Online Marketing Professional: Job Description with Career Info

Online marketing professionals require some formal education. Learn about the education, job description and certification information to see if this is the right career for you.

With a bachelor's degree it is possible to begin a career as an online marketing professional. Online marketing professionals create and implement marketing campaigns online to promote and sell products.

Essential Information

While the formal job title of an online marketing professional may vary from one company to another, the role and responsibilities of the career are fairly constant across industries. Since online marketing professionals may work with internal colleagues or external vendors, strong commercial and interpersonal skills are required. Students should earn a minimum of a bachelor's degree in marketing or a related discipline. Voluntary certifications exist for qualified professionals.

Required Education A bachelor's or master's degree in marketing or related area
Other Requirements Optional certifications available
Projected Job Growth (2014-2024)* 9% for advertising, promotions and marketing managers
Median Annual Salary (2015)* $124,850 for advertising, promotions and marketing managers

Source: *United States Bureau of Labor Statistics

Job Description

Online marketing professionals measure revenue and consumer responses to a highly targeted online presence delivered through a variety of channels. They use this information to make adjustments to online marketing campaigns in order to maximize effectiveness.

In addition to using third-party or proprietary analytical tools to collect information about and assess various online marketing campaigns, online marketing professionals may develop and test website landing pages tailored to company products, services, or goals. They may also manage email and display marketing, social media marketing, and search engines marketing.

Many online marketing professionals are also responsible for producing reports on a regular basis. Awareness of emergency online marketing trends and technologies is also typically required, with the ability to analyze and strategize how best to leverage new tools and techniques to reach marketing goals.

Career Info

The U.S. Bureau of Labor Statistics (BLS) does not collect information about online marketing jobs separately from marketing jobs in general; however, the agency reported that marketing jobs are expected to increase. Jobs for advertising, promotions and marketing managers are predicted to grow 9% between 2014-2024.

According to the BLS, most advertising and promotions managers earned between $42,440 and $144,930 in 2015 and had a median salary of $95,890.

Educational and Certification Requirements

While a degree in marketing or statistics is a common job requirement, holding a graduate degree may improve chances for advancement. Professional certifications are also available. The eMarketing Association offers Certified eMarketer (CeM), Certified eMarketing Associate (CeMA), and Certified Social Marketing Associate (CSMA) credentials for its members. The Internet Marketing Association offers the Certified Internet Marketer (CIM) credential.

The job growth for advertising, promotions and marketing managers is expected to grow faster than average through 2024 when compared to all occupations. Applicants with a bachelor's or master's degree will be qualified to enter this job field.


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