linkedin.com/marketing-solutions/ads LinkedIn Ads]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Google_Search_Console Google Search Console]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://openstf.io/ OpenSTF]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Google_Trends Google Trends]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/SEMrush SEMrush]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Grammarly Grammarly]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Serpstat Serpstat]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://gtmetrix.com/pro/ GTmetrix PRO]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://www.small-improvements.com/ Small Improvements]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://www.hotjar.com/ Hotjar]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://www.spyfu.com/ SpyFu]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://blog.hubspot.com/customers/introducing-hubspot-cms Hubspot CMS]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://www.idaptive.com/ Idaptive]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://www.hubspot.com/products/marketing Hubspot Marketing]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Transifex Transifex]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://www.hubspot.com/pricing/sales Hubspot Sales Pro]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Twitter Twitter]
| style="background-color:#FFF; color:#172B4D; text-align:left;" | [https://www.inspectlet.com/ Inspectlet]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://neilpatel.com/ubersuggest/ Ubersuggest]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Instabug Instabug]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://www.useresponse.com/ UseResponse]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://business.linkedin.com/marketing-solutions/ads LinkedIn Content Management & Ads]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Wistia Wistia]
| style="background-color:#FFF; color:#172B4D; text-align:left;" | [https://en.wikipedia.org/wiki/Mailchimp Mailchimp]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/WordPress WordPress]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://www.proposify.com/ Proposify]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://www.workable.com/ Workable ]
| style="background-color:#FFF; color:#172B4D; text-align:left;" | [https://seranking.com/pt/ SE Ranking]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://managewp.com/ WP Manage]
| style="background-color:#FFF; color:#172B4D; text-align:left;" | [https://en.wikipedia.org/wiki/SEMrush SEMrush]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://webmaster.yandex.com/welcome/ Yandex Webmaster ]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Serpstat Serpstat]
|-
| style="background-color:#E3FCEF;" | Practical application
|[https://yoast.com/wordpress/plugins/seo/ Yoast SEO]
| style="background-color:#E3FCEF;" | Practical application
|-
| Applied theory
|[https://en.wikipedia.org/wiki/Zapier Zapier]
| Applied theory
|}
| Applied theory
  </div>
| Applied theory
</div>
</div>
 
<!-- JOB FRAMEWORK -->
<div class="">
  <div class="box-header center">
== Specific Knowledge Automation ==
  </div>
  <div class="box-content framework">
    <div class="center">
{| class="wikitable"
!rowspan="12"|'''Concepts'''
|[https://en.wikipedia.org/wiki/Process_optimization Business Process Optimisation]
|-
|-
|[https://en.wikipedia.org/wiki/Persona_(user_experience) Buyer Personas ]
| style="background-color:#FFF; color:#172B4D; text-align:left;" | [https://www.spyfu.com/ SpyFu]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Marketing_channel Channel management]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/SurveyMonkey SurveyMonkey]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Conversion_rate_optimization Conversion Rate Optimization (CRO)]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Transifex Transifex]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Data_science Data science] and [https://en.wikipedia.org/wiki/Analytics analytics]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Twitter Twitter Content Management & Ads]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Email_marketing Email marketing]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://neilpatel.com/ubersuggest/ Ubersuggest]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Performance_indicator KPIs]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://www.useresponse.com/ UseResponse]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Lead_management Lead management]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Wistia Wistia]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Marketing_automation Marketing automation]
| style="background-color:#FFF; color:#172B4D; text-align:left;" | [https://en.wikipedia.org/wiki/WordPress WordPress]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Marketing_research Marketing research]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://www.workable.com/ Workable]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Marketing_strategy Marketing strategy]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://managewp.com/ WP Manage]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://sherpablog.marketingsherpa.com/inbound-marketing/copywriting-copy-editing-content-writing-differences/ Writing & editing]
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://webmaster.yandex.com/welcome/ Yandex Webmaster]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
!rowspan="1"|Softwares/Tools/Platforms - Configuration
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://yoast.com/wordpress/plugins/seo/ Yoast SEO]
|[https://www.proposify.com/ Proposify]
| style="background-color:#E3FCEF;" | Practical application
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
| Applied theory
|-
|-
!rowspan="11"|Softwares/Tools/Platforms - Usage
| style="background-color:#FFF; color:#0052CC; text-align:left;" | [https://en.wikipedia.org/wiki/Zapier Zapier]
|[https://databox.com/ Databox]
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#FFFAE5;" | Limited experience
| style="background-color:#E3FCEF;" | Practical application
| Applied theory
| Applied theory
| Applied theory
|-
|-
|[https://en.wikipedia.org/wiki/Google_Analytics Google Analytics]
| style="font-weight:bold; background-color:#F4F5F7; color:#172B4D; style="vertical-align:middle;" | Languages (idioms)
|-
| style="background-color:#FFF; color:#172B4D; text-align:left;" | Advanced Business English
|[https://en.wikipedia.org/wiki/Grammarly Grammarly]
| style="background-color:#FFFAE5;" | Limited experience
|-
| style="background-color:#FFFAE5;" | Limited experience
|[https://www.hotjar.com/ Hotjar]
| style="background-color:#E3FCEF;" | Practical application
|-
| Applied theory
|[https://en.wikipedia.org/wiki/HubSpot Hubspot]
| Applied theory
|-
| Applied theory
|[https://blog.hubspot.com/customers/introducing-hubspot-cms Hubspot CMS]
|-
|[https://www.hubspot.com/products/marketing Hubspot Marketing]
|-
|[https://www.hubspot.com/pricing/sales Hubspot Sales Pro]
|-
|[https://en.wikipedia.org/wiki/Mailchimp Mailchimp]
|-
|[https://www.proposify.com/ Proposify]
|-
|[https://en.wikipedia.org/wiki/SurveyMonkey SurveyMonkey]
|-
!rowspan="1"|Languages (Idioms)
|Advanced English
|}
|}
   </div>
   </div>
Line 283: Line 507:
  </div>
  </div>
</div>
</div>
<!-- JOB FRAMEWORK -->
<div class="grid two-columns">
<div class="">
  <div class="box-header center">
== General Knowledge Promotion ==
  </div>
  <div class="box-content framework">
    <div class="center">
{| class="wikitable"
!rowspan="15"|'''Concepts'''
|[https://en.wikipedia.org/wiki/Balanced_scorecard Balanced Scorecard]
|-
|[https://en.wikipedia.org/wiki/Process_optimization Business Process Optimisation]
|-
|[https://en.wikipedia.org/wiki/Focus_group Focus groups]
|-
|[https://en.wikipedia.org/wiki/Graphic_design Graphic design]
|-
|[https://en.wikipedia.org/wiki/Kanban_(development) Kanban]
|-
|[https://en.wikipedia.org/wiki/Kano_model KANO model]
|-
|[https://en.wikipedia.org/wiki/Lead_management Lead management]
|-
|[https://en.wikipedia.org/wiki/Marketing_automation Marketing automation]
|-
|[https://en.wikipedia.org/wiki/MoSCoW_method MoSCoW method]
|-
|[https://en.wikipedia.org/wiki/Product_demonstration Product Demo]
|-
|[https://en.wikipedia.org/wiki/Scrum_(software_development) Scrum]
|-
|[https://en.wikipedia.org/wiki/Social_media_marketing Social media marketing]
|-
|[https://en.wikipedia.org/wiki/Technology_roadmap Software Roadmap]
|-
|[https://en.wikipedia.org/wiki/Technical_writing Technical Writing]
|-
|[https://en.wikipedia.org/wiki/Video_editing Video editing]
|-
!rowspan="3"|Languages
|[https://en.wikipedia.org/wiki/Cascading_Style_Sheets CSS]
|-
|[https://en.wikipedia.org/wiki/HTML HTML]
|-
|[https://en.wikipedia.org/wiki/JavaScript Javascript]
|-
!rowspan="32"|Softwares/Tools/Platforms - Usage
|[https://en.wikipedia.org/wiki/Adobe_After_Effects Adobe After Effects]
|-
|[https://en.wikipedia.org/wiki/Adobe_Illustrator Adobe Illustrator]
|-
|[https://en.wikipedia.org/wiki/Adobe_InDesign Adobe InDesign]
|-
|[https://en.wikipedia.org/wiki/Adobe_Lightroom Adobe Lightroom ]
|-
|[https://en.wikipedia.org/wiki/Adobe_Photoshop Adobe Photoshop]
|-
|[https://en.wikipedia.org/wiki/Adobe_Premiere_Pro Adobe Premiere Pro]
|-
|[https://en.wikipedia.org/wiki/Adobe_XD Adobe XD]
|-
|[https://en.wikipedia.org/wiki/BambooHR BambooHR]
|-
|[https://en.wikipedia.org/wiki/BigPicture Big Picture]
|-
|[https://en.wikipedia.org/wiki/Buffer_(application) Buffer]
|-
|[https://buzzsumo.com/ Buzzsumo]
|-
|[https://count.ly/ Countly]
|-
|[https://en.wikipedia.org/wiki/Facebook Facebook]
|-
|[https://business.facebook.com/ Facebook Business Manager]
|-
|[https://www.facebook.com/business/news/audience-insights Facebook Insights]
|-
|[https://en.wikipedia.org/wiki/HubSpot Hubspot]
|-
|[https://blog.hubspot.com/customers/introducing-hubspot-cms Hubspot CMS]
|-
|[https://www.hubspot.com/pricing/sales Hubspot Sales Pro]
|-
|[https://en.wikipedia.org/wiki/Instabug Instabug]
|-
|[https://en.wikipedia.org/wiki/LinkedIn LinkedIn]
|-
|[https://business.linkedin.com/marketing-solutions/ads LinkedIn Ads]
|-
|[https://openstf.io/ OpenSTF]
|-
|[https://www.proposify.com/ Proposify]
|-
|[https://www.small-improvements.com/ Small Improvements]
|-
|[https://www.idaptive.com/ Idaptive]
|-
|[https://en.wikipedia.org/wiki/Twitter Twitter]
|-
|[https://neilpatel.com/ubersuggest/ Ubersuggest]
|-
|[https://www.useresponse.com/ UseResponse]
|-
|[https://en.wikipedia.org/wiki/Wistia Wistia]
|-
|[https://www.workable.com/ Workable]
|-
|[https://managewp.com/ WP Manage]
|-
|[https://en.wikipedia.org/wiki/Zapier Zapier]
|-
!rowspan="1"|Softwares/Tools/Platforms - Configuration
|[https://www.proposify.com/ Proposify]
|}
  </div>
</div>
</div>
<!-- JOB FRAMEWORK -->
<div class="">
  <div class="box-header center">
== Specific Knowledge Promotion ==
  </div>
  <div class="box-content framework">
    <div class="center">
{| class="wikitable"
!colspan="6"|Specific Knowledge
|-
!rowspan="16"|'''Concepts'''
|[https://en.wikipedia.org/wiki/Persona_(user_experience) Buyer Personas ]
|-
|[https://en.wikipedia.org/wiki/Marketing_channel Channel management]
|-
|[https://en.wikipedia.org/wiki/Content_marketing Content Marketing / writing]
|-
|[https://en.wikipedia.org/wiki/Conversion_rate_optimization Conversion Rate Optimization (CRO)]
|-
|[https://en.wikipedia.org/wiki/Data_science Data science] and [https://en.wikipedia.org/wiki/Analytics analytics]
|-
|[https://en.wikipedia.org/wiki/Email_marketing Email marketing]
|-
|[https://en.wikipedia.org/wiki/Performance_indicator KPIs]
|-
|[https://en.wikipedia.org/wiki/Marketing_research Marketing research]
|-
|[https://en.wikipedia.org/wiki/Marketing_strategy Marketing strategy]
|-
|[https://en.wikipedia.org/wiki/Online_advertising Online advertising]
|-
|[https://en.wikipedia.org/wiki/Marketing_plan Planning] & [https://en.wikipedia.org/wiki/Budget budgeting]
|-
|[https://en.wikipedia.org/wiki/Online_advertising Programmatic]
|-
|[https://en.wikipedia.org/wiki/Retargeting Retargeting]
|-
|[https://en.wikipedia.org/wiki/Search_engine_optimization SEO On-Page (Search Engine Optimisation)]
|-
|[https://en.wikipedia.org/wiki/Search_engine_optimization SEO Content (Search Engine Optimisation)]
|-
|[https://sherpablog.marketingsherpa.com/inbound-marketing/copywriting-copy-editing-content-writing-differences/ Writing & editing]
|-
!rowspan="25"|Softwares/Tools/Platforms - Usage
|-
|[https://en.wikipedia.org/wiki/Alexa_Internet#Alexa_Traffic_Rank Alexa Rank]
|-
|[https://en.wikipedia.org/wiki/Confluence_(software) Atlassian Confluence]
|-
|[https://en.wikipedia.org/wiki/Jira_(software) Atlassian Jira]
|-
|[https://en.wikipedia.org/wiki/Bing_Webmaster_Tools Bing Webmaster Tools]
|-
|[https://databox.com/Databox Databox]
|-
|[https://en.wikipedia.org/wiki/Google_Ads Google Ads]
|-
|[https://en.wikipedia.org/wiki/Google_Ad_Manager Google Ads Manager]
|-
|[https://en.wikipedia.org/wiki/Google_Ads#Keyword_Planner Google Keyword Planner]
|-
|[https://en.wikipedia.org/wiki/Google_Search_Console Google Search Console]
|-
|[https://en.wikipedia.org/wiki/Google_Trends Google Trends]
|-
|[https://en.wikipedia.org/wiki/Grammarly Grammarly]
|-
|[https://gtmetrix.com/pro/ GTmetrix PRO]
|-
|[https://www.hotjar.com/ Hotjar]
|-
|[https://www.hubspot.com/products/marketing Hubspot Marketing]
|-
|[https://www.inspectlet.com/ Inspectlet]
|-
|[https://en.wikipedia.org/wiki/Mailchimp Mailchimp]
|-
|[https://seranking.com/pt/ SE Ranking]
|-
|[https://en.wikipedia.org/wiki/SEMrush SEMrush]
|-
|[https://www.spyfu.com/ SpyFu]
|-
|[https://en.wikipedia.org/wiki/SurveyMonkey SurveyMonkey]
|-
|[https://en.wikipedia.org/wiki/Transifex Transifex]
|-
|[https://en.wikipedia.org/wiki/WordPress WordPress]
|-
|[https://webmaster.yandex.com/welcome/ Yandex Webmaster]
|-
|[https://yoast.com/wordpress/plugins/seo/ Yoast SEO]
|-
!rowspan="4"|Softwares/Tools/Platforms -Configuration
|[https://en.wikipedia.org/wiki/Google_Analytics Google Analytics]
|-
|[https://www.inspectlet.com/ Inspectlet]
|-
|[https://en.wikipedia.org/wiki/Serpstat Serpstat]
|-
|[https://seranking.com/pt/ SE Ranking]
|-
!rowspan="1"|Languages (Idioms)
|Advanced English
|}
  </div>
  </div>
</div>
</div>
<!-- JOB FRAMEWORK -->
<div class="">
  <div class="box-header center">
= IT Knowledge =
  </div>
  <div class="box-content framework center">
    <div class="">
{| class="wikitable"
!System Administration
|-
!System Administration - Day to Day Ops
|-
!Networking concepts
|-
!Programming
|-
!Desktop Software Administration
|}
</div>
</div>
</div> <!-- grid -->
<!-- JOB FRAMEWORK -->
<div class="">
  <div class="box-header center">
= Secure Group Knowledge =
The first item we require proficiency regarding our company is the '''Secure Group Management Model''' (yes, the content in this wiki!). Besides that, we also need our employees to understand our products in all aspects as described in the following table:
  </div>
  <div class="box-content framework">
    <div class="center">
{| class="wikitable"
!colspan="1"|Secure Group Knowledge
!rowspan="1"|What's Expected
!rowspan="1"|Impact
!rowspan="1"|Product
!colspan="1"|Minimum Grade
|-
!rowspan="6"|User Documentation
|rowspan="6"|Good, user-level knowledge regarding the product and its functionalities. From the user documentation, all employees across the company are required to be well aware of our solutions’ core features and functions such as the Password Advisor or how to send an automatic crash report.
|rowspan="6"|This knowledge helps us facilitate a user-centric approach internally, which we believe is essential to develop our business and solutions. The user documentation helps team members understand user behavior and needs more thoroughly and feel the impact of their everyday efforts.
|Secure OS
|4
|-
|SAS
|4
|-
|Secure Chat
|4
|-
|Secure Email
|4
|-
|Secure Vault
|4
|-
|Secure Manager
|4
|-
!rowspan="6"|Sales Documentation
|rowspan="6"|Employees should gain significant knowledge regarding the business side of Secure Group. They need to be aware of commonly used concepts in our day-to-day activities such as our business and distribution model, value proposition, selling prices, key selling points, and target audience.
|rowspan="6"|The information in the Sales Documentation supports employees in their daily routine. It conveys the overall business vision within the company. This documentation contributes to making employees aware of how our solutions are distributed, who are our key partners and target market to know exactly the people towards whom team members’ efforts should be aimed. Alignment on company-wide priorities is also achieved through clear communication of our value proposition and key selling points, helping everyone understand the things that matter most.
|Secure OS
|4
|-
|SAS
|4
|-
|Secure Chat
|4
|-
|Secure Email
|4
|-
|Secure Vault
|4
|-
|Secure Manager
|4
|-
!rowspan="6"|Support Documentation
|rowspan="6"|People within the company need to be aware of commonly occurring problems with our solutions. From the Support Documentation, employees should also extract general level knowledge regarding support processes, the issues that we’re currently having product-wise, and the approach to troubleshooting them.
|rowspan="6"|The Support Documentation helps employees understand short-term priorities more clearly and communicate more openly why they’re needed. It also gives them general knowledge of how to spot and report a problem, which helps us facilitate a company-wide contribution to product development. Last but by no means least, it helps team members understand customers' pains and behavioral patterns to strengthen our user-centric approach.
|Secure OS
|3
|-
|SAS
|3
|-
|Secure Chat
|3
|-
|Secure Email
|3
|-
|Secure Vault
|3
|-
|Secure Manager
|3
|-
!rowspan="6"|Functional Documentation
|rowspan="6"|Through the Functional Documentation, employees should get a thorough understanding of the solutions and their multiple features. People that work closely with the products must understand exactly how they function, how users interact with them, how to configure different settings, and what’s the expected behavior of different software solutions.
|rowspan="6"|The information in the Functional Documentation helps employees whose work is closely connected with our solutions, to gain significant in-depth knowledge into their functionalities that far exceeds users‘ understanding. Such thorough product expertise helps us remain objective, evaluate market data more adequately, and constantly increase our internal expertise.
|Secure OS
|4
|-
|SAS
|4
|-
|Secure Chat
|4
|-
|Secure Email
|4
|-
|Secure Vault
|4
|-
|Secure Manager
|4
|-
!rowspan="6"|Technical Documentation
|rowspan="6"|Employees concerned with the Technical Documentation and more concretely - software development, must gain complete mastery over all solutions. Such people are regarded as technical experts and need to be well aware of data structures, relational databases, algorithms, programming languages, models, etc.
|rowspan="6"|The Technical Documentation is used to make sure people that are technically involved in product development have the required knowledge to perform their day-to-day tasks, optimize our solutions more easily, and support other teams with their in-depth expertise.
|Secure OS
|4
|-
|SAS
|4
|-
|Secure Chat
|4
|-
|Secure Email
|4
|-
|Secure Vault
|4
|-
|Secure Manager
|4
|-
|}

Latest revision as of 11:40, 18 April 2022

Letting people know about what we do is vital in achieving our goals. By crafting the most innovative, creative, and customized materials, our digital marketing team spreads the word on what we do, what we offer, and how we do it. They not only excel in meaningful communication, but they also coordinate a variety of tools and platforms, making sure our online accounts are effectively managed through costumed tailored strategies to reinforce our marketing efforts and make us and our partners stand out.

We have dedicated digital marketers for employer branding, our products, and our organization. That's why it's essential that they are constantly monitoring our competitors, new technologies, and industry trends, so they can develop the best digital marketing strategies for our different audiences.

Progression

In order to progress in our development path and Level Up or Step Up, our Digital Marketing team must:

Salary Grid

All mentioned salary ranges represent the monthly income in Bulgarian Lev after taxes and deductions.

Digital Marketing Step
Level
Individual Contributor Path 1 2 3 4
1 2.000 2.150 2.300 2.450
2 3.000 3.150 3.300 3.450
3 4.000 4.150 4.300 4.450
4 5.000 5.150 5.300 5.450
5 6.000 6.150 6.300 6.450
6 7.000 7.150 7.300 7.450

KAI of the framework

Extensive Knowledge

Type Knowledge Description Minimum Grade to acquire Level X
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
Programming languages CSS Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
HTML Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Javascript Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Software/Tools/Platforms Adobe After Effects Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Adobe Illustrator Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Adobe InDesign Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Adobe Lightroom Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Adobe Photoshop Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Adobe Premiere Pro Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Adobe XD Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Alexa Rank Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Big Picture Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Bing Webmaster Tools Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Buffer Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Buzzsumo Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Countly Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Databox Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Facebook Business Manager Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Facebook Insights Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Google Ads Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Google Analytics Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Google Keyword Planner Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Google Search Console Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Google Trends Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Grammarly Practical application Practical application Applied theory Applied theory Applied theory Applied theory
GTmetrix PRO Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Hotjar Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Hubspot CMS Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Hubspot Marketing Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Hubspot Sales Pro Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Inspectlet Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Instabug Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
LinkedIn Content Management & Ads Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Mailchimp Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Proposify Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
SE Ranking Practical application Practical application Applied theory Applied theory Applied theory Applied theory
SEMrush Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Serpstat Practical application Practical application Applied theory Applied theory Applied theory Applied theory
SpyFu Practical application Practical application Applied theory Applied theory Applied theory Applied theory
SurveyMonkey Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Transifex Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Twitter Content Management & Ads Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Ubersuggest Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
UseResponse Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Wistia Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
WordPress Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Workable Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
WP Manage Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Yandex Webmaster Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Yoast SEO Practical application Practical application Applied theory Applied theory Applied theory Applied theory
Zapier Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Languages (idioms) Advanced Business English Limited experience Limited experience Practical application Applied theory Applied theory Applied theory
Retrieved from "https://managementmodel.info/index.php?title=Digital_Marketing&oldid=3344"