Careers in Digital Marketing
Technological advances over the years have had a profound effect on how businesses operate, especially when it comes to marketing. There are several areas of specialization within the field of digital marketing, and some of these include digital marketing manager, Internet marketing specialist and digital sales manager. Here they are, at a glance:
| Digital Marketing Manager | Internet Marketing Specialist | Digital Sales Manager | |
|---|---|---|---|
| Career Overview | Marketing managers direct staff and use market research to generate consumer interest in a product or service. | Market research analysts follow and forecast trends, collect data, write reports and present findings to department heads and clients. | Sales managers coordinate with dealers and distributors while managing sales teams. |
| Education | Bachelor's degree | Bachelor's degree, but a master's degree is often preferred | Bachelor's degree |
| Program Length | Four years full-time | 4-6 years, including the master's degree | Four years full-time |
| Certification | None | Voluntary | None |
| Experience Requirement | 1-2 years of experience in sales, advertising or marketing | 1-2 years of experience in sales, business or marketing | 1-5 years of experience as a sales representative or purchasing agent |
| Job Outlook (2014-2024) | 18,200 additional jobs expected (9% increase) | 92,300 additional jobs expected (19% increase for all market research analysts) | 19,000 additional jobs expected (5% increase) |
| Median Salary (2014) | $63,291 (Jan. 2016)** | $40,616** | $110,660* |
Sources: *U.S. Bureau of Labor Statistics, **PayScale.com
Digital Marketing Manager
Marketing managers are responsible for generating consumer interest in products and services through marketing plans and advertising campaigns. They also developing pricing strategies and oversee activities of the marketing department. Most professionals work in offices, and this job can be stressful as deadlines approach. It is typical for digital marketing managers to work with email marketing, e-Commerce, media campaigns and social media. Employment in this field is growing about as fast as average compared to other occupations, and there is strong competition.
Requirements
Marketing managers must typically have at least a bachelor's degree, as well as work experience in marketing, promotions and advertising. Courses in digital marketing strategy, social media analytics, new media and privacy law will prepare you for this career field. A background in SEO and SEM, as well as mobile marketing are beneficial. Neither certification nor licensure is required.
In November 2012, some employers of digital marketing managers were looking for the following:
- A power management company in Michigan wants to hire a digital marketing manager with a bachelor's degree in journalism, computer science, advertising, communications or business. A master's degree in a relevant field is preferred, as is certification and training in project management. At least five years experience with marketing or information technology is essential, and this position requires occasional travel.
- A telecommunications company in Kansas wants to hire a digital marketing manager with at least five years experience in marketing a technology brand. Candidates must have experience with social media, representing a company's Web presence and developing digital marketing strategies and campaigns.
- In Ohio, a women's fashion retailer wants to hire a digital marketing manager with a bachelor's degree in marketing, communications or business and at least five years experience in digital marketing. Web marketing experience is essential. Responsibilities include overseeing digital strategic direction, analyzing program performance, conducting online metric analysis, assisting with search engine optimization programs and strategizing Web design and content development.
Standing Out
To stand out as a digital marketing manager, you should consider earning an advanced degree in this field. Internships could also help you gain a better understanding of how social media, email marketing and social networks play an increasingly important role in today's business world. An understanding of coding, Web design and application development would also be beneficial.
Internet Marketing Specialist
Market research analysts and marketing specialists study data and trends to determine potential sales of products and services. Typical duties include collecting data, analyzing consumer behavior, writing reports and forecasting trends. Professionals are also expected to translate their findings into easy to understand presentations for clients. Most professionals work full-time in offices and alone at a computer. Internet marketing specialists work specifically with digital media analytics, data mining, SEO and SEM efforts and website analytics.
Requirements
Marketing specialists need at least a bachelor's degree in market research, computer science, statistics or mathematics. Still, employers prefer to hire candidates with a master's degree in business administration, market research or statistics. Internships and work experience in sales, marketing or business are highly recommended. Certification is voluntary through the Marketing Research Association. The Professional Researcher Certification (PRC) can be earned through membership to the association and by passing a qualifying examination after completing three years of relevant work experience. The designation must be renewed every two years, and continued education courses are required.
In November 2012, some employers of Internet marketing specialists were looking for the following:
- A hotel group in Connecticut wants to hire an Internet marketing specialist with a bachelor's degree and three to five years experience with website development. Marketing experience is preferred. Responsibilities include writing HTML and PHP code, managing social media, navigating SEO and SEM marketing and using Photoshop.
- A specialty retailer in New Hampshire wants to hire an Internet marketing specialist with a bachelor's degree in marketing or business and two to three years of experience in eCommerce marketing and paid search. Duties include managing campaigns, overseeing profitability, testing ad copy, using data feed optimization and expanding business processes by taking on new partners.
- In New Jersey, a healthcare services website is seeking an Internet marketing specialist with three to five years experience in Internet marketing. Knowledge of SEO, public relations, Web and graphic design and healthcare marketing is preferred. Candidates must provide a portfolio of Internet marketing campaigns and demonstrate competence in all forms of social media.
Standing Out
To stand out as a marketing specialist, you should pursue an advanced degree related to digital marketing research and strategy. In addition, completing multiple internships to gain experience with social media platforms, consumer advocacy, media campaigns and eCommerce are highly recommended. You can also gain an edge over the competition by learning graphic and Web design, as well as how to use open source innovations effectively.
Digital Sales Manager
Sales managers set goals, train and manage staff, analyze data and monitor trends. In addition, professionals ensure quality customer service, monitor expenditures, determine discount rates and coordinate business transactions with dealers and distributors. Digital sales managers must be familiar with website management, managing mobile subscriptions, building an online audience, using eCommerce strategies and conducting media campaigns. Professionals typically work full-time, although long hours are common.
Requirements
Sales managers need a bachelor's degree and work experience as a sales representative. Some employers prefer candidates with a master's degree in a relevant field, but work experience is typically required to advance to the role of manager from sales staff. Neither licensure nor certification is required in this profession.
In November 2012, some employers of digital sales managers were looking for the following:
- In Alaska, a bookseller wants to hire a digital sales manager with two or more years experience in retail management and electronics. Duties include selling digital products, managing the daily operations of the department, delivering excellent customer service, modeling selling behavior and driving sales.
- A media and entertainment company wants to hire a digital sales manager to work at an office in Houston, Texas. Candidates must have a bachelor's degree and at least five years of experience in sales. Responsibilities include maximizing revenue growth, directing client decision makers, managing online advertising strategies and developing selling proposals.
- In Connecticut, a media services company wants to hire a digital sales manager with three to five years of outside sales experience in digital media, with one to two years spent in a leadership role. Duties include leading the advertising management team, exceeding revenue expectations, making presentations and working with social media.
Standing Out
To stand out as a digital sales manager, you should gain valuable work experience through internships and entry-level positions as purchasing agents or sales representatives. In addition, business-to-business sales are growing faster than business-to-customer sales due to online shopping; therefore, you should work on developing a corporate background. Experience with social media platforms, brand management, privacy law and digital media are essential if you are to have an edge in this field.
