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digital marketers have become essential players in virtually every industry. But what does a digital marketer do exactly? At its core, digital marketing involves promoting products, services, or brands through digital channels like websites, search engines, social media, email, and mobile apps.
Digital marketers are professionals who strategize, implement, and manage online marketing campaigns to drive business growth. Their goal is to connect with potential customers where they spend their time online, deliver relevant messages, and ultimately generate leads and sales.
Unlike traditional marketing, digital marketing offers more precise targeting capabilities, real-time performance tracking, and often more cost-effective outreach. This makes understanding what a digital marketer does particularly valuable for businesses of all sizes.
Core Responsibilities of Digital Marketers
Digital marketing encompasses numerous specialties and channels. Here’s what a digital marketer typically handles in their role:
1. Strategy Development and Planning
Digital marketers begin by understanding business objectives and creating comprehensive marketing strategies. They:
- Research target audiences and buyer personas
- Analyze competitors’ digital presence
- Select appropriate marketing channels
- Establish campaign goals and KPIs
- Set budgets and timelines for marketing initiatives
A strategic approach ensures that all digital marketing efforts align with business objectives and target the right audience with the right message.
2. Content Creation and Management
Content remains king in the digital landscape. Digital marketers:
- Develop content calendars and strategies
- Create or oversee the creation of engaging blog posts, videos, infographics, and social media content
- Ensure content is optimized for search engines
- Maintain brand voice consistency across all platforms
- Repurpose content across different channels for maximum impact
Quality content helps establish authority, build trust, and engage audiences throughout their buyer journey.
3. Search Engine Optimization (SEO)
Visibility in search engines is crucial for online success. Digital marketers:
- Conduct keyword research to understand what potential customers are searching for
- Optimize website structure, content, and metadata
- Build quality backlinks to improve domain authority
- Monitor rankings and make adjustments to maintain or improve positions
- Stay updated on algorithm changes and SEO best practices
Effective SEO ensures businesses appear in search results when potential customers are looking for their products or services.
4. Social Media Marketing
Social platforms offer unique ways to connect with audiences. Digital marketers:
- Develop platform-specific strategies for networks like Instagram, Facebook, LinkedIn, Twitter, and TikTok
- Create and schedule engaging posts
- Build and engage with online communities
- Run paid social campaigns
- Analyze performance metrics to refine approach
Social media marketing helps build brand awareness, foster community, and drive engagement with target audiences.
5. Email Marketing
Despite being one of the oldest digital channels, email remains incredibly effective. Digital marketers:
- Build and segment email lists
- Design and implement automated email sequences
- Create compelling newsletters and promotional campaigns
- A/B test subject lines, content, and calls-to-action
- Analyze open rates, click-through rates, and conversions
Email marketing allows for direct communication with prospects and customers, nurturing relationships throughout the customer lifecycle.
6. Paid Advertising
Digital marketers often manage paid promotion channels like:
- Pay-per-click (PPC) advertising on search engines
- Display and banner advertising
- Retargeting campaigns
- Sponsored content
- Video advertising
These paid channels complement organic efforts, providing immediate visibility and specific targeting options.
7. Analytics and Data Analysis
What does a digital marketer do with all the data available? They:
- Set up tracking tools and dashboards
- Monitor campaign performance across channels
- Analyze user behavior and conversion paths
- Prepare regular reports for stakeholders
- Make data-driven decisions to optimize campaigns
Analytics allow digital marketers to measure results, demonstrate ROI, and continuously improve strategies.
Daily Tasks of a Digital Marketer
The day-to-day responsibilities of a digital marketer typically include:
| Task | Description | Tools Used | Purpose |
|---|---|---|---|
| Performance Review | Check key metrics from previous day’s campaigns and overall analytics | Google Analytics, Ad platforms, Social media insights | Identify immediate issues and opportunities |
| Email Management | Review and respond to client/team communications and industry newsletters | Email client, Slack | Stay informed and maintain communication |
| Content Calendar Check | Review scheduled content and make any last-minute adjustments | Content management systems, Social media schedulers | Ensure timely and relevant content delivery |
| SEO Monitoring | Check ranking positions, backlink status, and technical SEO health | SEMrush, Ahrefs, Google Search Console | Maintain and improve search visibility |
| Social Media Engagement | Respond to comments, messages, and mentions across platforms | Hootsuite, Buffer, Native platform apps | Build community and maintain brand presence |
| Content Creation/Editing | Develop or refine blog posts, social media content, or ad copy | CMS, Canva, Google Docs | Generate assets for ongoing campaigns |
| Campaign Optimization | Adjust bids, targeting, or creative elements based on performance data | Google Ads, Facebook Ads Manager | Maximize ROI and campaign effectiveness |
| Competitor Analysis | Monitor competitor activities and industry trends | SEMrush, Social listening tools | Identify opportunities and threats |
| A/B Testing | Set up or analyze tests for emails, landing pages, or ad creative | Optimizely, Google Optimize, Email platforms | Improve conversion rates through data-driven decisions |
| Team Collaboration | Meet with designers, content writers, or stakeholders | Zoom, Microsoft Teams, Asana | Align on strategy and coordinate efforts |
| Reporting | Prepare daily, weekly, or monthly reports for clients or management | Google Data Studio, Excel, PowerPoint | Demonstrate value and communicate results |
| Strategy Planning | Develop upcoming campaign ideas or refine existing strategies | Project management tools, Strategic documents | Ensure forward momentum and alignment with goals |
| Learning & Development | Stay updated on platform changes and industry best practices | Industry blogs, webinars, online courses | Maintain competitive edge and professional growth |
| Crisis Management | Address negative comments or potential PR issues | Social monitoring tools, Communication platforms | Protect brand reputation |
| Website Updates | Coordinate with web team on content updates or optimizations | CMS, Google Tag Manager | Maintain website effectiveness |
| Budget Management | Track spending across platforms and adjust allocations | Spreadsheets, Ad platform interfaces | Optimize marketing spend |
| Audience Research | Gather insights on customer behavior and preferences | Surveys, Analytics, Social listening tools | Inform targeting and messaging strategies |
Each day brings a mix of creative tasks, analytical work, and strategic thinking as digital marketers balance immediate needs with long-term goals.
Essential Skills for Digital Marketers
To excel in understanding what a digital marketer does, professionals need a blend of technical and soft skills:
1. Technical Skills
- SEO knowledge: Understanding how search engines work and how to optimize content
- Analytics proficiency: Ability to track, analyze, and interpret data
- Content creation: Writing engaging copy and creating or directing visual content
- Social media expertise: Knowledge of platform-specific best practices and features
- Basic design skills: Creating simple graphics or editing images
- Email marketing tools: Experience with email platforms and automation
- Paid advertising platforms: Understanding of ad networks and bidding strategies
2. Soft Skills
- Creativity: Developing innovative campaigns that stand out
- Adaptability: Quickly adjusting to algorithm changes and new platforms
- Communication: Explaining complex concepts to stakeholders
- Project management: Juggling multiple campaigns and deadlines
- Critical thinking: Analyzing problems and developing solutions
- Customer empathy: Understanding audience needs and pain points
- Continuous learning: Staying updated in the fast-changing digital landscape
The most successful digital marketers combine technical expertise with these soft skills to create effective campaigns that connect with audiences.
Specialized Roles Within Digital Marketing
As businesses grow, what a digital marketer does often becomes more specialized. Common specialized roles include:
- SEO Specialist: Focuses exclusively on improving organic search visibility
- Content Strategist: Develops comprehensive content plans aligned with business goals
- Social Media Manager: Handles all aspects of a company’s social presence
- PPC Specialist: Manages paid search and display advertising campaigns
- Email Marketing Manager: Oversees all email communication strategies
- Conversion Rate Optimizer: Tests and improves website elements to increase conversions
- Digital Analytics Manager: Focuses on measurement, reporting, and insights
These specialized roles allow for deeper expertise in specific aspects of digital marketing while contributing to overall marketing goals.
How to Break Into Digital Marketing
If you’re interested in what a digital marketer does and want to join the field, consider these steps:
- Build foundational knowledge through courses, certifications, or degree programs
- Develop practical skills by working on personal projects or volunteering
- Create an online portfolio showcasing your work and approach
- Network with industry professionals through events and social platforms
- Gain experience through internships or entry-level positions
- Stay current with digital marketing trends and technologies
- Consider specializing in an area that matches your strengths and interests
Digital marketing offers multiple entry points, with many professionals starting in general roles before specializing as they gain experience.
Measuring Success as a Digital Marketer
Digital marketers track various metrics to evaluate performance:
- Website traffic: Overall visitors, traffic sources, and user behavior
- Conversion rates: Percentage of visitors who complete desired actions
- Engagement metrics: Likes, shares, comments, and time spent with content
- Email performance: Open rates, click-through rates, and subscriber growth
- Search rankings: Positions for target keywords
- Return on investment (ROI): Revenue generated compared to marketing spend
- Customer acquisition cost (CAC): Cost to acquire new customers
These metrics help digital marketers understand what’s working, what isn’t, and how to improve future campaigns.
The Future of Digital Marketing
The field continues to evolve rapidly. Current trends shaping what a digital marketer does include:
- AI and automation for personalized customer experiences
- Voice search optimization as smart speakers become more common
- Video marketing across platforms and formats
- Privacy-focused strategies adapting to cookie restrictions
- Augmented and virtual reality for immersive brand experiences
- Influencer marketing leveraging authentic voices
- Interactive content that encourages active participation
Successful digital marketers stay ahead by experimenting with emerging technologies while maintaining focus on customer needs and business objectives.
Conclusion: The Value of Digital Marketers
Understanding what a digital marketer does reveals the multifaceted nature of this essential business role. Digital marketers combine creativity with analytical thinking to connect businesses with their ideal customers online, drive growth, and build lasting relationships.
Whether working in-house, at an agency, or as freelancers, digital marketers provide critical expertise in navigating the complex online landscape. As digital channels continue to evolve, the role of the digital marketer will remain vital—adapting to new platforms, technologies, and consumer behaviors.
For businesses looking to grow their online presence, partnering with skilled digital marketing professionals can make the difference between getting lost in the digital noise and building a thriving online brand that resonates with the right audience.
Are you looking to enhance your business’s digital marketing strategy? Our team of experienced digital marketers can help you develop customized strategies that drive results. Contact us today to learn how we can support your online growth goals.
FAQs
No, while a marketing degree can be helpful, many successful digital marketers have diverse educational backgrounds. What’s more important is demonstrating practical skills, obtaining relevant certifications, and building a portfolio of work.
You can learn the fundamentals in 3-6 months through courses and practical application. However, becoming truly proficient typically takes 1-2 years of hands-on experience, and mastery is an ongoing process as the field continuously evolves.
Absolutely. Digital marketing offers scalable, cost-effective options that small businesses can leverage to compete with larger companies, particularly through targeted local SEO, social media engagement, and email marketing.
Success is measured through relevant KPIs like website traffic, conversion rates, lead generation, engagement metrics, and ultimately ROI. The specific metrics depend on your business goals and marketing objectives.
