Opportunities for careers in digital marketing are on the rise as businesses continue to use their customers’ preferred online channels for engagement, outreach, advertising and sales. This field incorporates a variety of positions and career paths, from multimedia content creation to analysis of key marketing data and the development of future strategies.
Digital marketing professionals turn challenges into opportunities, driving business growth and raising brand awareness as they craft campaigns that resonate with their target audience. Digital marketing can effectively drive business growth opportunities by engaging prospects where they already spend so much of their time.
Keep reading to learn about how you can build your own career in digital marketing.
What is digital marketing?
Digital marketing incorporates two broad concepts to create a distinct area of professional focus:
- Digital references the use of the internet and the networks, platforms and websites that it enables, as well as technology such as smartphones and computers.
- Marketing refers to promotion of a company’s products or services.
As digital experiences became more prevalent in recent decades, businesses realized the need to connect with their customers and prospects through these channels.
In the past, companies focused on avenues like mass media because they presented an opportunity to connect with many customers at once. The digital ecosystem can offer that same benefit while also allowing for much higher degrees of personalization, demographic targeting and campaign testing. Now, companies regularly reach out to customers through social media, search engine results pages, digital display advertising, email and many other methods.
On a more individual level, digital marketing can be an exciting and challenging career path. The combination of strategy development, response to customer sentiment, creative efforts and use of objective metrics to inform that work creates a uniquely engaging atmosphere for aspiring and experienced marketers alike.
This highly customizable environment requires professionals who have the deep knowledge and specialized skills necessary to leverage the opportunities present in digital marketing.
What do digital marketers do?
Digital marketers primarily use online channels to raise awareness among current and potential customers. They may plan digital marketing campaigns, develop content, analyze metrics and complete a number of tasks that support effective, relevant and engaging marketing efforts.
Professionals in this field serve in a variety of roles with distinct duties, from social media marketing and search engine optimization (SEO) specialists to digital marketing managers and departmental leaders.
Responsibilities and characteristics of a digital marketer
If you’re wondering how to become a digital marketer, you should be familiar with some key, broadly relevant concepts in the industry, including:
- Content creation and distribution, including text, video and imagery.
- Data analytics.
- Digital advertising techniques, such as pay-per-click (PPC).
- Email marketing.
- Search engine optimization (SEO) and search engine marketing (SEM).
- Social media marketing.
At the same time, you should hone certain characteristics and abilities that align with your individual career objectives and can enable your success in digital marketing:
- Adaptability, as digital marketing can be an especially fast-paced environment.
- Analysis, to generate relevant reporting to share with colleagues, leaders or clients.
- Collaboration, to best support the entirety of a marketing campaign.
- Creativity, both for content development and to build engaging and unique campaigns.
- Persuasiveness, with the ultimate goal of convincing a customer to take a desired action.
- Prioritization, to align creative and analytical work with a campaign’s goals and needs.
- Strategic thinking, to focus on development by linking individual pieces of marketing with a broader theme and purpose.
- Strong time management, in order to consistently meet deadlines.