What Does a Digital Marketer Do?

Digital marketing powers the way businesses connect, communicate, and create impact in today’s fast-paced digital world. Whether you’re scrolling through social media, opening a well-crafted email, or searching for the perfect product, digital marketers are the innovators behind those moments—making connections that matter.

If you’re considering a career in digital marketing, you’re looking at a field that’s thriving. According to the U.S. Bureau of Labor Statistics (BLS), employment for marketing managers is projected to grow 6% from 2022 to 2032, outpacing the average for other careers. As businesses race to build and expand their digital presence, the demand for creative, strategic thinkers in this field is only getting stronger.

From crafting campaigns that build brand awareness to analyzing data and refining strategies, digital marketers help organizations stand out, engage audiences, and drive results. This blog dives into the skills you’ll need, the roles you can explore, and the steps to get started. If you’re ready for a career that’s equal parts creativity, strategy, and innovation—digital marketing is calling.

What is Digital Marketing?

Digital marketing is where strategy meets creativity. It’s the art—and science—of connecting people with products, services, and brands through the digital platforms they rely on every day. Unlike traditional marketing, which uses print or television, digital marketing meets audiences where they are: on their devices, scrolling, clicking, and engaging online.

At its heart, digital marketing is about building meaningful relationships and driving results. Here are some of its key components:

• Search Engine Marketing (SEM): Boosting visibility on search engines through smart strategies, both paid and organic, to make sure people find you when it matters most.
• Content Marketing: Creating impactful blogs, videos, and infographics that inform, engage, and inspire your audience.
• Email Marketing: Delivering tailored messages that keep audiences connected, informed, and ready to take action.
• Social Media Marketing: Sparking conversations and building communities on platforms like Instagram, LinkedIn, and TikTok.
• Affiliate Marketing: Partnering with trusted voices to promote products and drive conversions.
• Influencer Marketing: Collaborating with influencers to amplify your reach and connect with audiences authentically.

What Does a Digital Marketer Do?

Digital marketers are the bridge between businesses and their audiences. They connect, inspire, and drive action using strategic, creative, and data-driven approaches across digital platforms. Whether they’re designing campaigns or analyzing performance, digital marketers ensure brands show up where it counts.

A digital marketer’s day-to-day might include:

• Designing and executing strategies that align with business goals and resonate with the right audiences.
• Running campaigns to build brand awareness, foster engagement, and drive measurable results, like conversions and sales.
• Managing digital platforms, from websites to social media, ensuring consistent, compelling communication across every channel.
• Tracking metrics like website traffic, customer engagement, and ROI to measure success and refine future strategies.

Freelance digital marketers often wear multiple hats, providing specialized expertise to clients across industries. This flexibility allows them to create impactful campaigns while building diverse experience and growing their skills.

At its core, digital marketing is about understanding people and creating meaningful connections. Whether you’re a strategist, a storyteller, or an analyst, there’s a place for you in this dynamic, ever-evolving field.

Skills and Tools Required in Digital Marketing

Success in digital marketing comes from a unique combination of creativity, analytical thinking, and technical expertise. Whether you’re crafting a campaign, building content, or diving into data, the following skills are essential to thrive in this dynamic field:

• Data Analysis: Understanding customer behavior and campaign performance is at the heart of digital marketing. Tools like Google Analytics, Excel, and Tableau help marketers track website traffic, analyze conversion rates, and calculate metrics like customer lifetime value (CLV).
• Content Creation: High-quality, engaging content is the foundation of impactful campaigns. From blogs and infographics to videos and podcasts, content fuels inbound marketing efforts and keeps audiences coming back for more.
• SEO and SEM Skills: Mastering Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is critical to increasing visibility on search engines. Skills like keyword research, on-page SEO, and expertise with tools like Ahrefs and SEMrush are must-haves for staying competitive.
• Social Media Management: Social media is where brands meet their audiences. Marketers need to craft strategies for platforms like Instagram, LinkedIn, and TikTok, combining content creation, scheduling, audience engagement, and performance tracking to build strong connections.
• Email Marketing and Automation: Email marketing remains a powerful tool for nurturing leads and engaging customers. Proficiency in platforms like Mailchimp, HubSpot, or Salesforce Marketing Cloud ensures email campaigns are targeted, automated, and impactful.
• Pay-Per-Click (PPC) Advertising: Running paid campaigns on platforms like Google Ads or Facebook Ads requires expertise in budgeting, keyword bidding, and A/B testing to maximize performance and ROI.
• UX/UI Design Basics: While not every marketer is a designer, understanding user experience (UX) and user interface (UI) principles is essential for creating seamless, intuitive customer journeys. Familiarity with tools like Figma or Adobe XD can make a big difference.
• Video Marketing: Video content continues to dominate as one of the most engaging formats. Marketers with skills in scripting, editing, and promoting videos for platforms like YouTube and TikTok have a competitive edge.
• Marketing Analytics and Reporting: Data drives decisions. Marketers must interpret metrics and refine strategies using tools like Google Data Studio, Tableau, and Excel, ensuring campaigns deliver measurable impact.
• Technical Skills: Basic knowledge of HTML, CSS, and content management systems (CMS) like WordPress helps marketers troubleshoot issues and make website updates when needed.
• Project Management and Organization: Digital marketing campaigns have many moving parts. Tools like Trello, Asana, and Monday.com help marketers keep campaigns organized, on track, and aligned with goals.
• Communication and Collaboration: Strong communication and teamwork are vital for working across teams of designers, developers, and sales professionals. Marketers must align efforts to deliver cohesive campaigns.
• Adaptability and Lifelong Learning: The digital marketing landscape evolves constantly. Staying curious and embracing new tools, trends, and platforms—like AI and marketing automation—is key to staying ahead.

Digital marketers rely on industry-standard tools to work smarter and more efficiently. Popular options include:

• Email Marketing Platforms: Mailchimp, HubSpot, ActiveCampaign.
• SEO Tools: Ahrefs, Moz, SEMrush, Screaming Frog.
• Social Media Management Tools: Hootsuite, Buffer, Sprout Social.
• Analytics Tools: Google Analytics, Tableau, Google Data Studio.

By developing these skills and mastering key tools, you’ll be ready to thrive in a fast-paced, innovative industry. Digital marketing is about more than creating campaigns—it’s about driving impact and shaping the future.

Digital Marketing Roles and Responsibilities

Digital marketing offers a wide range of career paths, each with its own set of skills and responsibilities. Whether you’re passionate about crafting content, analyzing data, or managing campaigns, there’s a role that fits your strengths and interests.

• SEO Specialist: SEO (Search Engine Optimization) specialists are the architects of online visibility. They focus on improving a website’s ranking on search engines like Google by conducting keyword research, optimizing content, and implementing technical strategies that drive organic traffic.
• Content Marketing Specialist: Content specialists create materials that captivate and inform, from blog posts and videos to how-to guides and infographics. Their work aligns with brand messaging and supports SEO efforts, ensuring the content resonates with audiences while meeting broader marketing goals.
• Social Media Strategist: Social media strategists bring brands to life on platforms like Instagram, LinkedIn, and TikTok. They plan campaigns, schedule posts, engage with followers, and analyze performance metrics to grow brand awareness and foster authentic connections.
• PPC Specialist: Pay-Per-Click (PPC) specialists manage paid advertising campaigns on platforms like Google Ads and social media. They optimize budgets, select high-performing keywords, run A/B tests, and ensure ads drive targeted traffic and measurable conversions.
• Email Marketing Specialist: Email marketers craft campaigns that nurture relationships and inspire action. They use audience segmentation, automation workflows, and performance metrics to create personalized emails that drive engagement, retention, and sales.
• Digital Marketing Manager: Digital marketing managers are the strategic leaders of the marketing team. They oversee an organization’s digital efforts, manage budgets, coordinate campaigns, and align marketing strategies with business goals. Balancing creativity and analytics, they ensure the team’s efforts deliver results.

Each role plays a crucial part in shaping a well-rounded digital marketing strategy. Together, they combine data, creativity, and technology to help businesses connect with their audiences, build trust, and achieve their objectives.

A Day in the Life of a Digital Marketer

Digital marketers wear many hats, and their responsibilities often shift depending on their area of expertise. Whether they’re crafting an email campaign, managing social media platforms, or creating search-optimized content, digital marketers use a mix of creativity, strategy, and data to drive meaningful results.

While the details differ, all digital marketers share a common purpose: to engage audiences, build brand awareness, and deliver measurable impact. Here’s a glimpse into the daily lives of three essential roles in digital marketing:

Email Marketer

Email marketers are relationship builders, using personalized campaigns to connect with audiences and inspire action. Their days center on delivering the right message to the right people at the right time. Daily activities include:

• Campaign Planning: Designing email sequences with specific goals in mind, like lead generation, product launches, or customer retention.
• Content Creation: Writing compelling subject lines, engaging body copy, and clear calls-to-action (CTAs) tailored to audience interests.
• Audience Segmentation: Analyzing subscriber data to target audiences based on behaviors, demographics, and preferences.
• A/B Testing: Experimenting with different subject lines, visuals, and layouts to optimize open rates and click-throughs.
• Performance Analysis: Measuring campaign success using metrics like open rates, conversion rates, and unsubscribe rates—and using insights to adjust future strategies.
• Automation Management: Building workflows in platforms like Mailchimp, HubSpot, or ActiveCampaign to nurture leads and streamline processes.
• Compliance Checks: Ensuring emails align with data privacy regulations (e.g., GDPR, CAN-SPAM) and maintain strong deliverability.

Social Media Marketer

Social media marketers bring brands to life on the platforms where audiences spend their time. They’re storytellers, community builders, and trendspotters, balancing creativity with performance insights. Daily activities include:

• Content Creation and Scheduling: Developing posts, videos, and stories that reflect the brand’s voice and scheduling them using tools like Hootsuite or Buffer.
• Community Management: Engaging with followers by responding to comments, messages, and mentions to build authentic, lasting relationships.
• Campaign Management: Running paid campaigns, such as Facebook Ads or boosted Instagram posts, while ensuring alignment with larger marketing goals.
• Performance Tracking: Analyzing metrics like engagement rates, follower growth, and ROI to evaluate both organic and paid efforts.
• Trend Research: Staying current on platform trends, popular hashtags, and algorithm updates to keep content fresh and relevant.
• Collaboration: Working with designers, influencers, and brand ambassadors to maximize the reach and impact of campaigns.

SEO Content Marketer

SEO content marketers are visibility experts, creating optimized content that ranks on search engines and delivers value to audiences. Their work ensures that brands are not just found—but found first. Daily activities include:

• Keyword Research: Using tools like SEMrush or Ahrefs to identify keywords that align with audience intent and business objectives.
• Content Creation: Writing blogs, guides, and landing pages designed to rank on search engines, using strategic keywords, meta descriptions, and headers.
• On-Page Optimization: Implementing SEO best practices, such as internal linking, optimizing images with alt text, and ensuring mobile responsiveness.
• Competitor Analysis: Studying competitors’ content strategies to identify opportunities to improve or differentiate.
• Performance Analysis: Using tools like Google Analytics to measure traffic, bounce rates, and user engagement, then using insights to adjust content.
• Content Refreshing: Updating older content to improve relevance, capture new keyword opportunities, and boost search rankings.
• Collaboration: Partnering with developers to improve site performance, including page speed, navigation, and overall user experience.

How to Become a Digital Marketer

Breaking into digital marketing might seem like a big leap, but it’s a journey that anyone can take—whether you’re starting fresh, building on existing experience, or pushing toward leadership roles. By identifying where you are and mapping out your next steps, you can create a path that matches your goals and builds a rewarding career in this dynamic, fast-growing field.

Beginner Level: Starting Your Digital Marketing Journey

If you’re new to digital marketing, this is your chance to build a strong foundation. At this stage, focus on learning core concepts, gaining hands-on experience, and sharpening essential skills.

1. Learn the Basics: Explore free and accessible courses on platforms like Google Digital Garage, HubSpot Academy, or Coursera to dive into topics like SEO, social media marketing, content creation, and email marketing. Earning beginner-level certifications, such as Google Analytics or HubSpot’s Content Marketing course, can add instant credibility to your resume.
2. Build Core Skills: Start with the essentials—understanding SEO fundamentals, crafting engaging content, and mastering tools like Google Analytics, Mailchimp, and Hootsuite.
3. Gain Hands-On Experience: Launch a personal blog, start a social media account for a cause you care about, or volunteer to help small businesses build their digital presence. Real-world projects will help you apply what you learn and showcase your potential.
4. Focus on Soft Skills: Develop strong communication, time management, and problem-solving abilities—skills that are just as important as technical expertise when collaborating in a team setting.

Intermediate Level: Building Expertise and Growing Your Career

Once you’ve mastered the basics, it’s time to specialize, deepen your expertise, and demonstrate measurable success.

1. Choose a Specialty: Identify where you shine—whether it’s as an SEO Specialist, Social Media Marketer, or Email Marketing Specialist. Focusing on a niche can help you stand out in a competitive field.
2. Master Advanced Tools: Build technical proficiency with tools like SEMrush, Ahrefs, and Google Ads. These platforms allow you to take campaigns to the next level with precision and performance.
3. Build a Portfolio: Work on freelance projects, part-time roles, or in-house marketing positions. Showcase measurable results, such as improved website traffic, increased engagement, or higher conversion rates. Your portfolio is proof of your impact.
4. Expand Your Knowledge: Earn specialized certifications, such as the Google Ads Certification or Facebook Blueprint Certification. Learn advanced tools like Salesforce for CRM and WordPress for content management.
5. Network and Stay Current: Attend workshops, webinars, or conferences to sharpen your skills. Engage with LinkedIn communities and professional organizations to stay ahead of industry trends and grow your network.

Expert Level: Advancing as a Digital Marketing Leader

At the expert level, it’s all about strategy, innovation, and leadership. This is where your experience meets opportunity, empowering you to make a big impact and inspire others.

1. Take on Leadership Roles: Aim for positions like Digital Marketing Manager, Head of Marketing, or Digital Strategist. These roles require you to oversee teams, set strategy, and align digital campaigns with organizational goals.
2. Adopt Advanced Tools and Techniques: Stay ahead by embracing AI-powered marketing, advanced analytics tools like Google Data Studio and Tableau, and automation platforms to optimize campaigns and maximize efficiency.
3. Share Your Expertise: Mentor junior marketers, write thought leadership articles, or speak at industry conferences. Sharing what you’ve learned elevates your credibility and helps grow the next generation of marketers.
4. Pursue Advanced Education: Consider pursuing a degree like an MBA with a digital marketing focus or certifications from institutions. Advanced education can sharpen your strategic mindset and position you as an industry leader.
5. Stay Ahead of Trends: Follow trusted sources like HubSpot, SEMrush, and the American Marketing Association to stay ahead of emerging trends, such as influencer marketing, voice search optimization, and interactive content.

Digital marketing offers countless opportunities to learn, grow, and lead. Whether you’re starting at square one or striving to take the next big step, success comes from staying curious, building skills, and applying what you learn to real-world challenges.

From foundational skills to leadership roles, this field invites you to combine strategy, creativity, and innovation. The possibilities are boundless—and the impact you make can be, too.

Start or Advance Your Digital Marketing Career Today

Digital marketing is a dynamic field with endless opportunities for creativity, strategy, and growth. Whether you’re interested in content marketing, social media marketing, or becoming a digital strategist, the right skills and tools can set you on a successful career path. Ready to explore a career in digital marketing? 

Start by building your skills, gaining experience, and joining the exciting world of digital marketing.