What Does a Digital Marketer Do?

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Key Takeaways

Digital Marketers use various digital channels for customer reach, brand awareness, and product promotion​.

Their role involves a wide range of tasks including content creation, social media campaign management, SEO, and email marketing​.

Key responsibilities include social media marketing, inbound marketing, email marketing, content marketing, public relations, PPC ads, and SEO​.

Content marketing is essential for attracting and retaining a defined audience to drive profitable customer action​.

SEO and SEM are vital tools in a digital marketer’s toolbox for driving website traffic​.

Marketing analytics play a critical role in enhancing marketing efforts and supporting business growth​.

Digital marketing used to be a niche industry before the rapid expansion of social media in the early 2000s. Numerous businesses now rely on digital marketing to drive traffic, generate convertible leads, and engage prospective customers.

The best digital marketers use skills beyond just marketing. We shall discuss these unique bonus skills that make exceptional digital marketers.

1. Who Is a Digital Marketer?

Who Is a Digital Marketer

A digital marketer is an online advertisement and communications specialist. They use the internet platform for bolstering the reputation of companies and increase their revenue.

Mentioned below is the list of a few things those digital marketers use the Internet to do their thing. What channels do they use? Here are a few of them:

  1. The company’s websites
  2. Social media platforms such as Instagram, Twitter, and Facebook
  3. Search engines
  4. Email address lists
  5. Mobile apps such as Snapchat, WhatsApp, and TikTok
  6. Internet advertisements
  7. Blogs

2. What Does a Digital Marketer Do?

What Does a Digital Marketer Do

The following are the tasks you can expect a digital marketer to perform.

2.1. Social Media Marketing

It is a strategic placement of content that promotes the company on social media platforms. These include both the company’s social media channels and external channels. There are free and paid social media marketing techniques. A digital marketer needs to be able to use both.

2.2. Inbound Marketing

It is the process a company uses to attract, convince, and convert people into customers. Inbound marketing requires you to fill the website with helpful blog posts, thought leadership articles, and relevant content for your target audience.

2.3. Email marketing

Digital marketers use emails to talk directly with customers to keep them informed. Email marketing boosts the engagement level of existing customers and reaches out to potential customers.

2.4. Public relations

A digital marketer needs to seek coverage from external publications. The marketer can get their team to write expert articles to publish on blogs and online magazines. The marketer can also organise interviews with popular podcasts and digital newspapers.

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Promotion from third parties enhances the company’s credibility and leadership position in the industry.

2.5. Pay-Per-Click Advertisements

A digital marketer could take a direct approach and pay for advertisements that put eyeballs on the company or its website. A digital marketer needs to ensure that advertisements appear in places that are more likely to generate convertible leads.

2.6. Analytics and Reporting

None of the above strategies can be fruitful if the digital marketer has no way to monitor their effectiveness. A digital marketer should have tools to evaluate if the marketing was successful or a waste of money.

Modern marketing methods can show a digital marketer where their traffic came from, where it goes, and which avenues generate the highest ROI.

When their analytics tools work well, they can decide what to prioritize or where they need to streamline. Today’s data collection tools are light years ahead of what they were just ten years ago.

3. Which Skillsets Does a Digital Marketer Have?

Which Skillsets Does a Digital Marketer Have

Although it is a marketing job at its core, the highest-rated skills of a digital marketer are not their marketing abilities. The most sought-after skills for digital marketers today include creativity, analytical thinking, and technology skills.

There are numerous skills that a digital marketer could practice. However, they could also decide to specialise in a few high-value capabilities. A highly experienced digital marketer can fulfil the chance of bringing favourable market results through the practices of digital marketing. The following are the top skills that people looking for digital marketers prioritize.

3.1. Video Skills

There are too many things competing for peoples’ attention on the internet today. One of the most important ways to reach people is through video. It increases client engagement, and search engines love video content.

The ideal place to start is to learn how to make a compelling video script. Afterwards, you can use video platforms to create the video and put them to work in your campaign. Choosing professional video marketing practices can help you ensure that you are able to fascinate your audience.  

Several factors can help you to make a video go viral. Study them and apply them repeatedly until you get things right.

3.2. Digital Marketing (SEO and SEM)

The best traffic that your website, ad, or landing page can get will originate from search engines. To increase your organic traffic (from search engine results pages), a digital marketer needs to perfect the art of SEO and SEM.

Digital marketers have an active understanding of the mechanics behind SEO and how it interacts with SEM. Seeking this knowledge will improve any campaign that the marketer and their team initiate.

3.3. Content Marketing

Almost all forms of digital marketing revolve around content. The content could include video, podcasts, whitepapers, ebooks, blog posts, and any other form of media you can deliver online.

To excel in any digital marketing campaign, a business must be able to create and deliver content and measure how effective it is. Digital marketers help in positioning your content with the target audience and make it usable across various online platforms.

3.4. Data Collection and Analytics

Virtually all parts of a digital marketing strategy require analytics. You can collect innumerable data points from your marketing campaign. However, you need the skills to analyze the data and figure out how to use it to your advantage.

When you analyse the performance of digital marketing campaigns, you can develop solutions to increase your conversion rate. There is a treasure trove of information that modern marketing tools collect. You can develop creative ways to pull in new customers and retain existing ones by giving them what they want.

3.5. A Designer’s Point of View

For your digital marketing strategy to succeed, you should give center stage to the customer’s user experience. You need to think like a designer to know how to engage potential and existing customers.

One place to start is to ensure their experience with your products is easy and worthwhile.

Those are the most sought-after skills for business that can be fulfilled by modern-day digital marketers. However, they are not the only ones. Digital marketing is a rapidly evolving industry. Therefore, marketers need to update their skills from time to time to avoid becoming obsolete.

Digital marketers should not confine themselves to the ideas presented to them. They should see outside the box and suggest recommendations to complement existing ones. The following are some additional skills.

3.6. Technological Know how

The driving force behind digital marketing is technology. Digital marketers need to understand the latest technologies coming out and how to use them. Though many company’s’ digital transformations have slowed down, a digital marketer needs access to the latest technologies at all times. This will help in ensuring that your business stays on top of the digital transformation trends which has been occurring globally, especially as a result of the pandemic. 

Even if a company has outdated technology, a digital marketer should set up systems that meet or exceed industry standards. Digital marketers should have basic knowledge of web design and content management systems.

3.7. Understanding of Customer Engagement

The role of the digital marketer is to know how to engage potential and existing customers. They have the excellent persuasion and analytical skills to understand the requirement of the campaigns to grow business revenue and increase customer numbers. They have expertise in understanding the requirement of your business. Furthermore, they help in aligning this with the requirement of your audience and consumers. With the effective strategies of digital marketing, you can get your audience to make buying decisions and leverage that information.

4. What Digital Marketing Positions Exist?

What Digital Marketing Positions Exist

To maximise the effectiveness of your digital marketing initaitves you must hire the specialised marketers. These are some of the positions that exist in the digital marketing industry.

4.1. SEO Managers

They use their skills in SEO to create high-visibility content that drives traffic to the company. SEO managers work with a team of content creators to target their audience through search engines and social media.

4.2. Content Marketing Specialist

They not only create great content for marketing campaigns but also deliver it where it is most effective. They decide which type of content to use and how to use them.

4.3. Social Media Manager

They create effective schedules for posting and sometimes draft the posts. Their roles sometimes cross over with those of content marketers. To prevent duplication of duties, they should open communication channels with the marketing team. Talking ensures they pool their resources when working on similar objectives.

4.4. Marketing Automation Coordinator

It is a technical role where you find the most effective automation tools for your campaign. These tools also give you information regarding the behavior of customers. It is also the job of an automation coordinator to measure the performance of marketing campaigns.

5. Why Is Digital Marketing Important?

Why Is Digital Marketing Important

The following are seven reasons why companies should invest in digital marketing:

  1. You can target only customers that are likely to buy your products.
  2. It offers a higher return on your investment compared to outbound marketing.
  3. A digital marketing campaign enables smaller brands to compete in the same space as larger companies.
  4. You can measure the effects of your digital marketing campaigns.
  5. You can change a digital marketing strategy on the fly.
  6. Digital marketing can increase your number of high-quality leads that convert into sales.
  7. A digital marketing strategy enables you to engage customers directly at any stage.

6. Wrapping Up

Despite being a relatively new field, digital marketing can give a new lifeline to businesses struggling with their brand recognition and customer acquisition. It is a relatively affordable way to get your name in front of many potential customers. The role of a digital marketer is becoming more critical as people flock to the internet for information and to shop. Hopefully, now you know enough about digital marketers to understand their contribution to brand visibility and improving sales.


Q. What are the primary responsibilities of a digital marketer?

Digital marketers use the internet to help businesses sell products and services. This includes creating websites, designing advertisements, writing content for social media, managing advertising campaigns, and analyzing data to optimize digital marketing efforts​.

Q. What is involved in content marketing and creation?

Content marketing involves creating and distributing valuable, relevant content to attract and retain a defined audience. This includes content writing, copywriting, video editing, graphic design, understanding sales funnels, and SEO skills​.

Q. How do digital marketers use SEO and SEM?

SEO and SEM are crucial tools for digital marketers. SEO improves a website’s visibility on search engine results pages, while SEM involves paid campaigns to increase online visibility. This requires skills in writing, copywriting, keyword research, programming, and data analysis​.

Q. What does marketing analytics entail in digital marketing?

Marketing analytics involves analyzing data to improve marketing efforts, including improving customer experience and business growth. It requires advanced data analytics, statistics, experiment design, predictive modeling, and dashboard management skills​.

Q. What role does reputation management play in digital marketing?

Digital marketers manage a company’s online reputation, including handling social media accounts and responding to online comments. Skills required include written and verbal communication, empathy, and an understanding of social media​.

Q. What is inbound marketing in the context of digital marketing?

Inbound marketing is a long-term strategy that focuses on establishing a long-term audience by providing value through content. It involves skills in writing, website development, social media, SEO, and content marketing​.

Q. How is email marketing used by digital marketers?

Email marketing is used to promote products, build brands, and build relationships with customers. It involves skills in copywriting, automation, list management, and segmentation​.

Q. What does social media marketing encompass in digital marketing?

Social media marketing is about reaching customers through platforms like Facebook, Twitter, Instagram, and LinkedIn. It involves creating content that promotes the brand and skills in social media expertise, customer service, writing, data analysis, content curation, and publication​.

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