As it seeks to maintain or expand its share of the marketplace, Los Angeles’ business community has been taken to greater heights by advances in Internet-based technology. Leading the journey is a fresh breed of computer-savvy advertising, promotions and marketing managers.

(Photo Courtesy of Keith R. Pillow)

(Photo Courtesy of Keith R. Pillow)

“Digital marketing professionals are helping more L.A.-area businesses, from large corporations to small neighborhood stores, utilize cutting-edge online marketing tools and technologies to increase brand awareness, website and in-store traffic, and local and regional visibility,” said Keith R. Pillow, an adjunct professor of marketing at California State University, Los Angeles. “With more consumers turning to online and mobile resources to find businesses to patronize, digital managers are playing important roles in helping these companies orchestrate targeted campaigns that get results.”

What is driving the need for digital managers?

“Demand for digital managers will continue to be propelled by businesses’ ongoing needs for sophisticated support, increased spending by brands on online, mobile and social media marketing platforms, and greater mobile device and online usage by consumers to identify and interact with brands that matter to them.”

How will a manager’s role change in the coming years?

“By 2022, digital managers will be using even more sophisticated tools and technologies to assist businesses with their online marketing efforts. Spending by brands on online and mobile marketing is expected to rise significantly over the next decade, and digital managers will be responsible for overseeing and allocating these greater budgets.”

How can managers fortify a sound career?

“Digital managers need to be well-versed in all aspects of online marketing, from mobile and social media to pay-per-click and native advertising, and content marketing. Digital managers also need practical experience to demonstrate their prowess in designing and implementing digital campaigns that achieve a broad range of marketing objectives.”

What is your message to aspiring digital managers?

“I highly recommend that students closely study traditional marketing strategies and best practices, along with the latest online marketing techniques and technologies. Students should also secure one or more digital marketing internships so they can garner real-world experience in creating and executing campaigns which utilize state-of-the-art tools and techniques.”

Sharon Raiford Bush is an award-winning journalist who covers topics of social interest in greater Los Angeles. Some news articles she has authored have been archived by the Smithsonian Institution in Washington, DC. Sharon also contributes to Examiner.com.

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