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A comprehensive guide that introduces various digital marketing strategies and tools. Written in an easy-to-understand language, it's suitable for beginners and intermediate readers.

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Ryan Deiss is an entrepreneur, author, and investor, and according to Shark Tank star, Daymond John, "His companies practically own the internet."

Ryan's entrepreneurial endeavors began while he was a college student at the University of Texas at Austin, launching his first first website and generating his first sale from his freshman dorm room. By the time he graduated, this one online property had ballooned into 500, and a hobby had grown into a business.

Fast forward to the present day, Ryan is the Founder and CEO of The Scalable Company, DigitalMarketer, and a Founding Partner at Scalable Equity, LLC, a venture equity accelerator that builds and acquires B2B media and software brands.

Ryan is also a best-selling author and a sought-after speaker who has shared the stage with top business leaders and celebrities like Sir Richard Branson, William Shatner, Gary Vaynerchuk, Martha Stewart, Tim Ferris, Daymond John, Dave Ramsey, and Arnold Schwarzenegger.

Most importantly, Ryan is a proud father of four, and husband to Emily, to whom he gives all the credit for everything he has ever done.

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Digital Marketing For Dummies (For Dummies (Business & Personal Finance))

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Digital Marketing For Dummies (For Dummies (Business & Personal Finance)) [Deiss, Ryan, Henneberry, Russ] on Amazon.com. *FREE* shipping on qualifying offers. Digital Marketing For Dummies (For Dummies (Business & Personal Finance))

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Youtility: Why Smart Marketing Is about Help Not Hype

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Youtility: Why Smart Marketing Is about Help Not Hype

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This book explains the importance of providing useful information to customers to build a strong brand. Best for those who want to understand the value of content marketing.

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Jay Baer is a 7th-generation entrepreneur, New York Times best-selling author of seven books, and founder of six multi-million dollar companies.

In 2023, he was named a Top 30 Global Guru in both Customer Experience and in Marketing.

Jay has advised more than 700 brands in his career, including Nike, Oracle, Hilton, The United Nations and 40 of the FORTUNE 500.

He is an inductee into the professional speaking and word of mouth marketing halls of fame.

Jay has authored or co-authored among the best-selling business books of all-time in the categories of digital marketing, customer service, customer experience, and business growth.

He has been named to more than 50 top global business influencer lists.

Jay's books are known for deep, first-party research combined with unique, compelling case studies, and a heavy sprinkling of humor.

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Youtility: Why Smart Marketing Is about Help Not Hype

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Youtility: Why Smart Marketing Is about Help Not Hype [Baer, Jay] on Amazon.com. *FREE* shipping on qualifying offers. Youtility: Why Smart Marketing Is about Help Not Hype

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Learn how to create impactful content and understand the nuances of different social media platforms. Ideal for students interested in social media marketing.

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New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works.

When managers and marketers outline their social media strategies, they plan for the "right hook"-their next sale or campaign that's going to knock out the competition. Even companies committed to jabbing-patiently engaging with customers to build the relationships crucial to successful social media campaigns-want to land the punch that will take down their opponent or their customer's resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don't.

Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It's not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices-content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.

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Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World

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Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World [Vaynerchuk, Gary] on Amazon.com. *FREE* shipping on qualifying offers. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World

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An informative article that outlines various career options available in the field of digital marketing, including job descriptions and required skills.

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Choosing a career path is a daunting process. You're supposed to find something you love while also factoring in things like long-term stability and supporting the overall lifestyle you want.

A digital marketing career isn't necessarily the dream job most people aspire to while they're in school. But when you consider the opportunities in this dynamic field, you'll see that the digital marketing career outlook is nothing but positive and will continue to be so in 2024. ​​​​​​

Watch the video below to explore the different types of careers you can pursue in Digital Marketing.

What is Digital Marketing?

Digital marketing is a form of marketing where businesses promote their products and services through digital platforms like social media, emails, blogs and digital advertising. The process includes building a digital presence and setting up campaigns to target the right audience.

The Digital Marketing Job Role Is Constantly Evolving

One of the reasons a digital marketing career is so exciting is that because the field is constantly evolving as different platforms are introduced. A digital marketing manager is always scoping out trends and seeing how they impact discoverability.

Building experience in digital marketing encompasses just about every facet of a brand's presence online. As search engines roll out new updates, digital marketing managers determine how they impact website rankings. From there, the entire marketing team works together to create a strategy.

Why Digital Marketing Job Roles Are the Future?

While traditional marketing still has its place in the world, digital marketing is quickly taking over thanks to affordability and analytics.

Marketing managers are now able to see exactly where people are coming from, what they're doing on the website, and which tactics produce the highest ROI. This data-driven approach makes it easier for professionals to prove their worth, and for leaders to see which strategies are most effective. Successes to be replicated over again, eliminating the guesswork for future campaigns.

Is There a High Demand for Digital Marketing Jobs?

The Digital Marketing market is further expected to scale with a CAGR of 32.1% by 2028, with a value of USD 24.1 billion. There will be close to 6 billion internet users by 2027. The demand for skilled digital marketers will only increase in the coming years. All these factors show that now is the best time to learn new skills and kickstart your career!

What Is the Demand for Digital Marketers?

According to LinkedIn, the "Digital Marketing Specialist " role is among the top 10 most in-demand jobs, with 860,000 job openings. The most requested experience in digital marketing includes social media, content strategy, SEO, analytics, and more.

Because there are so many facets to digital marketing strategy, the number of related jobs is quite high. In fact, the industry is facing a crisis - the digital skills gap. A LinkedIn survey found a shortage of about 230,000 digital marketing professionals in major metro areas in the U.S. With so many jobs and not enough professionals to fill them, now is the perfect time to get started in digital marketing.

How to Get Started With a Digital Marketing Role

As you get started in digital marketing, it's important to understand the key specialties within the industry. There are many digital marketing job roles to consider, each with their own sets of skills to master.

1. Email Marketing

Email marketing sounds pretty self-explanatory - you send emails to targeted lists. But it's that targeting that requires specialized skills.

Marketing emails are sent to lists of customers and prospects to drum up business and build awareness of products and services. They're also frequently sent out to engage audiences, even when there's no hard sale. It's the email marketer's job to test different subject lines, text, and formats to see which emails get the most attention.

Average salary for Email Marketing Manager: $65,834

2. Search Engine Optimization (SEO)

No matter what your experience looks like, Search Engine Optimization will probably play a significant role in digital marketing. It's the backbone of every piece of content that's written since all content has the goal of discoverability.

The digital marketing career outlook for SEO specialists is strong. There is a great need for professionals who understand social media, content quality scoring, competitive analysis, mobile search, and website analytics. These bases all must be covered to maximize online traffic.

Average salary for SEO Manager: $62,621

3. Copywriting

As you gain experience in digital marketing, you'll realize just how much writing is involved in the process. Copywriters produce a wide range of content, including taglines, product descriptions, emails, ads, and more. They even produce non-digital content like direct mail and video scripts.

Copywriters obviously need a strong writing background, but beyond that they must be creative and curious. Their job revolves around getting people to pay attention in a world full of distractions.

Average salary for Copywriter: $58,465

4. Content Writing

At first glance, content writing and copywriting may seem like the same digital marketing role, but as you get started in digital marketing, you'll see that they have two distinct jobs.

Content writers focus specifically on longer-form content that draws readers to the site and nurtures them throughout the sales cycle. They create whitepapers and case studies, blog posts, and eBooks that educate readers and keep them coming back for more.

Average salary for Content Manager: $56,779

5. Social Media Marketing

It's no secret that social media marketing is a huge part of digital marketing. Social media managers promote brands on networks like Facebook, Twitter, Instagram, and LinkedIn and others.

Social media managers develop campaign strategies, videos, and graphics; and research audience trends to get in front of the right people. It's a job that bridges writing, design, and project management, and often requires the ability to work off-hours to respond to incoming messages. Experience in digital marketing and building communities is a must.

Average salary for Social Media Marketer: $50,473

6. Advertising

The field of advertising has changed significantly over the past few decades, with digital advertising taking a dominant role in digital marketing.

Advertisers are responsible for matching the right products to the right audiences. They build relationships with media brands to determine what types of content will work best for each outlet and negotiate rates and terms that appeal to both parties. Digital advertising has a great digital marketing career outlook for competitive creatives seeking a fast-paced, people-oriented environment.

Average salary for Digital Advertising Specialist: $51,272

7. Search Engine Marketing (SEM)

Search Engine Marketing is often confused with Search Engine Optimization, but the main difference is that SEM includes paid tactics. SEM managers research keyword trends to see what people are searching for and determine the appropriate amount to bid for such terms so the company pages appear in search results. It's a blend of SEO and advertising that helps draw traffic to the website.

There are numerous tools and platforms used to research search terms, manage bidding, and perform A/B tests to see which variations are most effective. SEM managers must be highly analytical and data-driven to succeed.

Average salary for SEM Manager: $74,399

What is the Average Salary for a Digital Marketer?

The salary of a Digital Marketer varies depending on your education, experience, location, job title and skills. Here is the average salary of a Digital Marketing Manager across the world:

Start Training to Land a Digital Marketing Job Role

Simplilearn's Post Graduate Digital Marketing Program, in partnership with Purdue University, prepares you to become a complete digital marketer. One of the world's fastest-growing disciplines, this digital marketing certification course will help increase your job market value.

Whether you're looking to start a new career in digital marketing or just wish to add digital to your existing skill set, our program will make you industry-ready on day one. You'll acquire the right skills through extensive hands-on practice on a wide range of projects that will enable you to create and execute your own digital marketing campaigns.

FAQs

Q1. Why choose a career in Digital Marketing?

The digital marketing field is constantly evolving. Since different platforms are being introduced, people are attracted to this field. The wide range of discoverable options in terms of salary is creating a strong impact on the candidates, making them choose it as a career option.

Q2. How do I get a job in Digital Marketing?

Firstly, get to know the basics of digital marketing. Become an SEO expert and get Google Ads Certification. Become an expert in Google Analytics and get a job as a freelancer to explore more options. Get a real internship to gain experience. Apply for a full-time job in the company of your choice.

Q3. How can I grow my career in Digital Marketing?

Take continuous training and online courses and become certified. Explore multiple options to stay on top of trends. Learn more about data analytics. Connect with the sales team and build a personal brand to grow your career in digital marketing.

Q4. What is the average salary for a Digital Marketer?

The average salary of a digital marketer at the beginner level is Rs 3.0 Lacs to 4.0 Lacs per annum. The salary depends upon various factors like organization, skills, and place of work.

Q5. Do I need a degree in Digital Marketing?

You don't necessarily need a degree in digital marketing. However, a few companies ask for it during job interviews, but it's unimportant. Having a good knowledge of the field and how it works will make you a desirable candidate.

Q6. What skills do I need for Digital Marketing?

To become a digital marketing specialist, you need to know about data analysis, SEO & SEM, CRM, content creation, communication skills, social media management, and basic design skills.

Q7. Is Digital Marketing a good career?

Digital marketing is a well-paid job. At the executive level, the average salary of a digital marketer lies between INR 2,50,000 and 5,00,000. The salary grows with experience and can reach up to INR 8,00,000 to 10,00,000.

Q8. Can you get into Digital Marketing with no experience?

Anyone can get into digital marketing even though they do not have any prior experience. All they need to have is profound knowledge about the field and how it works, and they must possess the basic skills that a digital marketer requires.

Q9. Do you need a degree to be a Digital Marketer?

You don't need a degree to be a digital marketer. Starting small businesses or working at startups can help you get relevant experience in digital marketing. However, you can excel in a corporate marketing job if you have a degree.

Q10. Is there a demand for Digital Marketers?

With 860,000 job openings, Digital Marketing Specialist is among the top 10 most in-demand jobs, as per LinkedIn. You need to have experiences in digital marketing fields, such as social media, content strategy, SEO, and more.

Q11. Is Digital Marketing a dying career?

The future of digital marketing is bright and promising. In 2022, the field saw tremendous growth. The field may change; however, it won't die. Over time, marketers tend to adapt to the change to increase their reach to their customers.

Q12. Is there a future in Digital Marketing?

Digital marketing has seen a steady increase in recent years. With the growth in social media, the field also seems to go upward in the upcoming years. There will be numerous opportunities in this domain. For that, every digital marketer must keep up with the latest trends to stand ahead in the field.

What is Digital Marketing?

Digital marketing is a form of marketing where businesses promote their products and services through digital platforms like social media, emails, blogs and digital advertising. The process includes building a digital presence and setting up campaigns to target the right audience.

The Digital Marketing Job Role Is Constantly Evolving

One of the reasons a digital marketing career is so exciting is that because the field is constantly evolving as different platforms are introduced. A digital marketing manager is always scoping out trends and seeing how they impact discoverability.

Building experience in digital marketing encompasses just about every facet of a brand's presence online. As search engines roll out new updates, digital marketing managers determine how they impact website rankings. From there, the entire marketing team works together to create a strategy.

Why Digital Marketing Job Roles Are the Future?

While traditional marketing still has its place in the world, digital marketing is quickly taking over thanks to affordability and analytics.

Marketing managers are now able to see exactly where people are coming from, what they're doing on the website, and which tactics produce the highest ROI. This data-driven approach makes it easier for professionals to prove their worth, and for leaders to see which strategies are most effective. Successes to be replicated over again, eliminating the guesswork for future campaigns.

Is There a High Demand for Digital Marketing Jobs?

The Digital Marketing market is further expected to scale with a CAGR of 32.1% by 2028, with a value of USD 24.1 billion. There will be close to 6 billion internet users by 2027. The demand for skilled digital marketers will only increase in the coming years. All these factors show that now is the best time to learn new skills and kickstart your career!

What Is the Demand for Digital Marketers?

According to LinkedIn, the "Digital Marketing Specialist " role is among the top 10 most in-demand jobs, with 860,000 job openings. The most requested experience in digital marketing includes social media, content strategy, SEO, analytics, and more.

Because there are so many facets to digital marketing strategy, the number of related jobs is quite high. In fact, the industry is facing a crisis - the digital skills gap. A LinkedIn survey found a shortage of about 230,000 digital marketing professionals in major metro areas in the U.S. With so many jobs and not enough professionals to fill them, now is the perfect time to get started in digital marketing.

How to Get Started With a Digital Marketing Role

As you get started in digital marketing, it's important to understand the key specialties within the industry. There are many digital marketing job roles to consider, each with their own sets of skills to master.

1. Email Marketing

Email marketing sounds pretty self-explanatory - you send emails to targeted lists. But it's that targeting that requires specialized skills.

Marketing emails are sent to lists of customers and prospects to drum up business and build awareness of products and services. They're also frequently sent out to engage audiences, even when there's no hard sale. It's the email marketer's job to test different subject lines, text, and formats to see which emails get the most attention.

Average salary for Email Marketing Manager: $65,834

2. Search Engine Optimization (SEO)

No matter what your experience looks like, Search Engine Optimization will probably play a significant role in digital marketing. It's the backbone of every piece of content that's written since all content has the goal of discoverability.

The digital marketing career outlook for SEO specialists is strong. There is a great need for professionals who understand social media, content quality scoring, competitive analysis, mobile search, and website analytics. These bases all must be covered to maximize online traffic.

Average salary for SEO Manager: $62,621

3. Copywriting

As you gain experience in digital marketing, you'll realize just how much writing is involved in the process. Copywriters produce a wide range of content, including taglines, product descriptions, emails, ads, and more. They even produce non-digital content like direct mail and video scripts.

Copywriters obviously need a strong writing background, but beyond that they must be creative and curious. Their job revolves around getting people to pay attention in a world full of distractions.

Average salary for Copywriter: $58,465

4. Content Writing

At first glance, content writing and copywriting may seem like the same digital marketing role, but as you get started in digital marketing, you'll see that they have two distinct jobs.

Content writers focus specifically on longer-form content that draws readers to the site and nurtures them throughout the sales cycle. They create whitepapers and case studies, blog posts, and eBooks that educate readers and keep them coming back for more.

Average salary for Content Manager: $56,779

5. Social Media Marketing

It's no secret that social media marketing is a huge part of digital marketing. Social media managers promote brands on networks like Facebook, Twitter, Instagram, and LinkedIn and others.

Social media managers develop campaign strategies, videos, and graphics; and research audience trends to get in front of the right people. It's a job that bridges writing, design, and project management, and often requires the ability to work off-hours to respond to incoming messages. Experience in digital marketing and building communities is a must.

Average salary for Social Media Marketer: $50,473

6. Advertising

The field of advertising has changed significantly over the past few decades, with digital advertising taking a dominant role in digital marketing.

Advertisers are responsible for matching the right products to the right audiences. They build relationships with media brands to determine what types of content will work best for each outlet and negotiate rates and terms that appeal to both parties. Digital advertising has a great digital marketing career outlook for competitive creatives seeking a fast-paced, people-oriented environment.

Average salary for Digital Advertising Specialist: $51,272

7. Search Engine Marketing (SEM)

Search Engine Marketing is often confused with Search Engine Optimization, but the main difference is that SEM includes paid tactics. SEM managers research keyword trends to see what people are searching for and determine the appropriate amount to bid for such terms so the company pages appear in search results. It's a blend of SEO and advertising that helps draw traffic to the website.

There are numerous tools and platforms used to research search terms, manage bidding, and perform A/B tests to see which variations are most effective. SEM managers must be highly analytical and data-driven to succeed.

Average salary for SEM Manager: $74,399

What is the Average Salary for a Digital Marketer?

The salary of a Digital Marketer varies depending on your education, experience, location, job title and skills. Here is the average salary of a Digital Marketing Manager across the world:

Start Training to Land a Digital Marketing Job Role

Simplilearn's Post Graduate Digital Marketing Program, in partnership with Purdue University, prepares you to become a complete digital marketer. One of the world's fastest-growing disciplines, this digital marketing certification course will help increase your job market value.

Whether you're looking to start a new career in digital marketing or just wish to add digital to your existing skill set, our program will make you industry-ready on day one. You'll acquire the right skills through extensive hands-on practice on a wide range of projects that will enable you to create and execute your own digital marketing campaigns.

FAQs

Q1. Why choose a career in Digital Marketing?

The digital marketing field is constantly evolving. Since different platforms are being introduced, people are attracted to this field. The wide range of discoverable options in terms of salary is creating a strong impact on the candidates, making them choose it as a career option.

Q2. How do I get a job in Digital Marketing?

Firstly, get to know the basics of digital marketing. Become an SEO expert and get Google Ads Certification. Become an expert in Google Analytics and get a job as a freelancer to explore more options. Get a real internship to gain experience. Apply for a full-time job in the company of your choice.

Q3. How can I grow my career in Digital Marketing?

Take continuous training and online courses and become certified. Explore multiple options to stay on top of trends. Learn more about data analytics. Connect with the sales team and build a personal brand to grow your career in digital marketing.

Q4. What is the average salary for a Digital Marketer?

The average salary of a digital marketer at the beginner level is Rs 3.0 Lacs to 4.0 Lacs per annum. The salary depends upon various factors like organization, skills, and place of work.

Q5. Do I need a degree in Digital Marketing?

You don't necessarily need a degree in digital marketing. However, a few companies ask for it during job interviews, but it's unimportant. Having a good knowledge of the field and how it works will make you a desirable candidate.

Q6. What skills do I need for Digital Marketing?

To become a digital marketing specialist, you need to know about data analysis, SEO & SEM, CRM, content creation, communication skills, social media management, and basic design skills.

Q7. Is Digital Marketing a good career?

Digital marketing is a well-paid job. At the executive level, the average salary of a digital marketer lies between INR 2,50,000 and 5,00,000. The salary grows with experience and can reach up to INR 8,00,000 to 10,00,000.

Q8. Can you get into Digital Marketing with no experience?

Anyone can get into digital marketing even though they do not have any prior experience. All they need to have is profound knowledge about the field and how it works, and they must possess the basic skills that a digital marketer requires.

Q9. Do you need a degree to be a Digital Marketer?

You don't need a degree to be a digital marketer. Starting small businesses or working at startups can help you get relevant experience in digital marketing. However, you can excel in a corporate marketing job if you have a degree.

Q10. Is there a demand for Digital Marketers?

With 860,000 job openings, Digital Marketing Specialist is among the top 10 most in-demand jobs, as per LinkedIn. You need to have experiences in digital marketing fields, such as social media, content strategy, SEO, and more.

Q11. Is Digital Marketing a dying career?

The future of digital marketing is bright and promising. In 2022, the field saw tremendous growth. The field may change; however, it won't die. Over time, marketers tend to adapt to the change to increase their reach to their customers.

Q12. Is there a future in Digital Marketing?

Digital marketing has seen a steady increase in recent years. With the growth in social media, the field also seems to go upward in the upcoming years. There will be numerous opportunities in this domain. For that, every digital marketer must keep up with the latest trends to stand ahead in the field.

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why choose a career in digital marketing

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how to start a career in digital marketing

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Is Digital Marketing a Good Career: Unveiling the Truth

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Explore the realities of a digital marketing career. Discover job prospects, earning potential, and key skills needed to succeed in this dynamic field.

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The Ultimate Guide to Digital Marketing Jobs

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The Ultimate Guide to Digital Marketing Jobs

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This article offers an in-depth look into different digital marketing roles, career paths, and how to get started in the industry.

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Marketing seems simple, but it gets more complex as you break it down. If you don't already know about marketing careers, scanning jobs online could convince you that this isn't your dream job.

But marketing is fun. Marketing a company is essentially grabbing a bullhorn and saying, "Hey! We love this company, and here's why you should, too."

Marketing is also incredibly dynamic and diverse. It offers positions for people of all strengths. Whether you're equipped with creative ability or analytical prowess, marketing's got a spot for you.

In this article, we'll break down what marketers do. We'll show you how you can get into marketing and the different marketing jobs that are out there. We'll give you what you need to map out your marketing career and pinpoint your goals. Let's get started.

According to Merriam-Webster, marketing is "the process or technique of promoting, selling, and distributing a product or service." But the job involves much, much more than that.

The day-to-day activities of a marketer depend on what they're marketing, whom they're targeting, and what platforms they use to promote products or services. There are too many marketing roles and functions to provide a single definition applicable to everyone in this field.

Before we dive into the various positions you can find within a marketing department, let's discuss tools and education necessary to become a marketer.

What You Need to Be a Marketer

There's not a single, definitive path to any job field. Marketing comes from people with all kinds of backgrounds - journalism, psychology, and more. I've mapped out a career path as it's the most straightforward way to jump into a marketing job. Later in this article, I'll dive into how to get a marketing job.

Education

If you're serious about a long-term marketing career primed for growth and variety, a bachelor's degree is the way to go. Four-year programs teach you the skills and competencies needed to join and excel in the competitive, fast-paced landscape that is the marketing world. They can help with public speaking, creative problem-solving, logistics, sales, and analytics.

The following degree programs can lead to a career in marketing:

Marketing

Management

Business

Economics

Psychology

Communications

Public Relations

Journalism

Nowadays, it doesn't matter as much what you major in as it does where you go to school or what you get involved in. Organizations like the American Marketing Association, National Association of Sales Professionals, or Pi Sigma Epsilon (a co-ed marketing fraternity) can help you get connected outside the classroom and off-campus.

Some marketers choose to extend (or return to) their schooling by pursuing a Master of Business Administration (MBA) or graduate degree in marketing. Both programs offer in-depth studies of marketing, but they differ in education specifics and structure.

MBA programs focus on the humanity of business, such as people management, organizational behavior, and leadership. Graduate marketing programs study consumer behavior, changes in the domestic and international marketplace, and growing digital trends.

You can combine these programs, of course, but their cost and completion time can be an issue for most students.

While we can't tell you if graduate school is the right choice for you, we can encourage you to research your options for career success. Here's a great article from U.S. News to help you figure out if an MBA or master's program is for you.

Internships and Co-ops

While a degree (or three) may not be in the cards for you, an internship or co-op most certainly should. There's no better education than real-life experience, and internships allow you to learn on the go while you're still learning in the classroom.

Marketing internships are valuable because they help you determine what kind of marketing you want to do. Do you like the creative side of marketing, or do you like working with numbers and analytics? Does promoting a single product excite you, or would you prefer to work on overall brand awareness?

Marketing departments have lots of moving parts, and internships and co-ops help you determine exactly which projects and promotions you'd like to join.

Lastly, internships are valuable currency in today's job market. Think about it: Thousands of students graduate each year and enter the workforce. That's not even considering how many workers are changing their minds and careers to pursue marketing jobs.

With some real-life experience under your belt, you automatically become a highly desirable candidate to employers. Some internships can lead to full-time jobs, too.

Many educational institutions offer internships through their business or communications departments, so if you're still in college, start there. Universities worldwide hold valuable relationships with local businesses that will hire students while still in school.

If going through your college or university isn't an option, sites like WayUp and Chegg Internships can help you find open positions. Idealist is an internship site that focuses on nonprofit roles, and Global Experiences helps you find international opportunities.

And, of course, you can always find open internships through LinkedIn, Glassdoor, and Indeed.

Skills and Aptitudes

Surgeons possess incredible patience and stability, psychologists are fantastic listeners, and chefs have excellent memory. Like any other professional role, great marketers tend to carry a particular set of skills. These can be skills you're born with or skills you develop and fine-tune through schooling and real-life practice.

Either way, the following skills and aptitudes are typically required to excel in any marketing role:

Creativity. Whether you're writing a business plan or a campaign brief, being able to creatively spell out your vision is a must in the marketing field. In today's world, grabbing consumers' attention isn't easy. Marketers have to constantly think up new ways to attract their audience and entice them to make a purchase - great marketers are creative.

Problem-solving. Imagine the conundrum marketers faced when DVR came out and commercials became futile. What about the overwhelming switch to mobile versus desktop? These trends in the marketplace forever changed the way businesses sell, and marketers were on the front lines of those shifts, huddling and figuring out how to solve new problems that came their way. Great marketers are problem-solvers.

Passion for numbers. Even the most right-brained marketers have a passion for numbers and ROI. How else do companies know that their promotional efforts are working? Whether they're tracking retweets, click-throughs, or video views, marketers live and breathe metrics. Great marketers are analytical so they can prove the value of their work.

Curiosity. The marketing landscape is ever-changing, and opportunities arise every day for businesses to promote their products in new and exciting ways. But marketers wouldn't be able to seize these opportunities if they don't continually ask, "What if?" Great marketers stay curious and are lifelong learners.

Now that you know what's recommended (if not required) to thrive in a marketing role, let's take a look at the job market for marketers. How many people are looking for marketing jobs, and what companies are looking for them? Is there room for growth and innovation?

The Marketing Job Market

According to Statista, marketing jobs are expected to grow 10% from 2020 to 2030 - a faster rate than average for all other jobs, and likely not stopping any time soon.

Marketing and promotional campaigns are essential to every company, regardless of industry, as organizations seek to grow and maintain their market share.

That's why marketing jobs are available at all kinds of organizations - large firms, startups, small businesses, and nonprofits. Do some companies offer better marketing jobs than others? No, not really. But there are some companies that excel at different types of marketing and offer opportunities for different kinds of employees.

Marketing is also a great career if you're looking for a remote job. 35% of full-time employees in the United States have the option to work remotely. Another 23% have the option to work remotely part-time. And according to LinkedIn, remote jobs in marketing increased by 177% in 2021.

Here are some places to start your research on companies for marketers, based on a variety of factors:

Today's job market is thriving, and there's more opportunity than ever to dip your toe into the proverbial marketing waters. But what are these specific opportunities, you ask? Below we'll break down the various marketing jobs and marketing career paths available.

Any given marketing department manages a variety of positions, projects, and goals. The difference between these roles can be minute or major - it all depends on what medium they're working with, what they're promoting, and who they're promoting to.

1. Digital Marketing

Digital marketing refers to marketing through digital channels like search engines, websites, email, and mobile apps. In the last 30 years, the rise of the internet, smartphones, and big data has completely changed the way companies market and promote their products and services. In turn, these shifts create many new marketing careers.

Search Engine Optimization (SEO) / Search Engine Marketing (SEM)

Search engine optimization refers to organically optimizing web content. This helps search engines index your content, which makes it easier for your audience to find.

Search engine marketing is paying for advertising space on said search engines. SEO, SEM, and their ever-changing trends have become such an influential part of online marketing that people are specializing in it - and companies are hiring for it, too.

Email Marketing

Email as a marketing medium may seem more traditional, but email's impact is still strong. Email marketing uses a single channel to reach current and potential customers through creatively-written emails and digital promotions.

Growth Marketing

Growth marketing (or hacking) is a relatively new term and refers to marketing that targets the entire funnel - not just the top few tiers. Growth marketing takes into account the fact that retention is a major factor of growth and so it prioritizes both customer success and customer acquisition.

2. Content Marketing

Content marketing, since it's mainly executed online, could be considered a segment of digital marketing. But the career path has become so impactful that we believe it deserves its own section.

Content like blogs, ebooks, white papers, and guides are critical components of a solid inbound marketing strategy, and content marketers are the people who create them. Content marketing refers to marketing via long-form content, websites, blogs, and even audio and video content.

Marketing Copywriting

Copywriting is a foundational part of marketing and advertising. Content and copywriters create copy for:

They use language to encourage, educate, and inform. In the process, they entice customers to buy, stakeholders to engage, and leaders to support the business.

Graphic Design

Graphic design is a subset of content marketing that focuses more on the visual appeal of web and print content. Graphic designers typically work on:

Content Creation

30% of social media marketers are investing more in short-form video in 2022, while 29% are trying it for the first time.

To keep up with this kind of trend, businesses are investing in content creation. Content creation focuses on digital content like video, podcasting, and other new media. This focus gives brands an opportunity to connect with customers where they spend the most time online. This strategy can speed up business growth.

Social Media Marketing

Social media marketing leverages social platforms to promote a company and its products. Some specialize in one or two platforms, while others manage multi-channel promotion.

Social media marketing also helps brands connect and engage with audiences in new and authentic ways.

Community Management

Community management focuses on community-building for businesses. This role helps to connect customers, employees, and stakeholders.

Adding a community manager for engagement can help a brand:

Improve brand reputation

Share updates

Grow with customer needs in mind

Conversion Rate Optimization (CRO)

The main goal of content marketing is to use content to educate, interest, and convert readers into customers. But content can't always do that on its own. That's where conversion rate optimization comes into play.

3. Product Marketing

Product marketing is all about setting the tone for how, where, when, and why a company promotes its products and services. Product marketers are typically assigned to one product or product line. They act as chief advocate and strategist for that product.

4. Brand Marketing

In today's economy, a company's brand plays a major role in how consumers shop. According to a 2022 survey of U.S. consumers from Salsify, 46% of shoppers will pay more for a brand they trust. This consumer behavior has paved the way for roles in brand management and public relations.

5. Event Marketing

Company-run events are a popular way to interact with and entertain potential customers and clients. Event marketing brings together your community, delights your customers, and puts a friendly face to your brand name - especially for B2B marketers. For this reason, companies need event marketers.

6. Niche Marketing

As online shopping and social media expand the reach of big brands, it's become more important than ever to stand out. Niche marketing focuses promotional efforts on small defined segments.

Niche marketers use their personal knowledge to target the unique needs of a specific audience. Whether your focus is health and wellness or travel, your niche could be your path to a career in marketing.

7. Marketing Analysis

In the marketing world, numbers are king. No other factor has the power to shift campaigns, change budgets, hire and fire employees, and draw investors.

Marketing analysis is a unique role. While most companies hire internal analysts, third-party consultants and agencies also exist to help businesses interpret and apply data findings. Regardless of whom they work for, data scientists - specifically marketing analysts - read and interpret digital data to help businesses and marketing departments make better business decisions.

8. Marketing Strategy

While many careers in marketing focus on tactics, as you advance you may develop an interest in strategy. Marketing strategy involves creating long-term plans that connect business goals to customer needs. Strategists create the playbook for how you can find the right prospects and make them loyal customers for your brand and products.

As you review these choices, it's important to note that different marketing positions can have the same or similar titles. Job titles are often less important than job descriptions in marketing. The same can be true about whether an open role is at the entry, mid, or leadership level.

So, when searching for marketing jobs, look at and assess each job description individually.

1. Digital Marketing Manager

Career path: Digital Marketing

Responsibilities

Digital marketing managers develop and support the online identity and sales for a brand. This is often a multi-dimensional role that could include:

Responsibilities for this role might also include presentations, and developing and executing marketing campaigns.

Skills

To succeed in this role, you will need to be a flexible and strategic thinker. Skills in a range of marketing tactics, including copywriting, research, and design, are useful. It's also important to have skills in building and maintaining professional relationships.

Income

Digital marketing managers make $47,000 to $101,000 per year.

2. Search Engine Optimization (SEO) / Search Engine Marketing (SEM) Specialist

Career path: Digital Marketing

Responsibilities

SEO specialist responsibilities include:

SEM specialists use search engines like Google and Bing to increase website visits, conversions, and revenue through paid ads.

Skills

The skills and qualifications for both SEO and SEM specialists include experience interpreting and applying analytics. They also need to be able to manage a marketing budget and read and apply website and search analytics. Google Ads and Google Analytics experience and knowledge of search engine trends and news are also important skills.

Income

SEO specialists make between $52,000 and $105,000. SEM specialists make between $64,000 and $176,000.

3. Email Marketer

Career path: Digital Marketing

Responsibilities

The responsibilities of an email marketer include:

Skills

The skills and qualifications required of email marketers include proficiency in email marketing and tracking programs, excellent creative communication and design skills, HTML, and data analysis and interpretation.

Income

Email marketers make between $43,000 and $70,000.

4. Growth Marketer

Career path: Digital Marketing

Responsibilities

Growth marketers work with a variety of media and teams, including but not limited to SEO and SEM, social media, PR, and email.

Because of this, the responsibilities of growth marketers can range from A/B testing to conversion funnel optimization to content creation and user experience design.

Skills

The skills and qualifications required of growth marketers include innovative and creative mindsets, quantitative and qualitative problem-solving skills, knowledge of a variety of digital marketing systems, and experience interpreting and applying data.

Income

Growth marketers make between $41,000 and $165,000.

5. Content Marketer

Career path: Content Marketing

Responsibilities

The responsibilities of a content marketer include:

Strategizing and executing content creation and delivery

Tracking metrics that influence content strategy

Managing a team of writers, designers, and strategists

Skills

The skills and qualifications required of a content marketer include strong writing and editing skills, proficiency with content creation and management tools, project management, and experience in online audience growth.

Income

Content marketers make between $37,000 and $82,000.

6. Marketing Copywriter / Content Writer

Career path: Content Marketing

Responsibilities

A copywriter creates clear and useful written content for a business. Their writing encourages customers to purchase products and services. They might also:

Skills

Marketing copywriters need to have strong writing skills. Many pursue a degree in marketing, writing, or advertising. Others come to marketing from other fields, including psychology, journalism, or literature.

Income

Salaries for marketing copywriters usually range from $45,000 - $59,000 per year.

7. Graphic Designer

Career path: Content Marketing

Responsibilities

The responsibilities of a graphic designer include creating any visuals used in marketing materials or campaigns, both print and digital. Some graphic designers work on corporate identity and establish how a company will visually communicate its overall message and brand.

Skills

The skills and qualifications required of graphic designers include proficiency in graphic design programs like Photoshop, Illustrator, and InDesign, knowledge of design elements, excellent verbal and visual communication skills, and experience creating visual art for marketing purposes.

Income

Graphic designers make between $35,000 and $66,000.

8. Content Creator

Career path: Content Marketing

Responsibilities

A content creator works individually or as part of a team to create

content for a range of media and channels.

Content creators include:

Skills

Successful content creators balance creative skills with the ability to research and analyze data and consumer habits. Depending on their target audience, a content creator might need skills in SEO, promotion, or production to thrive in this role.

While some content creators work independently as freelancers, others work full-time for brands. Independent content creators also need to develop entrepreneurial skills.

Income

Content creators earn $17,500 to $83,500 per year.

9. Social Media Marketer

Career path: Content Marketing

Responsibilities

The responsibilities of social media marketers include:

Skills

The skills and qualifications required of a social media marketer include excellent verbal and digital communication skills, a creative and innovative approach to digital marketing, proficiency in all social channels, and experience in public relations or public brand management.

Income

Social media marketers make between $37,000 and $86,000.

10. Community Manager

Career path: Content Marketing

Responsibilities

Community manager responsibilities vary widely depending on the business goals. Usually, their ultimate goal is community-building. Many manage communications in online groups and communities, including social media, for a brand. Some also represent the brand at online and in-person events.

Skills

The ability to multitask and organize is essential for community managers. This is because this position requires communication on many platforms at a fast pace. Other valuable skills for this marketing role include:

This role offers support and clarity to audiences that include business leaders and new customers. This means that a top skill for this role is staying informed and positive as needs change.

Income

Community managers make $52,000 to $64,000 per year.

11. Conversion Rate Optimization (CRO) Specialist

Career path: Content Marketing

Responsibilities

CRO specialists focus on optimizing websites, user flows, and content offers to drive the most conversions - whether a conversion means making a sale, securing a lead, or getting a subscriber. The responsibilities of a CRO marketer include:

Skills

The skills and qualifications required of CRO specialists include experience auditing and creating digital content, ability to A/B test and measure content impact, and proficiency in online content platforms and analysis tools.

Income

CRO specialists make between $30,000 and $96,000.

12. Product Marketer

Career path: Product Marketing

Responsibilities

The responsibilities of a product marketer include:

Determining overall messaging and positioning of the product

Mapping the buyer's journey to purchase the product

Collaborating with the product creators, designers, and other marketers

Skills

The skills and qualifications required of product marketers include excellent verbal and written communication skills, collaborative working style, prior experience strategizing and analyzing marketing campaigns, and competitive intelligence skills.

Income

Product marketers make between $64,000 and $134,000.

13. PR Manager

Career path: Brand Marketing

Responsibilities

The responsibilities of a public relations (PR) manager include creating and maintaining a company's public image, working with other teams to ensure content and messaging are consistent, and contributing to campaigns to promote and boost the business.

Skills

The skills and qualifications required of a PR manager include excellent written and verbal communication skills, experience with brand and crisis management, proficiency with email and social media marketing, and ability to manage projects and people.

Income

PR managers make between $48,000 and $104,000.

14. Brand Marketer

Career path: Brand Marketing

Responsibilities

Brand marketers create a distinct identity for a brand. Instead of promoting a specific product or campaign, brand marketers focus on the overall brand. This includes making sure that any new products or marketing aligns with the brand. It may also involve creating and analyzing assets or campaigns.

Skills

Brand marketers often have extensive experience in marketing and may have advanced degrees, like an MBA.

Income

Brand marketers make $62,000 to $136,000 per year.

15. Event Marketer

Career path: Event Marketing

Responsibilities

The responsibilities of an event marketer/manager include organizing and promoting events, creating messaging, designing and organizing marketing campaigns, connecting with audience members, and managing a team of marketers.

Skills

The skills and qualifications required of event marketers/managers include excellent digital and written communication skills, willingness to work under pressure and on deadlines, and high-level negotiation and organizational skills.

Income

Event marketers make between $40,000 and $82,000.

16. Ecommerce Marketing Specialist

Career path: Niche Marketing

Responsibilities

Ecommerce marketing specialists develop and maintain online stores. They also create and execute marketing strategies for online businesses based on data analysis. They are responsible for both online sales and brand awareness for online brands.

Skills

Besides the marketing skills listed above, ecommerce specialists may also need skills in:

The ability to work with different teams is also important.

Income

Ecommerce marketing specialists make between $34,000 and $78,000 per year.

17. Marketing Analyst

Career path: Marketing Analysis

Responsibilities

The responsibilities of a marketing analyst include:

Using data to influence campaign impact, allocate funds, determine how to design and optimize a website, set the prices of products and services, and more.

Analysts also identify new opportunities and initiatives as well as develop metrics, benchmarks, and standards for future performance.

Skills

The skills and qualifications required of a marketing analyst include data analysis and management, fluency with programs like Microsoft Excel, SPSS Statistics, and SAS, and knowledge and experience with trends in big data.

Income

Marketing analysts make between $43,000 and $80,000.

18. Marketing Strategist

Career path: Marketing Strategy

Responsibilities

A marketing strategist develops and communicates strategic plans to meet business goals. They also pull together the efforts of different teams to execute those strategies.

Besides broad marketing strategist positions, there are also roles for:

SEO strategists

Content strategists

Social marketing strategists

Strategists sometimes cover the day-to-day tasks for their area of expertise, but they are usually focused only on strategy. For example, a social media manager will design and publish posts on social media. But a social media strategist will develop and research the targeted campaigns and customer targets that inform those daily posts.

Skills

Advanced experience and technical knowledge. Awareness of SEO, SEM, and marketing news and trends is also important. Besides bringing knowledge and experience, strategists should also have strong skills in:

Income

Salaries for marketing strategists range from $51,000 to $152,000 per year.

The outlines above are only a partial list of popular marketing jobs and career paths. It's clear that there's a lot of opportunity. But that doesn't mean that marketing isn't a highly competitive field.

With ever-changing trends and consumers, marketers must be at the top of their game when applying to and thriving within their roles. Next, we'll dive into how to find, apply for, and get a marketing job in your chosen field.

How to Get a Marketing Job

Getting a marketing job might feel complicated, but it's not impossible. There are a few things you can do to ensure you're applying for the right jobs and promoting the best version of yourself in the process.

1. Figure out what type of role you want.

Before opening a job application, you must figure out what type of marketing job you want. As we explained above, there are plenty of marketing jobs available - and we hardly scratched the surface.

Do yourself (and your potential employers) a favor and perform some self-analysis before deciding which jobs to pursue. Review the jobs we've described above and research others that spark your interest. Take a look at how marketing impacts your day-to-day life and see which components intrigue you.

Do you find yourself gravitating towards the creative parts of marketing, or are you excited by the analytical side? Both play an important role in marketing, but the jobs for each will differ.

Make a list of what you'd like to do in your role. If I were building a list of "wants," I'd say:

Determining what kind of marketing jobs interest you will give you much more clarity in your job search and will help you decipher which specific roles best match your interests and skills.

2. Find jobs matching your interests.

There are a few ways to go about finding marketing jobs. First, throw your search query in Google. If you've decided you'd like to design marketing materials for a company, search "marketing design jobs" or "graphic design marketing jobs" and see what comes up.

Second, check out job board sites like Indeed, Glassdoor, and SimplyHired. These sites aggregate available jobs and make it easy to set filters for salary, location, company size, and more. They also include suggested jobs in the search results so you can easily discover related roles.

Lastly, check out available jobs on company websites. If you've discovered a few companies for which you'd love to work, go to their websites directly and see what kind of roles they have listed.

Also, some roles might have different names at different companies and might not come up in common search results on job boards. For example, one company's "blogger" might be another company's "content creator."

3. Review job descriptions.

Once you've found a few open jobs to which you'd like to apply, take a close look at the job descriptions. This is when you'll compare your list of "likes" from earlier to the terms in the job descriptions.

From my list above, I'd look for words like "writing," "editing," "content creation," "research," and more. This process will help you find the best-fit roles, which will, in turn, increase the likelihood of securing an interview - and the job.

4. Market yourself.

Outside of a job application, cover letter, and interview, there are other ways to boost your chances as an applicant. As a marketing candidate, you must be able to market yourself. In fact, your "marketability" speaks volumes to companies and managers, sometimes more so than your application material.

As you search for and apply to jobs, make sure your digital presence is spotless. Review your LinkedIn, Twitter, and other social channels and ensure they all promote the same message and self-image. Google your own name and make sure all results reflect positively on you.

Also, depending on what role(s) you're pursuing, consider creating a portfolio or sample of your marketing chops. If you'd like to find a position in social media, create some sample posts to include in your application. If you're pursuing a public relations role, build a contingency plan to discuss in your interview.

These steps will help you stand out from the crowd of marketing applicants and will skyrocket your chances of landing the job.

Example Marketing Career Path

Each career in marketing is as unique as the person pursuing that career. Besides being a great career for creative people, marketing is also a popular choice for remote work.

That said, marketers that begin their careers right after college have many options for advancement. The outline below will give you some ideas of what your career path could look like in marketing.

Entry-Level

There are entry-level marketing jobs for every career path in marketing. These roles are a great way for recent graduates and those who are new to marketing.

Entry-level marketing jobs cover a wide range of skills, but most will include:

These roles can help you learn the basics of marketing, and help you decide where you want your career to go. They're also a good time to develop professional soft skills.

If you're just starting out, this post offers more advice on how to secure a job in marketing.

Mid-Level Marketing Careers

Once you've been working in an entry-level role for some time, there are a few different paths you can follow in marketing. Sometimes your next step will depend on the company you're working for. Other times it's a decision you'll need to make for yourself.

Marketing strategy, freelance marketing, and marketing management are all great next steps. Let's talk about each one of these choices.

Marketing Strategy

If you enjoy the day-to-day work, you may want to deepen your knowledge and responsibilities by taking on a strategist role. These careers may include some leadership. But the focus is on marketing and connecting tactics to business results.

Freelance Marketing

Another option is to develop your own business as a freelance marketer. This will give you a chance to expand your knowledge and skills. It's also a chance to experiment with new approaches to marketing.

If you're curious and want to learn more, this resource for marketing freelancers can help you get started.

Marketing Management

Marketing managers also take on new know-how and responsibilities. Besides the day-to-day work of marketing, managers are leaders. Depending on your company, this role might involve strategy, budgeting, or data analysis.

Marketing management also might include training and managing other people on your team.

Marketing Leadership

After 10-20 years of work experience in marketing, you may be looking for a leadership role. In your path toward leadership, you may also pursue additional studies. Many marketing leaders pursue MBAs or certifications over time.

Again, leadership role specifics will vary by company and industry. But, these are some positions that you may seek out as a marketing leader.

Director of Marketing

The director of marketing is a multifaceted role. Besides developing and executing marketing strategies, it might include:

Some marketing directors will report to a VP or CMO. Others will lead marketing for their organization and manage a team of mid-level marketers.

Vice President of Marketing

The VP of Marketing is responsible for a company's marketing results. This role works across departments within a business to improve and support its teams and the business. Besides managing a team of marketers, VPs may also take an active role in:

Chief Marketing Officer

Chief Marketing Officer, or CMO, is usually the most senior marketing role. The modern-day CMO doesn't have a generic, one-size-fits-all background. Their primary responsibility is the return on investment from marketing activities.

There are many similarities between the vice president of marketing and CMO roles. In cases where a business has both a CMO and one or more VPs of marketing, the CMO will usually focus on high-level strategy while the VP works on tactics.

The CMO may also be responsible for managing teams across different company branches and locations. They build and develop teams and networks to execute on top organizational goals.

Marketing Job Resources

You don't have to pursue a marketing job on your own. Looking for some resources to help you better understand specific marketing components or brush up on your skills? Check out the communities and courses below. Bonus: Some of these certifications can make you a more desirable marketing candidate, too.

Courses and Communities

Find a Career in Marketing That Works for You

Marketing is a career path that's going to last because it's part of every business. As businesses grow and change, their approach to marketing gets more competitive and complex.

As digital advances and new roles change the face of marketing, you need to develop new skills and get specific about the roles you want.

Whether you're creative or analytical, a leader or a tactician, there's a job for you. As you keep learning, the right opportunity will appear. What you do with that opportunity is up to you.
Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

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The Best Marketing Jobs and Careers for You to Pursue in 2024

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Learn everything you need to know about marketing careers, including the job market, how to get a marketing job, and marketing career paths.

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Explore the different career paths available in digital marketing and what you need to succeed in each role.

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There are a lot of reasons to choose a digital marketing career path. For one, it's a thriving industry - today, countless consumers buy products based on the ads they see as they navigate search engines, scroll through social media platforms, and open emails.

Digital dominates the marketing sector; according to Deloitte and the American Marketing Associations' annual CMO survey for 2020, digital marketing spend is expected to rise by 13 percent over the next year, while traditional will likely fall by 0.4 percent. As one writer for the report summarizes the survey's findings: "Growth in digital marketing greatly outpaces growth in traditional marketing, with consistent, strong growth in digital marketing and relatively steady traditional advertising spending."

The field is jam-packed full of opportunities for creative-minded professionals; according to the Bureau of Labor Statistics, the number of roles for marketing professionals will grow by 8 percent between 2018 and 2028, significantly faster than the 5 percent average expected for all occupations.

But where will these opportunities take aspiring marketers? What does a digital marketing career path look like, exactly?

The answer is somewhat complicated. While a "digital marketer" can be broadly defined as a professional who works to promote brands and products through digital means, the arc of a marketer's career often depends on where they choose to specialize.

In this article, we'll map out career paths for several specialties and explain how you can start walking your own digital marketing career path.

Find Out Which Specialty Appeals to You

Developing expertise in one or more specialties can help to support your digital marketing career progression.

To be clear - you don't need to limit yourself to one specialty. Many skills overlap, and having a solid base in multiple areas of marketing can increase your desirability as a job candidate. Becoming a subject matter expert can make you a particularly in-demand digital marketer; however, focusing primarily on one specialty doesn't prevent you from picking up experience in the others. Your best bet may be to pick up a little knowledge in as many marketing disciplines as you can while diving deep into one particular specialty.

Here are a few specialties you may want to consider when plotting your digital marketing career path.

SEO

SEO marketing, or search engine optimization, is one of the most widespread and in-demand skills in the digital marketing world. In essence, SEO marketing is all about designing and creating content to rank highly in search engines when consumers ask brand-relevant queries and industry-applicable searches.

According to a recent 2020 Ahrefs study, 90.6 percent of the content on the web receives absolutely no organic traffic from Google. In simple terms, this means that the lion's share of search engine queries leads consumers to the same small pool of high-ranking results. If a brand's content can achieve a notable spot in a search engine's rankings, it may attract a deluge of organic customer interest. If it can't, even the best content in the industry may go unseen.

However, SEO is more than just choosing the right keywords to include in your text. Today, search engine optimization encompasses a variety of concerns, from page usability, website speed, mobile accessibility, and more.

A digital marketing career path in SEO can include a variety of entry-level, mid-level, and senior roles. Here are a few examples of those positions.

An SEO specialist analyzes and implements changes to website code and content in the hopes of driving more search engine traffic to the site. Typically, these roles require one to three years of professional experience.

Once you've spent a few years in a junior-level SEO job, you may want to advance to a mid-level SEO management position. In this role, you may be responsible for managing and communicating all company activities related to organic search and SEO optimization. Typically, an SEO Manager maintains frequent communication with the marketing team and is responsible for growing organic traffic and improving search engine rankings.

When you advance to a senior level, you may direct an entire department for digital marketing - including all streams of content - to promote customer engagement. This role typically demands at least five years of managerial experience.

Social Media Marketing

Social media marketing is a fast-growing vertical within digital marketing and can serve as a powerful tool in a business's advertising arsenal. In this specialty, you will develop content and advertising strategies that promote customer interest and engagement on a variety of social media platforms, such as Facebook, Twitter, Instagram, and TikTok.

The importance of this specialty cannot be understated. According to research from EMarketer , a whopping 90.4 percent of Millennials, 77.5 percent of Generation X, and 48.2 percent of Baby Boomers actively use social media. Given these statistics, it isn't surprising that a 2019 Hubspot Research survey found that nearly three-quarters of marketers worldwide are investing in social media.

The career path for a social media professional can include several steps. Below, we've listed a few roles that you may want to consider during your career.

A social media specialist may create and post visual and written content across their clients' social media profiles. They will also develop social media strategies that suit the marketing department's and company's overarching goals. This role typically requires exceptional communication skills and experience using analytics tools.

After a few years, you may choose to advance into a mid-level role as a social media manager. Typically, professionals in this role make critical decisions about a brand's social and engagement strategies across platforms. Social media managers often take point in developing a brand's unique voice, and are further responsible for mapping out and gauging the success of social campaigns.

At a senior level, a communications director uses their extensive experience to lay out long-term strategy and vision for the company to implement, introduce new ideas, and provide guidance to the entire team. They are also charged with crafting PR messaging and handling media events.

Email Marketing

While social media marketing may get more media coverage, email marketing is still a core profitable aspect of modern business. Email marketing sustains and increases business relationships, providing value for customers and engagement for the company. It can drive sales by circulating targeted content designed to appeal to a brand's customer needs and interests.

In fact, according to statistics gathered by Litmus , email marketing brings in $42 for every $1 spent by a company. This makes it an incredibly lucrative aspect of digital marketing.

Your digital marketing career progression in email marketing may lead you through several roles throughout your career. Here are a few positions to consider.

An entry-level email marketing specialist might create and execute email marketing campaigns, design email messages, grow a company's email database, and collaborate with other specialists on a marketing team to ensure that their strategies align with the team's broader priorities and goals.

As a marketing research analyst, you might delve more deeply into the statistics and outcomes provided by email marketing campaigns and A/B testing. You'll try out different messages to different customer subsets to figure out which ones appeal to your customer base best.

Professionals in this role typically also take responsibility for keeping a trained eye on industry trends and the competition.

Digital marketing leads are responsible for conceptualizing, implementing, and managing marketing campaigns that promote a client's brand or products. Outside of planning campaigns, these high-level professionals are also tasked with identifying marketing trends and monitoring the success (or failure) of all attempted strategies.

A digital marketing lead must have strong interpersonal and analytical skills as well as - of course - a talent for clear communication.

Content Marketing

Content marketers create relevant, interesting, and timely content that appeals to and engages customers on all digital frontiers, from a brand's social media channels to its website. This content isn't limited to promotional ad copy, though. Often, this kind of marketing will also encompass educational and informative articles, whitepapers, and other written work that establishes a brand as a thought leader in its field.

Content marketing is more crucial to a brand's overarching digital campaigns than you might think; according to Hubspot's 2020 State of Marketing Report , around 60 percent of marketing managers identified content marketing as "very" or "extremely" important to their overall strategy.

As you progress in your career as a content marketing professional, here are some entry-level, mid-level, and senior positions you might take on.

A copywriter creates snappy, informative content for a company's website or blog. As a professional in this role, you would use a company's style guide and established brand voice to craft compelling, informative, and original material that appeals to customers, provides useful information, and drives sales.

Content strategists are mid-level marketing professionals who are responsible for creating and maintaining editorial calendars, creating style guides, and researching content tactics. They may also be tasked with managing employees and freelancers and ensuring the quality of all generated content.

As a senior-level content manager, you would take the lead on developing a brand's online identity via the creation and publication of written and multimedia content. Content managers are team leaders; they are responsible for not only developing an overarching content strategy, but also for overseeing its execution by the content marketing team.

Other responsibilities may include brainstorming new content uses, tracking progress, and collaborating with other marketing leads.

Conversion Rate Optimization

Conversion rate optimization is all about increasing the number of conversions - that is, the percentage of website visitors and potential customers who actually make a purchase, fill out a form, or otherwise interact with the site. As a term, conversion means that a visitor to a site took a specific desired action, from providing an email address to buying an item or signing up for a subscription.

A conversion rate optimization (CRO) professional may design website flow and structure to enhance conversion and interaction. Unlike with SEO, the primary focus of conversion optimization isn't getting more eyes on the site; instead, CRO professionals want to make each encounter more valuable.

As a conversion optimization professional, you may have different entry-level, mid-level, and senior positions in your career progression, including the following.

As an entry-level professional, you may work with web designers and fellow marketers to increase customer engagement. You would use UX (user experience) design strategies, web analytics, and key metrics to improve the conversion percentage for website and social media visitors.

As a mid-level digital marketing specialist, you may develop critical insights about your customers, craft campaigns to increase customer engagement and brand awareness, and promote lead acquisition across digital channels.

In a senior marketing manager role, you would direct your team to promote the company effectively, surveying metrics, encouraging creativity, and providing long-term strategic vision to boost engagement and interaction.

Pay-Per-Click Marketing

Many of the specialties discussed above involve driving organic traffic, visibility, and engagement from customers visiting your company's website. Pay-per-click (PPC) marketing extends this mission into paid promotion. With PPC, a company may pay large ad vendors like Google or Facebook for text or visual ad placement, aiming to pique searcher attention and ultimately drive sales.

As your career in the field grows, you might progress through several positions, including those below.

A search engine marketing specialist examines the topics and search queries that bring customers to the site. Then, they develop ads that they believe will appeal to these searchers' interests and drive profitable traffic.

SEM specialists are also responsible for gauging metrics and assessing the success - or failure - of any attempted SEM strategies.

In a mid-level role, you will combine your PPC know-how with SEO best practices to develop search strategies to direct traffic to a client's website or products. Digital marketing specialists may also have a hand in other marketing verticals, including but not limited to content, email, and social media.

If you choose to take on a senior management position, you will oversee all paid digital advertising in your company's digital strategy, direct a team of SEO, SEM, and PPC professionals, and assess the effectiveness of all attempted strategies.

Learn the Necessary Skills

Now that you know more about the specialties available in the field, you need to focus on growing your professional capabilities. Each specialty will require a slightly different skill set; however, you will need to focus on a core set of capabilities.

The skills you should prioritize include:

In today's information-savvy age, there are many ways to pick up useful professional skills and jump-start a new career in digital marketing. That said, the path that you choose will likely depend on your financial resources, the time you have available, and the industry experience you've already amassed.

For example, a college or university education is a great way to gain your footing in digital marketing theory and practice. A college education in statistics, writing, computer science, and business can provide substantive skills, great networking opportunities, and a firm foundation for growing your skills in the digital field.

However, college isn't for everyone; if you already have a college degree in an unrelated field, you may not have the time or money to go back to school for another bachelor's or a master's degree.

On the other hand, a boot camp can be an excellent option for people looking to change careers. A tech boot camp can provide a clear curriculum, experienced educators, major projects, and an intense, accelerated schedule. These programs often lead learners to certifications, and they can be a great option for people who want to upskill and enter the job market quickly.

Self-directed learning through videos, books, and tutorials stands as another option. This is the least expensive option and can be well-suited to highly-motivated learners who prefer to set their own schedules. However, because this route does not provide instructor support or outside accountability, learners may struggle to maintain their motivation and learn on schedule. Think carefully about your learning habits before committing to this route!

Digital marketing is a lucrative, creative, and engaging industry that offers tremendous career potential. However you would like to learn, there are many paths to success in the field. Explore any and all educational options - including college, boot camps, or self-directed learning - that will help you explore your career options in this promising field.

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The Most Common Digital Marketing Career Paths - UT Austin Boot Camps

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There are a number of digital marketing career paths you can take, but some are more popular than others. Click here to find out what they are.

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Ken Burbary is a strategic digital marketing, data and analytics consultant for the most influential brands in the world. Ken provides guidance and business counsel to fortune 500 brands in the areas of digital strategy, digital marketing, marketing measurement, big data, analytics, emerging digital technologies, and digital business transformation.

He is also a founding Digital Marketing Professor at Cornell University's Digital Marketing Intensive program at Cornell Johnson Graduate School of Management and an active Member of the Advisory Board at Emetry.io.

Prior to founding his own digital consultancy, Ken spent nearly 20 years in digital marketing & advertising industries where he is considered a nationally recognized expert on digital marketing analytics. Ken has held digital leadership positions such as Chief Digital Officer at Campbell Ewald, Director Digital Advisory Services at Ernst & Young, and VP, Strategy & Analysis at Digitas and has worked with some of the biggest names in marketing, including Goldman Sachs, American Express, Proctor & Gamble, Kraft, General Motors, Chevrolet, Delta Airlines, Walgreens, MillerCoors, Pfizer, the U.S. Navy and the U.S. Postal Service.

Since 2020, Ken has been working in the blockchain/crypto/web3 industry, providing marketing leadership to several DeFi protocols and leading NFT projects across the Avalanche and Polygon blockchains.

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Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (Que Biz-Tech)

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