Stress and anxiety are inherent parts of the job selection process. Digital marketing jobs are no different. You want to find the right fit. You want your skill set to be fully utilized. You want to get paid well. There are a ton of factors in play, and you want to consider them all.
Still: spending too much time researching roles can be a little like getting lost in a pile of Amazon reviews. You want so badly to find the right salad bowl, or the best salad bowl, that you sit at your computer for hours. What happens? You walk outside and immediately see a guy with a way cooler salad bowl.
Our purpose in writing this article is two-fold. One: we want to rid you of any buyer’s remorse you might have after settling on a position. Two: we want to make sure you don’t drive yourself crazy researching your next online marketing job. What we’re providing you today is the right information to make a decision. It’s more important that you choose something than choose the right thing, but hey—if this is your first go ‘round in the digital marketing world, why not be a little deliberate? Odds are, you’re going to be here for a while.
Our modus operandi will be the following: provide insight into several digital marketing disciplines, then run through the different roles you’ll encounter in each discipline. We’ll discuss what each role typically pays (per Glassdoor) in the United States, as well as the responsibilities and qualifications each digital marketing job entails. We’ll also provide some sparkling insights from our own team of digital marketing professionals along the way.
You can use this guide as a career roadmap as you rise through the ranks. Let’s get into it!
It’s only cool because it’s not yours.
A Word About Entry-Level Marketing Jobs
Entry-Level Eric: Has four roommates, three sources of debt, and one bathroom.
First Job Freddy: If he pretends he’s super focused, maybe no one will ask him anything.
Product Marketing Jobs
What is product marketing?
Product marketing fits into the overlap between marketing, product, and sales. Product marketers handle to-market positioning and messaging for new products and new product features. As such, they focus their efforts on both potential customers (prospects and leads) and existing customers. It’s imperative that customers know how to use products, and know about new features. It’s also imperative that sales teams know how to talk about the products they’re selling. Product marketers make sure both of these operations run smoothly, and are consistent with one another.
Content Marketing Jobs
What is Content Marketing?
Content marketing is all about creating and distributing valuable, informative, and relevant content to a clearly defined audience, and encouraging members of that audience to interact with your brand meaningfully—whether that’s in the form of a site visit, a sale, or a content download. Marketing content most commonly manifests itself in blog posts (long-form content); but writing newsletters, emails, white papers, landing pages, product descriptions—these are all also forms of content marketing
Social Media Marketing Jobs
What is Social Media Marketing?
Social media marketing is all about audience building. Platforms like Facebook, Twitter, LinkedIn, Pinterest, and Instagram allow brands to not only expand their reach, but build social communities. Certain platforms are better for certain marketing tasks. For example, fashion brands looking to leverage social influencers might find the most success on Instagram; while a B2B SaaS company looking to get their blog posts more exposure might find the most success on Twitter. But the premise remains the same: social media allows marketers to reach and communicate with prospects more rapidly, and on a larger scale.
What is Design?
“Design” encapsulates several different marketing disciplines—graphic design, visual design, user interface design, user experience design, web design, etc. Graphic design, though, usually involves print collateral, like magazines and newsletters. When you hear the term “design” in digital marketing, the work is most likely being done by one of the following: a visual designer, a user experience (UX) designer, or a user interface (UI) designer. Employees with these titles concern themselves with the way users see and interact with their websites—from branding, to navigation.
Hear it from the expert
“SEO is the single most effective lever we’ve found for growing traffic and brand awareness—a combination of user-focused search engine optimization and intent-driven content marketing ensure that new people are discovering our business all the time, often exactly when they have the kinds of marketing challenges that we’re positioned to help them with! Best of all, organic traffic is highly sustainable over time, making it one of the most cost-effective marketing channels.”
- Elisa Gabbert, Sr. SEO & Content Marketing Manager
Web Development Jobs
What is Web Development?
Trying to visualize the difference between a website designer and a website developer? Think of a house. A designer takes care of the interior decorating—the furniture, the drapes, the color scheme etc. A developer takes care of the infrastructure—the foundation, the electricity, the plumbing. Web developers are both architects and contractors. Web development jobs are most commonly divided into three areas of specialty: front end developers (who work on the part of the website with which users interact), back end developers (who work on the technology that powers the user-facing part of the website), and full stack developers (generalists proficient in both disciplines).
Marketing Analytics Jobs
What is Marketing Analytics?
Marketing analytics is the practice of measuring, managing, and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Marketing analysts sift through massive amounts of data in order to glean insights that will allow for more efficient customer and prospect marketing. Marketing teams leverage these insights to launch and optimize products, write conversion-friendly content, and develop paid remarketing strategies.
What is ECommerce?
ECommerce refers, very generally speaking, to any business transaction conducted online. Most commonly, though, eCommerce takes the form of online shopping, in which goods are bought or sold over the internet. ECommerce has exploded over the last several years for a number of reasons—reduced costs, ease of access, inventory management, so forth. By 2020, global eCommerce sales are estimated to reach $4.058 trillion. From a marketing standpoint, eCommerce specialists are responsible for determining the format and features of websites in order to maximize purchasing clarity and ease of navigation for customers.
Demand Generation/Customer Acquisition Jobs
What is Demand Generation?
Demand generation is the process of driving interest in your business’s products or services. Today, demand gen typically takes the form of inbound marketing—paid and organic marketing strategies (social media, blogs, ebooks, what have you) which drive sales-qualified leads.