Jobs in Digital Marketing

As important as offline marketing still is in today’s market, the evolution and growth of digital marketing means new and unique avenues can be explored to promote different products and services to worldwide audiences.

With the continuous rise in social media and mobile use we can not only reach new and unexplored markets but we can also analyse and track the success of digital marketing campaigns within hours. Because of this, businesses are beginning to invest more in their online marketing budget which means a potential growth of digital marketing jobs as represented by the Google trends graph below.

Here is an outline of the top skills and channels in Digital Marketing that businesses are investing in.

SEO and SEM

Search Engine Optimisation and Search Engine Marketing are very important aspects of creating online presence and reaching out to a worldwide audience. Building an SEO ranking and being found on search engines like Google or Bing is a priority and providing quality content with strategically placed keywords is a crucial factor for any business. Search engines use SERP (search engines results page) to evaluate the quality and importance of the information of the webpage and how many other websites link to it. 

Content Marketing

This is the strategic marketing approach that focuses on acquiring and retaining customers by creating consistent and valuable content. Content is a viable tool in communicating with potential customers without having to make a sale. This is because it's more about delivering information in a way that builds trust and makes your brand seem knowledgeable in the content’s subject. According to Content Marketing Institute, 80% of businesses decision makers preferred to get information through articles than in advertisements.

Content doesn’t have to be written either, it can be visual through imagery and video with 71% of consumers saying that videos leave a positive impression on a company. Many companies have implemented content marketing strategy plans as the use of content not only informs but it can spread via social networks and give added exposure to the company.

Social Media Marketing

With over 2 billion active users spread across Facebook and Twitter it’s no surprise how many companies are implementing new and intuitive social media strategies to keep up. Keeping social media users engaged with content, updates and important news in such a cost effective way has become a viable marketing tool for businesses. Plus, with many social media websites also offering analytical tools that provide insight on user engagement and performance of posts, you can analyse the effectiveness of your social media activity within hours.

Facebook and Twitter is also a increasingly popular way to provide customer service by addressing customers issues and questions that are posted online. Depending on the size of the company, Social Media Executives may be employed to help service and moderate the page due to the demand. That’s not just for Facebook and Twitter but they can also be assigned to other social media platforms such as Google+, Instagram, Wordpress blogs and more to reach as much audience as possible. It is one of the more popular avenues of digital marketing due to it's cost effectiveness way of reaching large audiences. 

Email Marketing

Email marketing is still considered one of the most effective ways to reach out to your audience. A lot of businesses will have accumulated a large database of emails whether that’s from customer transactions to simply signing up to their newsletter service over the course of many years. Email marketing is easy, affordable and economic allowing businesses to send a large number of emails to consumers at almost next to nothing cost. There is a concern that users may see constant emails as spam and possibly unsubscribe from your service but as long as your email marketing campaigns come across as informative, friendly and non-aggressive you could see a wider audience engagement and a better relationships with your audience.

With email marketing software like Mailchimp, you can easily track events such as people who have opened emails, the links that were clicked and if anyone unsubscribed. You can use this to improve effectiveness and help manage your email marketing strategy. Some email tools can also provide A/B testing to split emails into different groups to see how they respond to alternative versions of the same email content.

Mobile Marketing

Smart phones are becoming the norm these days with nearly 40 million smart phone users in the UK in 2015 alone. This is the ultimate digital channel considering you can check social media platforms, your emails and any website too, with many sites now being mobile responsive due to the increase in mobile traffic. Mobile marketing can also include App based or location based promotion for products too. 

However, you don’t need always need a smart phone as text messaging is still another valuable marketing channel for quick, simple but effective marketing. SMS almost offers immediate engagement with 97% of text messages read within 15 minutes delivery according to SmartInsights. SMS can also support other digital channels such as social media and email by reminding customers to read emails or to like their page on Facebook. Again, like email it could cause customers to opt out but there is the chance they will engage with the message.  Behaviours like this can be analysed and monitored so businesses can build a better understanding of their mobile database and track meaningful ROI.

Salary Benchmarking of Digital Marketing Jobs

Using information collected from Technojobs data, we’ve put together a salary breakdown of jobs in Digital Marketing.

Salaries can also depend on experience and location.