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​By Mansour Baker, SHRM-CP

Introduction

Digital marketing using technologies have seen a rush in commercial activity and consumers are relying on these platforms for all business and marketing transactions. From print to digital marketing, this has grown to be one of the most crucial aspects of every business industry.

The Gulf Countries internet penetration indicator for 2019 reached about 53.9 million, with an average penetration rate of 94.97% delivered through digital channels such as search engines, websites, social media, email, and mobile apps.

In many of the GCC Countries, we see that the percentage of internet users has now risen well over 90% (high penetration across the board), putting those countries high in the global rankings for Internet penetration. 

Exhibit 1

GCC Countries % Population Internet Penetration

Source: Internet World Usage Statistics

Digital Marketing Services

​There are over 200 (GCC chambers of commerce) digital marketing agencies providing various services to the private & public sectors. The key services to a successful digital marketing are as follows:
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1. Digital media strategy development
2. Digital media content creation
3. Influencer marketing
4. Social media promotion management and engagement
5. Social media monitoring and analysis
6. Business ethics and integrity 

Competitive Environment

In a competitive environment, the focus should be on increasing the network of influencers, growing a strong platform brands, content creation & promotion, and a client base with a strong referral base.

Exhibit 2

Strategic Focus Areas

HR Role in Digital Marketing

As demand for digital marketing has grown in the Gulf Countries, so has the number of digital specialist jobs needed in digital marketing companies. Companies are not achieving the desired output from their digital marketing teams due to the gap between skills and current available human resources that lack relevant work experience.

Some critical roles in digital marketing are as follows:
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1. Business Development Manager
2. Account Manager
3. Influencer Marketing
4. Copywriter (content)
5. Social Media Community Operator
6. Social Media Analyst

What qualities are companies looking for in a digital marketing role?
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1. Hands on digital work experience
2. Interest in the future of the digital industry
3. Social media experience
4. Previous marketing experience
5. Culture awareness
6. Ethics

Community Operator Sample Job Description

Job Purpose

• Monitor & maintain the publishing of content across various marketing social feeds platform channels.

Key Accountabilities

• Support the account team in the publishing & monitoring of content on various marketing social feeds platforms.
• May attend meetings with an account manager to discuss and obtain the requirements.
• Publish & monitor the approved content on various marketing social feeds platforms.
• Ensure questions received from various marketing social feeds platforms are forwarded to the account manager. Publish the answer received from the account manager against the correct social feed platform. Ensure all questions & answers are archived in the system.
• May be required to create content on various marketing social feeds platforms.
• Collaborate with the account team throughout the account life-cycle to meet or exceeds requirements.

Minimum Experience

• Minimum 2 - 3 years of relevant experience in a digital marketing role

Job Specific Skills

• Good knowledge and understanding of social media platforms technology
• Self-motivated and able to execute with limited oversight
• Effective communication skills

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