In today’s fast-paced digital landscape, the career choices we make are more critical than ever. With the rise of digitalisation across industries, the field of digital marketing has emerged as a promising career option. But is digital marketing a good career choice? Let’s delve into the complexities and opportunities that this dynamic field offers.
If your interested in learning about how to break into the digital marketing industry you can check out our article about landing your first job.
Maybe you are looking to start up on your own – well we have an article that explores how to land your first client.
Embracing Sustainability in Marketing Practices
Digital marketing has become an integral part of modern business strategies, aligning with the increasing focus on sustainability in marketing practices. Research highlights the importance of sustainable human resource management and careers, emphasising the need for sustainable career paths in contemporary career thinking (Vos & Heijden, 2017). The evolving nature of digital marketing offers opportunities for individuals to craft careers that are not only financially rewarding but also environmentally and socially responsible.
Salary and Working Hours in Digital Marketing
Digital marketing offers competitive salaries and flexible working hours, making it an attractive career choice for many professionals. The expected salary varies depending on factors such as experience, skills, and location. According to Prospects (n.d.), typical entry-level salaries for positions such as digital marketing assistant range from £22,000 to £25,000. As a digital marketing officer or executive, with a few years’ experience, you can expect to earn in the region of £22,000 to £28,000. In a more senior management role, such as digital marketing manager, you could earn up to £48,000. Some digital marketing agencies and private sector companies offer bonuses, private healthcare, and additional benefits packages.
The working hours in digital marketing are typically 37 to 40 hours per week, although hours may increase during large-scale marketing campaigns and project work. Part-time work is available, and short-term contracts are also available, generally through recruitment agencies.
Navigating Career Challenges in the Digital Era
Career challenges in the digital era are viewed through various lenses, including sociotechnical systems and career adaptability. Sociotechnical systems perspectives emphasise the importance of sustainable careers in adapting to the complexities of modern work environments (Curşeu et al., 2020). Assessing and developing career adaptability is identified as a critical challenge, given the turbulent nature of global labour markets (Dries et al., 2012). However, with the right skills and mindset, individuals can navigate these challenges and thrive in digital marketing careers.
Exploring Scope, Opportunities, and Challenges
The scope of digital marketing is vast, offering opportunities for individuals to specialise in areas such as search engine optimisation, social media marketing, content marketing, and more. Digital marketers use a variety of digital marketing methods to communicate with customers and promote sales and activities. Commonly used techniques include social media marketing, search engine optimisation (SEO), pay-per-click (PPC) campaigns, mobile marketing, and affiliate marketing (Prospects, n.d.). While digital marketing presents unique challenges, including staying abreast of evolving trends and technologies, it also offers immense potential for career growth and advancement.
In order to understand whether the career is right for you we have made the tables below that show you what your daily activities might look like.
Types of Digital Marketing Techniques
| Technique | Description |
|---|---|
| Social Media Marketing | Developing a distinct online presence by attracting high numbers of internet followers through social media channels such as Facebook, Twitter, YouTube, and Instagram. |
| Search Engine Optimisation (SEO) | Developing strategies to increase the number of visitors to a website by achieving high-ranking placements in search results. |
| Pay-Per-Click (PPC) Campaigns | Sponsored online advertising paid for by the business to appear alongside non-paid search results. |
| Mobile Marketing | Includes app-based, in-game, location-based, and SMS marketing. |
| Affiliate Marketing | Where a business allows other businesses (affiliates) to sell products on their website. The affiliate is paid commission for each customer brought to the website by their own marketing strategies. |
Responsibilities of a Digital Marketer
| Responsibility | Description |
|---|---|
| Create and upload copy and images for the organisation’s website | Develop engaging content and visuals that align with the brand’s messaging and target audience. |
| Write and dispatch email marketing campaigns | Plan, create, and send out email campaigns to subscribers, aiming to drive engagement and conversions. |
| Provide accurate reports and analysis to clients and company management | Compile and analyse data from digital marketing campaigns to assess performance and demonstrate ROI to stakeholders. |
| Research new online media opportunities that may benefit the business | Stay updated on emerging digital trends and platforms, exploring potential opportunities for brand visibility and growth. |
| Design website banners and assist with web visuals | Create visually appealing graphics and assets for websites, ensuring a seamless and engaging user experience. |
| Communicate with clients, affiliate networks, and affiliate partners | Maintain relationships with clients and partners, addressing inquiries, and providing support to ensure smooth collaboration. |
| Conduct keyword research and web statistics reporting | Utilise tools and analytics to identify relevant keywords and track website traffic, making informed decisions to enhance online visibility. |
| Contribute to social media engagement and brand awareness campaigns | Develop and execute strategies to foster engagement, increase brand awareness, and build a loyal online community across social media platforms. |
| Use web analytics software to monitor the performance of client websites | Monitor website metrics, such as traffic, engagement, and conversion rates, to assess performance and identify areas for improvement. |
| Contribute to company and industry blogs and manage e-communications | Produce content for blogs and newsletters, sharing insights and updates relevant to the industry and target audience. |
| Assist with paid media, including liaising with digital advertising agencies | Collaborate with advertising agencies to plan and execute paid media campaigns, ensuring alignment with marketing objectives and budget constraints. |
| Develop and integrate content marketing strategies | Create and distribute valuable, relevant content to attract and retain a defined audience, ultimately driving profitable customer action. |
| Keep up to date with current digital trends | Stay abreast of the latest developments in digital marketing, incorporating innovative strategies and technologies to maintain competitive advantage. |
| Manage the contact database and assist with lead generation activities | Maintain a database of contacts and prospects, implementing strategies to generate leads and nurture relationships throughout the sales funnel. |
| Negotiate with media suppliers to achieve the best price for clients | Secure favourable terms and rates for advertising placements, leveraging negotiation skills and market insights to maximise ROI for clients. |
Building Sustainable Career Paths
Crafting sustainable career paths in digital marketing requires individuals to adapt, develop psychological resources, and embrace digital transformation (Potgieter & Ferreira, 2022). The evolving nature of career development tools, such as career well-being scales, reflects the digital-era challenges faced by individuals (Coetzee et al., 2021). By leveraging digital storytelling in career counselling and customising online services, individuals can enhance their career decision-making self-efficacy (Khalijian et al., 2023).
Conclusion
In conclusion, digital marketing offers promising career opportunities for individuals willing to embrace the challenges and opportunities of the digital era. While navigating the complexities of the digital landscape may seem daunting, it also presents avenues for personal and professional growth. By staying informed, developing relevant skills, and embracing sustainability and digital transformation, individuals can build successful and fulfilling careers in digital marketing.
As you consider your career options, remember that the field of digital marketing is dynamic and ever-evolving. By embracing change and continuous learning, you can position yourself for success in this exciting and rewarding industry.
References
Coetzee, M., Ferreira, N., & Potgieter, I. (2021). Exploring the construct validity of the career well-being scale for its potential application as a career development tool in the coronavirus disease 2019 pandemic career space. African Journal of Career Development, 3(1). https://doi.org/10.4102/ajcd.v3i1.39
Curşeu, P., Semeijn, J., & Nikolova, I. (2020). Career challenges in smart cities: a sociotechnical systems view on sustainable careers. Human Relations, 74(5), 656-677. https://doi.org/10.1177/0018726720949925
Diéz‐Martín, F., Blanco‐González, A., & Prado‐Román, C. (2019). Research challenges in digital marketing: sustainability. Sustainability, 11(10), 2839. https://doi.org/10.3390/su11102839
Dries, N., Esbroeck, R., Vianen, A., Cooman, R., & Pepermans, R. (2012). Career adapt-abilities scale-belgium form: psychometric characteristics and construct validity. Journal of Vocational Behavior, 80(3), 674-679. https://doi.org/10.1016/j.jvb.2012.01.012
Hooley, T. (2012). How the internet changed career: framing the relationship between career development and online technologies. Journal of the National Institute for Career Education and Counselling, 29(1), 3-12. https://doi.org/10.20856/jnicec.2902
Khalijian, S., Pordelan, N., Khamsehzadeh, S., Askari, A., & Heydari, H. (2023). Customization and use of digital storytelling in providing online career counseling services to students with physical-motor disabilities: a mixed study. Education and Information Technologies, 28(9), 11351-11378. https://doi.org/10.1007/s10639-023-11658-z
Mishra, C. (2020). Digital marketing: scope opportunities and challenges.. https://doi.org/10.5772/intechopen.92329
Potgieter, I. and Ferreira, N. (2022). Psychological fortitude model for digitally mindset working adults. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.985749
Prospects (n.d.). Digital marketer job profile. Retrieved from https://www.prospects.ac.uk/job-profiles/digital-marketer
Vos, A. and Heijden, B. (2017). Current thinking on contemporary careers: the key roles of sustainable hrm and sustainability of careers. Current Opinion in Environmental Sustainability, 28, 41-50. https://doi.org/10.1016/j.cosust.2017.07.003
Xu, Z., Chin, T., & Cao, L. (2020). Crafting jobs for sustaining careers during china’s manufacturing digitalization. Sustainability, 12(5), 2041. https://doi.org/10.3390/su12052041
