How to become A Digital Marketing Specialist

If your brand is “what people say about you when you’re not in the room,” then digital marketing is what you do when people aren’t looking and you want them to. In a highly digitised world where everything can and does happen online, Digital Marketing Specialists provide relevant and impactful marketing solutions to organisations.

• Digital Marketing Research Specialist
• Digital Communications Specialist
• Digital Marketing and Advertising Specialist
• Internet Marketing Specialist
• Online Marketing and Advertising Specialist

What do Digital Marketing Specialists do?

A Digital Marketing Specialist would typically need to:

• Devise and implement effective digital marketing campaigns across multiple channels and platforms to promote the brand’s products and services
• Identify target markets and create messaging that catches the attention of and resonates with specific audiences
• Create compelling website, social media, display advertising, eBook, whitepaper, and script video content that generates sustained clicks and conversions
• Use graphic design software to design websites, landing pages, infographics, banner ads, and brochures
• Conduct targeted consumer research including segmentation, building lists and templates, A/B testing, and reporting the findings
• Undertake regular keyword searches to develop a curated list of keywords that can be used in paid and organic search campaigns
• Monitor current e-commerce strategies and optimise for key metrics, such as cost per click
• Address concerns such as retail competition, special promotions, and the overall performance of the site
• Analyse the competition and their products/services to identify opportunities for improving one’s own 
• Use a data-driven approach to generate optimal traffic, leads, engagement, conversions for the business
• Manage the company’s social media accounts; develop and execute brand awareness campaigns  to increase followers, engagement, and reach
• Use web analytics software to evaluate client website traffic; determine factors that appeal to current and potential customers and enhance onsite optimisation
• Monitor online conversations that offer insights into pertinent customer complaints and concerns
• Prepare and present regular performance reports, including statistical analysis, proof of effective return on investment (ROI), and recommendations
• Liaise with clients, affiliate networks, and partners; negotiate with media suppliers to get the best deal for the clients 
• Stay updated on the latest digital marketing trends and practices to develop superior multimedia packages

Digital Marketing Specialists usually work out of clean and comfortable offices in a dynamic and fast-paced environment. Energetic interaction with website developers, web admins, marketing teams, and media representatives is the norm.

Communication usually happens via phone, email, conference calls, or a digital workflow planner. They may need to travel occasionally to meet clients or attend conferences. Hybrid and remote work options are available.

The kind of organisation they work for dictates whether a Digital Marketing Specialist is employed full-time, part-time, or on a contract basis. Full-time employees put in 40-hour work weeks and additional hours to accommodate deadlines during important marketing campaigns and projects.

Research suggests that flexible hours and generous telework policies appeal more than salary to the younger generation. There has been an incremental increase in employers willing to give promising employees a chance to adjust their schedules per the work pressure.

Finding a new job might seem challenging. Digital Marketing Specialists can boost their job search by asking their network for referrals, contacting companies directly, using job search platforms, attending job fairs, leveraging social media, and inquiring at staffing agencies.

Digital Marketing Specialists are generally employed by:

• Marketing Agencies
• Advertising Agencies
• Public Enterprises
• Consumer Industries
• Retail Businesses
• Information Technology Companies
• Non-Profit Organisations
• Government Agencies
• Higher Education Institutions
• Charities
• Digital Media Companies

Professional associations and organisations, such as Digital Marketing Association (DMA), are crucial for Digital Marketing Specialists interested in pursuing professional development or connecting with like-minded professionals in their industry or occupation.

Professional associations provide their members with various avenues for continuing education, networking opportunities and mentorship services. Membership in one or more adds value to your resume while bolstering your credentials and qualifications.

• The need to stay updated on constantly evolving industry trends
• Lack of structure and industry standardisation limiting one’s ability to take the initiative and be creative
• An accurate estimation of ROI (return on investment) that is next-to-impossible to deliver
• Direct accountability for business targets and deliverables
• Frequent pressure to meet tight deadlines resulting in long work hours, unusual workloads, lack of work-life balance, and health issues
• Inherently intense competition in the job market and workplace
• Obligation to engage with and be accountable to multiple stakeholders constantly

A great deal of digital marketing involves effective communication with teams and clients, strategising content, and managing campaigns that requires a judicious mix of classroom learning and supervised experience.

A relevant internship or apprenticeship with digital marketing agencies, charities, and the marketing departments of companies will prove valuable.

Summer internships, part-time work at an entry-level position or short-term paid/voluntary work offer a taste of the career, give valuable insight into how a company or institution operates, help build useful contacts and improve one’s prospects of getting a permanent job.

Your educational provider’s career service department can provide information about viable opportunities for work placements, internships and voluntary work in diverse sectors.

Graduate training schemes will also serve the purpose of enhancing the student’s understanding of SEO/SEM (search engine marketing), social media, email marketing, lead generation, and project management if you are prepared for the intense competition and the need to relocate wherever there is an opportunity.

Although employers do not entertain applications from individuals with just an HND (Higher National Diploma) or foundation degree, you may stand a chance if you have amassed substantial experience in developing and executing digital marketing campaigns, A/B testing, and conversion optimisation.

Applicants without a relevant first degree need a robust personal online presence (a blog/website) or interactions on diverse social media platforms to prove their interest in digital marketing. 

In addition to a robust online presence, a strong portfolio and a well-developed CV showcasing all relevant experience will work wonders in gaining the attention of prospective employers.

Read about the profession and interview or job shadow experts working in digital marketing to prove your commitment to course providers and prospective employers.

Aspiring Digital Marketing Specialists require at least a bachelor’s degree in marketing, advertising, communications, journalism, mass communication, media studies, creative design, graphic design, business and technology, e-business, liberal arts, or computer science. 

Applicants with an associate degree or a technical certificate in digital marketing can enter the profession, provided they are familiar with advertising, analytics, web design, search engine optimisation, and e-commerce. 

12- to 14-week-long professional courses that include positioning, branding, team building, the media landscape, creative-brief writing, creative development and presentation skills may also ease entry into the field. 

Of equal value are e-courses on e-marketing, social marketing, and advanced search marketing. Aspirants with a non-related first degree may want to pursue a master’s degree in digital marketing to expand their skills and knowledge.

Regardless of your particular degree and major, make sure to take as many computer classes as possible.

College-preparatory courses in high school should include mathematics, psychology, sociology, and the sciences. English and speech classes will help you develop the research, writing, and oral communication skills essential for a communication-centric field such as marketing.

Remember that completing a particular academic course does not guarantee entry into the profession. Be that as it may, your professional qualifications and transferable skills may open up more than one door.

Do your homework and look into all available options for education and employment before enrolling in a specific programme. Reliable sources that help you make an educated decision include associations and employers in your field.

Certification demonstrate a Digital Marketing Specialist’s competency in a skill set, typically through work experience, training and passing an examination. Successful certification programs protect public welfare by incorporating a Code of Ethics.

Accredited certification in data analytics, blockchain and digital marketing, website design, programming, email marketing, internet marketing, e-marketing, mobile marketing, social marketing, market research analysis, Google AdWords, and digital publishing can help you stand out in a competitive job market.

Digital Marketing Specialists may also need to undergo an employment background check, including but not limited to a person’s work history, education, credit history, motor vehicle reports (MVRs), criminal record, medical history, use of social media and drug screening.

Performance, experience, the acquisition of professional qualifications, and the size and type of organisation they work for drive the career progression of Digital Marketing Specialists. Those who gain experience early in their careers have a better shot at favourable promotions.

You can qualify for senior marketing roles such as Digital Marketing Manager/Executive/Coordinator, Director of Digital Marketing, and Digital Account Director.

Specialisation in a specific area of digital marketing, such as SEO, social media marketing, and email marketing, is also possible. You may consider becoming a Data Analyst or Data Scientist if skilful use of data is your strong suit.

Incumbents with an aptitude for digital marketing and technology can choose to become Developers or Web Designers. 

With considerable experience under your belt, you may establish your own marketing agency or become an independent Consultant, with the prospect of a steadily increasing client base that includes more prestigious clients.

The desire to accelerate career growth and personal development has an increasing number of millennials choosing to job hop and build a scattershot resume that showcases ambition, motivation and the desire to learn a broad range of skills.

Studies prove that job hopping, earlier dismissed as “flaky” behaviour, can lead to greater job fulfilment. Employees searching for a positive culture and interesting work are willing to try out various roles and workplaces and learn valuable and transferable skills.

Patient and dedicated Digital Marketing Specialists with adequate knowledge of online platforms, a knack for content creation, and a creative ability to drive commercial sales have the best job prospects.

Continuing professional development (CPD) is vital for an active Digital Marketing Specialist to build personal skills and proficiency through work-based learning, a professional activity, formal education or self-directed learning. 

Digital marketing professionals are lifelong learners. CPD allows them to continually upskill regardless of age, job or level of knowledge. It also helps the regular renewal of desirable certifications. 

In addition to on-the-job training on specific procedures, employers may sponsor advertising and marketing courses and encourage their employees to attend executive workshops, professional development seminars, and webinars on social and digital media, new marketing techniques, and communication, analytical, research, and presentation skills. 

A constantly evolving business landscape requires digital marketing professionals who stay current with state-of-the-art technology related to the Internet to stay competitive. Of value would be topics such as SEO, content marketing, email marketing, social media marketing, and analytics.

A movement to managerial positions may require the completion of relevant post-graduate degrees and diplomas in marketing and digital marketing. Network with your peers, subscribe to industry-specific newsletters and blogs and experiment with the latest tools and apps. 

Most digital roles demand an in-depth knowledge of Microsoft Office, Google Suite, Trello, and Asana, as well as familiarity with graphic design software, such as Adobe InDesign, Photoshop, Illustrator, and After Effects.

Knowing your way around content management systems (CMS), such as WordPress, Squarespace, and Wix will enhance your employability quotient. Although not mandatory, coding skills in Java, HTML, CSS and the like can help with web development.

Marketing in the Metaverse

With a rise of the metaverse in the last few of years, 400 million unique and active users are accessing a metaverse platform every month. Gen Z and Millennial audiences devote considerable time to the metaverse. 

Digital Marketing Specialists can offer immersive advertising experiences to target markets who can view the products in 3D and experience them to scale. Companies can make it happen by developing their metaverses or buying space in existing metaverses.

Artificially Intelligent Marketing

With artificial intelligence (AI) and automation coming to dominate global markets, Digital Marketing Specialists should seek ways to harness the two trends and help their brands remain competitive.

Future Outlook

A burgeoning e-commerce industry spells nothing but growing demand for qualified Digital Market Specialists, whose salaries have seen a promising five per cent increase in the last five years.

Potential Pros & Cons of Freelancing vs Full-Time Employment

Freelancing Digital Marketing Specialists have more flexible work schedules and locations. They fully own the business and can select their projects and clients. However, they experience inconsistent work and cash flow, which means more responsibility, effort and risk.

On the other hand, full-time Digital Marketing Specialists have company-sponsored health benefits, insurance and retirement plans. They have job security with a fixed, reliable source of income and guidance from their bosses. Yet, they may experience boredom due to a lack of flexibility, ownership and variety.

When deciding between freelancing or being a full-time employee, consider the pros and cons to see what works best.

SEO (search engine optimisation) efforts are a top priority for online businesses worldwide because 93% of online experiences begin with search engines such as Google and Bing.

As the gap between the real and virtual worlds continues to diminish, tech- and business-savvy Digital Marketing Specialists strive to grab and hold the attention of online consumers who are driving the current global economy.

Creating eye-catching content, presenting it to the right audience and converting the audience too. If you can manage all three tasks, you can be successful at what you do.