What Does a Digital Marketer Do? Work, Roles, Responsibilities

Companies have been promoting their products and services for years through print media, television, and radio. However, with the rise of the Internet and mobile industry, digital marketing has become more prominent, replacing traditional marketing methods.

Digital marketing is a data-driven and dynamic method to advertise brands, products, and services. Moreover, it is more cost-effective, targeted, and effective than traditional marketing approach. 

With the birth of artificial intelligence, digital marketing has become ubiquitous, which has increased the demand for professional and skilled digital marketers worldwide. 

As a digital marketing expert, you perform varied tasks and take care of different marketing aspects. Your job requires you to be creative and flexible and you must keep up with the market trends to reach more people.

We take a closer look at the roles and responsibilities of a digital marketer, explaining what they do as a marketing expert to achieve the set goals. 

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Who Is a Digital Marketer?

A digital marketer is a professional who leverages different marketing channels to promote products, reach potential customers, and build brand awareness. Their job combines a range of tasks, including planning, strategizing, creativity, executing, and reporting. Hence, digital marketers wear multiple hats to keep pace with marketing trends and effectively use available digital marketing channels.

Their job role encompasses content creation, designing, website optimization, online advertising, social media management, and more. In the case of a specialized role, they focus solely on a single field, such as SEO, social media, email marketing, content marketing, PPC, etc. 

The job role of digital marketers is multi-faceted, requiring them to play various crucial roles efficiently to drive organic traffic, online visibility, sales, and success. Their primary goal is to connect with the target audience, enhance user engagement, and attain business objectives through digital media and platforms. 

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What Does a Digital Marketer Do?

A day in the life of a digital marketer would commonly include developing, implementing, and managing marketing campaigns to promote products and services. They use the internet and multiple digital channels to connect with the audience, drive conversions, and attain business goals. Although major job responsibilities and daily tasks may vary based on the company, specialization, and team, the common aspects of a digital marketing job include the following:

1. Strategizing

Digital marketers strategize even before crafting a marketing campaign. This step includes assessing revenue trends, monitoring website traffic, and tracking audience engagement and behavior patterns. They jot down all the strengths and weaknesses of the company and the opportunities available and set goals accordingly. 

They can focus on promoting one specific product, service, or category within their domain. Their ultimate goal is to earn higher rankings for their websites and gain an edge over competitors. 

2. Content Creation and Management

Content creation is not restricted to writing articles and blogs using relevant keywords. It covers developing different types of content, such as videos, images, infographics, and social media posts, and more, and promoting it across different digital channels. 

Digital marketers produce content that aligns with the brand’s voice and audience’s needs. Also, it must help companies build a strong online presence. 

Also Read: What Are Meta Tags in SEO? All Meta Tags Explained

3. Search Engine Optimization

Users rarely go past the first page of search results while seeking answers to their queries. Hence, it’s essential to achieve top rankings in SERPs and attract visitors to promote your brand. That is what digital marketers do. Using their specialization in search engine optimization, they create and optimize content that can drive organic traffic and boost a website’s search engine rankings. 

They determine relevant words and phrases that people use to search for a specific product or service and use these keywords in the content to attract users and search engines. Also, they ensure their websites are accessible, easy to navigate, and helpful. 

4. Social Media Marketing

Social media marketing is crucial for connecting directly with users, building a brand, and maintaining a strong online presence. To expand their followers, digital marketers develop effective social media marketing strategies, content, and posts. They also use paid advertising to reach a specific section of the audience through diverse marketing efforts.

They also create posts that link to their websites and increase traffic. They reply to users’ queries, comments, and feedback, which makes their brand approachable. 

5. Email Marketing

Another aspect that digital marketers take care of is email marketing, which involves sending personalized and promotional emails to potential customers to nurture leads and maintain strong customer relationships. They share information regarding the latest offers and deals, events, and newsletters through emails. 

Depending on the business needs, these emails can be weekly, fortnightly, or monthly. They can also include details regarding future expansion plans, market news, or the launch of new products or services. They also design email templates, segment email lists, track the performance of email campaigns, and create compelling messages. 

6. Data Analytics

Digital marketers use different data analysis tools to track website traffic, analyze what works the best, areas that need improvements, and content that drives the most sales. They prepare and analyze marketing reports to find every detail and break down information. 

They collect user information based on demographics, location, interest, and other factors to launch marketing campaigns. They also assess the performance of paid advertising and compare results.

7. Marketing Automation

Digital marketers use marketing tools and software to automate repetitive tasks, such as lead nurturing, scheduling social media posts, and email scheduling. Marketing automation saves time while maintaining consistency.

8. UX and UI Design

Some marketers also design user interfaces and experiences, two important components of any digital channel. They work with developers and programmers to create a responsive and robust website that is easy to use. This enhances user engagement and promotes brands among the target audience. 

9. Measuring

After executing a campaign, digital marketers determine its success and effectiveness. They do this through key performance indicators (KPIs), which are quantifiable measurements associated with specific objectives. They select suitable KPIs to measure business success. 

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Digital Marketing Job Roles

Digital marketers can choose different career paths depending on their interests and aspirations. However, they need to have knowledge of each area to make more informed decisions. Here are the popular job titles for digital marketers:

1. Digital Marketing Specialist

Digital marketing specialists monitor marketing strategies and campaigns, overseeing every aspect meticulously and assessing every factor. They are responsible for enhancing brand awareness, generating leads, driving website traffic, and driving sales. 

Moreover, they keep up with the latest technology to strengthen their marketing efforts and develop marketing plans according to the given budget, resources, goals, and deadlines. They also analyze the results of their marketing efforts and the success of the entire campaign. 

2. Content Marketing Specialist

Content marketers create and distribute optimized content aligned with the content strategy. They create content plan, including the type of content to develop, formats to use, platforms to publish content, brand style guidelines, etc. Their goal is to drive organic traffic and boost search engine rankings. 

They report to digital marketing managers and coordinate with SEO experts to enhance the effectiveness of published content. 

3. SEO Specialist

SEO specialists use their skills and knowledge to surge rankings of websites, build brand awareness, and drive traffic to the website. They use paid and unpaid marketing methods to attain their goals. 

Furthermore, they optimize content to make it SEO-friendly and ensure their content projects meet the requirements of Google algorithms. Also, they make websites and content crawlable so search engines consider them valuable. They offer their expertise to keep content writers motivated and focused, providing valuable insights to help company gain momentum and enhance a website’s performance on search engines. 

They also lead marketing teams and perform various tasks, such as implementing new ideas, building links, conducting keyword research, tracking progress, and reporting results. 

4. Social Media Manager

Social media managers are responsible for creating and scheduling posts for different social media channels and oversee social media marketing campaigns. They work with SEO experts, content marketers, copywriters, and graphic designers to create digital marketing strategies. They also use cutting-edge tools to schedule posts and ensure consistency across all channels. 

5. Marketing Automation Coordinator

Marketing automation coordinators deal with the effects and results of marketing campaigns. It is more of a technical position that requires the professional to find the best marketing automation tools to identify customer behavior. They are also responsible for measuring and analyzing campaign performances and making improvements for better results. 

Key Responsibilities of a Digital Marketer

Although the duties of a digital marketer may vary based on job profile and description, they need to fulfill a few common responsibilities while developing, implementing, and maintaining marketing campaigns. Here is a typical job description for a digital marketer:

  • Develop marketing strategies according to business goals.
  • Manage different marketing channels and campaigns, including email, social media, SEO, content, PPC, etc.
  • Budgeting different marketing campaigns.
  • Explore new opportunities to promote products or services and keep up with the latest trends.
  • Conduct market research to analyze trends and discover useful insights.
  • Stay updated with the latest tools, platforms, and software.
  • Measure and report the performance of different marketing campaigns and compare results against the set goals.
  • Communicate with clients, affiliate partners, and stakeholders regarding ROI.
  • Coordinate with designers, content creators, developers, and different team members to produce engaging and optimized content and offer a seamless user experience.
  • Prepare web statistics reports using effective software to monitor the performance of websites and content.
  • Establish and maintain dynamic relationships with customers and interact with them.
  • Manage database for lead generation.
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Skills and Qualifications Required to be a Digital Marketer

Qualification

  • Bachelor’s or master’s degree in marketing, communication, or related field.
  • Certification is Google Analytics 
  • Sufficient years of experience in digital marketing or related field
  • Proficiency in marketing automation tools
  • Excellent project management skills
  • Fair understanding of digital marketing channels, including social media, SEO, PPC, email marketing, PPC, and more. 

Digital Marketing Hard Skills

  • Content marketing
  • SEO
  • UI/UX design
  • Social media marketing
  • Brand management
  • Data analysis
  • Keyword research
  • PPC
  • Writing and editing
  • Copywriting
  • Customer management system

Digital Marketing Soft Skills

  • Problem-solving
  • Adaptability
  • Curious
  • Creative
  • Tactful
  • Tech-savvy
  • Communication
  • Leadership
  • Teamwork
  • Strategic
  • Persuasive

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How to Become a Digital Marketer?

If you aspire to be a digital marketer, you need to learn the necessary skills, tools, and approaches. It’s important that you sign up for a reliable digital marketing course to get trained by industry leaders and gain hands-on experience. Also, focus on your goals and continue upskilling yourself. 

Businesses are increasingly relying on digital media to promote their products and services, leading to a growing demand for professional digital marketers. To survive the cutthroat competition and land a lucrative job, you must possess the key skills and knowledge that hiring managers look for. Continue learning and mastering basic and advanced concepts to make a dream career. 

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Author

  • Ashima Jain

    Ashima Jain is a Content Editor and Strategist at WsCube Tech and has been in the content marketing industry for 6 years. She is a writer by day and a reader by night. It was actually her love for reading that made her try her hands at writing. She has completed her postgraduation in Economics and Financial Management and has also done diploma courses in Journalism and Digital Marketing. When not working, you can find her in a cafe enjoying a cup of joe and a book.

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