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The hottest digital marketing job roles in 2021

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digital marketing job roles and skills needed

What is Digital Marketing?  

Digital marketing refers to marketing through digital channels like search engines, websites, email and mobile apps."

In the past 30+ years, the internet has gone from nothing much, to something none of us can live without.

It has changed the way we look for and buy products; it has altered how we communicate with each other as well as the way companies' market and promote their products to us.

As part of these changes, new marketing roles have come into existence.

There are so many roles within marketing - some are similar to each other, some very different.  Here's an outline of various roles within digital marketing. 

Find a job in digital marketing


Skills Required for Digital Marketing Roles

  • Creativity
  • Problem-solving
  • Numeracy (ability to read and understand data)
  • Curiosity

Search Engine Optimization (SEO) / Search Engine Marketing (SEM) Specialist/Manager

Organically "optimising web content to be indexed by search engines and easily found by your audience" and paying for advertising space on these search engines.

What are the responsibilities of an SEO specialist?

  • Improving the ranking of a website on search engine results pages (SERPs)
  • Conducting keyword research
  • Understanding technical SEO & making recommendations to improve rankings
  • Designing the site architecture to ensure it works with search engines
  • Analysing and applying metrics on website and keyword performance 

What are the responsibilities of an SEM specialist? 

  • Increase website visits, conversions and revenue by leveraging search engines & utilising paid ads 

What skills does an SEO/SEM specialist require?

  • Budgeting
  • Understanding of website data & analytics (& application)
  • Google AdWords
  • Google Analytics
  • Ability to stay up to date with search engine trends 

What can an SEO/SEM Specialist Earn?

Circa £20,000 - £45,000 (dependent on experience, level, company & brand)


Email Marketer

Email lives on as a more traditional marketing medium and utilises a "single channel to reach current and potential customers through creatively-written emails and digital promotions".

What are the responsibilities of an email marketer?

  • Creating engaging emails
  • Increase revenue
  • Growing email lists (opt-in)
  • Segmenting email lists
  • Understanding and analysing email data to increase revenue 

What skills does an email marketer require?

  • Proficiency in email marketing programmes such as Mailchimp or HubSpot
  • Data tracking, analysis & interpretation
  • Creative copy writing & great communication skills
  • Design and tracking
  • HTML

What can an Email Marketer earn?

Circa £20,000 - £35,000 (dependent on experience, level, company & brand)


Growth Marketer

Growth marketing (sometimes referred to as growth hacking) refers to "marketing that targets the entire funnel — not just the top few tiers". It delivers through the understanding that retention is one of the biggest factors within growth and prioritises customer acquisition. 

What are the responsibilities of a Growth Marketer?

  • To work alongside& collaborate successfully with media and marketing teams
  • A/B testing
  • Conversion funnel optimization
  • Content creation
  • Improving overall user experience
  • User design enhancements

What skills does a Growth Marketing require?

  • Innovative and creative
  • Quantitative and qualitative problem-solving skills
  • Knowledge & expertise in digital marketing
  • Experience in interpreting and applying various data sources

What can a Growth Marketer earn?

Circa £35,000 - £100,000+ (dependent on experience, level, company & brand) 


Content Marketer

Content marketing, since it’s mainly executed online, could be considered a segment of digital marketing. But the career path has become so impactful that we believe it deserves its own section.

What are the responsibilities of a Content Marketer?

  • Content creation - producing content for websites, blogs, eBooks & white papers as well as audio & video content (especially for social channels)
  • Content delivery
  • Tracking of metrics to enhance content strategy

What skills does a Content Marketer require?

  • Understanding of inbound marketing strategy & metrics
  • Strong written skills
  • Editing skills
  • Project management
  • Creative flair
  • Attention to detail

What can a Content Marketer earn?

Circa £25,000 - £55,000+ (dependent on experience, level, company & brand) 


Social Media Marketer

Social media marketing is "leveraging social platforms like Facebook, Twitter, and Instagram to promote a company and its products and services as well as connect with its audience in new and authentic ways".

What are the responsibilities of a Social Media Marketer?

  • Managing a company’s equity online
  • Managing a brand or company's social presence
  • Monitoring brand conversations happening online
  • Be customer centric - dealing with customer service through social media channels (& dealing with issues quickly) 
  • Creating holistic content for all social channels
  • Keeping up-to-date on social media trends and news (& advising business as needed)

What skills does a Social Media Marketer require?

  • Top-notch communication skills
  • Creativity and innovation
  • Expertise across all social channels
  • Experience in PR can come in very useful 
  • Sense of humour always helps!

What can a Social Media Marketer earn?

Circa £25,000 - £50,000+ (dependent on experience, level, company & brand) 


Conversion Rate Optimization (CRO) Specialist

CRO specialists "focus on optimizing websites, user flows, and content offers to drive the most conversions". This could mean a sale, signing up to a newsletter, or securing a lead.

What are the responsibilities of a CRO Specialise?

  • Measuring and auditing the ROI & effectiveness of content 
  • Influencing content creation to ensure high ROI
  • Utilising data to optimise content 

What skills does a CRO Specialist require?

  • Experience auditing and creating content across digital channels
  • Understanding of A/B testing
  • Expertise in online content platforms
  • Data analysis - ability to measure impact of content

What can a CRO Specialise earn?

Circa £25,000 - £80,000+ (dependent on experience, level, company & brand) 


Digital Marketing Analyst

Digital analysts help a business "read and interpret digital data to help businesses and marketing departments make better business decisions".

What are the responsibilities of a Digital Marketing Analyst?

  • Use digital marketing data to influence impact of digital campaigns
  • Allocate budgets to digital marketing campaigns 
  • Aid in the design and optimisation of a website 
  • Help set product prices 
  • Identify new opportunities and initiatives
  • Set benchmarks and standards
  • Develop new metrics

What skills does a Digital Marketing Analyst require?

  • Statistics
  • Data analysis
  • Data management
  • Expertise in Microsoft Excel, SPSS Statistics, and SAS,
  • Knowledge of big data & trends

What can a Digital Marketing Analyst earn?

Circa £30,000 - £70,000+ (dependent on experience, level, company & brand) 


Ready for the next step?


Image by Diggity Marketing on Unsplash

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