A career in digital marketing typically involves using social media search engine optimization (SEO) in order to sell products, brands or ideas. Education requirements for these types of positions vary, but a bachelor's degree is a good idea for those who want to be competitive in their job search. Hands-on experience with marketing and SEO can also help to increase hiring opportunities.
Individuals who are interested in digital marketing may find work as Internet marketing specialists or online marketing managers. Specialists are expected to be well-versed in a wide range of online media platforms, while managers generally take on supervisory roles in web-based advertising or promotional campaigns.
|Internet Marketing Specialist||Online Marketing Manager|
|Required Education||Bachelor's degree||Master's degree|
|Median Annual Salary (October 2016)*||$42,791||$61,576|
A digital marketing professional, or specialist, is often responsible for developing the strategy used in marketing a company's product online, utilizing such techniques in the field as social media, Web analytics, e-mail marketing and search engine optimization, among others. They may put together various online promotions and e-mailing campaigns to get their company's message out, as well as perform consumer research to discover other ways of reaching customers via the Internet. Other possible job titles for professionals in the field of digital marketing include digital sales executive, SEO marketer and online marketing manager, to name a few. December job listings on CareerBuilder.com, for example, list direct response letters, dedicated e-mail sales and interactive advertising among some of the responsibilities of a digital sales executive.
SEO marketers are required to translate business goals into successful SEO campaigns, analyze the performance of SEO efforts and help clients increase search engine rankings for their websites, according to CareerBuilder.com.
Digital marketing professionals in positions of leadership, such as manager or director, will oversee Internet marketing campaigns from program management to execution. They are usually required to provide clear direction to the other members of the marketing team, such as the copywriter, web designer and sales executives.
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The education required for a career in the digital marketing field will vary, depending on the position. Generally, earning a bachelor's degree in Internet marketing, or a related area, is a good start. Students in this program compare traditional marketing to Internet marketing. They also study the basics of search engine marketing, SEO, pay-per-click advertising, and web analytics. Graduation from this program can lead to a career as a digital marketing specialist, SEO specialist or digital sales executive.
Aspiring managers or directors in the digital marketing field will usually need a master's degree. Master's programs are available in digital marketing or in integrated marketing with a digital marketing concentration. Certificate programs are also available for graduates with a master's degree in general marketing.
Besides general marketing class topics, such as finance, campaign management and strategic marketing, students study Internet product branding, website usability, blogs, SEO, Web analytics, viral marketing and affiliate marketing, among other topics.
In October 2016, PayScale.com reported a 10th-90th percentile salary range of $31,975-$63,826 for Internet marketing specialists. Salaries for online marketing managers fell into a range of $40,751-$98,807 for the same percentile range, according to the same source.
Those who are interested in a career in digital marketing will probably want to start by earning a bachelor's degree, preferably in Internet marketing or a related field. They can make themselves more attractive to potential employers by gaining practical skills in SEO and social media management. Salaries in this field vary by job title and level of responsibility.