Digital Marketing Job Description and Types of Digital Marketing

Digital marketing job description is online marketing

In today’s world, digital marketers play a crucial role for businesses online. But what exactly does a digital marketing job description include?

In a nutshell, a digital marketer plans and manages online marketing campaigns that promote a company’s services, products, and brand. They use a number of digital channels such as the company’s website, email campaigns, social media channels, SEO, paid online ads, and more.

Whether you aim to become a digital marketer or just want to learn more about the topic, this article will give you a good overview of this career plus some of the requirements that make up the digital marketing job description. 

By the end of this article, you’ll know:

    • The role digital marketing plays in a business
    • How it differs from traditional marketing
    • The different types of digital marketing and what’s required
    • Why digital marketing is important

By the way, if you’re looking to upskill or even change careers, a good place to start is The Best Online Courses for Remote Jobs and Online Business [Coming Soon].

This post contains affiliate links and I may be compensated, at no additional cost to you, if you make a purchase after clicking on a link.

What is Digital Marketing?

Digital marketing refers to marketing a product or service online.

This is achieved through utilizing one (or more) digital channels, such as social media, email, websites or the search engines.

Despite the digital channel used, the goal remains the same — to connect with existing and prospective customers.

Because most people are internet users, marketing online is an extremely effective way of reaching a global audience. 

And, with more consumers now working from home than ever before, it’s almost inevitable this figure will increase making digital marketing pretty much essential for most businesses. But what’s the difference between digital marketing vs traditional marketing? Let’s find out

Digital Marketing vs Traditional Marketing 

As mentioned above, marketing has one clear goal: to connect with customers. How most businesses used to achieve this 30 years ago has changed dramatically.

Take Jackie, a 32-year old woman who offers yoga classes at her own studio.

Traditional marketing - lady sticking up a flyer

Back then, if she wanted people to join her class, she’d probably have to stick flyers all around town, with the hopes that someone will stop and take notice.

If that didn’t work, her next best shot would be a radio broadcast or putting up an ad in the newspaper.

These are all forms of traditional marketing. And, while they are still viable today, they can be very time-consuming, costly, and difficult to measure. 

Thanks to the Internet, we’ve evolved from this type of marketing. Because, instead of having to stick flyers across town:

    • Jackie can make a YouTube channel where she can immediately connect with other yoga lovers.
    • She can build a website where people can easily find and book her services and even take yoga classes online.
    • And if she wants to quickly reach a global audience? She can pay Facebook to place her ad in front of millions of people.

As you can see, digital marketing has created endless possibilities to connect with customers, wherever they are in the world.

And, although traditional marketing is still used, digital marketing reaches a far wider audience, brings results way faster, and is also measurable which brings greater business value. 

Speaking of which, if you are already in digital marketing and are looking for a work-from-home job, check out 10 Sites for The Best Remote Digital Marketing Jobs [Coming Soon].

Types of Digital Marketing

There isn’t just one type of way to market online. There are several, some of which you might have already heard of.

Here’s a quick outline of the different types of digital marketing and in terms of the digital marketing job description we’ve noted some of the tasks you can expect to do.

Social Media Marketing 

Digital marketing on social media

This is when you promote a business through social media, as a means to drive traffic, engage with potential customers, and grow brand loyalty. The most popular social media networks today are:

    • Facebook
    • Instagram
    • Snapchat
    • Twitter
    • Pinterest
    • LinkedIn
    • YouTube

Businesses that choose to use social media to build a following organically (as opposed to using paid advertising through these channels) will notice that it takes time and effort before achieving great results. 

Building a strong social media presence doesn’t come overnight. And, in this case, slow and steady tends to win the race. 

Still, social media marketing can be a powerful customer-attraction tool in the long-term. Not to mention that it can be a great way for a business to get some “early wins” via paid advertising.

A digital marketing job description for social media marketing might include the following tasks:

    • The planning and execution of a social media strategy including types of posts, frequency, and channels.
    • Maintaining a social media presence on behalf of a brand.
    • Working with a graphic designer or content team to create relevant posts.
    • Collect and analyse all data gathered from the social media channels and use it to improve campaigns.
    • Conduct social media audits to ensure that best practices are being used. 

Email Marketing

Email marketing campaigns are part of digital marketing

Many of us can’t go a day without checking our inbox. This makes email marketing one of best places to reach customers.

You can use email marketing to promote products, discount offers, and any other content related to a business. The main goal is to nurture a relationship with existing or prospective customers.

While one of the oldest forms of online marketing, email still remains one of the most profitable. Did you know that for every $1 you spend on email marketing, you can expect an average ROI of $42 back? A fact worth knowing if email marketing is a career path you’d like to try.

In a way, you can compare email marketing to dating someone in real life.

    • In the first exchange, you ask for their phone number. (In digital marketing, you ask them for their email address via a “sign up to our newsletter” or a free product or resource that provides value in exchange for their email, known as a lead magnet.)
    • Then you get to know each other through text. (You email them interesting, valuable content that helps them solve their problem.)
    • And then maybe, just maybe, if you charm them enough, they’ll be willing to take it to the next level. (They buy your product.) 

A digital marketing job description for email marketing might include the following tasks:

    • Planning and executing effective email campaigns.
    • Basic knowledge of email marketing platforms like MailChimp (this can easily be learned as many platforms have free accounts and resources).
    • Creating email newsletters using templates.
    • Monitoring the data related to the emails such as how many people opened the email, conversion rate, and more.

Content Marketing

Content marketing lead magnet

Content marketing refers to any content asset that is designed to generate leads, traffic and awareness. It’s usually a piece of content that provides value and meets a specific need.

A good example would be a business offering a free ebook on The Top 50 Paleo Recipes in exchange for someone’s email address. Other content marketing examples include blog articles, videos, infographics and more.

Again, the main aim is to peak someone’s interest and solve their problem to get their attention, then start growing a relationship built on trust.

A digital marketing job description for content marketing might include the following tasks:

    • The creation and management of content marketing campaigns on various platforms such as social media, blogs, and lead generation.
    • Creating or managing the creation of the lead magnets. This could be working with creatives and writers, etc. 
    • Managing the budget for content marketing. 
    • Measuring and analyzing the data related to the campaigns. 

Search Engine Optimization (SEO) or SEO Specialist

SEO marketing strategy

This involves optimizing a website so that it ranks high in the search engines. When you type a search query in Google, you would assume that the first few search results at the top (without “Ad” next to them) have done a sound job at optimizing their website. 

Similar to building a brand on social media or via content marketing, you have to stick with it in the long run before you see any real results but it’s worth it. After all, the first five organic results account for 67.70% of all clicks. 

A digital marketing job description for SEO marketing might include the following tasks:

    • Plan and execute strategies, tactics, and techniques to increase the number of people who visit a website and to improve a site’s ranking in search engines. 
    • Perform ongoing keyword research and analytics to optimize content.
    • Optimize the copy and landing pages so that search engines can find them easily and display them to users.
    • Research and implement recommendations on content to help with ranking.

Pay-Per-Click (PPC) or PPC Specialist

Pay per click digital marketing

With pay-per-click, a business posts an ad via Google Adsense or Facebook in an effort to drive traffic to a sales page. When someone online clicks on this ad, the business pays for that click, regardless of whether the person makes a purchase on their sales page or not. 

In the example of Google Adsense, the business bids on a keyword that their audience is intently searching for, and their ads will pop up somewhere on the web page when someone searches for that keyword.

For example if a business sells rabbit food, they’ll want their ad showing when someone is searching for keywords such as: “What should I feed my rabbit?” or “Buy rabbit food online.”

A digital marketing job description for PPC marketing might include the following tasks:

    • Create and plan a number of PPC campaigns to drive traffic to a website. 
    • Monitor and analyse existing campaigns and make recommendations on how to improve them. 
    • Present the data and reports to various stakeholders.
    • Write engaging copy for adverts or instruct an ad writer plus proofread the ads to ensure they are correct and appeal to the target market. 

Affiliate Marketing

Affiliate marketing is part of digital marketing

Affiliate marketing is when you promote someone else’s product or service and earn a commission for each sale made. This is typically done through content marketing or PPC. 

For example, remember the Paleo recipe book offer? If the writers inserted links to Amazon for the ingredients, they would also be doing affiliate marketing. This can be very useful to readers or users because they don’t have to hunt for products, they can simply click on the link to find the exact product on Amazon or whichever product or service is being advertised. 

Unknown to many, some of the biggest brands such as Nike, Coca-Cola Store, and Amazon have affiliate programs where you, or someone you’re doing the marketing for, can sign up to become an affiliate.

A digital marketing job description for affiliate marketing might include the following tasks:

    • Find, plan, and execute suitable affiliate programs. 
    • Manage all phases of the affiliate programs from planning, maintaining, marketing, trafficking, and reporting. 
    • Identify new affiliates to increase the number of programs. 
    • Familiarity with all other forms of digital marketing so as to use them to promote the affiliate programs.

Native Advertising

Native advertising campaigns sell products via content

At the bottom of an article (usually on news sites), you’ll sometimes find a number of other “related articles” or “paid content.” These are often designed in such a way as to hook people, appeal to their emotions, and are typically called “click bait.” 

For example, the caption for the above pic might be: “Eliminate double chins in 10 seconds…all you need is a pencil” or “Simple trick to reduce anxiety. Psychiatrists shocked!” and the product might be selling super strong pencils. 

What many people don’t notice is that some of these “articles” are just content which leads to the sale of a product. This is what we call native ads and they do a pretty good job at “camouflaging” the fact that they are ads by matching the content that’s on the site as seen in the image below. 

Paid content in native adverts

Other examples of native ads include sponsored ads on social news feeds, such as Facebook or Instagram.

With ad blockers on the rise, native ads are becoming an essential form of marketing for many online businesses. This explains why it’s predicted that native ads will account for 74% of ad revenue on the Internet by 2021.

A digital marketing job description for native ads might include the following tasks:

    • Plan, create, and manage marketing campaigns on native platforms. 
    • Manage native advertising budgets. (Usually large and highly competitive)
    • Collaborate with content writing teams in conjunction with editorial teams and other marketing experts.
    • Knowledge and experience with native advertising platforms such as Outbrain and Taboola.

Why Digital Marketing is Important

Digital data analysis in a digital marketing job description

Digital marketing provides numerous benefits for the marketer. One of them being the ability to measure marketing efforts in real-time. 

For example, pay-per-click allows you to quickly measure whether or not a keyword you’re bidding on is profitable. Likewise, social media marketing allows you to gauge which type of posts receive the most engagement. These insights are critical to the business owner and can help them make better-informed decisions about their online marketing strategy.

Not only that, but digital marketing can be cost-effective. Where in the past you’d have to spend money on flyers and sticky envelopes, today, one email can reach thousands in seconds. The same applies to social media marketing, where a single post can instantly reach millions of people around the world.

The 2020 world pandemic sparked a major shift in how we live our lives. For most business owners, this is a glaring advantage: there are more potential customers online now than ever before. By ignoring digital marketing, you’re practically limiting the number of customers you can reach.  

Despite the statistics, stop and think about your own behavior. 

Where do you usually find yourself whenever you need an answer or want to purchase something? Chances are it’s online. As a consumer, the Internet makes learning and buying things an effortless experience.

Online shopping is fast becoming more popular

It goes without saying: to thrive in business today, it’s worth incorporating digital marketing in your strategy.

Conclusion

Digital marketing has quickly become the cornerstone of many business’ marketing strategies.

And it makes sense. For business owners, it’s where most of their customers reside. And there are so many ways to reach them, whether through email, social media or display advertising. In addition, digital marketing allows you to immediately measure the ROI of your marketing efforts. This leads to more effective, smarter choices, while saving time and money in the process. 

Did you enjoy this article? If you did, we kindly ask that you share this with someone who might also benefit from it.

INSTANTLY EMAILED JOB ALERTS, DON’T GET LEFT BEHIND

Share on facebook
Share on twitter
Share on linkedin
Share on email
Share on whatsapp

Leave a Reply

Your email address will not be published.