This post was written by Samantha Condliffe – Digital Marketing Exec at Infinities Designer Menswear.
Graduates with marketing degrees often don’t realise just how many different roles are available to them, especially down the digital route. This is because huge developments in technology and culture have completely changed the landscape of marketing over the past ten years, creating a demand for a whole host of new roles which are not yet being taught in our education system.
Each role within digital marketing is vastly different, requiring a different set of skills and a different type of individual.
In this post I will run through the main digital marketing roles in order to help you determine which is most suitable for you.
PPC is short for ‘pay per click’. PPC adverts are placed on the results page of search engines such as Google or Bing with the aim of driving traffic to your website which will then convert into a sale or another form of conversion for non-e-commerce sites. A PPC exec will carefully chose the search terms which ads are visible for and bid on those terms. This role requires somebody with a mathematical and analytical mind to ensure that the company achieves the highest possible return on investment.
SEO stands for ‘search engine optimisation’ which refers to the process of developing a website to become naturally visible in search engine results pages. Again the aim of this is to increase traffic to your site and in turn increase conversions. To rank well an SEO exec needs to ensure the website is technically well built as well as providing all of the information the user desires from their search, presented in an easily digestible manner. This role mixes technical web knowledge with creativity and is therefore great for anyone who wants variation in their job.
Affiliate markers place adverts on third party websites in order to attract people to their website and increase conversions. They carefully chose websites which have a cross over in target audience and agree commission rates with the sites. This role demands somebody with great communication skills as well as string maths and analytical skills.
If you are a little more creative and have some design skills then email marketing may be for you. The role includes creating great looking emails using ‘subliminal’ marketing tactics to be sent out to a database of subscribers. The end goal is to get people to take a particular desired action off the back of reading the email, whether that is to visit your website, make a purchase, sign up to an event, enter a competition and so on. You will also need some degree of analytics to review what tactics provide the best results.
The usage of social media has grown rapidly over the last few years providing companies with a means of speaking directly with a huge proportion their target audience on a regular basis. The majority of companies with an online presence include social media in their overall marketing strategy. This role is really popular with outgoing and creative people although it does also require some degree of analysis to define a strategy which achieves a constant increase in followers, likes, shares etc.
If there is more than one role which you would like to pursue or you don’t want to limit yourself to one area then you will be glad to know that some companies combine two roles together. For example you may see some adverts for SEO/PPC exec where time is split between the two or alternatively you could opt for a digital marking assistant role where you will gain a small amount of experience in each area and then go on to decide which area you wish to specialise in.