Job Scope of  Digital Marketing

The field of digital marketing is exciting and evolving. Access and dependence upon electronic technology via computers and mobile devices has made digital marketing “the new frontier” for businesses and advertisers of every size. In essence, digital marketing represents the evolution of advertising into a new media “space.” Having a website is now a mandatory for profit and non-profit businesses alike. Developing innovative, strategic programs to drive sales, membership, and website traffic is the overarching goal of digital marketing professionals.


Types of Positions

Digital marketing careers mirror and reflect many positions found inside advertising agencies and major corporations. Today, companies require brand managers and account executives that specialize in efforts to execute in the digital “space.” Advertising agencies look for website developers, copywriters and web content creators. Companies and agencies offer positions for people who specialize in search engine optimization (SEO) to maximize results for the advertising placed online.

Skills Set

Website designers and developers must possess a working knowledge of the latest digital software to create online advertising and understand applications like XHTML, PHP, ASP, CSS, JavaScript, Adobe and more. Copywriters must know how to write short compelling copy for banner ads and rich media videos. SEO specialists must understand how to write and incorporate the right keywords in content so that web pages are crawled by the major search engines so that websites get high rankings on search results. Brand managers must understand how to apply innovative strategies to reach consumers and drive them to physical stores where their brands are sold, or convince them to make purchases online.

E-Commerce Capabilities

Where traditional advertising focuses on converting consumers who view television or print ads into product buyers, digital marketers focus on converting website visitors into online buyers. Those in digital marketing continually search for unique ways to achieve marketing objectives. They are responsible for developing strategic e-commerce programs and executing them. They must know how to make shopping online easy for website visitors, price products, offer incentives, and use techniques that drive website customers to select additional products to “add to shopping cart” before they check-out.

Customer Relationship Management (CRM)

CRM is a key component of digital marketing responsibilities. Professionals must look for every opportunity to capture data about website visitors: name, email address, telephone numbers and as much demographic information as possible (without alienating site visitors). The more that is known and captured in regards to household size, income, age, number of children, etc. is vital information that can be used in developing marketing strategies.

Integrated Marketing Knowledge

Digital marketing professionals must have a command of the intricacies and specifics involved in online marketing. They must also work collaboratively with those in “traditional” marketing media (television, print, radio, etc.). Oftentimes the overall product positioning and strategy is “authored” by those in traditional marketing. Digital marketing pros must then adapt those strategies so that they are relevant for online efforts (content creation, banner advertising, video rich media, etc.).

Education

Educational requirements for those on the SEO and creative end of digital marketing include associate or bachelor's degrees in visual communications and journalism. Brand management and account executives often possess a bachelor’s degree or master’s degree in business administration.