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Digital Marketing Careers and Their Futures: 6 Highly Valued Roles

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The term “digital marketing” encompasses a broad array of disciplines, specializations and sub-topics. While it is still common to find digital marketers with comprehensive, all-round skill sets, specialization is increasingly becoming the norm.

Instead of advertising for “digital marketers”, businesses of different sizes and industries are posting ads for “search engine optimization specialists”, “copywriters”, “conversion experts” and the like.

In this post, we are going to look at six digital marketing roles that have become highly valued by employers over the last several years. We will also share some predictions about how they might evolve and change in the future.


1. Social Media Marketing

Social media marketers specialize in the use of social media platforms such as Instagram, Facebook and LinkedIn, to promote a company’s brand, drive leads and maintain engagement with existing customers.

Social media marketing draws on a wide range of skills, including content creation, analytics and market research, and paid advertising. Marketers will also often be tasked with implementing rigorous testing and tracking infrastructures to demonstrate a clear return on investment (ROI) to their clients and employers.

Moreover, emerging trends in the social media space, such as the relatively recent rise of influencer marketing, necessitate that professionals be willing to adapt their strategies and cultivate new skill sets on an ongoing basis.

2.  Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

Search engines are the preferred tools among web browsers for locating information and finding products. Google, for example, receives an average of 63,000 unique searches per day. This reality is showing no signs of changing anytime soon.

Over the last decade, both search engine optimization (SEO) and the closely related field of search engine marketing (SEM), which generally comprises paid methods of advertising, have grown in complexity. As search engines continue to become more nuanced and “intelligent”, this trend is only set to continue.

Search engine specialists leverage broad expertise to conduct both on-page and off-page SEO campaigns and it is not unusual to see proficiency in web-based programming languages, usability testing and advanced analytics, amongst other skills.

3.  Content Marketing

Content marketing is a form of inbound marketing that leverages original and often practical written, visual and audio content to drive new leads and engage businesses’ existing customer bases.

So-called inbound marketing differs from traditional forms of marketing in that it is non-invasive. Rather than interrupt potential customers when they are doing something else, such as with paid advertisements, inbound marketing helps people solve problems for which they are actively seeking solutions. Relevant products and services are advertised alongside or within helpful content.

Content marketing has proven to be effective for many companies. In 2020, 70% of marketers were actively investing in dedicated campaigns. Standing out online, however, is difficult, and the amount of free, high-quality content is growing by the day.

Content marketers face the task of creating compelling content that shines in a crowded marketplace and potential customers are eager to consume. As more companies seek to demonstrate a clear return on investment (ROI) from marketing spend, content marketers are also being called upon to implement robust tracking and analytics frameworks.

4.  Copywriting and Email Marketing

Virtually all forms of digital marketing require text-based copy in some form. Whether it’s content for social media posts, paid ads, video content, website landing pages, email text, sales proposals, or any other of a host of marketing mediums, the responsibility invariably falls on copywriters.

While copywriting looks relatively simple on the surface, seemingly demanding little more than polished writing skills, the reality is far more nuanced.

Good copywriters are experienced digital marketers that have the capacity to conduct extensive market research, testing variations of marketing materials as well as driving incremental data-backed improvements with regards to key performance metrics.

5.  Analytics and Conversion Optimization

The term “analytics” refers to the systematic analysis of data. Internet usage has opened up a wide array of opportunities for online companies, which can now access data about customer behavior and preferences with relative ease. They can use this data to optimize their products and customer experience accordingly, driving more sales and higher levels of customer satisfaction.

Making sense of large quantities of data, however, is certainly not a simple task. Generating actionable insights from raw data sets is a complex, highly specialized process. Data analysts, who combine both digital marketing and technical skills, work in this area.

As the quantity and complexity of user data continue to increase, data analysts are among the most sought-after marketing professionals. Leveraging data in the right way can be immensely advantageous for an online business, providing vital competitive advantages and customer insights.

6.  Ecommerce Marketing

By 2024, the total value of retail e-commerce sales will pass six billion dollars. New e-commerce stores are being launched on a daily basis, and there are few signs of this trend slowing down any time soon.

The rise of online e-commerce has led to a parallel demand for dedicated e-commerce marketing professionals. E-commerce marketers are now able to apply a range of marketing skills to meet the specific needs of online retailers. These skills encompass paid advertising, social media, search engine optimization, conversion optimization and more.

Often, e-commerce marketers are tasked with coordinating teams of specialist marketers to ensure that key e-commerce performance metrics are achieved. 

Build a Career in Digital Marketing With EU Business School

Digital marketing is an exciting and fast-evolving space with a myriad of rewarding career paths, all with significant earning potential.

If you are excited by the prospect of a career as a digital marketer, perhaps working for a large enterprise or even heading your own startup or small business, then a degree from EU Business School will provide you with a solid foundation for success.

We offer a range of courses geared around digital marketing, including our Bachelor of Arts in Digital Business, Design & Innovation, Master in Digital Business, and MBA in Digital Business.

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