Digital marketing professionals possess a mix of strong communication skills, business savvy and technical know-how. Many academic institutions in the U.S. can prepare you for work in this fast-moving field by offering a degree in marketing with a digital marketing specialization.
Digital marketing careers span a vast and diverse array of options. Most large public and private organizations employ search engine optimization (SEO) specialists, social media managers, copywriters and other digital marketing professionals. And growing options for freelance work now provide even more opportunities for enterprising professionals.
Below, we’ll highlight some of the most popular positions in the digital marketing field, including job duties and earning potential. Whether you’re a recent graduate just starting out or a current professional looking to take your career to the next level, keep reading to explore digital marketing careers you can pursue.
What Is Digital Marketing?
Digital marketing involves marketing online via digital devices like laptops and cell phones. Though traditional marketing platforms like television and billboards still exist, the internet is the most critical marketing space, with the digital marketing industry valued at just over $363 billion in 2023, as reported by Expert Market Research.
Digital Marketing vs. Traditional Marketing
Digital marketing is often cheaper than traditional forms like print display ads. And people are spending more time online, with the average American spending about eight hours a day on the web in 2023, according to HighSpeedInternet.com.
Marketing professionals can now learn in practically real time exactly how many people saw an ad and how many clicked the link. They can send push notifications to reach customers at the most opportune times. They can even reach a person by marketing to their avatar in a video game.
Strategies
Modern marketing professionals employ a wide array of strategies to reach users, including SEO, search engine marketing, influencer marketing, email direct marketing and e-books, along with non-internet methods like TV ads, billboards and on-hold recordings.
Education
To land jobs in digital marketing, academic institutions around the country offer various educational options, including marketing certificates, two-year associate degrees, four-year bachelor’s degrees, master’s degrees, MBAs with a marketing focus and even doctorates. Many programs offer online digital marketing degrees to accommodate learners with busy schedules.
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Digital Marketing Careers
Whatever your skill set, the digital marketing field offers abundant options for a rewarding and well-paying career. Good with data? Marketing analyst might be the right job for you. Enjoy talking to people? Think about becoming a social media manager.
Digital marketers tend to earn above-average wages, and most positions require only a bachelor’s in marketing, digital marketing or a related subject like business administration or communications. Below are a few of the most popular careers in digital marketing, including salary data from the U.S. Bureau of Labor Statistics (BLS) or Payscale unless otherwise noted.
Digital Marketing Analyst
2022 Median Salary: $68,230
Job Description: Digital marketing analysts gather and analyze data on consumers and business competitors to help their employers better understand market conditions. These professionals use research tools like surveys, opinion polls, consumer focus groups and literature reviews to examine factors such as customer preferences.
With many sectors utilizing market research, digital marketing analysts work in various industries. And the field is fast-growing, with the BLS projecting an added 116,600 positions for market research analysts, including digital marketing analysts, between 2022 and 2032—a 13% increase, far faster than the average projected growth for all occupations.
Digital Marketing Manager
2022 Median Salary: $138,730
Job Description: Digital marketing managers plan programs and initiatives on behalf of companies to generate interest in products or services. These professionals often work closely with department heads and others in upper management to develop marketing plans and budgets.
Digital marketing managers must think creatively to compete for the scarce attention of internet users and stand out from competitors. To this end, digital marketing managers frequently use contests, sponsorships and sales plans like discounts and coupons.
Marketing managers typically have related job experience and are often promoted from within. Marketing manager positions are well-paying, and the growth outlook is strong. The BLS expects the number of marketing managers in the United States to increase by 6% from 2022 to 2032.
Social Media Manager
Average Salary: Approximately $57,000
Job Description: Social media managers operate social network profiles on behalf of their employers or clients to achieve marketing goals and other objectives. They communicate with customers, write corporate statements and develop strategies for marketing across various social media platforms. These professionals often serve as their company’s online voice, speaking out on current issues and interacting with members of the public.
Social media managers must have strong communication and interpersonal skills and be able to meet strict deadlines. Key skills for social media managers include corporate communications, paid media marketing, campaign planning and client interaction.
Content Strategist
Average Salary: Approximately $69,000
Job Description: Content strategists create content plans for their employers and often help bring those plans to fruition. They create cohesive messaging by working closely with social media managers, marketing analysts and designers. Content strategists’ work is separated into projects, and they must consider which visual elements best support the written content.
Strong communication skills are critical. Effective content strategists also have proficiency in technical writing, user experience and people management. These professionals may work for many firms in their careers and are often freelancers.
Copywriter
Average Salary: Approximately $58,000
Job Description: Copywriters create effective advertising to promote the sale of goods or services. They can capture an increasingly rare market share and speak directly to consumers with limited attention and time. Copywriters develop slogans, short messages and other creative content, often in collaborative work environments. These professionals meet with clients regularly to understand their needs and follow projects through to rollout.
Excellent writing skills are a must to deliver powerful and persuasive messages. Copywriters must work well within stringent deadlines and be able to think outside the box. When employed by a company, a copywriter will often produce all levels of its written communications, from emails to press releases, both internal and external.
SEO Specialist
Average Salary: Approximately $52,000
Job Description: Search engine ranking means everything these days, and SEO specialists ensure their organizations appear at the top in search engine results pages. They develop and continually update SEO in accordance with best practices, which change frequently.
SEO specialists must stay current on the latest tricks to enhance a company’s online visibility, such as knowing which keywords to incorporate on a webpage to ensure it appears in web searches for those keywords. SEO specialists must have a deep knowledge of HTML and other coding languages, as well as search engine analytics.
Email Marketing Specialist
Average Salary: Approximately $56,000
Job Description: Email marketing specialists help their companies advertise using email, though their responsibilities may vary by employer. These specialists determine what customers want and plan and execute email marketing campaigns accordingly. They develop marketing plans for specific products or brands that align with their company’s mission and public image.
Email marketing specialists must understand how to reach a targeted demographic, including how to identify the most effective marketing mediums and how to stay within a budget. These professionals typically possess strong skills in marketing communication, strategic marketing, project management and social media marketing.