What Does a Digital Marketer Do?

Digital marketing has become an essential part of the modern business world, connecting brands to their audiences through digital platforms. Whether you’re scrolling through social media, receiving an email, or searching for a product online, chances are a digital marketer is behind the scenes.

If you’re considering a career as a digital marketer, the outlook is promising. According to the U.S. Bureau of Labor Statistics (BLS), employment for marketing managers is projected to grow 6% from 2022 to 2032, faster than the average for all occupations. This growth reflects the increasing importance of online marketing as businesses prioritize their digital presence to attract and retain customers.

From developing campaigns that drive brand awareness to analyzing website traffic and optimizing strategies, digital marketers play a critical role in shaping how businesses connect with audiences. This blog will explore what digital marketers do, the skills required, and the diverse roles you can pursue in this exciting and evolving field. If you’re looking for a rewarding, dynamic career that combines creativity with strategy, digital marketing might be the perfect fit for you.

What is Digital Marketing?

Digital marketing refers to the promotion of products, services, or brands using digital channels like search engines, social media, email, and websites. Unlike traditional marketing, which relies on mediums like TV and print, digital marketing leverages online platforms to reach potential customers where they spend most of their time — online.

Key components of digital marketing include:

• Search Engine Marketing (SEM): Boosting visibility on search engines through paid and organic strategies.
• Content Marketing: Creating valuable content such as blogs, videos, and infographics.
• Email Marketing: Sending targeted campaigns to engage with audiences.
• Social Media Marketing: Building a presence and engaging with users on platforms like Instagram and LinkedIn.
• Affiliate Marketing: Partnering with individuals or companies to promote products.
• Influencer Marketing: Collaborating with influencers to amplify brand awareness.

What Does a Digital Marketer Do?

Digital marketers are responsible for connecting businesses with their target audience across various digital channels. Their tasks can range from creating engaging content to analyzing campaign performance. General responsibilities include:

• Designing and executing digital marketing strategies.
• Running digital marketing campaigns to boost brand awareness and drive conversions.
• Managing digital platforms and ensuring cohesive digital communication.
• Tracking metrics like website traffic, ROI, and customer engagement.

Freelance digital marketers often take on similar responsibilities but work independently, offering specialized services to multiple clients.

Skills and Tools Required in Digital Marketing

To thrive as a digital marketer, you’ll need a versatile skill set that blends creativity, analytical thinking, and technical expertise. Whether you’re crafting compelling campaigns, optimizing websites, or analyzing data, these skills are essential for success in this dynamic field:

• Data Analysis: Digital marketers rely on data-driven insights to understand customer behavior and measure campaign performance. Proficiency in tools like Google Analytics, Tableau, and Excel is critical for tracking metrics such as website traffic, conversion rates, and customer lifetime value (CLV).
• Content Creation: A strong ability to create engaging, high-quality content tailored to your audience is essential. This includes writing blogs, designing infographics, scripting videos, and even producing podcasts. Content fuels inbound marketing efforts, helping to attract and engage potential customers.
• SEO and SEM Skills: Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are key for driving organic traffic and increasing visibility in search engines. Skills in keyword research, on-page and technical SEO, and managing tools like Ahrefs and SEMrush are vital for staying competitive.
• Social Media Management: Understanding how to leverage platforms like Instagram, LinkedIn, and TikTok to reach and engage audiences is a must. This includes creating marketing strategies, scheduling posts, responding to comments, and analyzing metrics for social media marketing success.
• Email Marketing and Automation: Crafting and executing email marketing campaigns is a cornerstone of digital marketing. Proficiency in platforms like Mailchimp, HubSpot, and Salesforce enables marketers to nurture leads and build lasting customer relationships.
• Pay-Per-Click (PPC) Advertising: Managing Google Ads, Facebook Ads, and other paid platforms requires expertise in budgeting, keyword bidding, and running A/B tests to optimize campaign performance.
• UX/UI Design Basics: While not a designer, a digital marketer benefits from understanding user experience (UX) and user interface (UI) principles to ensure seamless customer journeys. Familiarity with tools like Figma or Adobe XD is helpful.
• Video Marketing: Video content is a powerful medium in digital marketing. Skills in scripting, editing, and promoting videos across platforms like YouTube or TikTok are becoming increasingly valuable.
• Marketing Analytics and Reporting: Digital marketers must interpret data to inform strategies. Mastery of tools like Google Data Studio, Tableau, or even Excel ensures that marketers can present actionable insights to stakeholders.
• Technical Skills: Basic knowledge of HTML, CSS, and website CMS platforms like WordPress is often required. These skills help troubleshoot issues and implement changes without relying solely on developers.
• Project Management and Organization: With so many moving parts in digital marketing campaigns, strong organizational skills and familiarity with tools like Trello, Asana, or Monday.com are essential for staying on track.
• Communication and Collaboration: Digital marketers often work with cross-functional teams, including designers, developers, and sales. Clear communication and collaboration skills are critical for aligning efforts and achieving campaign goals.
• Adaptability and Lifelong Learning: The digital landscape evolves rapidly. Staying up-to-date on trends, emerging platforms, and new tools is essential for long-term success.

Becoming a successful digital marketer requires more than just these skills. It’s just as critical for industry professionals to be familiar with popular tools designed to conduct various marketing activities, such as:

• Email Marketing Platforms: Mailchimp, HubSpot.
• SEO Tools: Ahrefs, Moz.
• Social Media Management Tools: Hootsuite, Buffer.

Digital Marketing Roles and Responsibilities

The digital marketing field offers diverse roles, each with unique responsibilities and tailored skills:

• SEO Specialist: Focuses on optimizing websites for search engines, performing keyword research, and improving rankings.
• Content Marketing Specialist: Develops blogs, videos, and guides to attract and engage audiences.
• Social Media Strategist: Manages social accounts, creates campaigns, and interacts with followers.
• PPC Specialist: Handles paid advertising campaigns on platforms like Google Ads to drive traffic and conversions.
• Email Marketing Specialist: Designs and executes email campaigns to nurture leads and retain customers.
• Digital Marketing Manager: Oversees entire marketing strategies, manages teams, and ensures alignment with business goals.

A Day in the Life of a Digital Marketer

The daily life of a digital marketer varies greatly depending on their role. From crafting email campaigns to managing social media accounts or creating SEO-optimized content, digital marketers balance creativity, strategy, and analysis to achieve their goals. 

Each of the roles below requires a balance of creativity and data-driven decision-making. While their daily tasks differ, email marketers, social media marketers, and SEO content marketers all work toward the shared goal of driving engagement, building brand awareness, and achieving measurable results.

Here’s a closer look at the daily tasks and activities for some of the most prominent roles in digital marketing:

Email Marketer

An email marketer’s day revolves around creating and managing email campaigns to engage audiences and drive conversions. Daily activities include:

• Campaign Planning: Strategizing email sequences for specific goals, such as lead nurturing, promotions, or customer retention.
• Content Creation: Writing engaging subject lines, body copy, and CTAs that resonate with target audiences.
• Audience Segmentation: Analyzing subscriber lists to create targeted segments based on behaviors, preferences, or demographics.
• A/B Testing: Testing variations of subject lines, layouts, and CTAs to optimize open and click-through rates.
• Performance Analysis: Reviewing campaign metrics like open rates, click-through rates, and conversion rates to refine future strategies.
• Automation Management: Setting up workflows in email automation platforms like Mailchimp, HubSpot, or ActiveCampaign.
• Compliance and Deliverability Checks: Ensuring campaigns comply with data privacy regulations (e.g., GDPR, CAN-SPAM) and reach inboxes successfully.

Social Media Marketer

Social media marketers focus on building brand presence and engagement across platforms like Instagram, LinkedIn, TikTok, and Twitter. Daily activities include:

• Content Creation and Scheduling: Developing posts, graphics, videos, or stories and scheduling them using social media management tools.
• Community Management: Responding to comments, messages, and mentions to foster audience engagement and strengthen relationships.
• Campaign Management: Running paid campaigns (e.g., boosting posts, managing Facebook Ads) and ensuring they align with broader marketing objectives.
• Performance Tracking: Monitoring metrics like impressions, engagement rates, follower growth, and ROI for both organic and paid efforts.
• Trend Research: Staying updated on platform trends, hashtags, and algorithm changes to maximize content visibility.
• Collaboration: Coordinating with design teams, influencers, or brand ambassadors to amplify campaign reach.

SEO Content Marketer

SEO content marketers are responsible for creating and optimizing content to drive organic traffic and improve a brand’s visibility on search engines. Daily activities include:

• Keyword Research: Using tools like SEMrush or Ahrefs to identify relevant, high-traffic keywords that align with the brand’s goals.
• Content Creation: Writing blog posts, landing pages, or guides optimized for search engines with strategic use of keywords, meta descriptions, and headers.
• Competitor Analysis: Reviewing competitors’ content strategies to identify opportunities or gaps.
• On-Page SEO Optimization: Ensuring existing content adheres to SEO best practices, such as internal linking, image optimization, and proper use of alt text.
• Performance Analysis: Using tools like Google Analytics to track organic traffic, bounce rates, and user engagement on SEO-driven content.
• Collaboration: Working with developers to improve site performance, technical SEO, and user experience.
• Content Refreshing: Updating older content to maintain relevance, improve rankings, and capitalize on new keyword opportunities.

How to Become a Digital Marketer

Breaking into the field of digital marketing can feel overwhelming, but there’s a clear pathway for everyone — whether you’re a beginner exploring new opportunities, an intermediate marketer looking to grow, or an expert aiming to refine your skills. Here’s a step-by-step guide segmented by experience level, providing actionable avenues to help you succeed at each stage.

Beginner Level: Starting Your Digital Marketing Journey

If you’re completely new to digital marketing, the focus should be on understanding foundational concepts, building skills, and gaining hands-on experience:

1. Explore introductory courses that teach concepts like SEO, social media marketing, content marketing, and email marketing. Free certifications, like Google Analytics or HubSpot Content Marketing, help build credibility.
2. Focus on developing key digital marketing skills, like SEO basics, content creation, and understanding email marketing tools. Learn how to use key platforms such as Google Analytics, Mailchimp, and social media tools like Hootsuite.
3. Launch a blog, create a social media page, or volunteer for small businesses to apply what you’ve learned in a real-world setting. Seek internships or entry-level roles to gain hands-on experience and build confidence.
4. Learn soft skills like communication, time management, and problem-solving, which are critical in digital marketing roles.

Intermediate Level: Building Expertise and Growing Your Career

At the intermediate level, you’ll focus on deepening your knowledge, specializing in specific areas of digital marketing, and gaining measurable experience:

1. Dive deeper into specific roles like SEO Specialist, Social Media Marketer, or Email Marketing Specialist.
2. Use platforms like SEMrush, Ahrefs, or Google Ads to build technical skills for your chosen niche.
3. Take on freelance projects, part-time roles, or in-house marketing positions to build a portfolio of successful campaigns.
4. Use metrics (like increased website traffic or engagement rates) to highlight your contributions.
5. Enroll in specialized programs to validate your expertise.
6. Learn advanced tools, such as CRM software (Salesforce), marketing automation tools (HubSpot), and content management systems (WordPress).
7. Network and learn from others by attending digital marketing workshops, webinars, or conferences.
8. Join professional groups or LinkedIn communities to stay updated on trends.

Expert Level: Advancing as a Digital Marketing Leader

At the expert level, the focus shifts to strategy, leadership, and staying at the forefront of industry trends to drive results at a larger scale:

1. Aim for leadership roles like Digital Marketing Manager, Head of Marketing, or Digital Strategist, where you oversee teams and campaigns.
2. Develop project management and leadership abilities to align marketing strategies with broader business goals.
3. Stay ahead of the curve with cutting-edge tools and techniques, such as AI-powered marketing, data-driven analytics, and marketing automation platforms.
4. Learn how to leverage tools like Google Data Studio, Tableau, and advanced CRMs for actionable insights.
5. Share your expertise by mentoring junior marketers, writing thought leadership content, or speaking at industry events.
6. Pursue advanced certifications or Degrees like an MBA with a digital marketing focus or certifications from top-tier platforms.
7. Regularly consume content from trusted sources like HubSpot, SEMrush, and the American Marketing Association to stay ahead of industry trends.
8. Explore emerging areas like influencer marketing, voice search optimization, and interactive content.

No matter where you start, there’s a clear pathway to becoming a digital marketer. By identifying your level — beginner, intermediate, or expert — and committing to continuous learning and real-world application, you can build a rewarding and successful career.

Whether you’re exploring foundational digital marketing skills or mastering leadership roles, opportunities in the digital marketing field are growing, offering flexibility, creativity, and significant career growth potential.

Start or Advance Your Digital Marketing Career Today

Digital marketing is a dynamic field with endless opportunities for creativity, strategy, and growth. Whether you’re interested in content marketing, social media marketing, or becoming a digital strategist, the right skills and tools can set you on a successful career path. Ready to explore a career in digital marketing? 

Start by building your skills, gaining experience, and joining the exciting world of digital marketing with our Digital Marketing Certificate Course, in partnership with Ziplines Education.