Digital marketing as a career is one of the career paths available to individuals in this technological era where the marketing and advertising industry has been highly impacted by technological advancements. Traditional forms of advertising that require television, radio, or print newspapers and magazines have been mainly taken over by digital marketing.
With digital marketing as a career, one has a variety of options for specific areas of digital marketing to choose from. One of the key attributes of this career path is its rapid evolution as it evolves as fast as new digital outlets get established. This makes the career fluid and liable to constant changes and adjustments.
Here, our focus shall be on understanding what digital marketing entails, its types, some career opportunities in digital marketing, as well as some benefits and disadvantages of working in the digital marketing field. We shall also consider how to start a career in digital marketing and look at the average salary earned by digital marketers around the globe.
See also: Product Marketing Strategies Examples
What is digital marketing?
Digital marketing is the process of promoting and selling products or services using digital channels and technologies. In contrast to traditional marketing, which typically relies on print, television, and radio ads, digital marketing leverages the internet and other digital technologies to reach target audiences. There are numerous channels and tactics that fall under the umbrella of digital marketing as companies make use of different marketing strategies to target consumers either directly or indirectly.
Some common digital marketing platforms include websites, emails, blogs, multimedia, and several other platforms that keep springing up daily. Generally, digital marketing often requires multichannel marketing which involves using a combination of several online platforms to market products and services with the aim of driving up sales and consequently increasing profitability.
Pursuing a career in digital marketing gets one involved in developing marketing strategies that can be implemented across the various online platforms where the organization’s products or services will be advertised. Some companies may require specific skill sets for a digital marketing role while others may require more generic skills like effective written communication and analytical skills to aid in tracking the success of the various marketing strategies employed. The variations are dependent on the company and its unique need and consumers.
One advantage of utilizing online platforms for marketing is the analytical tools that most of these platforms provide which aid in tracking consumer engagement more accurately. For instance, with digital marketing, one can easily determine how long individuals spent on the blog or website, how they reacted to the adverts by clicking the link for sale or ignoring it, how many made a purchase, how many left reviews after purchase, etc. This data aid businesses to make necessary changes to their advertising strategy by utilizing and replicating marketing techniques that have proven to achieve the desired result of bringing the most customers.
Therefore, digital marketing has proven over the years to be a powerful tool when used correctly as it can enhance sales. Companies that wish to stay profitable by increasing sales through marketing must therefore adopt digital marketing as part of their framework for reaching their targeted consumers.
In simple terms, digital marketing refers to marketing that is strictly carried through the various available online channels. Choosing digital marketing as a career will entail developing skills that enhance and improves one’s communication skills as this is the primary requirement for any digital marketing job; the ability to effectively communicate the organization’s message to consumers such that it resonates with them and encourages them to patronize the organization.
Ultimately, digital marketing provides businesses with a wide range of tools and tactics to reach target audiences and drive sales. It is a constantly evolving field, with new technologies and techniques emerging all the time, making it essential for businesses to stay up-to-date with the latest trends and best practices to succeed.
Types of digital marketing
- Search Engine Optimization (SEO)
- Pay-Per-Click (PPC) advertising
- Social media marketing (SMM)
- Email marketing
- Content marketing
- Influencer marketing
- Affiliate marketing
- Mobile marketing
Numerous types of digital marketing employ different channels and tactics for the digital marketing of products and services. Some of the most common ones are as listed above and we shall discuss each one in detail below. In most instances, businesses combine these different types of online marketing to achieve their set goals and objectives.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the practice of optimizing a website or web page to improve its visibility and ranking on search engine results pages (SERPs). This type of digital marketing involves a range of techniques that help search engines understand the content and relevance of a web page or website, and ultimately improve its visibility and ranking for relevant search queries. Some key requirements of search engine optimization include:
- Keyword research: Search engine optimization begins with keyword research, which involves identifying the words and phrases that users are searching for in relation to a company’s products, services, or industry. This involves using keyword research tools such as the Surfer SEO tool to identify high-volume, relevant keywords that can be targeted in a company’s SEO efforts.
- On-page optimization: On-page optimization involves optimizing the content, structure, and metadata of a web page to make it more search engine friendly. This includes optimizing page titles, headers, and meta descriptions, as well as using relevant keywords in the content and image alt tags.
- Off-page optimization: Off-page optimization involves building external links to a website or web page to improve its authority and credibility in the eyes of search engines. This involves techniques such as guest blogging, link building, and social media marketing.
- Technical optimization: Technical optimization involves ensuring that a website or web page is technically optimized for search engines, including aspects such as website speed, mobile responsiveness, and website security.
- Content creation: Content creation is an important aspect of SEO, as search engines prioritize high-quality, relevant content that meets user needs. This involves creating content that is optimized for search engines and meets user needs, including blog posts, infographics, videos, and other types of content.
- Analytics and reporting: Finally, SEO involves monitoring and reporting on the performance of your website or web pages in search engine results pages. This involves using analytics tools to measure metrics such as traffic, rankings, and conversions, and using this data to continually refine and improve your SEO efforts.
Overall, search engine optimization is a complex and constantly evolving aspect of digital marketing that requires a combination of technical, creative, and analytical skills. A well-executed SEO strategy can help drive more organic (unpaid) traffic to a website or web page and ultimately improve its visibility and ranking in search engine results pages. This further has a direct impact on the sales of products or services that a company offers.
Pay-Per-Click (PPC) advertising
Pay-Per-Click (PPC) advertising is another type of digital marketing strategy that involves paying to place ads on search engine results pages (SERPs), websites, or social media platforms. With PPC advertising, advertisers pay each time a user clicks on one of their ads, hence the name “pay-per-click”. When a company decides to use PPC advertising, the following have to be put in place:
- Campaign setup: The first step in setting up a PPC campaign is to create a campaign and select the ad platform you want to use, such as Google Ads or Microsoft Ads. You then create ad groups and target specific keywords, interests, or demographics to ensure that your ads are shown to the right audience.
- Ad creation: The next step is to create your ads, including ad copy, headlines, and images. Your ads should be optimized for your target audience and include a clear call-to-action (CTA) to encourage users to click through to your website.
- Bid management: With PPC advertising, you bid on keywords or placements to determine how much you are willing to pay for each click on your ad. You can set a maximum bid for each keyword or placement and adjust your bids over time to ensure that you are getting the best return on investment (ROI) from your ad expenses.
- Ad performance monitoring: Once your campaign is up and running, you need to monitor the performance of your ads to ensure that they are generating the desired results. This involves monitoring metrics such as click-through rates (CTR), conversion rates, and cost per click (CPC) to identify areas for improvement.
- Landing page optimization: Finally, it is important to optimize your landing pages to ensure that users have a good experience after clicking on your ads. This involves creating landing pages that are optimized for conversion, including clear and compelling headlines, persuasive copy, and a clear call-to-action.
Largely, pay-per-click advertising can be an effective way to drive targeted traffic to your website and generate leads or sales. However, it requires a well-designed strategy and ongoing optimization to ensure that you are getting the best possible return on your ad spending and marketing efforts.
Social media marketing (SMM)
One of the most common types of digital marketing is social media marketing. This form of digital marketing involves promoting products or services on social media platforms such as Facebook, Instagram, TikTok, Twitter, LinkedIn, and Pinterest. SMM involves creating and sharing content on social media platforms to engage with customers and build brand awareness, as well as running paid social media ads to reach a wider audience. The key components of a social media marketing campaign include:
- Social media strategy: This involves developing a plan that outlines your goals, target audience, messaging, and tactics for engaging with your audience. Your social media strategy should be aligned with your overall marketing goals and brand messaging. For instance, you must determine if the campaign is geared towards increasing brand awareness or consumer engagement and map out strategies aligning with this goal.
- Content creation: Once you have a social media strategy in place, you need to create content that resonates with your target audience. This includes creating social media posts, videos, images, and infographics that are optimized for each platform and tailored to your target audience.
- Community management: Community management involves engaging with your audience on social media, responding to comments and messages, and building relationships with your followers. This involves monitoring your social media accounts regularly and responding to comments and messages in a timely manner.
- Social media advertising: Social media advertising involves running paid ads on social media platforms to reach a wider audience. Social media ads can be targeted based on demographics, interests, behaviors, and other factors to ensure that your ads are shown to the right audience.
- Analytics and reporting: For every marketing effort, it is important to measure the performance and adjust your strategy based on the data. This involves tracking metrics such as engagement rates, reach, and conversions, and using this data to continually refine and improve your social media marketing efforts.
Ultimately, social media marketing can be an effective way to build brand awareness, engage with customers, and drive leads and sales. However, it requires a well-designed strategy and ongoing optimization to ensure that you are reaching the right audience and generating the desired results.
Email marketing is a type of digital marketing that involves sending promotional or informational messages to a list of subscribers via email. Email marketing can be used to build brand awareness, drive traffic to a website, promote products or services, and nurture leads and customers. The essential steps in email marketing are as follows:
- Email list building: The first step in email marketing is to build a list of subscribers who have opted in to receive emails from your business. This can be done by offering incentives such as a free ebook or newsletter in exchange for a user’s email address.
- Email design: Once you have a list of subscribers, you need to design emails that are visually appealing, easy to read, and optimized for mobile devices. This includes using a clear and compelling subject line, a well-designed email template, and images or videos that enhance the message.
- Email content: The content of your emails should be tailored to your target audience and should provide value to your subscribers. This can include promotional offers, educational content, company news, and other relevant information.
- Email automation: Email automation involves sending targeted messages to subscribers based on their behavior, such as clicking on a link or making a purchase. This can be done using automated email sequences or triggered emails.
- Email analytics and reporting: Similar to other types of digital marketing, analytics, and reporting are the final step in email marketing. This involves tracking metrics such as open rates, click-through rates, and conversion rates, and using this data to refine and improve your email marketing efforts continually.
In summary, email marketing can be an effective way to build relationships with customers and drive sales. However, it requires a well-designed strategy and ongoing optimization to ensure that you are providing value to your subscribers and generating the desired results.
Content marketing is a type of digital marketing with the goal of creating unique marketing content that attracts and engages potential customers. It is aimed at driving profitable customer action, such as generating leads, building brand awareness, and driving sales. Prominent components of content marketing include:
- Content strategy: Developing a system that outlines your goals, target audience, messaging, and tactics for creating and distributing content is the first step in content marketing. Your content strategy should be aligned with your overall marketing goals and brand messaging.
- Content creation: Once you have a content strategy, you must create content that resonates with your target audience. This includes creating blog posts, videos, podcasts, ebooks, infographics, and other types of content that provide value to your desired audience. For instance, if you are a restaurant that caters to people with diabetes, your content should be tailored in such a way that it effectively passes this unique message.
- Content distribution: Content distribution involves sharing your content on various channels, such as social media, email, and your website. It is important to choose the right channels to reach your target audience and to tailor your content for each channel.
- Content promotion: Content promotion involves amplifying your content through paid advertising, influencer marketing, and other promotional tactics to reach a wider audience.
- Content measurement: Measuring the performance of your content marketing campaign and adjusting your strategy based on the data obtained is essential. This involves tracking metrics such as traffic, engagement, and conversions, and using this data to refine and improve your content marketing efforts continually.
In essence, content marketing can be an effective way to build brand awareness, generate leads, and drive sales. However, it requires a well-designed strategy and ongoing optimization to ensure that you are providing value to your audience and generating the desired results.
Influencer marketing is a type of digital marketing that involves partnering with individuals who have a large and engaged following on social media to promote your brand or product. These individuals, known as influencers, have the ability to sway the purchasing decisions of their followers through their authority, expertise, and credibility. Below are the key components of an influencer marketing campaign:
- Influencer research: The first step in influencer marketing is to research potential influencers who are a good fit for your brand or product. This includes identifying individuals who have a large and engaged following on social media and align with your brand values and target audience.
- Influencer outreach: Once you have identified potential influencers, you need to reach out to them and pitch your campaign. This involves developing a clear and compelling message that highlights the benefits of partnering with your brand and offering incentives such as payment or free products.
- Influencer content creation: Once you have partnered with an influencer, they will create content to promote your brand or product to their followers. This can include sponsored posts, videos, and other types of content that showcase your brand in a positive light.
- Influencer amplification: To maximize the impact of your influencer marketing campaign, it is important to amplify the influencer’s content through your own channels, such as your website and social media accounts. This can help to reach a wider audience and drive more engagement and sales.
- Influencer measurement: Measuring the performance of your influencer marketing campaign is the final step which involves tracking metrics such as engagement, reach, and conversions, and using this data to continually refine and improve your influencer marketing efforts.
Largely, influencer marketing can be an effective way to reach a wider audience and generate sales. However, it requires a well-designed strategy and ongoing optimization to ensure that you are partnering with the right influencers in order to get the desired results.
An additional type of digital marketing that is gaining traction in recent times is affiliate marketing. In affiliate marketing, the affiliate promotes a product or service to their audience and earns a commission on each sale that is made as a result of their promotion. Affiliate marketing usually requires:
- Affiliate research: The first step in affiliate marketing is to research potential affiliates who are a good fit for your product or service. This includes identifying individuals or businesses who have an engaged audience that aligns with your target market.
- Affiliate recruitment: Once you have identified potential affiliates, you need to recruit them to promote your product or service. This involves reaching out to them and pitching your campaign, providing them with the necessary tools and resources, and offering them an attractive commission structure.
- Affiliate promotion: Once you have partnered with an affiliate, they will promote your product or service to their audience through various channels such as social media, email marketing, and their website. This can include creating content such as reviews, tutorials, or sponsored posts.
- Affiliate tracking: To track the performance of your affiliate marketing campaign, you need to use affiliate tracking software. This software tracks each sale that is made as a result of an affiliate’s promotion and ensures that they are properly compensated for their efforts.
- Affiliate payment: Lastly, you need to pay your affiliates their commissions on a regular basis. This involves tracking the sales made by each affiliate and calculating their commission based on the agreed-upon commission structure.
In essence, affiliate marketing can be an effective way to drive sales and generate revenue for your business. However, it requires a well-designed strategy, a network of engaged affiliates, regular payment of a commission, and ongoing optimization to ensure that you are generating the desired results.
Mobile marketing is another type of digital marketing that refers to marketing activities that target mobile devices such as smartphones and tablets. It involves using mobile-specific channels and strategies to reach customers where they are spending the majority of their time – on their mobile devices. As with other digital marketing efforts, mobile marketing aids in increasing awareness of brands, products, and services as well as increasing sales. Some key components of a mobile marketing strategy are:
- Mobile-optimized website: A mobile-optimized website is essential for any mobile marketing strategy. This ensures that your website is easily accessible and navigable on a mobile device and that the user experience is optimized for mobile.
- SMS marketing: SMS marketing involves sending text messages to customers to promote products or services, provide updates, or offer special deals. SMS messages have a high open rate and can be an effective way to engage with customers directly.
- Mobile advertising: Mobile advertising involves creating ads specifically for mobile devices, such as in-app ads, mobile web ads, and mobile video ads. These ads can be targeted to specific audiences based on location, behavior, and demographics.
- Mobile apps: Mobile apps can be a powerful tool for engaging with customers and building brand loyalty. A mobile app can provide customers with a more personalized experience and offer features such as loyalty programs, push notifications, and in-app purchases.
- Mobile payments: Mobile payments allow customers to make purchases using their mobile devices, either through mobile wallets or payment apps. This can make the purchase process more convenient and streamlined for customers.
Ultimately, mobile marketing can be an effective way to reach customers where they are spending the majority of their time and provide a more personalized and convenient experience. However, it requires a well-designed strategy and ongoing optimization to ensure that you are effectively engaging with your target audience and driving desired results.
See also: Digital and Physical Marketing
How much is a digital marketer paid?
The salary of a digital marketer varies based on the individual’s experience, the country, the industry, and the company where the individual would work.
According to Talent.com, the average digital marketing salary in the USA is $67,500 per year or $32.45 per hour. Entry-level positions start at $49,984 per year while most experienced workers make up to $105,535 per year. According to Payscale, Digital Marketing Managers (DMMs) with 1-4 years of experience earn an average total compensation including tips, bonus, and overtime pay of ₦1,186,436 while DMMs with 5-9 years of experience earn an average total compensation of ₦2,280,000 in Nigeria.
According to Indeed, the average salary for a digital marketer is £28,157 per year in the United Kingdom, AED 4,233 per month in UAE, and $85,229 per year in Australia. Glassdoor reported $62,534 as the average salary for a digital marketer in Canada. Ambition box reported between ₹0.4 Lakhs to ₹9.2 Lakhs with an average annual salary of ₹3.0 Lakhs for digital marketers in India.
The Salary expert reported that the average digital marketing associate’s gross salary in Germany is 55.778 € or an equivalent hourly rate of 27 €; they could also earn an average bonus of 1.562 €. An entry-level digital marketing associate with 1-3 years of experience earns an average salary of 40.629 € while a senior-level digital marketing associate with 8+ years of experience earns an average salary of 68.377 €.
|Country||Average salary per year|
|United States of America||$74,340|
|United Arab Emirates||AED 50,796|
See also: Societal marketing
How to start a career in digital marketing as an entrepreneur
Starting a career in digital marketing as an entrepreneur requires a combination of skills, knowledge, and strategic planning. Here are some practical steps you can take on your journey to starting a career as a digital marketing entrepreneur:
Develop your digital marketing skills
To be successful in digital marketing, you need to have a solid understanding of the various channels and tactics, as well as the tools and technologies that are used in the industry. You can start by taking online courses, attending workshops or conferences, and reading books and articles on the subject.
Identify your niche
Determine the specific area of digital marketing you want to focus on, based on your interests, skills, and experience. This could be anything from social media marketing to search engine optimization or content marketing.
Build your personal brand
As an entrepreneur, it is important to establish your personal brand online. This includes creating a website or blog, building your social media presence, and creating content that showcases your expertise and thought leadership in your chosen digital marketing niche.
Create a business plan
Develop a detailed business plan that clearly outlines your goals as a marketing entrepreneur, the kind of clients or businesses you would like to work for or with, your marketing strategies, and financial projections. This will help you stay focused and track your progress as you build your digital marketing career.
Build a portfolio
Building a portfolio of your work is important as you pursue a career in digital marketing. The portfolio should showcase your skills and experience. This can include case studies, client testimonials, and examples of successful campaigns you have executed.
Network with industry professionals
Attend industry events, join online communities and forums, and connect with other professionals in your field. This will help you stay up-to-date on the latest trends and best practices and also provide opportunities for collaboration and partnerships.
Stay agile and adaptable
Digital marketing is constantly evolving, so it is important to stay agile and adaptable. Keep up with the latest trends and technologies, and be willing to pivot your strategies and tactics as needed to stay competitive and relevant in your career as a digital marketer.
What are the roles of a digital marketer?
The roles of digital marketers can vary depending on the specific job title, company, and industry they work in. However, some common roles and responsibilities include developing and implementing online marketing strategies, managing social media accounts, search engine optimization, pay-per-click advertising, email and mobile marketing, content creation, and analytics and reporting of the digital marketing efforts.
Digital marketing careers
- Digital marketing specialist
- SEO Specialist
- Social media manager
- Content marketing manager
- PPC manager
- Email marketing manager
Digital marketing offers a variety of career opportunities, with roles that require a diverse range of skills and expertise. With the increasing importance of digital channels in today’s business landscape, digital marketing is a field with growing demand for skilled professionals. It, therefore, presents a wide range of opportunities for individuals who want to pursue digital marketing as a career. Above are some potential career paths in digital marketing which we shall discuss further.
Digital marketing specialist
This digital marketing career involves managing online marketing campaigns across various channels, such as SEO, PPC, social media, and email marketing. A digital marketing specialist is responsible for creating, implementing, and managing digital marketing campaigns as well as developing strategies to achieve specific business objectives. Additional job responsibilities of a digital marketing specialist include:
- Develop and implement digital marketing strategies: Digital marketing specialists are responsible for developing and implementing digital marketing strategies that align with the company’s overall goals and objectives. This involves analyzing market trends, identifying target audiences, and determining the most effective channels and tactics to reach them.
- Manage digital marketing campaigns: Digital marketing specialists are responsible for managing campaigns across various digital channels, such as SEO, PPC, social media, and email marketing. This involves creating and implementing campaigns, monitoring metrics, and making adjustments to optimize performance.
- Content creation and management: Digital marketing specialists are responsible for creating and managing content across various digital channels, such as websites, blogs, and social media. This includes writing blog posts, creating graphics and videos, and developing other content to engage with target audiences.
- Analyze performance metrics: Digital marketing specialists are responsible for tracking and analyzing metrics across various digital channels to measure the success of digital marketing efforts. This involves using tools such as Google Analytics to track website traffic, engagement, and conversion rates, and creating reports to communicate insights to other team members.
- Collaborate with other teams: Digital marketing specialists often work closely with other teams, such as creative, sales, and product teams, to ensure that digital marketing efforts align with overall business objectives.
One of the roles available to an individual that has chosen digital marketing as a career is becoming Search Engine Optimization (SEO) specialist. SEO specialist plays a critical role in improving search engine rankings and driving traffic to a website. This involves conducting keyword research, optimizing website content, creating and optimizing content, monitoring website performance, ensuring that websites are technically optimized for search engines, and collaborating with other teams to ensure that SEO efforts align with overall business objectives.
Outlined below are some common job responsibilities of an SEO specialist:
- Conduct keyword research: SEO specialists are responsible for researching and identifying keywords and phrases that target audiences use to search for products or services in a particular industry.
- Optimize website content: SEO specialists are responsible for optimizing website content, including headlines, text, and images, to make it more relevant to targeted keywords and phrases. This includes optimizing meta titles, descriptions, and tags to improve search engine visibility.
- Create and optimize content: SEO specialists create and optimize website content, such as blog posts, articles, and videos, to improve search engine rankings and drive traffic to the website. This includes conducting competitive analysis, identifying gaps in content, and developing content that fills those gaps.
- Monitor and analyze website performance: SEO specialists are responsible for monitoring website performance metrics, such as traffic, engagement, and conversion rates, and using analytics tools to analyze website performance. This involves using tools such as Bing Analytics to track website traffic, engagement, and conversion rates, and creating reports to communicate insights to other team members.
- Technical SEO: SEO specialists are responsible for ensuring that websites are technically optimized for search engines, which includes optimizing website speed, fixing broken links, and implementing schema markup.
- Collaborate with other teams: SEO specialists often work closely with other teams, such as creative, marketing, and product teams, to ensure that SEO efforts align with overall business objectives.
Social media manager
Another career path in digital marketing is social media management. This role involves managing a company’s social media accounts, creating and scheduling content, engaging with followers, and analyzing metrics to improve performance. Social media managers are responsible for developing and implementing social media strategies that align with business goals. Let us discuss some job requirements for this digital marketing role.
- Develop and implement social media strategies: Social media managers are responsible for developing and implementing social media strategies that align with the company’s overall goals and objectives. This involves identifying target audiences, determining the most effective channels and tactics to reach them, and creating and publishing content.
- Create and publish content: Social media managers are responsible for creating and publishing content across various social media platforms, such as Facebook, Twitter, Instagram, and LinkedIn. This includes writing captions, creating memes, graphics, and videos, and developing other content to engage with target audiences.
- Community management: Social media managers are responsible for managing the company’s social media communities by responding to comments and messages, monitoring mentions, and engaging with followers.
- Monitor metrics and analyze performance: Social media managers are responsible for tracking and analyzing metrics across various social media platforms to measure the success of social media efforts. This involves using social media analytics tools to track engagement, reach, and conversion rates, and creating reports to communicate insights to other team members.
- Collaborate with other teams: Social media managers often work closely with other teams to ensure that social media efforts align with overall business objectives.
- Stay up-to-date with social media trends: Social media managers are responsible for staying up-to-date with the latest social media trends and best practices, and using this knowledge to inform social media strategies for the benefit of the brand.
Content marketing manager
Working as a content marketing manager is another digital marketing career opportunity. This is one of the most vital online marketing jobs as in the world of marketing, content is king. A content marketing manager is responsible for overseeing the creation, publication, and distribution of high-quality content that is designed to engage, inform, and convert target audiences. Below are some common job responsibilities of a content marketing manager:
- Develop and implement content marketing strategies: Content marketing managers are responsible for developing and implementing content marketing strategies that align with the company’s overall goals and objectives. This involves identifying target audiences, determining the most effective channels and tactics to reach them, and creating a content calendar.
- Create and publish content: Content marketing managers are responsible for creating and publishing high-quality content across various channels, such as blog posts, articles, videos, infographics, and social media posts. This includes writing, editing, and proofreading content to ensure that it is of high quality and aligns with the company’s brand voice and tone.
- Content optimization: Content marketing managers are responsible for optimizing content for search engines and ensuring that it is shareable and engaging for target audiences. This includes conducting keyword research, optimizing meta titles, descriptions, and tags, and developing content that is designed to be shared on social media and other channels.
- Manage content distribution: Content marketing managers are responsible for managing the distribution of content across various channels, such as email, social media, and other online platforms. This includes developing email marketing campaigns, social media campaigns, and other marketing campaigns to promote content.
- Monitor metrics and analyze performance: Content marketing managers are responsible for tracking and analyzing metrics to measure the success of content marketing efforts. This involves using content marketing analytics tools to track engagement, reach, and conversion rates, and creating reports to communicate insights to other team members.
- Collaborate with other teams: Content marketing managers often work closely with other teams, such as marketing and product teams, to ensure that content marketing efforts align with overall business objectives.
A Pay-Per-Click (PPC) Manager is responsible for developing and executing PPC campaigns that are designed to drive traffic, leads, and conversions for a company’s website or digital platform. This role involves managing pay-per-click campaigns, including creating and optimizing ads, managing budgets, and analyzing performance metrics. Let us look at some common job responsibilities of a PPC Manager:
- Develop and execute PPC campaigns: PPC Managers are responsible for developing and executing PPC campaigns across various platforms, such as Google Ads, Bing Ads, and social media platforms. This includes conducting keyword research, developing ad copy, setting up campaigns, and optimizing campaigns for maximum performance.
- Monitor and analyze campaign performance: PPC Managers are responsible for monitoring and analyzing campaign performance, using tools such as Google Analytics and other PPC analytics tools. This involves tracking key performance indicators (KPIs) such as click-through rates, conversion rates, and cost-per-click, and making adjustments to campaigns to improve performance.
- Conduct A/B testing: PPC Managers are responsible for conducting A/B testing to determine the most effective ad copy, landing pages, and targeting strategies. This involves testing different variations of ads, landing pages, and targeting criteria, and using data to make informed decisions about which strategies to use moving forward.
- Manage budgets: PPC Managers are responsible for managing PPC budgets, ensuring that campaigns stay within budget constraints while maximizing return on investment(ROI).
- Collaborate with other teams: PPC Managers often work closely with other teams to ensure that PPC campaigns align with overall business objectives.
- Stay up-to-date with industry trends: PPC Managers are responsible for staying up-to-date with industry trends and best practices, as well as changes in PPC platforms and algorithms, in order to stay ahead of the competition and optimize campaign performance.
Email marketing manager
Another digital marketing career role is email marketing manager. This role involves developing and executing email marketing campaigns that drive customer engagement, retention, and sales. An email marketing manager plays a critical role in developing and executing email marketing campaigns, managing email lists, analyzing campaign performance, conducting A/B testing, collaborating with other teams, and staying up-to-date with industry trends and best practices. Let us have a closer look at each of these responsibilities below:
- Develop and execute email marketing campaigns: Email marketing managers are responsible for developing and executing email marketing campaigns that promote products, services, or content. This includes creating email lists, designing email templates, writing copy, scheduling emails, and monitoring performance.
- Manage email lists: Email marketing managers are responsible for managing email lists, ensuring that they are segmented, up-to-date, and compliant with regulatory requirements.
- Analyze campaign performance: Email marketing managers are responsible for analyzing email campaign performance using email analytics tools such as Mailchimp or Constant Contact. This involves tracking key performance indicators such as open rates, click-through rates, and conversion rates, and using data to optimize campaigns for better performance.
- A/B testing: Email marketing managers are responsible for conducting A/B testing to determine the most effective email subject lines, copy, and calls-to-action. This involves testing different variations of email campaigns and using data to make informed decisions about which strategies to use moving forward. For example, an email marketing manager may create two different versions of an email with different subject lines, and send each version to a randomly selected portion of the company’s email list. The manager can then track which version had a higher open rate or click-through rate to determine which subject line is more effective.
- Collaborate with other teams: Email Marketing Managers often work closely with other teams such as content, creative, and marketing teams to ensure that email campaigns align with overall business objectives.
- Stay up-to-date with industry trends: Email Marketing Managers are responsible for staying up-to-date with industry trends and best practices, as well as changes in email marketing algorithms, to stay ahead of the competition and optimize campaign performance.
What kind of careers are in digital marketing?
Career opportunities in digital marketing include digital marketing specialist, SEO specialist, social media manager, content marketing manager, pay-per-click manager, and email marketing manager amongst many others that keep springing up from time to time.
Benefits of digital marketing as a career
- High demand
- Variety of job roles
- Continuous learning opportunities
- Potential for remote work
- Creative and analytical work
- High earning potential
Digital marketing is an exciting and rapidly growing field that offers a range of opportunities for those interested in pursuing a career in online marketing. Whether you are a creative thinker, analytical problem solver, or strategic planner, there is a digital marketing role out there that can align with your skills and interests provided you are willing to put carry out the required work. Below, we shall discuss some benefits of choosing digital marketing as a career.
One of the benefits of choosing a career in digital marketing is the high demand for online marketers. The digital marketing industry has experienced tremendous growth with almost every organization seeking to make their brand, products, or services available online.
The ease of tracking progresses as well as the relative cheapness of digital marketing when compared to traditional marketing has further encouraged its acceptance and utilization by a lot of businesses. As a result of these, the demand for skilled digital marketers is growing rapidly which means that there are plenty of job opportunities in digital marketing.
Variety of job roles
Digital marketing encompasses a range of roles and responsibilities, from social media management to search engine optimization and content marketing. This means that there is a lot of variety in the types of jobs available, and individuals can choose a role that aligns with their interests and strengths.
Continuous learning opportunities
Digital marketing is a constantly evolving field, which means that there are always new technologies, trends, and techniques to learn. In order to be an effective, relevant, and efficient digital marketer, one has to keep up with these new technologies, trends, and techniques. This provides opportunities for continuous learning and professional development which is another benefit of pursuing a career in digital marketing.
Potential for remote work
One of the biggest benefits of choosing digital marketing as a career is the potential for remote work. Since digital marketing is done online, it means that many digital marketing jobs can be done remotely without the added stress of having to work within the confines of an office or a strict 9-5 working hours. This provides flexibility and makes it easier to achieve a work-life balance for individuals who prefer to work from home or have other commitments.
Creative and analytical work
Digital marketing requires both creativity and data analysis skills. This means that individuals in this field get to flex their creative muscles to develop online marketing campaigns that align with their goals of either increasing brand awareness, sales, or customer engagement while also working with data and metrics to measure the success of these campaigns. This is another benefit of working as a digital marketer.
High earning potential
Another important benefit of choosing digital marketing as a career is the potential of earning a high income. Based on our earlier discussion on the average annual salaries of digital marketers across the globe, we can infer that digital marketing can be a lucrative field, with many roles offering competitive salaries and potential for growth.
Disadvantages of working as a digital marketer
- Rapid evolution
- Highly competitive
- High pressure
- Requires technical skills
- Can be isolating
- Can be repetitive
While there are many advantages to working in digital marketing, there are also some potential disadvantages to consider which we shall discuss below:
Digital marketing is a rapidly changing field, with new technologies, trends, and best practices emerging all the time. This can be exciting, but it also means that digital marketers need to be constantly learning and adapting to keep up as a valuable skill or technique today can become completely useless tomorrow.
With the high demand for skilled digital marketers, the field can be highly competitive. This means that individuals may need to work harder to stand out and land desirable jobs.
Digital marketing is often focused on driving results and achieving measurable goals, which can lead to high-pressure situations for marketers. Deadlines can be tight, and there may be a lot of pressure to meet performance targets.
Requires technical skills
Although many aspects of digital marketing are creative and strategic, the field also requires a solid understanding of technical concepts such as website design, search engine optimization, and analytics. This means that individuals who are not comfortable with technical work may struggle in some roles.
Can be isolating
The fact that most digital marketing jobs can be done remotely presents a disadvantage for individuals who prefer to work in an office environment or who thrive on social interaction.
Can be repetitive
Some digital marketing tasks such as social media scheduling and keyword research can be repetitive and mundane. This can lead to burnout and a lack of job satisfaction for some individuals.
Is digital marketing a good career?
Whether digital marketing is a good career or not would depend on individual preferences. For individuals who enjoy being creative, working with data, and keeping up with the latest trends and technologies, a career in digital marketing could be considered good for them whereas individuals who do not enjoy any of the aforementioned may consider digital marketing as a bad career choice.
Digital marketing as a career is an exciting and rewarding field that offers numerous opportunities for growth and development. Many individuals find the various digital marketing roles exciting, rewarding, and challenging while some other individuals find it repetitive, isolating, and highly unstable. It is therefore important to carefully consider your interests, skills, and personality traits before pursuing a career in digital marketing to ensure it is the right fit for you.Last Updated on November 2, 2023 by Nansel Nanzip Bongdap
Blessing's experience lies in business, finance, literature, and marketing. She enjoys writing or editing in these fields, reflecting her experiences and expertise in all the content that she writes.