What is Digital Account? The bridge between Digital Marketing Agency and Client

Digital Account is like a compass that guides and connects Digital Agency with customers. It can be said that Digital Account is the core of many Marketing companies. So what is Digital Account? Why has it become one of the hottest jobs in the digital age?

1. What is the job of a Digital Account?

First, let’s find the answer to the question What is a Digital Account? Digital Account is an important position in companies working in the field of Digital Marketing, some B2B companies also recruit this position. The Digital Account’s tasks span the entire project, from convincing customers to even after the project ends.

So what is the job of a Digital Account?

A Digital Account is responsible for maintaining relationships with customers, so Account staff are present in all stages of a campaign.

• Receive customer information from the Sales department. Then directly contact the customer to determine the customer’s wishes and needs, receive the Client Brief.
• Build, analyze customer requirements and proceed to design Proposal.
• Present ideas and train communication strategies for customers, persuade and negotiate contracts, negotiate prices.
• Make a list of KPIs to monitor the entire campaign implementation process, ensuring the effectiveness of the project.
• Control the budget of Marketing campaign, maximizing profits for the business. Ensuring both the requirements and budget of the Client and protecting the ideas of the whole team.
• Coordinating and urging the departments in charge: Creative team, Planning team, Production team,… to work effectively and meet deadlines.
• Support project departments, assess, evaluate and make timely adjustment recommendations, such as working with the Creative team to create ideas,…
• After completing the project, Digital Account makes a project summary report for the customer, liquidates the contract and receives payment.
• Customer care, building and maintaining long-term relationships with customers.

Digital Account Evaluation Indicators:

To evaluate the effectiveness of a Digital Account, it is necessary to rely on the following 4 KPI criteria:

• Average Customer Response Time: Is the average time between responses from the Digital Account and customers customers.

• Customer satisfaction index (NPS – Net Promoter Score): Measures the customer’s willingness to recommend the Digital Agency’s services to friends and relatives. Evaluated through 2 criteria: Customer consulting knowledge and customer care attitude.

• Customer Retention Rate: Measures customer loyalty, Digital Account can retain customers and make them come back to use the service.

• Average number of customers per Account.

• Ensure sales.

• Upsell/Cross sell rate.

2. What skills does a Digital Account need?

For Digital Accounts, Agencies often require the following skills:

2.1 Digital Marketing knowledge

Digital Accounts must have a solid grasp of the knowledge specializing in Digital Marketing in particular and Marketing in general to be able to monitor, create ideas, plan projects and coordinate with other teams to ensure the project is most effective. Normally, the position of Digital Account often requires 1 – 3 years of experience.

2.2 Sales skills

Digital Account needs to understand the sales process and know how to coordinate effectively with the sales team.

2.3 Negotiation skills

Whether negotiating contracts with new customers or dealing with old customers, good negotiation skills are still a must-have skill for Digital Accounts.

2.4 Communication skills

Accounts spend most of their time meeting with customers to achieve sales and maintain relationships. Therefore, clear verbal and written communication skills are required with all parties inside and outside the business.

2.5 Project management skills

With higher positions such as Account Executives or Account Managers, they are responsible for managing projects for all customers of the business. Therefore, they must be able to monitor and complete campaigns on time.

2.6 Organizational skills

Because they have to work on large and small projects themselves, Digital Accounts need to have excellent organizational skills. This job requires working with a lot of paperwork such as contracts, budgets, reports, etc., so it requires Accounts to always store and arrange scientifically so that people can always find the data they need quickly.

2.7 Presentation skills

Most of the Digital Account’s job is to introduce Digital Marketing services to potential customers. This requires Accounts to have excellent presentation skills to highlight the advantages of the service, convincing customers to trust the business.

3. What is the difference between Digital Account and Sales?

Digital Account and Sales have many similarities. That’s why many businesses have combined these two positions into one. Both Account and Sales are responsible for selling products and services, but they are different in their approach to customers. If Sales only stops at finding new customers and closing deals. Then the sales process of Digital Account never stops. This means, Sales brings customers and Account nurtures and develops customers.

3.1 Sales objectives

Sales are responsible for finding and closing deals with new customers. They develop relationships with potential customers.

After potential customers convert into real customers, Sales will hand over to Account management. The task of Digital Account is to develop relationships with customers so that they become loyal customers of the business.

Sales focuses on the goal of creating conversions. Digital Accounts aim to satisfy customers. They must find ways to retain customers even after successful sales.

3.2 Profit

Sales put profit first, they just need to close the deal and the customer pays. The profit that Sales creates is short-term profit.

The work of Account is longer-term. They have to spend a lot of time developing relationships with customers to renew contracts, stay long-term and introduce products/services to friends and relatives. Digital Accounts are interested in long-term profits, businesses will get profits after the Account develops good relationships with customers.

3.3 Role with customers

The Digital Account is responsible for coordinating with internal resources to ensure that customers receive the highest standard of service. The Account works with the Marketing department to make product/service development proposals that best meet customer requirements.

Meanwhile, the role of Sales is mainly on the outside, they will look for potential customers, negotiate with customers to close orders and manage orders.

The Account Management industry has many different positions, from Digital Account can develop to higher positions such as Account Manager, Account Executive, Account Director, …

Digital Account is the “core” position of Digital Marketing Agencies. This job is not too difficult but not easy either. With the information shared in this article, hopefully you have known what the Digital Account job is and know if you have enough skills to challenge this job or not? Wishing you success!

See more:

• What is Digital Performance?
• What is Digital Marketing Specialist??

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