If you think digital marketing is just about posting on social media or running a few ads, let me tell you, you’re only scratching the surface. After years of experience in digital marketing, I understand that it is a combination of creativity, technology, data analysis, and psychology.
In this blog, I’ll explain what does a digital marketer do and the core roles and responsibilities that have shaped my career.
What is Digital marketing?
Before discussing what a digital marketer does, let’s clarify what digital marketing is. Digital marketing includes all marketing efforts conducted through digital channels like search engines, social media, email, websites, and mobile apps. The goal is to connect with a target audience, build relationships, and drive conversions.
Digital Marketing By the Numbers
- Over 5.16 billion people use the internet as of 2023, making digital marketing a foundation of business growth.
- Companies allocate 57% of their marketing budgets to digital marketing on average.
- ROI: Email marketing alone has an ROI of $36 for every $1 spent.
Core Roles of a Digital Marketer:
Digital marketing is about connecting with the right audience at the right time using the right platform. The roles within digital marketing often overlap, requiring multitasking and a strategic mindset. Below is a detailed look into the core roles of a digital marketer.
1. Search Engine Optimization (SEO) Specialist
SEO is often described as the foundation of digital marketing. When I first started working with small businesses, I quickly realised that a beautifully designed website is meaningless if no one can find it. As an SEO specialist, you’ll:
- Conducting keyword research to identify what your target audience is searching for.
- Optimising websites to rank higher on search engines through on-page SEO (content, meta tags) and off-page SEO (backlinks, social signals).
- Improving site structure, page speed, and mobile compatibility to enhance user experience.
Tip: Tools like SEMrush, Google Analytics, and Ubersuggest are invaluable for analysing performance and making data driven decisions.
2. Content Marketer
If SEO is the backbone, content is the heart of digital marketing. Content marketing involves crafting engaging materials that educate, entertain, or inspire your audience while subtly guiding them toward taking action.
What Does a Content Marketer Do?
- Create a variety of content formats, including blog posts, videos, infographics, and podcasts.
- Align content with the brand’s tone, values, and target audience preferences.
- Improve content for SEO to drive organic traffic.
Why Content Marketing Works?
Companies with blogs produce 67% more leads than those without, and marketers who make blogging a priority are 13 times more likely to see a return on investment.
Tip: Write for people first, search engines second. Authentic, valuable content always wins.
3. Social Media Manager
Social media is where brands come to life, and as a social media manager, you’re the brand’s voice. This role combines creativity with analytics, as you constantly engage with audiences while monitoring performance metrics. Brands with active social media engagement experience 20-40% higher customer loyalty rates.
What Does a Social Media Manager Do?
- Creating, scheduling, and publishing posts on Instagram, Facebook and LinkedIn platforms.
- Building a loyal community by interacting with followers and responding to DMs and comments.
- Tools like Hootsuite and Sprout Social are used to measure engagement and refine strategies.
Tip: Authenticity is key. People connect with real stories and relatable content.
4. Paid Advertising Specialist
While organic reach is essential, paid ads provide instant visibility. As a PPC (Pay-Per-Click) specialist, you must balance creativity with statistically informed decisions to maximise ROI.
What Does a PPC Specialist Do?
- Design and execute ad campaigns on platforms like Google Ads, Facebook Ads, and LinkedIn ads.
- Conduct A/B testing to determine what works best.
- Monitor ad performance and adjust budgets or targeting parameters to improve results.
Tip: Understand your audience’s pain points and craft ad copy that speaks directly to them.
5. Email Marketer
Despite being one of the oldest digital marketing channels, email marketing continues to deliver exceptional results.
What does an email marketer do?
- Building email lists through lead magnets like eBooks or webinars.
- Creating email marketing campaigns to increase sales and nurture leads.
- Segmenting your audience for personalised messaging.
Tip: Focus on delivering value first, then selling. People open emails to solve their problems or entertain them.
6. Analytics and Data Expert
Every digital marketer must recognise data, but specialists who dive deep into analytics unlock the power to make informed decisions. Over 76% of marketers believe data-driven decisions improve their campaigns’ effectiveness. As an analytics specialist, you’ll
- Tracking website traffic, user behaviour, and campaign performance.
- Tools like Google Analytics, Tableau, and HubSpot are used for data visualisation.
- Converting raw numbers into actionable insights.
Tip: Don’t just gather data – interpret and act on it.
7. Affiliate Marketing Manager
Affiliate marketing involves collaborating with third party marketers to promote your product or service. This performance based role focuses on the following:
- Recruiting affiliates.
- Providing marketing materials.
- Monitoring performance metrics and issuing payouts.
Tip: Platforms like ShareASale and Commission Junction make affiliate management seamless.
Day-to-Day Responsibilities of a Digital Marketer
Morning Routine: Strategy and Planning
A productive day for a digital marketer starts with reviewing ongoing campaigns and planning tasks. Here’s how I kick off my mornings:
1. Review Campaign Performance
Every morning, I check the performance of active campaigns across platforms like Google Ads, Facebook Ads, and email marketing tools. I focus on metrics like CTR (click-through rate), impressions, and conversions.
2. Prioritize Tasks
Digital marketing involves juggling multiple projects. I use tools like Trello or Asana to organise tasks for the day based on urgency and deadlines. Time blocking helps you dedicate focused hours to high priority activities like strategy development or data analysis.
Mid-Morning: Content Creation and Optimization
Content is the backbone of digital marketing, and a significant part of my day is spent creating and optimising it.
3. Content Planning and Writing
Whether it’s drafting blog posts, creating social media captions, or developing ad copy, crafting compelling content is a daily task. The goal is to create content that aligns with the brand’s voice and resonates with the target audience. Businesses with consistent blogging see a 67% increase in leads compared to those without blogs.
4. SEO Optimization
Once content is drafted, I refine it for search engines. This includes:
- Conducting keyword research using tools like SEMrush or Ahrefs.
- Including title tags, alt text for photos, and meta descriptions.
- Ensuring content readability and relevance.
Afternoon: Campaign Management and Analysis
Afternoons are often dedicated to managing campaigns and analysing their performance.
5. Running Paid Ads
One of the most dynamic parts of my job is managing PPC campaigns. This includes:
- Designing ad creatives and writing copy.
- Setting up targeting parameters like demographics, interests, and locations.
- Monitoring budgets to ensure cost effectiveness.
6. Social Media Management
Social media platforms are where creativity meets analytics. Managing posts, engaging with followers, and tracking trends is crucial for staying relevant.
- Posting across platforms can be automated with scheduling tools like Hootsuite or Buffer.
- Compared to ordinary posts, Instagram Reels receive 22% more interaction.
Late Afternoon: Audience Engagement and Learning
The day’s second half is about engaging with the audience and staying updated on industry trends.
7. Engaging with the Audience
Building relationships with customers is key. I spend time responding to comments, answering queries, and participating in relevant online conversations.
A prompt reply to a customer’s Instagram DM helped convert an inquiry into a sale.
8. Analytics and Reporting
Data analysis is a non-negotiable part of digital marketing. I review campaign performance and prepare reports for clients or internal teams. Tools like Google Analytics are invaluable for tracking metrics like website traffic, bounce rates, and conversion paths.
Evening: Professional Development and Reflection
9. Staying Updated on Trends
Digital marketing evolves rapidly, so staying updated is crucial. I dedicate time to reading blogs, watching webinars, or taking short online courses. Marketers who stay updated on trends are 74% more likely to achieve their goals.
10. Reflect and Plan
Before wrapping up, I reflect on the day’s achievements and challenges. This helps me refine strategies and plan for the next day.
Skills Required to Be a Digital Marketer
1. Analytical Thinking
Digital marketing is a data driven field, and analytical thinking is your compass. It’s about dipping into numbers, understanding trends, and drawing actionable insights. Every campaign generates data. As a digital marketer, you must interpret this data, identify what’s working, and refine strategies to improve outcomes.
Always ask “why” behind the numbers. It’s not enough to know your engagement rate has dropped; you must identify and fix the cause.
2. Communication Skills
Good communication goes beyond just writing or speaking. It’s about understanding your audience’s needs and conveying your message in a way that resonates. Whether it’s through crafting compelling copy for a campaign, explaining a complex strategy to a client, or engaging with an audience on social media, communication is key.
3. Technical Proficiency
Digital marketing thrives on technology. From SEO tools and social media platforms to email marketing software and analytics dashboards, understanding how to use these tools effectively is non-negotiable.
But being tech-savvy isn’t about knowing every tool in existence, it’s about adaptability. The digital world changes quickly, and staying updated with the latest technologies is a skill in itself.
4. Creativity
Creativity is what makes digital marketing stand out. It’s not about designing visually appealing ads or writing catchy headlines, it’s about thinking outside the box and bringing fresh ideas to the table. Every brand has a story, and creativity helps you tell it in a way that captivates and converts.
5. Strategic Thinking
Digital marketing requires strategic thinking. It’s about seeing the bigger picture and knowing how each campaign, platform, and effort fits into the overarching goals. Strategic thinking ensures that every decision you make aligns with measurable objectives. It helps you prioritise efforts, allocate resources effectively, and anticipate challenges.
How Digital Marketing Impacts Businesses
1. Expanding Reach
Businesses no longer need to use conventional strategies like TV commercials or print ads to gain attention. With digital marketing, you can reach potential customers anywhere in the world. Whether it’s through search engine optimisation, social media, or targeted ads, your business can be seen by millions, all while keeping costs low compared to traditional marketing methods.
2. Driving Measurable Results
Digital marketing allows tracking of every action, from clicks and website visits to conversions and sales. As a result, you can track the success of your campaigns in real time. You can adjust your strategies based on what’s working, enhancing for better performance without wasting resources.
3. Building Brand Loyalty
Digital marketing allows businesses to engage with their audience consistently and meaningfully through social media, email, and content marketing. This constant interaction builds trust, creating loyal customers who return repeatedly. Regularly engaging with your customers and providing value helps nurture long-term relationships beyond the initial purchase.
Here’s an overview of typical career progression in digital marketing, which I’ve witnessed firsthand.
Career Ladder in Digital Marketing:
Entry-Level Positions:
- Job Titles: Digital Marketing Assistant, Social Media Coordinator.
- Responsibilities: At the start of your career, you’ll likely assist with tasks like content creation, managing social media profiles, or executing email marketing campaigns. These roles provide valuable exposure to different channels and help you build a strong foundation in digital marketing.
Specialised Roles:
- Job Titles: Paid Media Specialist, Email Marketing Specialist, SEO Specialist,
- Responsibilities: After gaining some experience, you can dive deeper into a specific area of digital marketing. Whether it’s optimising SEO strategies or handling paid media campaigns, this phase allows you to hone your expertise.
Mid-Level Positions:
- Job Titles: Digital Marketing Specialist, Social Media Manager.
- Responsibilities: As a mid-level professional, you’ll take on more strategic roles, overseeing campaigns, optimising performance, and managing teams to ensure digital marketing efforts align with company goals.
Managerial Roles
- Job Titles: Digital Marketing Manager, Marketing Manager.
- Responsibilities: At this level, you’ll lead teams, manage budgets, and execute high-level strategies. Collaboration across departments becomes key to ensuring marketing efforts drive business success.
Director/Head of Digital Marketing
- Job Titles: Director of DM (Digital Marketing), Digital Marketing Head.
- Responsibilities: In this role, you’ll oversee the entire digital marketing function, guiding the team’s strategy, budgeting, and high-level decision-making.
Chief Marketing Officer (CMO)
- Job Title: Chief Marketing Officer.
- Responsibilities: The pinnacle of digital marketing careers, where you’ll manage all marketing activities, digital and traditional and contribute to shaping the business’s overall strategy.
Conclusion
So, what does a digital marketer do? The answer isn’t just about running ads, creating content, or optimising SEO. It’s about understanding people, their needs, and how to craft experiences that drive value in the digital space.
Through my journey, I’ve seen how digital marketing strategies can completely turn around a business or launch an individual’s career. The opportunities are endless, and the skills you gain along the way are invaluable.
This is why I’ve crafted the Digital Scholar Digital Marketing Course to equip you with the essential tools and insights for success in this digital marketing field. Take the first step towards becoming a digital marketing expert. Enrol in the Digital Scholar course today, and let’s create a brighter, more successful future together!
Frequently Asked Questions (FAQs)
1. What are the core roles of a digital marketer?
Core roles include SEO Specialist, Content Marketer, Social Media Manager, Paid Advertising Specialist, Email Marketer, Analytics and Data Expert, and Affiliate Marketing Manager.
2. Why is SEO important in digital marketing?
SEO is crucial because it helps improve a website’s visibility on search engines, making it easier for potential customers to find the business online.
3. What does a content marketer do?
A content marketer creates engaging materials like blog posts, videos, and infographics that educate or inspire the audience while guiding them toward taking action.
4. How does social media management benefit brands?
Active social media engagement can build relationships and create a community around a brand, leading to 20-40% higher customer loyalty rates.
5. Why is email marketing still effective?
Email marketing continues to deliver high ROI; it allows for personalised messaging and direct communication with leads and customers.