Digital marketing has its own industry niche where the required qualifications go beyond basic marketing strategies and creative skills.
In general terms, a digital marketer is responsible for using digital channels to generate leads and build brand awareness. Digital channels include:
- Company websites
- Social media
- Search engine rankings
- Email marketing
- Online display ads
- Corporate blogs
Beyond this, the digital marketer must also use measurable analytics to identify weaknesses and find ways to improve performance across these channels. In this role, you can be responsible for all aspects of a company’s digital strategy or just focus on one.
Smaller companies tend to have one general specialist or manager while corporations can spread the responsibilities around to an entire team or even across several different departments.
This (general specialist) is responsible for driving relevant consumers with the goal of improving brand recognition [and] trust and ultimately drive purchase intent – Justin Emig, VP of Marketing & Innovation, Web Talent Marketing