What Does a Digital Marketer Do Daily?

Digital marketing specialists are the most in-demand digital marketing jobs, according to LinkedIn. But what exactly does a digital marketer do each day? Also called digital marketing associates or digital marketing officers, digital marketers are all-around generalist digital marketing professionals. In other words, they do a little bit of everything.

There are more specialized digital marketing jobs such as SEO specialists, content marketers, social media managers, digital copywriters, PPC specialists, and the like. But the most common job is that of a digital marketer. If you are planning a career in digital marketing, note that this is an entry-level position that requires 1-3 years of experience. But fresh college graduates or career shifters can also apply for this job.

Digital marketers are paid well, with the average annual digital marketer salary in the Php300k to Php400k range. The more experience they have, the more lucrative a digital marketing career is (for example, digital marketers can earn more than Php1 million a year).

Is digital marketing a good career? You bet! Now, you may be curious about what a typical digital marketer does on a daily basis? We browsed through numerous job listings and job descriptions for digital marketers in the Philippines and summarized everything below.

Planning

Most likely, you’ll be working with the marketing head, who is also, most likely, not an expert in digital marketing. Most marketing directors are educated and experienced in traditional marketing, like TV and print advertising and PR, but not in digital marketing. That’s what a digital marketer is for. You’re expected to be highly knowledgeable in digital marketing such that you’ll be able to set the direction for the company.

• Conduct research. You should be on top of consumer trends and behaviors, especially when it comes to online. You also need to do keyword research and social listening to determine what content to create and to rank higher in search engines. And you have to do competitor research to find out how to beat the competition.
• Formulate your digital marketing strategy. This is a tall order. You need to clearly understand where the company is by conducting digital audits and where it should go. This involves identifying digital channels to focus on and planning digital marketing campaigns.
• Keep up to date. Part of your job is to stay on top of industry trends, such as algorithm changes, new technologies, emerging platforms, and best practices. Your company depends on you to know these things!

Content Creation

Interestingly, most job descriptions for digital marketers involve creating content. This means mainly text-based content, graphics such as photos and images, and videos. For larger organizations, you’ll be working with a team of designers, developers, and writers, or coordinating with agencies or freelancers. But for SMEs, you’re a one-person team.

• Write content. As a digital marketer, you are expected to write copy for your website, digital ads and, email campaigns. And you’ll be creating content for your company blog, social media pages, and email newsletters.
• Proofread and edit. Part of the job is editing content, including your own and those of other team members.
• Manage content calendars. Creating content is a weekly, almost daily, task. This requires a constant supply of content ideas. A content calendar is a clear plan of what, where, and when to post content on your website, social media, etc.
• Design visuals and marketing materials. We’ve seen job listings for digital marketers that require creating graphics and collaterals. But even if you’re not expected to create visuals and videos yourself, you still need to have a strong aesthetic taste that’s on-brand. And yes, you’re also responsible for creating and sticking to brand design guidelines.
• Collaborate with designers, developers, and writers. Lucky you! If your company is large enough to hire these professionals, your job is to work with them. You give them creative briefs and make sure they execute well, on time, and within budget.

Campaign Execution

If you’re in a small team or you’re a one-person team, not only do you need to plan your digital marketing campaigns, you also need to implement them. This requires more technical skills because you’ll be using advertising platforms such as Google Ads and Facebook Ad Manager and other digital marketing tools such as email service providers (ESP) like MailChimp, customer relationship management (CRM) software like Salesforce, and content management systems (CMS) such as WordPress.

• Implement an SEO strategy. Search engine optimization (SEO) ensures your target customers can find you when they search for certain keywords online. Your job as a digital marketer involves optimizing your website, which requires some technical knowledge.
• Run digital ads. Usually, companies have digital agencies that plan, run, and monitor their digital advertising campaigns. But there are cases when you are asked to execute pay-per-click (PPC) and search ads on Google Ads, banner ads on Facebook or Instagram, or video ads on YouTube or TikTok.
• Maintain and update the website. We’ve also seen job descriptions for digital marketers where they’re expected to update the company website, fix technical errors, and optimize it for conversions.
• Work with agencies and vendors. For mid-to-large-sized enterprises, you’ll most likely work with digital agencies and freelancers and not run digital campaigns yourself. However, you’re expected to be on top of things.

Conversions

Yes, you are not a cost center. You are expected to be a profit center. Companies hire digital marketers expecting an ROI from their digital presence and campaigns. For some, such as those selling products online, they want online revenue. For others, they want some other form of conversion, which is usually qualified leads that salespeople can then contact to try to convert them into customers.

• Generate leads. This is a common goal for digital marketing. Often, website, email, and social media content and campaigns will lead prospects to download a brochure or ebook, sign up for a webinar, get a coupon, or book a demo or appointment. It’s your job as a digital marketer to generate leads for your sales team.
• Drive sales. If your company sells its products online or sells bookings or tickets, then you’re expected to drive sales through your digital channels. Pressure!

Analytics

Another critical job responsibility for a digital marketer is to analyze the effectiveness of your company’s digital marketing initiatives, including content and campaigns. It involves tracking metrics, preparing regular reports, generating new insights, making changes and running tests, and presenting to the higher-ups in your organization.

• Identify KPIs. You should know what key performance indicators (KPIs) and metrics your company should measure. They’re the basis for determining if you’re successful at your job or not.
• Track and monitor data and campaign performance. This involves checking, logging, and summarizing data from your website such as time on site and conversions, your social media such as reach and engagement, your SEO such as rankings and traffic, your PPC ads such as cost per click (CPC) and conversions, and your email campaigns such as open and click-through rates.
• Analyze and report. Your job is not just reporting the data. It’s to analyze it and generate insights about your customers, content, and campaigns. Management and your sales and marketing teams should be able to act on what you report.
• Iterate. You also need to continuously improve your content and campaigns based on what the data tells you. This also requires you to run tests and experiments on what elements of your campaign or website work or resonate with your customers.

OK, now you’re getting freaked out! Yes, it seems like a LOT of work. But remember, it depends on the company doing the hiring. If it’s a large company, then you’re not going to do ALL these things since you’ll be working with other teams or agencies. And if it’s a smaller company, then you are expected to do MOST of these things. But smaller businesses may have simpler requirements.

Whether you are just starting out as a digital marketer or have a few years of experience, getting trained in all areas of digital marketing will make you more knowledgeable, more confident, and more credible.

You’d be surprised how many experienced digital marketers still don’t know many things about digital marketing. That’s because they rely mainly on their experience or what’s been taught to them at work.

If you want to have an edge, be the recognized expert at work, or just get your foot in the door, consider enrolling in our internationally recognized and industry-validated digital marketing certification program. It will give you the knowledge and skills that you need to be a highly successful digital marketer.