What is a Digital Product Manager?
The Digital Project Manager is a specialist who coordinates all the phases involved in implementing a digital (internet or mobile) project. In particular, they ensure the success of website, mobile application and/or software projects. Other more specific projects may also require his involvement. These range from brand content projects to web marketing projects, including affiliation programmes, search engine optimisation, content creation and database building.
The Digital Project Manager is often confused with the Product Manager. However, although these two professionals are likely to work in partnership, they do not carry out the same work. The Digital Project Manager is responsible for the management of a project. The Product Manager, on the other hand, works more specifically on the application of a marketing action plan drawn up in advance with the Digital Project Manager.
What does a Digital Product Manager do?
Digital Product Managers carry out a wide range of tasks related to the production stages of a website, mobile application or software tool. This starts with the conceptualisation of the project and ends once it has been delivered to the customer. It also involves drafting, managing and complying with the established specifications. This document includes details such as the quality of the deliverable, the budget allocated to the project and the deadlines.
In practical terms, the Digital Product Manager or Digital Consultant is entrusted with the creation of a specific digital project. He or she is responsible for drawing up a roadmap indicating all the functionalities desired and expected by the target users. Because digital products do not require high production costs, unlike physical products, there are many ways to improve them. It is up to the digital product manager to think about which ones to explore in order to optimise the user experience. This task is carried out on an ongoing basis once the product has been launched on the market.
Digital Product Managers also manage marketing campaigns to promote the products for which they are responsible. These may take the form of advertising spots on websites or search engine optimisation. They may also take the form of acquiring Internet traffic. The Digital Consultant will have to select the most effective marketing tools to promote and improve awareness of his products.
Analysing the performance of the products entrusted to them over time is also one of the roles of the Digital Product Manager. To do this, they need to rely on KPIs (Key Performance Indicators). These will enable them to quantify the usage rate and user satisfaction, and ultimately launch corrective measures in line with the company’s strategy.
Why become a Digital Product Manager?
Becoming a Digital Product Manager opens up a wide range of opportunities as an employee in a marketing department, a start-up, a Digital Services Company (DSC) or a web agency.
These companies are actively looking for Digital Product Managers to head up their digital integration projects, generating increasingly valuable and recurring job offers. A Digital Product Manager can work in all types of business sectors and progress to other positions such as Digital Manager or International Product Manager.
How much does a Digital Product Manager earn?
The remuneration of a Digital Product Manager varies considerably depending on the region in which they are based and the size of the company employing them. However, the average annual salary for this type of service provider is €40,000. Depending on their level of experience, they can earn between €30,000 gross per year (at the start of their career) and €65,000 gross per year (at the end of their career).
What studies do I need to do to become a Digital Product Manager?
There are a variety of courses available to help you become a Digital Product Manager, with either a 3-year or 5-year degree course. An advertising school, such as Sup de Pub, offers a range of professional courses that are perfectly suited to the job market. These range from a bachelor’s degree in Digital Creation or Visual & Digital Creation to a master’s degree in Innovation Marketing & New Business.