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Thinking about a career in Digital Marketing

Date Added: 27/09/2021

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Digital marketing is a nascent massively growing sector offering vast career opportunities accommodating a range of skill sets to the varied job profiles.

In simple terms, digital marketing is the use of digital technologies to promote products and services to run a business. The transformation of the marketing landscape into a predominantly digital era is forcing all businesses to build an online presence through websites, social media accounts, and advertisements to reach potential customers.

Spread into many segments digital marketing jobs have an overlap of business, management, technology, and creative side. It has many high-demand areas with good scope for fair salary and career mobility. 


Pandemic drives demand

According to a Linked survey, in the first six months of 2021, there has been a 63 percent increase in the demand for marketing jobs. The study also says a 177 percent increase in remote marketing positions has been recorded during that period. This means only the digital marketing sector can fill that space and the number of jobs will continue to grow.


Flexible Qualifications

In digital marketing, only a section of marketing jobs requires a specialized degree and plenty of entry-level marketing jobs have no hard entry barrier. 

To achieve the credentials, there are many online and offline courses of 6 months to one year teaching the skills for digital marketing jobs. What makes digital marketing unique is its evolutionary nature as more marketing platforms and channels are coming up to reach out to potential customers. 


Why digital marketing is growing? 

Digital marketing appeals to all types of businesses because it is not very costly and campaigns are based on data analytics. Data will show marketers from where traffic comes and how to reach them and what all tactics are required to get the best ROI. 


LinkedIn study on demand for digital marketers

A LinkedIn study found that “Digital Marketing Specialist” is one of the top 10 in-demand jobs. The study also adds that the most sought after roles in digital marketing are 

  • Content marketing 
  • SEO 
  • Data Analytics 
  • Social media/SMO 
  • Email marketing
  • Mobile Marketing
  • Video Marketing
  • UX Design  

The landscape of digital marketing has too many jobs, but a talent crunch exists as a shortage of professionals is rampant. This is because digital marketing with so many facets has yet to evolve into a full-fledged talent pool. That is showing up in unfilled roles. According to LinkedIn shortage of nearly a quarter-million digital marketing professionals exists.


Main digital marketing jobs

Digital Marketing Manager: The digital marketing manager has to execute all digital marketing tasks and manage the work of digital marketing teams in consonance with goals, timelines and updates to clients. The person must know all aspects of digital marketing with the best domain knowledge and set milestones for the campaign.

SEO Specialists: Search Engine Optimization (SEO) is the bedrock of all digital marketing campaigns and a person with technical knowledge and digital marketing expertise will make a great career in it. 

Both SEO and SEM (search engine marketing) are difficult to specialize in because search engine algorithms keep changing. Businesses want to be up-to-date as high ROI is their aim.  E-commerce sites want high internet traffic to stay profitable and they spend big on SEO / SEM. Although all businesses want to rank high in search engines as digital technology is the new determinant in competition. 

Experienced SEO/SEM specialists and analysts can earn at least $100 000 annually.  

Content managers: Content is the king and has a central role in digital marketing. It needs both writing skills and social media finesse. Content managers have to be experts in methods of creating SEO-friendly content and must organize, and manage it. They must feed different subsets of the marketing plan and precise knowledge on developing and the possible ROI. The average salary is around $80 000 annually.  

Content Writers: A content writer creates content to increase brand equity and awareness. The content will be multifarious-- blog posts, directory articles, social media posts, and web content to woo potential customers.

Content writers’ research topics in the industry write drafts, work closely with editors to polish the content. 

Email Marketing Specialist: Email marketing is the top lead-generating activity and specialists work in tandem with digital marketing managers for targeted campaigns. Email marketing is a specialized content development process and the incumbent must be well versed in copywriting, editing and marketing.

Email content needs persuasive writing and has wider use in campaigns, product launches, and PR activities. E-mail marketing managers draw around $50 000 annually depending on experience.

Social Media Coordinator: The candidate manages the company’s social media accounts for a robust social media presence. They will work around an editorial calendar and produce content for different social platforms.

They take inputs from marketing and sales teams and promote the company’s products and services through social media channels in line with the marketing strategy.

The social media coordinator will respond to comments and posts for all posts on Facebook, Instagram, Twitter, etc. 

Data Analysts: A data analyst collects, processes and analyzes data to help in solving problems, planning, and decision making. They can translate marketing analytics into easy-to-understand data for decision-makers who can go on executable actions.

Data analysts use many tools to gather data, databases and excavate trends, patterns, and correlations before making reports and visualising them. They also perform market research and interpret the data for the marketing team and management.

Product Marketing Specialist: A product marketing specialist is in charge of marketing a product or a series of products. The professional conducts market research and analysis to develop go-to-market strategies, cross-selling, upselling, and strategies for market penetration. The research data will have pricing, distribution, and customer segmentation details to create better campaigns.

Paid marketing specialist: Paid marketing specialists handle and optimize paid marketing campaigns of a company.

These specialists use so many paid online marketing channels in their work. They also manage display advertisements or PPC on search engine result pages. 

The PPC ads are paid for by the company whenever someone clicks on the ad. They also purchase paid social ads, advertisements on third-party social platforms such as Facebook Ads and LinkedIn Ads and invest in display ads through Google Ads via programs such as Google AdSense.

Many companies also task these paid marketing specialists to do affiliate marketing commission is offered to promote the company’s products or services. And finally, more the experience in channels of digital marketing, salary will not be a constraint as results matter and capacity to deliver is the criterion for higher positions. 

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