Digital Marketing is now considered essential for business to thrive and grow. Many companies now choose to hire a digital marketer or have a digital marketing department vs hiring a digital marketing agency.

What does a digital marketer do?

Digital marketers are responsible for helping a company generate leads and build brand presence online by using various digital channels. Digital channels include business websites, social media platforms, search engine advertising, mobile apps, email campaigns, and other multimedia mediums.

Digital Marketer Job Description

The role of a digital marketer is to envision, lead, and execute content strategies with the goal of growing brand recognition and driving purchase intent. There are many facets to digital marketing, so digital marketers will often work with different teams in the company like software designers, and higher-level management to ensure digital marketing campaigns match the company’s goals. Digital marketers keep up to date with any new products or services to feature and are experts in finding a way to relay that information to the end consumer.

Digital Marketers have a wide array of skills and responsibilities that continue to develop as technology advances. A few important ones in 2021 are:

To track progress of digital marketing campaigns, digital marketers use quantifiable KPIS, or Key Performance Indicators. KPIs for each digital marketing channel are measured differently. For example, a KPI for social media could be how many new followers a brand had in a month as compared to an email marketing KPI that includes how many emails were opened after being sent. 

Digital Marketing Roles

There are many roles in digital marketing, and each requires different skill sets. A job in digital marketing is for creative and passionate people who are motivated by results and honing in on expertise. We’ve listed a few different digital marketing positions as each occupation serves as an important part of the marketing team. 

Email Marketing

Ranked as the most effective marketing channel, email marketing is crucial to focus on and it has to be done right. Building a successful email campaign that targets core customers to open and click into requires specialized skills. The email marketer’s role will be to create marketing email lists of prospective buyers, test different email campaigns, create email call-to actions and incentives, and create standout content. 

Average salary for Email Marketing Manager: $68,950

Search Engine Optimization (SEO)

Search Engine Optimization has become a significant focus for any business that wants to be found on the internet. The digital marketing career choice for SEO specialists and managers are extremely coveted because it is their responsibility to increase exposure for a company to be found by potential consumers on Google and other search engines. An SEO career choice is deemed valuable and will continue to be essential as it encompasses a wide variety of skills of content creation, web analytics, building backlinks, and more. 

Average salary for SEO Manager: $63,981


Copywriters are absolute masters when it comes to their way with words and have a creative mind to produce original visual content. Employing a copywriter will mean that you have someone who is leveraging the words across all your content to ensure the copy is optimized and cohesive across all channels. Obviously, copywriters need a solid writing background, but they also must be innovative and think like a potential prospect. They undertake the job of creating inspiring copy and content for your business as if they are someone reading about your company for the first time. Copywriters understand that the brand needs to stand out and grab customer’s attention, and then implement a strategy to do so in a creative and organized way. 

Average salary for Copywriter: $58,374

Content Writing

Content writers, along with SEO specialists, play a key role in search engine optimization due to their longer-form content creation. They are responsible for creating content that is informative to target audiences which includes case studies, blog posts, FAQ bulletins, landing pages, and more. A good content writer will understand the company’s online audience, what their intent is, and their motives for purchase. This way, they can create relatable content across several channels to increase search engine rank ability.

Average salary for Content Manager: $57,712

Social Media Marketing

It’s no surprise that social media marketing continues to be a huge part of the digital marketing industry. Social media managers are responsible for developing campaign strategies across social media networks like Facebook, Twitter, Instagram, Tik Tok, and LinkedIn. 

These creative digital marketers constantly evolve strategies due to social media trends and have to research audience shifts to ensure effectiveness.  They are responsible for responding to social media community members as the brand voice and need to monitor analytics in a timely manner. Social media strategists do more than just post on social media; they entertain and educate the target consumer and create goodwill around the reputation of the brand.

Average salary for Social Media Marketer: $50,473


The advertising industry has progressed significantly over the past few years with the change in technology and web development, with digital advertising taking a dominant lead over traditional marketing. Digital advertisers are responsible for connecting the right consumers to their business’s core products and services. They collaborate and work with media brands to decide which media outlet will work best with their strategy goals, and then negotiate the financial price and terms to do so. There are 3 main forms of digital advertising: pay per click search ads, display ads, and social media ads. Digital advertising is a great career path for creative professionals who love a fast-moving, social environment. 

Average salary for Digital Advertising Specialist: $51,977

Search Engine Marketing (SEM)

Not to be confused with Search Engine Optimization, Search Engine Marketing is the practice of marketing a business using paid advertisements that display on search engine display pages. SEM specialists or managers research and analyze which select keywords their brand should target so that when a user searches for those key terms, they see an ad from the brand that leads to their website. SEMs will help increase traffic to the company’s website and they are only charged if a user clicks on the ad. Professionals who find success in this role use data-driven decision making and are highly analytical. 

Average salary for SEM Manager: $74,619

The digital economy is immersed in our everyday lives and is only continuing to grow. Companies continue to increase their marketing budget that invests in digital marketing revenue streams since 93% of online activity starts with a search engine. Starting a career in digital marketing is a great choice with a constant demand for digital marketing professionals and provides a solid salary.