Content
- What is a digital marketer?
- Key responsibilities of a digital marketer
- Key skills of a digital marketer
- Evaluating the work of a digital marketer
- Demand for the profession
- How to become a digital marketer
What is a digital marketer?
A digital marketer is a professional who promotes brands and attracts customers through various digital channels. These channels include websites, blogs, social networks, marketplaces, and online advertising. The primary task of a digital marketer is to develop and implement a marketing strategy aimed at improving brand awareness, attracting new customers, and increasing the loyalty of existing ones.
Unlike an internet marketer, who only works with online channels, a digital marketer can also interact with offline formats, such as mobile applications and interactive billboards. Although these professions are often seen as synonymous, a digital marketer encompasses a broader range of tasks, including the integration of online and offline promotion methods.
Key responsibilities of a digital marketer
The responsibilities of a digital marketer can vary depending on the specifics of the company and the level of professional training. However, most often, specialists in this field engage in the following key tasks:
- Developing and implementing a digital marketing strategy.
- Researching the target audience and analyzing their behavior.
- Segmenting the audience for more effective engagement.
- Selecting digital platforms for communication.
- Preparing and managing advertising campaigns.
- Creating creative materials for advertising.
- Optimizing websites and mobile applications.
- Analyzing the effectiveness of promotion and advertising campaigns.
- Curating content for publication on social networks and websites.
Digital marketers rarely work alone; they often collaborate with a team of specialists, including web analysts, copywriters, designers, and developers, which allows them to create more effective marketing solutions.
Key skills of a digital marketer
A digital marketer should possess both universal (soft skills) and professional (hard skills) skills.
Universal skills
- Creativity — for creating memorable content.
- Analytical thinking — for data assessment and strategy adjustments.
- Curiosity and flexibility — for quickly mastering new tools.
- Teamwork skills — for effective interaction with other specialists.
- Persuasion skills — for achieving consensus with clients and the team.
- Multitasking — for working on several projects simultaneously.
Professional skills
- Launching contextual and targeted advertising (e.g., Yandex Direct, Google Adwords).
- Analytics (Yandex Metrica, Google Analytics).
- Email marketing (Unisender, Mindbox).
- Social media management (SMM tools).
- SEO optimization (Yandex Wordstat, Key Collector).
- Copywriting and editing (Glavred, Orfo).
- Design (Photoshop, Figma).
Evaluating the work of a digital marketer
To assess the effectiveness of a digital marketer's work, a KPI (Key Performance Indicators) system is used. These indicators may include:
- Traffic — the number of visitors to the site and their quality.
- Leads — the number of users who left contact information.
- Profit — revenue from attracted customers, measured through ROMI (Return on Marketing Investment).
Metrics may vary depending on the channels the digital marketer works with. For example, in email marketing, important metrics are open rates and conversion, while in social media, the focus is on follower growth and engagement.
Demand for the profession
Digital marketers are in high demand across various industries, such as IT, retail, and marketing agencies. Job seekers can use job aggregator websites and Telegram channels. As of September 2023, the number of job vacancies for digital marketers significantly exceeds the number of offers for other specialties, such as internet marketers or analysts.
The average salary for a digital marketer with 1 to 3 years of experience is around 170,000 rubles, which is significantly higher than the average salary in the country.
How to become a digital marketer
To become a digital marketer, it is preferable to have an education in marketing or public relations. However, educational requirements may vary. In Russia, retraining courses and online training in digital marketing are available on platforms like Skillbox and Netology.
After obtaining education and gaining experience, digital marketers can develop in various directions, such as becoming niche specialists, opening their own agency, or taking on managerial positions. It is important to note that this profession requires continuous learning and adaptation to new trends, which can be a challenge for some specialists.