Digital marketing: Explore careers and the value of an online BS in Marketing

As technology continues to transform, social media and extended-reach opportunities are revolutionizing the way companies advertise their products and services and engage with their customers. There’s freedom for digital marketers to showcase their brand, connect with consumers, and acquire leads.

Advertising isn’t going anywhere, and as new digital features and opportunities arise, the need for more digital marketers expands. In fact, the U.S. Bureau of Labor Statistics stated that the employment of advertising, promotions, and marketing managers is anticipated to grow 10% from 2016 to 2026, which is faster than the average for other careers.

As digital ad campaigns continue to remain strong components of any business plan, pursuing an online business degree from the University of Alabama at Birmingham can be an ideal option for future marketers. Let’s take a closer look at the career outlook for digital marketers, detailing some of the digital marketing skills, duties and responsibilities that come with some of the potential career options, as well as the soft and hard skills needed to work in this field.


With the right expertise, digital marketing professionals can better reach their target audience and drive sales. Here are a few of the skills needed to launch a successful campaign:

  • Data analysis: Understand how to collect and process information via relevant footprints left behind, like content views, email subscriptions, etc.
  • SEO: Search engine optimization is the process of getting traffic to your website through organic searches.
  • Writing: Content marketing is key for any digital marketing campaign. Incorporating relevant SEO keywords into your campaign copy can help your audience find your content via search engine.
  • Email marketing: Email marketing involves promoting your business using automation software to engage the audience and encourage customer loyalty.
  • CRM: Also known as customer relationship management, this is understanding how to connect with your audience through empathy and strong communication skills.
  • Tech: Tech skills go far in today’s marketing industry since most duties involve using automation software and other content management systems. Understanding basic coding and web navigation is a must.
  • Social media: Social platforms offer plenty of opportunity to market goods and services; utilizing platforms based on unique goals can foster extended reach and more.

Career opportunities

From social media marketers and market research analysts to marketing and promotions managers, public relations specialists, sales professionals and more, there’s a variety of career routes to take in the world of digital marketing.

Salaries vary from job to job in this industry. According to the BLS, advertising and promotions managers make an average of $117,130 as of May 2018. Marketing managers are even better off, making upwards of $134,290 on average.

Man looking over graphs on his laptop computer over a cup of coffee.

Market research analysts, or those who study the conditions of the market and determine the best environment for selling products or services, make an average of $63,120 a year. Similarly, a digital marketing specialist makes around $49,526 per year, according to PayScale.

Duties and responsibilities

Responsibilities vary widely depending on the career route. A digital marketing manager, for example, is generally responsible for developing, implementing, and managing a campaign for a company. A social media strategist will pay more attention to the online communities from a social perspective, implementing a plan of action to intrigue the target audience via networking.

No matter the specialization, a digital marketer should always keep one main goal in focus: Driving consumers to engage with and trust a brand so they ultimately make a purchase.

The future of digital marketing

There’s an even greater opportunity for digital marketing growth in the future, however. In a recent article, the Forbes Agency Council highlights new features and frameworks digital marketers should focus on that go beyond increasing website visits and basic social media management. Some of the future focus should extend to:

  • Integrated global marketing: Marketing strategy should utilize a combination of inbound and outbound marketing. For example, marketers can follow up with readers after they visit the site on their own.
  • Cohesive technology: Incorporating more tech into a marketing strategy fosters greater outcomes. Forbes believes there isn’t one single tool that stands out on its own; rather, it’s a full slate of options working together that leads to success.
  • Enhanced roles: A team of marketers should understand all aspects of marketing, from content distribution to social media management and SEO expertise, as being familiar with all opportunities makes a digital marketer stronger.
  • Omnichannel marketing: Marketers shouldn’t focus on one medium when communicating about a brand. Exploring omnichannel marketing lets professionals explore new spaces where potential readers and customers exist.

Earn your online Bachelor of Science in Marketing today

The marketing field is transformed any time a new digital asset or feature emerges. With the growth in technology and advertising capabilities, the marketing field presents new, exciting, and sustainable opportunities to start and maintain your career. Launch your career in the industry by earning your online Bachelor of Science in Marketing from the University of Alabama at Birmingham’s Collat School of Business where you’ll learn about sales techniques, marketing communications, multinational business practices, eCommerce, digital media, and more.

Are you ready to start your journey in digital marketing? Download a free brochure or speak to an enrollment advisor today.


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