Due to the steady rise in e-commerce platforms plus reliance on the internet in general, nearly every industry requires the expertise of digital marketing specialists. Digital marketers offer an advanced understanding of the fundamentals of marketing, yet they know how to apply those marketing principles within the scope of the leading digital technologies. With the opportunity to position organizations for success and drive revenue growth through digital channels, digital marketing specialists can have a significant impact in the modern business landscape.
What Is a Digital Marketing Specialist?
A digital marketing specialist is a professional who works to create and implement marketing campaigns that leverage the power of online channels. Digital marketing specialists are responsible for creating strategic online marketing strategies that improve a brand's digital presence. They often rely on various digital platforms to help generate leads, increase website traffic, and drive revenue within an organization — such as social media platforms, email marketing, search engine optimization, and pay-per-click (PPC) advertising campaigns.
Is Digital Marketing a Good Career?
Thanks to the demand for intuitive and qualified digital marketing professionals, you will find a range of versatile job opportunities available within this field with room for growth and advancement. Common workplaces for digital marketing specialists include in-house marketing departments, advertising agencies, startups, and nonprofit organizations. Additionally, many digital marketers are able to pursue entrepreneurial endeavors and work on a freelance or consulting basis.
In short, digital marketing is an excellent career choice for creative individuals with a well-developed sense of business acumen and a strong foundation in marketing.
What Does a Digital Marketing Specialist Do?
Within any digital marketing specialist job description, the responsibilities vary based on the specific position and workplace. What does a digital marketer do in different contexts, then? Explore some of the common daily responsibilities of digital marketing specialists:
Content Creation and Management
Content creation plays a central role within any digital marketing campaign, requiring digital marketing specialists to know how to curate and manage relevant content for their respective brands or clients. Digital marketing specialists may have to produce and manage web pages and blog articles using the best search engine optimization (SEO) practices in order to boost organic (non-paid) traffic for their clients. They may also need to create social media posts that improve brand visibility and increase engagement, develop strategic emails that increase leads and drive revenue, and craft website copy that improves the brand's ranking on the search engine results page.
Search Engine Optimization (SEO)
Any digital marketing specialist, regardless of their industry or client base, should be familiar with search engine optimization. According to Search Engine Land, SEO is a strategic digital marketing practice used to drive organic traffic to a website. SEO best practices are constantly changing in order to align with the most recent algorithms. This calls for digital marketing specialists to know how to research keywords, optimize on-page content, and track performance using the leading SEO tools like Google Analytics and SEMrush.
Pay-Per-Click (PPC) Advertising
Along with actively working to drive organic traffic to their brand's website and social media pages, digital marketing specialists also incorporate pay-per-click advertising into their digital marketing strategies. PPC advertising is a digital advertising model in which the cost of an ad is determined based on how many clicks it receives. Digital marketing specialists often manage paid search and display ads on the leading online platforms, such as Google, Meta, and LinkedIn. In addition to creating and implementing PPC campaigns, digital marketing specialists may monitor ad performance and adjust targeting accordingly.
Social Media Marketing
Having cemented itself as an integral part of digital marketing within the past decade or so, social media marketing is expected to continue to be a crucial component of digital marketing strategies in the years to come. Digital marketing specialists may be responsible for:
- Creating and scheduling content
- Responding to and engaging with followers on social media
- Tracking metrics
- Managing paid social campaigns
Email Marketing and Automation
Email marketing may be considered one of the most traditional forms of digital marketing, but it is still one of the most powerful elements of any digital marketing strategy. Digital marketing specialists in today's business landscape not only must be able to create engaging and enticing email content; they also have to be familiar with automation technologies that streamline the process of implementing effective email marketing campaigns. Some of their responsibilities may include building email lists, developing strategic email campaigns, and segmenting audiences to nurture leads.
Data and Analytics
From PPC advertising campaigns to content marketing strategies, digital marketing specialists need to be familiar with the leading data collection techniques and analytics tools in order to monitor their campaigns and improve their effectiveness. Digital marketing professionals should ideally become proficient in Google Analytics and other marketing dashboards to track ROI and adapt campaigns to drive results.
Key Platforms and Tools Digital Marketers Use
Digital marketers must become familiar with a wide range of advanced tools that allow them to create effective campaigns that deliver the intended results for their clients. Utilizing data-driven platforms, digital marketing specialists can refine their strategies and prove results to their clients or employers.
Key examples of these platforms and digital tools include:
- Google Ads and Google Analytics
- Facebook/Instagram Business Manager
- LinkedIn Campaign Manager
- SEO tools (like SEMrush, Ahrefs, and Moz)
- Email platforms (such as Mailchimp, HubSpot, and Constant Contact)
- Social schedulers (such as Hootsuite, Buffer, and Sprout Social)
- Website builders and content management systems (such as WordPress, Wix, and Shopify)
Skills Needed for Digital Marketing Careers
Within the leading digital marketing careers, professionals need to possess a well-developed set of both technical and soft skills. By pursuing a bachelor's degree in marketing, you can explore the fundamentals of marketing, become proficient in the most advanced industry tools and platforms, and develop the leadership skills necessary to advance in the field throughout your career.
Technical Skills
Digital marketing specialists have to take a hands-on approach to developing, implementing, and monitoring online marketing campaigns. This requires them to develop a range of technical skills, such as:
- SEO optimization and keyword research
- Digital advertising campaign management
- Data analysis and reporting
- Customer relationship management and marketing automation tools
Soft Skills
In addition to the practical and technical skills that anchor this field, a well-developed set of soft skills enables digital marketing professionals to create engaging campaigns and nurture lasting client relationships. Essential soft skills in the field of digital marketing include:
- Creative thinking
- Storytelling
- Communication
- Collaboration
- Critical thinking
- Adaptability
- Resilience
- Strategic planning
- Organization
Above all else, digital marketing specialists benefit from remaining curious. The online landscape is ever evolving, with rapidly advancing technology continuously redefining the industry. As a digital marketing specialist, you must be willing to continue to learn new tools and adapt to emerging trends.
Career Outlook and Advancement Opportunities
When you invest in a marketing bachelor's degree and prioritize professional development in your career, you can find plenty of opportunities for advancement in the realm of digital marketing.
With opportunities to specialize in niche areas such as e-commerce, influencer marketing, or analytics, examples of some common career paths include:
- Digital marketing specialist → Digital marketing manager
- SEO specialist → SEO director
- Paid media coordinator → PPC strategist
- Social media manager → Brand marketing director
How a Marketing Bachelor’s Degree Prepares You for a Digital Marketing Career
The Bachelor of Science in Business (BSB) in Marketing degree program at Shawnee State University (SSU) builds readiness for the digital space. This curriculum allows you to develop foundational marketing knowledge in consumer behavior, marketing research, and strategy while completing courses in advertising, content creation, and campaign planning. The marketing curriculum also has embedded project based learning that allows students to apply their training in real world situations, working with local businesses and organizations. Students will spend a substantial amount of time learning to use digital and other technology to solve specific marketing problems, individually and in teams. Upon program completion, graduates have built a solid portfolio of real professional experience that demonstrate proven skill sets in integrated marketing communications and strategy.
In addition, students have the opportunity to explore electives or pursue internships in specialty areas that focus on social media, digital strategy, or e-commerce. This program equips students with both strategic thinking skills and practical know-how so that graduates are ready to step into specialist roles or pursue certifications.
Start Your Digital Marketing Career at SSU
At Shawnee State University, we offer a BSB in Marketing degree that is designed to provide students with an in-depth understanding of the strategic marketing practices that are most relevant in today's business climate. Throughout this program, you can explore digital marketing techniques and develop the skills required for a vast range of digital marketing careers. Apply for admission to our marketing bachelor's degree program today.