Digital Marketer
LAST UPDATED 20 Jan 2023
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The role of digital marketers


Digital marketers are responsible for promoting products, services, or brands using various digital channels. This includes tactics such as email marketing, social media marketing, search engine optimisation, and online advertising. They also use data analysis and customer insights to create targeted campaigns and measure the success of their efforts. 

As a digital marketer and dynamic IT job, the main goal of a digital marketer is to drive online sales, increase website traffic, and improve customer engagement. Common industries for digital marketers to consider include e-commerce, technology and software, finance, entertainment, and media, among others. As the world of work continues to embrace technology, digital marketers can select their preferred industry to grow in, as all organisations can benefit from their skills.


The demand for digital marketers


The demand for digital marketers has been on the rise recently, due to the increasing importance of digital channels in reaching and engaging with customers. As more businesses shift their focus to online platforms, the need for professionals who can effectively market products and services through these channels has grown. 

Additionally, the rapid pace of technological advancements has created new opportunities for digital marketers to reach and engage with customers in innovative ways. This has led to a shift in consumer behaviour and has accelerated the trend of e-commerce and digitalisation. Businesses are recognising the need to adapt to this new normal and are looking to hire digital marketers who can help them reach and engage with their customers online.


Duties and responsibilities of digital marketers


The duties and responsibilities of a digital marketer can vary depending on the size and type of organisation they work for, as well as their specific IT job function. However, some common responsibilities include:

  • Developing and implementing digital marketing strategies: this may include creating and managing campaigns across various digital channels, such as email, social media, search engines, and online advertising.
  • Conducting market research: digital marketers use data analysis and customer insights to identify target audiences and create effective marketing campaigns.
  • Creating and managing content: including writing and editing blog posts, creating social media content, designing email campaigns, and developing video and visual content.
  • Optimising website and social media presence: this may include improving search engine rankings, increasing website traffic, and engaging with customers through social media.
  • Measuring and analysing the performance of digital marketing campaigns: by tracking website traffic, monitoring social media engagement, and measuring the success of email campaigns.
  • Staying up-to-date with industry trends and new technologies: digital marketers need to be familiar with the latest tools, platforms, and trends in order to create effective campaigns.
  • Collaborating with other teams: digital marketers often work closely with other departments, such as product development, customer service, and sales.

As illustrated above, the on-site or remote job of a digital marketer is to create and implement effective marketing campaigns that drive online sales and increase brand awareness, using diverse digital channels and strategies.


Salary expectations 


The demand for digital marketers is rapidly increasing, leading the career with fast-paced growth capabilities alongside impressive salary raises. The Castille Salary Survey is based on the average gross basic salary ranges we have seen offered in the local market over the last 12 months. This survey is updated quarterly, remaining representative of current market trends.  

For a global perspective, it is worth keeping in mind that sources vary and are subject to change with time. Considering these variances, salaries for digital marketer jobs consistently reflect an average salary ranging from $50,000 to $90,000 a year. These numbers vary according to level of experience, specialisation, and other associated living costs. 


Education and qualifications of digital marketers


A digital marketer typically needs a bachelor's degree in marketing, communications, or a related field to successfully pursue the career path. Many digital marketers also have experience in areas such as graphic design, copywriting, and web development, for example.

In addition to formal education, practical experience with digital marketing tools such as Google Analytics, social media platforms, and email marketing software is also important. Nowadays, various online resources exist to support digital marketers in remaining up-to-date with industry trends. Exploring this material and earning certifications can be valuable.


Trending technologies and skill sets 


Wherein the past marketing wasn’t so digital, today, incorporating technologies and online platforms into marketing strategies is a necessity. In this way, digital marketers own various technical and collaborative skill sets. The skills needed to become a digital marketer include:

  • Marketing  skills: naturally, understanding key marketing concepts such as branding, market research, and customer segmentation is influential for digital marketers.
  • Digital skills: familiarity with digital marketing tools and platforms to support campaigns.
  • Analytical skills: the ability to use data and analytics to measure the success of digital marketing campaigns and make data-driven decisions accordingly.
  • Creativity:  skills to develop engaging and effective marketing content across multiple channels.
  • Communication and collaboration: digital marketers effectively communicate with clients, stakeholders, and team members, as well as the ability to work well in a team.
  • Adaptability: to adapt to new technologies and marketing trends.
  • Strategic thinking: the ability to develop and execute a comprehensive digital marketing strategy that aligns with overall business goals.

Aside from the above, digital marketers can choose a speciality to develop in over time. For example, search engine optimisation is a valuable skill to improve a website’s ranking on diverse search engines. Other digital marketers go on to develop their content writing skills, for instance, or master social media marketing. This makes digital marketing a versatile IT job that can be inviting for many jobseekers.


Career path for a digital marketer


As illustrated beforehand, an on-site or remote career in digital marketing can take many paths, but generally, the career path for a digital marketer starts with entry-level positions such as a digital marketing assistant or junior digital marketer. These roles typically involve working on specific aspects of digital marketing campaigns, such as social media, email marketing, or content creation, under the guidance of more experienced team members.

As a digital marketer gains experience and knowledge, they can progress to more senior roles, such as a digital marketing specialist or digital marketing manager. These roles often involve taking on more responsibility for the planning and execution of digital marketing campaigns, and may include managing a team of marketing professionals.

With further experience and expertise, a digital marketer can advance to a director or head of digital marketing role, where they will be responsible for leading the overall digital marketing strategy for a company and overseeing a team of digital marketers.


Begin your digital marketer career with Castille 


Now that you’ve critically assessed what working as a digital marketer is about and whether it is right for you, you are able to kickstart your career in this ever-growing field. As technology and the workforce continues to rapidly advance, the role of a digital marketer remains a career suitable for the long-haul.

Digital Marketer
Digital Marketing