As technology advances, social media and extended-reach opportunities are revolutionizing the way companies advertise their products and services and engage with their customers. There is freedom for digital marketers to showcase their brand, connect with consumers, and acquire leads. Digital marketers, as opposed to marketers who specialize in traditional print, have a unique opportunity to use their skills and experience to advance their careers in an ever-evolving digital landscape.
As digital ad campaigns continue to remain strong components of any business plan, pursuing a bachelor’s degree in digital marketing can be an ideal option for future digital marketers. In addition to gaining formal education, these aspiring digital marketers need to develop skills and build on their experiences to qualify for any marketing role.
That being said, there are a plethora of careers in the digital marketing field that may vary in salary, job duties, and application requirements. Let’s take a look at each one and how you can better prepare for the digital marketing career of your dreams.
1. Account Manager
An account manager organizes information related to client accounts and communicates with the clients about their accounts. Account managers must be highly organized and have strong communication skills. In a digital marketing context, they may work for companies that specialize in social media marketing, influencer marketing, or SEO.
According to the U.S. Bureau of Labor Statistics (BLS), the median salary of advertising, promotions and marketing managers was $133,380 per year as of 2021. This profession is expected to experience 10% growth between 2021 and 2031, indicating good job security for future account managers.
2. Advertising Art Director
Advertising art directors oversee artistic efforts related to branding and advertising. This art should be innovative as well as highly targeted to the audience and specific marketing goals. Advertising art directors should be innovative and have a solid understanding of relevant artistic and marketing concepts. In a digital marketing space, advertising art directors will likely spend a lot of time working with digital art or reformatting art into a digital medium.
According to the BLS, the median salary of art directors was $100,890 per year as of 2021. This profession is expected to experience a 4% growth between 2021 and 2031. Demand will also increase more for advertising art directors that specialize in digital mediums, which illustrates the need for marketing majors to earn an education that teaches digital concepts along with gaining first-hand experience in these concepts.
3. Brand Manager
A brand manager oversees all components of operations related to branding, including developing the brand, distributing brand content, and building brand awareness. Brand managers should be analytical and empathetic, as well as demonstrate good communication and collaborative skills. Brand managers employed by digital marketing companies will handle various digital branding efforts, such as those related to social media and email outreach.
Categorized by the BLS in the same way as account managers and other advertising, promotions and marketing managers, brand managers earned a median salary of $133,380 per year as of 2021. This profession is expected to experience 10% growth between 2021 and 2031. Like account managers, this career will grow as more companies concentrate on their digital campaigns. Brand managers will need to be knowledgeable about how to build up a brand’s reputation through all digital outlets.
4. Copywriter
Copywriters write text (known as copy) for advertising purposes, such as the text found on pop-ups, written in digital magazines, and scripted for videos. Copywriters should have strong writing skills and an understanding of marketing principles.
According to the BLS, the median salary of writers was $69,510 per year as of 2021. This profession is expected to experience a 4% growth between 2021 and 2031, indicating decent job security for future copywriters. Although this growth rate may be smaller than others, more companies are coming out of the woodwork in search of copywriters with digital copy experience.
5. Event Manager
Event managers plan and oversee events to promote various marketing goals. These goals might include things like spreading awareness of the business or improving the business’s reputation through efforts such as community events or charity. Event managers should have excellent organization, communication, and finance skills. While events may seem contrary to digital marketing on the surface, event managers may hold digital events, or they may hold in-person events for digital creators and digital marketing companies.
According to the BLS, the median salary of meeting, convention and event planners was $49,470 per year as of 2021. This profession is expected to experience 18% growth between 2021 and 2031 due to a likely increase in demand for marketing events, as well as higher expectations for the quality of events. This indicates substantial job security for future event managers.
6. Marketing Research Analyst
A marketing research analyst reviews data relevant to marketing goals and uses that information to assess competitor strategies, understand consumer behaviors, and make market projections. Marketing research analysts should be highly perceptive and have strong problem-solving skills. They should also be experienced in using analysis software. Marketing research analysts may help companies strategize various online marketing efforts, such as identifying the spaces where the companies’ target audiences spend time online and analyzing the target audiences’ online behaviors.
According to the BLS, the median salary of market research analysts was $63,920 per year as of 2021. This profession is also substantially stable in comparison to others — as more companies invest time and money into collecting customer insights and other data, they’ll need research analysts with the knowledge and ability to break down this information. BLS even projects this profession to experience 19% growth between 2021 and 2031.
7. Public Relations Specialist
Public relations specialists work with a variety of professionals inside and outside the organization to develop the organization’s public image. This will include efforts such as determining how to publicly roll out organizational changes and addressing any public concerns. Public relations specialists should be charismatic and strategic. They should also be very familiar with various communication mediums and how to utilize them to their best effect. Public relations specialists who work with digital marketing companies may focus on managing online interactions with customers, such as reviewing social media posts and assessing consumer opinions posted online.
According to the BLS, the median salary of public relations specialists was $62,800 per year as of 2021. This profession is expected to experience 8% growth between 2021 and 2031, indicating good job security for future public relations specialists.
8. Sales Representative
Sales representatives find potential clients and teach them about the company’s products and services. They will then often keep in contact with these potential or ongoing clients to keep them apprised of their options as well as new offerings. Sales representatives should be charismatic communicators who are organized and enjoy helping people solve problems. Sales representatives can represent a wide variety of interests, including digital marketing companies.
According to the BLS, the median salary of sales occupations was $30,600 per year as of 2021. This average may be lower than other salaries included on this list, it also has the potential to vary, as well, depending on the industry and the employer. For example, advertising sales agents earn an average of $52,340 per year — a higher sum than the previous average.
9. Social Media Manager
Social media managers develop social media strategies and oversee all social media marketing efforts. Social media managers should be creative and have a strong interest in popular interests and communication mediums — especially those preferred by the company’s target audience.
As this position falls under the larger umbrella of advertising, promotions and marketing managers, social media managers earn a median salary of $133,380 per year as of 2021, according the BLS. This profession is expected to experience 10% growth between 2021 and 2031, which mainly can be attributed to the growth of social media in general. Either way, job security is more stable in this field, despite the dynamic nature of social media.
10. SEO Specialist
SEO specialists may conduct a wide array of search engine optimization efforts, such as building site relationships, developing optimized content, and analyzing competitor strategies. SEO specialists should be analytical and demonstrate strong competency in a variety of skill sets, such as marketing, writing, editing, and communication. They should also be familiar with relevant analysis software.
SEO specialists earned a median salary of $133,380 per year as of 2021, since this role is also categorized as marketing managers by the BLS. This profession is expected to experience 10% growth between 2021 and 2031, indicating good job security for future SEO specialists.
The Future of Digital Marketing
There is an even greater opportunity for digital marketing growth in the future, however. 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.
It is also important for marketers to stay up-to-date with changes in the marketing landscape, as some shifts can be difficult to precisely predict.
Sources:
U.S. Bureau of Labor Statistics, “Advertising, Promotions, and Marketing Managers”
U.S. Bureau of Labor Statistics, “Art Directors”
U.S. Bureau of Labor Statistics, “Writers and Authors”
U.S. Bureau of Labor Statistics, “Meeting, Convention, and Event Planner”
U.S. Bureau of Labor Statistics, “Market Research Analysts”
U.S. Bureau of Labor Statistics, “Public Relations Specialists”