A job in digital marketing is one which opens up a whole host of different paths, as it’s a question of developing the communication strategies of a company in the digital world we live in. This will include the management of social media channels (such as Twitter, Facebook, Instagram and Snapchat) in order to grow the brand and name of the company and develop its online presence.
Other strategies that are utilised by someone in digital marketing involve the use of Search Engine Optimisation (often abbreviated to SEO) and the development of shareable content – these two things increase the amount of web traffic going to a website by improving rankings on search engine listings and using clever, accessible content to make people want to visit the site.
Digital Marketing can also include the management of advertising campaigns for many organisations, and this can be used to increase web traffic even further. Ultimately, the strategy can deviate according to the company, but there is always space to leave your own stamp within the profession!
Salary & benefits
Digital Marketing Assistant salaries begin at just over the £16,000 a year mark but can be as high as £25,000, with graduate schemes salaries starting from between £18,000 and £30,000.
Once the progression to a Digital Marketing Manager has been achieved, you can expect a rise to over £40,000 (depending on the company and the experience within the industry) and Managing Digital Directors can earn above £70,000 per year. Depending on the company and the sector you’re in, benefits can include performance-related bonuses, as well as healthcare, lifestyle and transport benefits.
Typically, the role exists within the 9-to-5 framework of the working world, although because of the campaign-based nature of the job and the emphasis on social media drives, working hours may well increase during periods of the year.
However, because the role is digital, there is usually scope for flexible hours and working from home using simply a laptop and a mobile phone.
The profession is open to almost all graduates, but you would be expected to have excellent communication skills and an understanding of all things social media as a basic requirement for the job.
Most graduate schemes require a 2.1 degree but if you’ve got relevant, real-world experience then this can be a suitable replacement. If your degree isn’t vaguely related to the profession, you will almost certainly have to produce evidence that you have a strong online profile, through a blog or a related medium.
Training & progression
There’s a variety of different tools that are used to manage and influence digital content. Some of these will be familiar to the average user and some are more niche tools that will be taught on the job. Google Analytics and Double Click, as well as Facebook Insights for Pages are key to understanding the workings of websites and social media output, and there are further programs to modify and improve all other lines of communication.
Some companies will provide financial support to undertake certifications at institutions such as The Institute of Direct and Digital Marketing or the Chartered Institute of Marketing, which offer more formal training.
You would tend to begin in the industry in a junior role, as a Marketing Assistant, before progressing to a more managerial role once the relevant experience has been gained. To gain access to senior roles, further qualifications are often needed. Ultimately, at a director level the role becomes more about setting out strategy which is then implemented by others, showing how a hands-on role can become a strategic one over the course of time and experience.