WVU Online | Wednesday, January 31, 2024
Depending on the job role, company size, and industry, digital marketers have varying daily responsibilities.
Digital marketing encompasses a broad range of online strategies and channels that organizations use to connect with their target audience, promote products or services, and achieve business objectives.
It is a dynamic and ever-evolving field that leverages digital technologies to reach and engage consumers in the online space.
Let’s explore some of the daily roles and responsibilities of a digital marketer and how digital marketing fits within an umbrella of various roles and responsibilities.
Understanding the Role of a Digital Marketer
A digital marketer is a marketing professional responsible for leveraging digital channels to promote products, services or brands.
The scope of a digital marketer’s role encompasses a wide range of digital media, including social media, search engines, email, content creation and online advertising.
Their primary goal is to connect with target audiences, drive engagement and achieve business objectives through digital means.
Digital marketing is always evolving in today’s digital age. Many traditional methods of marketing have integrated with digital platforms, leading to a more dynamic and data-driven approach. And now, with AI and the shift toward personalization, digital marketing has become an essential part of marketing.
Now, there are various roles within digital marketing. Some are highly specialized, some are more generalist roles with “multiple hats” within the marketing mix.
In a generalist role, a digital marketer may be involved in content creation, social media management, optimization of websites, online advertising and analyzing data. In a more specialized role, a digital marketer may be on a team where one’s role will focus solely on a specific area such as social media marketing, search engine optimization, content marketing or email marketing.
A digital marketer’s role is multifaceted and adaptable, playing a crucial role in driving online visibility, engagement and ultimately, business success.
Key Responsibilities of a Digital Marketer by Role (With Examples)
Whether you specialize in digital marketing or are more of a generalist, there are various responsibilities for digital marketers. Below are examples of key responsibilities for a junior or mid-level digital marketer in different specializations:
Content Creation and Management
Content creation and management commonly involve creating a content strategy for your brand or organization, as well as creating engaging content for various platforms. Some common tasks for a content creator or manager include:
- Developing copy for a new landing page for an upcoming webinar their company is hosting.
- Writing blogs with topics related to your company’s products or services.
- Publishing product descriptions on the website with a strategy for driving organic traffic and building awareness.
Search Engine Optimization (SEO)
In an SEO role, you’ll develop SEO strategies and track organic search performance with tools such as Google Analytics and Google Search Console. You’ll also do keyword research to make sure the content is optimized for your audience’s search habits.
Some common tasks for an SEO strategist include:
- Perform keyword research and implement on-page and off-page SEO strategies for a client.
- Collaborate with content creators to optimize content for search engines.
Search Engine Marketing (SEM)
Search Engine Marketing involves digital advertising on various platforms. You’ll manage SEM campaigns to drive traffic and sales.
Some common tasks for an SEM strategist include:
- Create and manage pay-per-click (PPC) advertising campaigns.
- Conduct keyword research for ad targeting.
- Monitor ad performance and adjust bidding strategies for better ROI.
Social Media Marketing
A social media specialist or manager will focus on social media platforms to engage with audiences and manage a brand’s social media presence.
Some common tasks for a social media marketer include:
- Create and schedule engaging content for various social media platforms.
- Monitor social media channels for trends, interactions, and engagement.
- Respond to comments and messages, fostering community engagement.
Email Marketing
Email marketers focus solely on email to segment audiences and optimize the brand’s email marketing strategies.
Some common tasks for an email marketer include:
- Design and execute email campaigns, including newsletters and promotional emails.
- Segment and manage email lists to target specific audience segments.
- Analyze email campaign metrics and suggest optimizations.
Data Analysis and Reporting
Digital marketing has become very data-driven and requires reviewing analytics and reporting those analytics to your boss or leadership.
Some common tasks for a data-driven digital marketer include:
- Utilize analytics tools to track and analyze website and campaign performance.
- Generate regular reports on key performance indicators (KPIs).
- Provide insights and recommendations based on data analysis.
As a generalist, you may have responsibilities that come from many of the roles listed above. It all depends on your company’s size, marketing role and level within marketing.
Tools Digital Marketers Use
Whether you’re managing customer relationships, optimizing websites or uncovering new digital marketing opportunities, there are a lot of different tools digital marketers use.
Here's a list of common tools that digital marketers often use:
Social Media Marketing Tools
Email Marketing Tools
Customer Management Platforms
Search Engine Optimization and Website Analytics
Conversion Optimization Tools
Landing Page and Lead Capture Tools
Graphic Creation Tools
Digital Advertising
These tools collectively assist digital marketers in various aspects of their campaigns, from analytics and SEO to social media management and email marketing.
Skills Digital Marketers Need
Digital marketers need to have an understanding of digital platforms but also have some additional soft skills. You have to adapt to new technologies, work well under pressure and combine that technical side with creativity.
Digital Marketing Hard Skills
- SEO
- Content strategy
- Brand management
- Social media strategy
- UX and UI
Digital Marketing Soft Skills
- Tech savvy
- Adaptable
- Problem solvers
- Curious
- Strategic
- Tactful
- Creative
- Persuasive
- Passionate
What are the Biggest Challenges Faced by Digital Marketers?
As mentioned, digital marketing is constantly evolving and advancing. Digital marketers need to stay on top of the latest trends and technologies, as well as balance creativity with data-driven decision-making.
A further look into some of these challenges include:
Keeping Up with Rapidly Changing Technology and Trends
The digital landscape evolves quickly with new technologies, platforms and trends emerging regularly.
Example: Staying updated on the latest algorithm changes on social media platforms or adapting to advancements in artificial intelligence impacting search engine algorithms.
Balancing Creativity with Data-Driven Decision-Making
Striking the right balance between creative marketing strategies and data-driven insights can be challenging.
Example: Ensuring that creative content aligns with data analytics findings to optimize for both user engagement and performance metrics.
Understanding and Adapting to Algorithm Changes
Algorithms on platforms like Google, Facebook and Instagram frequently change, impacting organic reach and advertising strategies.
Example: Adapting SEO strategies when search engine algorithms are updated to maintain or improve website rankings.
Attribution and Measuring ROI
Determining the effectiveness of different marketing channels and attributing conversions accurately can be complex.
Example: Evaluating the contribution of each touchpoint in a customer's journey and accurately measuring the return on investment (ROI) for various marketing campaigns.
Managing Data Privacy and Compliance
Stricter data privacy regulations (e.g., GDPR, CCPA) require marketers to handle customer data responsibly.
Example: Ensuring compliance with data protection laws and implementing transparent data practices in marketing campaigns.
Adapting to Platform Changes and Trends
Social media and advertising platforms often introduce new features and trends that require quick adaptation.
Example: Adjusting content strategies to leverage new features like Stories or Reels on platforms like Instagram.
Content Saturation and Quality
The abundance of online content makes it challenging to stand out and maintain high-quality content consistently.
Example: Developing unique and valuable content that resonates with the audience amidst the noise of competitors in the digital space.
Budget Constraints and Resource Allocation:
Allocating budgets effectively across various digital channels while considering the cost of advertising, technology and tools.
Example: Optimizing ad spend based on performance metrics and ensuring a balanced allocation of resources for different marketing initiatives.
To overcome these challenges, digital marketers must stay informed, be adaptable, and combine creative thinking with data-driven insights. Successful digital marketing requires the ability to address these challenges.
Typical career progression for digital marketers.
From entry-level to the C-suite, you can find different digital marketing roles and progress through different areas of digital marketing. It will depend on how far you want to advance and the roles you enjoy doing. Here is a breakdown of different roles within the various levels of digital marketing jobs.
Entry-Level Positions
- Job Titles: Digital Marketing Assistant, Social Media Coordinator, Content Coordinator.
- Roles: Entry-level digital marketers often start in specialized roles, assisting with tasks like social media management, content creation or email marketing. They gain hands-on experience and familiarity with various digital marketing channels.
Specialized Roles
- Job Titles: SEO Specialist, Paid Media Coordinator, Email Marketing Specialist.
- Roles: After gaining experience, individuals may move into specialized roles focusing on specific areas of digital marketing. This could involve managing SEO strategies, handling paid advertising campaigns or becoming an expert in email marketing.
Mid-Level Positions
- Job Titles: Digital Marketing Specialist, Social Media Manager, Content Strategist.
- Roles: Mid-level digital marketers take on more strategic responsibilities, overseeing campaigns, developing comprehensive strategies and managing teams. They may be responsible for analyzing data, optimizing performance and contributing to broader marketing goals.
Managerial Roles
- Job Titles: Digital Marketing Manager, Marketing Manager.
- Roles: As digital marketing managers, individuals lead teams and are responsible for overall campaign planning, execution and performance. They collaborate with other departments, set marketing objectives and ensure alignment with the organization's goals.
Director/Head of Digital Marketing
- Job Titles: Director of Digital Marketing, Head of Digital Marketing.
- Roles: At this level, professionals oversee the entire digital marketing function within an organization. They play a strategic role in decision-making, budget allocation and implementing high-level marketing initiatives. Leadership and strategic vision become key components of the role.
Chief Marketing Officer (CMO)
- Job Title: Chief Marketing Officer.
- Role: Some digital marketers may progress to the CMO role, where they lead the entire marketing department, encompassing both digital and traditional marketing. CMOs contribute to the overall business strategy and are crucial in shaping the brand's image.
Digital marketing is one of the most rapidly growing industries as technology continues to evolve and thrive. According to the latest projections, digital advertising revenue will surpass 700 billion U.S. dollars by 2025. That is a major increase from 2022 when the industry was valued at $153 billion.
If you are interested in becoming a digital marketer, now is an exciting time to start!
Start Your Digital Marketing Journey at WVU Online
Now that you know what digital marketers do, you should know that WVU Online is here to help guide you through the process of learning about digital marketing and finding which area is best for you!
Learn the skills all digital marketers need, plus the knowledge and certifications that fit your specific interests in the field. If you’re ready to take the leap, don’t hesitate to explore everything WVU Online has to offer and how they can help you reach your career goals.
- Integrated Marketing Communications M.S.
- Integrated Marketing Communications Graduate Certificate
- Integrated Marketing Communications B.S.
- Data Marketing Communications M.S.
- Digital Marketing Communications M.S.
- Creative Strategy Graduate Certificate
- Data Marketing Communications Graduate Certificate
- Digital and Social Media Graduate Certificate
- Communication Studies M.A.
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