What Does a Digital Marketer Do?

Have you ever wondered how businesses seem to follow you around online? You search for a pair of shoes, and suddenly, ads for that exact pair are everywhere. Or maybe you’ve noticed that some brands always seem to pop up first on Google when you’re looking for something. That’s all thanks to digital marketers—the professionals behind the scenes who make sure products and services are seen by the right people.

Digital marketing is a must for businesses of all sizes. Because of this, digital marketers have become essential for any company’s success. But what does a digital marketer actually do? If you’ve ever wondered about this career (or maybe you’re thinking about jumping into it yourself), you’re in the right place.

Let’s break down what digital marketers do, the skills they need, and why they’re the secret sauce to online success.

What is a Digital Marketer?

The role of a digital marketer has goals and objectives similar to those of a traditional marketing professional (like boosting brand awareness, promoting the company’s products or services, and guiding prospects toward conversions). But instead of relying on traditional marketing channels, Digital Marketing communicates effectively through more modern, tech-driven platforms, like websites, social media, email campaigns, and other online channels where people spend their time today.

This professional wears many hats, from creating content to running ads and analyzing data. Here’s a breakdown of their key responsibilities:

1. Content Creation and Management

Content is everything in digital marketing. It’s how businesses educate, entertain, and engage their audiences. Without great content, marketing efforts fall flat. Digital marketers create and manage:

• Blog posts (like this one!)
• Social media posts (Instagram posts, LinkedIn articles, Twitter threads, etc.)
• Videos (YouTube, TikTok, Instagram Reels)
• Infographics (simplifying complex info into visuals)
• E-books and guides (long-form content for in-depth learning)

2. Social Media Management

Think social media is just about posting pretty pictures? Nope! A digital marketer’s job is to create a strategy that grows brand awareness and engagement. This includes:

• Choosing the right platforms (Instagram, Facebook, LinkedIn, TikTok, etc.)
• Creating a content calendar
• Engaging with followers (responding to comments, DMs, etc.)
• Running social media ads
• Tracking performance metrics

3. Search Engine Optimization (SEO)

Ever Googled something and clicked on the first result? That’s no accident—it’s SEO in action! Digital marketers use SEO to help websites rank higher on Google (without paying for ads). SEO tasks include:

• Keyword research (finding what people search for)
• On-page optimization (using keywords in the right places)
• Link building (getting other websites to link to yours)
• Technical SEO (site speed, mobile optimization, etc.)

4. Email Marketing

Yes, email marketing still works! In fact, according to Litmus, for every $1 spent on email marketing, businesses make an average of $42 in return. Digital marketers use email to:

• Nurture leads (turn potential customers into buyers)
• Send newsletters (keep customers informed and engaged)
• Automate campaigns (welcome sequences, abandoned cart emails, etc.)
• Analyze open and click-through rates (to improve future emails)

5. Paid Advertising (PPC)

If SEO is the long game, pay-per-click (PPC) advertising is the shortcut. Digital marketers run paid ads on:

• Google Ads (show up at the top of search results)
• Facebook & Instagram Ads (target specific audiences)
• LinkedIn Ads (great for B2B marketing)
• YouTube Ads (video ads before and during content)

Digital Marketing Career Paths and Skills

The best part about digital marketing? There are SO many career paths! And many digital marketing roles are remote (perfect for those who love flexibility).‍

Some digital marketers take a full-stack approach, meaning they handle multiple areas of digital marketing at once, from content creation to SEO to social media. But many others choose to specialize in a particular area, becoming experts in one key aspect of online marketing.

This creates a wide range of job titles across the industry, such as:

• Digital Marketing Manager
• Social Media Manager
• Content Marketer
• Paid Media Coordinator
• SEO Specialist
• Email Marketing Manager

Many digital marketers start in entry-level positions handling specific channels or tasks before advancing to roles like Marketing Director or CMO (Chief Marketing Officer), while others choose the entrepreneurial route, becoming freelancers, consultants, or agency owners who serve multiple clients.

What skills a digital marketer must have?

As we mentioned before, there is a wide range of jobs that a digital marketer can have, therefore each one will require specific skills. But in general, we can list them:

Technical Skills:

• SEO knowledge: Understanding how to optimize content for search engines
• Social media platform expertise: Knowing how each platform works and its unique audience
• Content management systems: Experience with WordPress, Shopify, etc. to build and manage websites or online stores.
• Email marketing tools: Familiarity with platforms like Mailchimp or Constant Contact
• Analytics tools: Proficiency with Google Analytics, social media insights, and data dashboards
• Basic design skills: Ability to create or edit simple graphics using Canva or similar tools
• Digital advertising platforms: Knowledge of Google Ads, Facebook Ads Manager, etc.
• Basic HTML/CSS: Understanding enough code to make simple website tweaks
• Marketing automation: Experience with tools that streamline repetitive marketing tasks, such as social media scheduling tools
• AI: Marketers often use AI to generate social media captions, write articles, analyze data, and even create visuals.

Soft Skills:

• Adaptability: Staying flexible in a constantly changing digital landscape
• Communication: Clearly explaining complex concepts to clients or team members
• Creativity: Developing fresh ideas that stand out in crowded online spaces
• Critical thinking: Analyzing what works and what doesn't in campaigns
• Time management: Juggling multiple projects and platforms efficiently
• Customer empathy: Understanding audience needs and pain points
• Collaborative mindset: Working effectively with designers, content creators, and others
• Continuous learning: Staying current with new platforms and digital trends
• Problem-solving: Finding creative solutions to marketing challenges
• Data interpretation: Turning analytics into actionable insights

How to Become a Digital Marketer?

Now you know about what a digital marketer does, their responsibilities, roles and skills. So it's time for us to finally explore: How to break into digital marketing?

The best thing about digital marketing is that you can learn by doing. You don't need to be a tech genius or have a fancy degree to get started.

Typically, a digital marketer will follow this path:

1. Learn

The first step is figuring out what to learn and where to learn it. There are tons of free and paid resources to help you get started, such as

• Online courses: Platforms like Coursera, Udemy, and LinkedIn Learning offer affordable digital marketing courses.
• Certificates: Google Digital Garage, Facebook Blueprint, and HubSpot Academy offer free or low-cost certifications that look great on resumes.
• Degrees: Marketing or business degrees can provide a solid foundation.
• YouTube, Blogs and Podcasts – Many experts share valuable insights for free! You can find several guides online.

Then, choose what area you want to learn. Digital marketing is a big field, so it helps to focus on one area you're excited about.

Love writing? Try content marketing. Obsessed with Instagram? Explore social media management. Enjoy crunching numbers? PPC or analytics might be your thing. Start small, and you can always branch out later.

2. Getting experience

Theory is great, but practice is where the magic happens. Start applying what you’ve learned by creating your own projects. For example, you can launch a blog, manage social media for a friend’s small business, or run a small ad campaign just for fun.

As you gain experience, start building a portfolio to showcase your work. This could be a simple website or even a Google Drive folder with examples of your campaigns, content, or analytics reports. A strong portfolio is your proof that you can actually do what you claim when applying for jobs or freelance gigs.

3. Applying for jobs

Once you’ve got some skills and a bit of experience under your belt, it’s time to put yourself out there. You can start looking for entry-level positions in job-boards such as Indeed or LinkedIn. And don’t shy away from internships or freelance opportunities—they’re a great way to build your resume and make connections.

Networking is also key. Join digital marketing communities on Facebook, LinkedIn, or Reddit. Follow industry leaders on social media and engage with their content. You never know... your next job opportunity could come from a casual conversation or a connection you made online.

4. Keep learning

Here’s the truth about digital marketing: it never stops changing. New tools, platforms, and trends pop up all the time, so staying curious and adaptable is crucial. Make it a habit to keep learning, whether that’s through advanced courses, webinars, or just experimenting with new strategies on your own.

The more you learn, the more valuable you become. And who knows? You might even discover a new passion within the field that takes your career in a completely different direction.