Digital marketing encompasses many mediums and channels including social media, search engines, email, and more. Learning digital marketing alone isn’t enough to land a job in marketing, but it’s the best place to start a digital marketing career. In combination with tools like SEO and Google Analytics, an entry-level or freelance position is within reach.
Digital Marketers can be broadly focused or niche down to focus on one specific marketing medium. A Marketing Manager oversees these campaigns. Marketing Analysts usually hone in on a specific marketing channel and do the research that companies need before digital marketing efforts are implemented. Then, Digital Analysts determine the effectiveness of advertising efforts and suggest improvements.
Search Managers organize advertising campaigns and search engine optimization strategies. Paid Search Managers focus on ads that generally appear on search engines and social media that cost money. Web Optimization Specialists also harness the advertising power of search engines to drive traffic to specific websites.
Digital Strategists create campaigns that combine multiple advertising mediums including optimizing SEO, content for social media and blogs, and paid advertisements. Social Media Strategists create and deploy advertising campaigns both organically and through paid ads on social media platforms like Instagram and Facebook.
Digital Marketing Career Options
Here are a few career paths for which you’ll likely need Digital Marketing skills in order to succeed. We also include additional info about their average salaries, their day-to-day responsibilities, and a link to learn more about each career.
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Digital Marketer
Digital marketers are responsible for designing, managing, and reviewing digital marketing campaigns. Using their expertise in search engine optimization (SEO), social media, backlinks, and digital ads, digital marketers provide data and demographic-driven marketing strategies. They may also help companies develop content marketing strategies through the use of blogs. Digital marketers also use data analytics to review digital marketing campaign results and provide guidance for future campaigns.
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Search Manager
A search manager brings expertise with search engines and a deep understanding of how they work to drive results. They will generally work across search from organic search (SEO) to paid search. In this type of role, the manager would oversee both organic and paid search operations, including strategy, optimization, and reporting. In organic search, the manager would be in charge of finding the right keywords to target, improving rank for those keywords, and optimizing the site for SEO. Within paid search, the manager would build the strategy, manage the campaigns, and continually test and optimize for the best performance.
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Web Optimization Specialist
Web optimization specialists are experts at analyzing web traffic and making targeted recommendations to increase user engagement. Acting as user-surrogates, web optimization specialists analyze data on user behavior and advocate for new features or functionalities to improve the end-user experience. Web optimization specialists often work with web developers and designers to create funnels, web applications, and marketing campaigns. These professionals must have experience with data analysis, user-testing, prototyping and digital marketing development.
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Digital Analyst
Digital analysts work with a marketing team to analyze the effectiveness and reach of digital marketing campaigns. They use Google analytics and site tagging tools to harvest user data. This data is analyzed and interpreted to provide insights into how to improve the user experience and the effectiveness of the digital marketing campaign.
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Paid Search Manager
A paid search manager is tasked with leading search marketing campaigns, generally on Google and Bing Ads. The manager leads the day-to-day strategy, reporting, analysis, and optimization of paid search campaigns. Day-to-day campaign management includes updating bids, adding/removing keywords, monitoring profitability, and more. Strategy and optimization include designing and adjusting paid search strategy to align with overall business goals, running tests to improve performance, and working with other digital partners to develop omnichannel marketing campaigns.
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Marketing Analyst
A marketing analyst brings marketing expertise to companies and organizations to assist with their marketing initiatives. Depending on the type of role and company they are working for, the marketing analyst's job can vary in channels and the type of work. In some cases, the marketing analyst will be in charge of providing analytical support for a specific channel or set of marketing channels. The marketing analyst may also be involved in coming up with strategies, finding the right audiences, performing competitive analyses, and optimizing channels.
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Digital Strategist
Digital Strategy is the work behind digitally rich projects like websites, social media, SEO content, digital marketing, and more. Digital Strategists identify opportunities for growth and make plans for new website releases, content for their client with a specific end goal in mind, or an advertising campaign.
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Social Media Strategist
Social Media Strategists design social media blueprints to achieve a client's or company's marketing targets. They also create content and manage client or company accounts.
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Marketing Manager
Marketing Managers oversee a team of marketing professionals who find ways to grow the business they're working for, execute those growth ideas through campaigns, and analyze and report on those campaigns.
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