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Careers in digital marketing

29th November 2017


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Careers in digital marketing

Are you passionate about all things digital? Do you live for social media, love quirky brand videos and exciting blogs?

A career in digital marketing could be the perfect opportunity for you. Maybe you’re a skilled writer, and you fancy your hand at becoming a digital copywriter? Or – if you’re fanatical about Facebook and Twitter – landing one of the industry’s coveted social media jobs could be right up your street.

But what is digital marketing? And how can you start to find your place in this industry?

What is digital marketing?

Marketing promotes products and services using newspaper advertising, PR, brochures and magazines. Digital marketing offers a way to reach people using channels such as social media, email newsletters, websites and search engines (such as Google).

What digital marketing jobs are available?

In the world of digital marketing, there is a range of jobs available:

Search engine optimisation

Search engine optimisation, also known as SEO, is used to help a website or web page appear towards the top of a search results page (so the page listings you see when you Google something).


A digital copywriter specialises in writing for digital media. This can include writing blog articles, website pages and online adverts.

A digital copywriter may also be responsible for researching popular key words, to figure out what words and phrases people type into search engines. These key words are then included on website pages to help them appear in search results.

Social media

Social media jobs are fun, creative roles – coming up with ideas for campaigns and managing social media accounts. They also require analytical skills such as researching relevant audiences, looking at data to see how your content has performed and using this information to help create and schedule new content.

If you are interested in social media jobs, some creative flair will go a long way, as you may be required to create your own content. Some roles in social media may require the ability to use Photoshop or similar design software, such as InDesign. They may also require strong copywriting skills or video editing skills.

Pay per click

Pay per click (PPC) managers create and monitor advert campaigns within Google.

Agency or in-house?

You can work in a digital marketing role for an agency or in-house. In a digital marketing agency, you provide services for a range of clients from small businesses to large companies. Working in-house, you are employed by one company or organisation and are often part of the wider communications team.

Agency roles are usually more specialised with a focus on one aspect of digital marketing, but working for different clients provides variety. In-house roles tend to include a broader range of responsibilities, so you’re more likely to work across different areas of the digital marketing mix.

How do I get a job in a digital marketing agency?

There is no set route to a career in digital marketing. A marketing degree or other relevant degree may help you get on-board with a digital marketing agency but is not essential.

Digital marketing agencies may take on digital marketing apprentices or graduate trainees from a range of subjects, but will always be on the lookout for someone with a can-do attitude.

Work experience is vital too, so it pays to build a portfolio of work in order to show your passion and commitment. Try approaching small marketing companies and digital marketing agencies in your local area and ask if they will allow unpaid work or summer placements. Your college or university may also have a website or magazine run by students, which is a great way to gain experience.

Skills required to get a digital marketing job

When it comes to digital marketing jobs, it helps if you have the following skills:

  • Creativity: with advertising, it is important to be able to reach out and grab the attention of your potential audience, through written content or images.
  • Analytical mindset: even though you might create eye-catching campaigns, it is important that you can analyse data and look into how well your content is performing.
  • Time management: especially when you are working within a digital marketing agency, it is important that you are able to track your time and stick to tight deadlines.
  • Willingness to learn: digital marketing is changing all the time, so it is important to keep on top of new developments.

Social media channels such as Twitter and LinkedIn are fantastic platforms to showcase your digital skillset and a place where you can build an online portfolio. Make sure you are active on social media; follow companies, comment on posts, write your own blogs and share articles that are industry relevant.

There are plenty of resources online that are available for you to widen your digital marketing knowledge, for example, digital organisations such as Hubspot and Moz have fantastic, up-to-date industry news and information. If you want to boost your skills and develop your talent read our blog here.