Digital Marketing

Digital marketing encompasses all marketing efforts that use an electronic device or the internet, using digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

What is Digital Marketing?

Digital marketing encompasses all marketing efforts that use an electronic device or the internet, using digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
These days, digital marketing is vital for any business and brand awareness
Every brand has a website, if they don’t, they at least have a social media presence or digital ad strategy.
Digital content and marketing is so common that consumers now expect and rely on it as a way to learn about brands.
Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget.
Digital marketing, allows you to use tools like analytics dashboards to monitor the success and ROI of campaigns more than you could with a traditional promotional content.

How big is the Digital Marketing industry?

According to recent research, the UK now boasts the biggest digital advertising market in Europe. The report by advertising think-tank, Credos and Enders Analysis discovered that UK advertisers will spend almost two-thirds (62%) of their budgets on Digital Marketing.
The digital marketing industry has gone from strength to strength in the UK. The sector experienced consecutive years of growth.
  • There are more than 3.48 billion social media users worldwide, roughly 42% of the world’s population and 80% of internet users. If you’re investing in digital marketing, this means your audience is likely using social media in some respect.
  • Both small and large digital media businesses list social media as a top required skill
  • 40% of marketing job openings now require digital skills
  • There are twice as many job postings with a digital focus than there were five years ago
  • Digital marketing will make up 35% of marketing spending by 2019
  • In 2016, there were 174,141 digital-marketing focused job postings
  • Digital marketing jobs offer, on average, $7000 more a year than other types of marketing jobs
  • Digital marketing jobs, on average, take 16% longer to fill than regular marketing positions

Jobs in the Digital Marketing Industry

Digital marketers can find employment in all sectors. Many large and medium-sized companies have an in-house marketing and communications department, which offers digital marketing services in addition to traditional marketing support.
Alternatively, you could apply to work at a marketing agency, handling projects and marketing contracts outsourced by companies. You’ll be expected to be familar with:
Google Analytics and Facebook Insights, for web analytics reporting
Adobe Creative Suite, for online banner design
Google AdWords, for pay-per-click campaigns
MailChimp, for email marketing
In most cases, to secure work, you will require a Digital Marketing related qualification, or you could consider an Apprenticeship.

What does a Digital Marketer do?

Digital marketers promote brands, products and services through social media, websites and apps.
  • Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
Average salary
£20,000 – to£50,000
Typical hours
37 to 39 per week

As a digital marketer, you’ll look after different digital products. Your day-to-day tasks will include:
  • Working with clients and other marketing professionals
  • Updating and creating content that is search engine optimised (SEO)
  • Looking at website data to discover ways for improving and tracking the success and failure of campaigns
  • Writing and posting content with images on social media platforms
  • Drafting and publishing content for online campaigns
  • Producing content for e-newsletters and other forms of communication
  • Working with web designers to create images and video content for campaigns

Career Progression

Having generally started in a junior role such as digital marketing assistant, you can then progress to more experienced roles like digital marketing executive, coordinator or manager, within two to five years. There is an increasing requirement to gain further qualifications to enter senior marketing roles.
With experience, you could specialise in a particular type of digital marketing, like mobile or video marketing.
Become a senior digital marketing officer or head of online marketing work as a freelance digital marketing consultant, or move into related areas like advertising, sales, e-commerce or public relations.
Online Advertising
Content Writing
SEO
PPC
Affiliates

Find out more…

If you’d like to learn more about a career as a Digital Marketer, register your details and allow our trained advisers to guide you.

Types of Digital Marketing

  • Search Engine Optimization (SEO) – This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives.
  • Content Marketing – Creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers.
  • Social Media Marketing – Promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
  • Pay Per Click (PPC) – PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. 
  • Affiliate Marketing – Performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
  • Native Advertising – Refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content.
  • Marketing Automation – Refers to the software that serves to automate your basic marketing operations.
  • Email Marketing – A way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website.
  • Online PR – The practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
  • Inbound Marketing – Refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer’s journey.
  • Sponsored Content – As a brand pay another company or entity to create and promote content that discusses your brand or service in some way.

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