• Facebook
• Instagram

In today’s digital-first world, businesses live and breathe online. Whether you’re scrolling through Instagram, Googling a product, or clicking on an ad, there’s a good chance a digital marketer had a hand in making that experience happen. But what exactly does a digital marketer do? And why is their role so crucial for businesses of all sizes?

If you’re an aspiring digital marketer, a business owner looking to hire one, or just someone curious about the field, this blog is for you. We’ll break down the role, responsibilities, and skills of a digital marketer, share real-world examples (including insights from Reddit), and answer the burning question: Do you need a degree or certification to become one? Let’s dive in!

Who Is a Digital Marketer?

First, we need to understand what Digital Marketing is. According to Wikipedia, Digital marketing is simply the component of marketing that uses online channels to promote products and services. Digital marketing encompasses a wide range of online activities aimed at promoting products or services.

At the core of Digital Marketing, a digital marketer is someone who promotes a brand, product, or service using online channels. Think of them as the bridge between businesses and their target audience in the digital space. They use tools like social media, search engines, email, and websites to connect with potential customers and drive results—whether that’s brand awareness, website traffic, or sales.

But here’s the thing: digital marketing is a broad field. A digital marketer’s role can vary depending on the company, industry, and specific goals. Some focus on creating content, while others specialize in data analysis or paid advertising. Let’s break it down further.

Key Digital Marketing Skills and Responsibilities

Digital marketing is one of the most dynamic and fast-paced industries today. With new tools, platforms, and trends emerging constantly, digital marketers need to stay ahead of the curve. But what skills are essential to thrive in this field? Whether you’re an aspiring marketer, a business owner, or just curious about the profession, here’s a breakdown of the top digital marketing skills you need to master.

1. Video Marketing: The Power of Visual Storytelling

Video marketing is no longer optional—it’s a necessity. According to Wyzowl, 91% of businesses use video as a marketing tool, and 88% say it’s a critical part of their strategy. Platforms like YouTube, TikTok, and even Google Search are prioritizing video content, making it a must-have skill for digital marketers. Social Sheperd reports that Video marketing has increased by 41% since 2016, with 91% of businesses using it in 2024.

Key Skills for Video Marketing:

• Scriptwriting: Crafting engaging and concise scripts that resonate with your audience.
• Editing: Using tools like Canva, Adobe Premiere, or CapCut to create professional-quality videos.
• Platform Knowledge: Understanding how to optimize videos for different platforms (e.g., vertical videos for TikTok, longer-form content for YouTube).
• Analytics: Tracking video performance metrics like views, engagement, and click-through rates.

Experiment with short-form videos (e.g., TikTok or Instagram Reels) to boost engagement. For example, create quick product demos or behind-the-scenes content to humanize your brand.

2. SEO & SEM: Driving Traffic Through Search Engines

Statistics from Social Sheperd show that Advertisers spent £13.1 billion on paid search ads in the UK during 2022, a 13% increase from 2021. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are the backbone of any successful digital marketing strategy. While SEO focuses on organic rankings, SEM involves paid ads to drive traffic. Together, they ensure your brand is visible to the right audience at the right time.

Key Skills for SEO & SEM:

• Keyword Research: Identifying high-value keywords that align with your audience’s search intent.
• On-Page Optimization: Crafting meta titles, descriptions, and headers that improve search rankings.
• Link Building: Earning backlinks from authoritative sites to boost domain authority.
• Ad Campaign Management: Setting up and optimizing paid campaigns on Google Ads or Bing Ads.

3. Content Marketing: Crafting Stories That Convert

Content marketing is all about creating valuable, relevant, and consistent content to attract and engage your target audience. From blogs and ebooks to infographics and podcasts, content is the fuel that drives digital marketing efforts.

Key Skills for Content Marketing:

• Copywriting: Writing compelling headlines, blog posts, and social media captions.
• AI Tools: Leveraging tools like ChatGPT or Gemini for content ideation and drafting (but always adding a human touch!).
• Content Strategy: Planning and executing a content calendar that aligns with business goals.
• Audience Research: Understanding your audience’s pain points and creating content that addresses them.

Repurpose content across platforms. For example, turn a blog post into a carousel for Instagram or a video script for YouTube.

4. Data & Analytics: Turning Numbers into Insights

Data is the backbone of digital marketing. Without analytics, you’re essentially flying blind. Marketers need to track performance metrics, analyze consumer behavior, and use data to optimize campaigns. “66% of marketers increased their company’s credibility and trust through digital marketing tactics.”

Key Skills for Data & Analytics:

• Google Analytics: Tracking website traffic, bounce rates, and conversion rates.
• Social Media Insights: Monitoring engagement, reach, and follower growth on platforms like Instagram and LinkedIn.
• A/B Testing: Experiment with different ad creatives, email subject lines, or landing pages to see what works best.
• Reporting: Creating clear and actionable reports to share with stakeholders.

Set up custom dashboards in Google Analytics to track the metrics that matter most to your business.

5. AI: The Future of Digital Marketing

Artificial Intelligence (AI) is revolutionizing the way marketers work. From automating repetitive tasks to personalizing customer experiences, AI is a game-changer. According to a DMI survey, 64% of employers are more likely to hire someone with AI certification.

Key Skills for AI in Marketing:

• Prompt Engineering: Writing effective prompts for AI tools like ChatGPT to generate content ideas or drafts.
• Automation: Using AI to streamline workflows, such as email marketing or social media scheduling.
• Personalization: Leveraging AI to deliver tailored experiences, like product recommendations or dynamic ads.
• Ethics: Understanding the ethical implications of AI, such as data privacy and bias.

6. PPC: Paying for Performance

Pay-per-click (PPC) advertising is a quick way to drive traffic and generate leads. Whether it’s Google Ads, Facebook Ads, or LinkedIn Ads, PPC allows you to target specific audiences and measure ROI in real time. “58% of consumers in the U.S. have made a purchase after viewing a social media ad.”

Key Skills for PPC:

• Keyword Bidding: Setting competitive bids to maximize ad visibility.
• Ad Copywriting: Crafting compelling ad copy that drives clicks.
• Landing Page Optimization: Designing high-converting landing pages that align with ad messaging.
• Budget Management: Allocating budgets effectively to maximize ROI.

Use Google’s Performance Planner to forecast how changes to your budget or bids might impact your campaign performance.

7. UX: Designing Seamless Customer Journeys

User Experience (UX) is critical to digital marketing success. A poorly designed website or app can drive customers away, no matter how great your ads or content are.

Key Skills for UX:

• Wireframing: Sketching out the layout of a webpage or app.
• Usability Testing: Gathering feedback from users to identify pain points.
• Consistency: Ensuring branding and messaging are consistent across all touchpoints.
• Mobile Optimization: Designing for mobile-first experiences, as most users browse on their phones.

It is instructive to note that “55% of the global market share comes from mobile devices,” making mobile optimization essential. Use tools like Hotjar to visualize how users interact with your website and identify areas for improvement.

Roles and Responsibilities of Digital Marketers from Reddit Users

Below are insights from experienced digital marketers who shared their day-to-day responsibilities and required skills on Reddit.

Managing Paid Advertising Campaigns

According to WarmBerry, a Director of Digital Marketing at a mid-size agency, a key part of digital marketing is running pay-per-click (PPC) campaigns on platforms such as Google Ads, Bing, YouTube, Facebook, and LinkedIn. Their team members, sometimes called ads specialists or strategists, are responsible for:

• Building and optimizing ad campaigns using different tools.
• Analyzing ad performance and making data-driven adjustments.
• Reporting results to clients and discussing improvements.
• Researching new trends and strategies, as digital marketing is constantly evolving.

Newcomers don’t necessarily need a degree, but analytical thinking, attention to detail, adaptability, and consumer behavior understanding are essential skills.

Understanding Consumer Needs and Market Insights

FranticToaster describes digital marketing as “marketing with the benefit of robust measurement.” A large part of the job is about understanding what consumers need to hear and where they need to hear it. When done right, marketers spend 80% of their time analyzing market insights and 20% scheduling media buys and justifying campaigns to leadership.

However, when misunderstood within an organization, marketing efforts may become more about producing content than achieving real results. As they put it:

“Oh shit. No leads whatsoever. But look at all those pageviews! I guess this was an awareness campaign, huh?”

Paid Social Media and Programmatic Advertising

EffrumScufflegrit, a digital advertiser specializing in paid social and programmatic ads, highlights responsibilities such as:

• Creating targeting strategies for platforms like Facebook, LinkedIn, Twitter, and Reddit.
• Managing different campaign types (awareness, consideration, conversion).
• Writing creative briefs and working with subcontractors.
• Using reporting tools like Domo and Super Metrics to analyze performance.

Content Marketing and SEO

A B2B in-house digital marketing manager shared that their role is more focused on content and SEO rather than PPC. Their daily tasks include:

• Optimizing existing content to improve search rankings.
• Tracking organic traffic and keyword performance.
• Maintaining the company’s website and planning social media content.

They emphasize that a large portion of the job is planning and strategizing, while the rest is content creation.

Marketing Analytics and Data Tracking

Nate909page, a Marketing Analytics Manager, focuses primarily on:

• Using Google Marketing tools like Google Analytics, Google Tag Manager, and Google Data Studio.
• Tracking and analyzing key performance indicators (KPIs) to measure campaign success.
• Helping businesses optimize their digital marketing strategies based on data insights.

Similarly, data_dude91 sums up digital marketing as:

“Marketing based on the concept of ‘if you can’t track it, don’t do it.’”

This highlights the importance of data-driven decision-making in digital marketing.

Do You Need a Degree or Certification to Be a Digital Marketer?

Well, it depends. Let’s break it down:

Degrees

While a degree in marketing, communications, or business can provide a solid foundation, it’s not a must-have. Many successful digital marketers come from diverse backgrounds, including journalism, design, and even STEM fields.

Certifications

Certifications can give you a competitive edge, especially if you’re just starting out. Some popular ones include:

• Google Ads Certification: For mastering paid advertising.
• HubSpot Content Marketing Certification: For learning content strategy.
• Facebook Blueprint: For understanding social media advertising.

Self-Taught Route

The beauty of digital marketing is that you can learn a lot on your own. Free resources like blogs, YouTube tutorials, and online courses (e.g., Coursera, Udemy) make it accessible to everyone. Many digital marketers start by experimenting with their own blogs, social media accounts, or freelance projects.

How to Become a Digital Marketer

If you’re inspired to start a career in digital marketing, here’s a step-by-step guide:

1. Learn the Basics: Take free or paid courses on SEO, social media, and content marketing.
2. Build a Portfolio: Start a blog, manage social media accounts, or run ads for a small business.
3. Get Certified: Consider earning certifications to boost your credibility.
4. Network: Join online communities (like Reddit’s r/marketing) and attend industry events.
5. Stay Curious: Follow industry blogs, podcasts, and influencers to stay updated.

Ready to Elevate Your Digital Marketing Game?

Digital marketing is no longer just an option—it’s a necessity for businesses looking to thrive in today’s competitive landscape. Whether you’re an aspiring marketer eager to break into the industry, a business owner seeking to boost your online presence, or simply someone curious about the power of digital strategies, the skills and insights shared in this blog are your roadmap to success.

From mastering video marketing and SEO to leveraging the latest AI tools and crafting data-driven campaigns, the opportunities in digital marketing are endless. But here’s the thing: you don’t have to navigate this journey alone.

At Kodachi Digital Marketing, we specialize in helping businesses like yours achieve their goals through tailored, results-driven strategies. Whether you need help with social media management, content creation, paid advertising, or data analytics, our team of experts is here to guide you every step of the way.

Why Choose Kodachi Digital Marketing?

• 📌Proven Expertise: We stay ahead of the curve with the latest trends and tools in digital marketing.
• 📌Custom Strategies: No two businesses are the same, and neither are our solutions. We create personalized plans to meet your unique needs.
• 📌Transparent Results: We believe in data-driven decisions and provide clear, actionable insights to track your success.
• 📌Dedicated Support: Your growth is our priority. We’re here to answer your questions, solve challenges, and celebrate your wins.

Let’s Grow Together

Ready to take your digital marketing to the next level? Whether you’re looking to increase brand awareness, generate more leads, or boost sales, Kodachi Digital Marketing has the expertise to make it happen.

Contact us today for a free consultation and let’s start building a strategy that delivers real results. Your success is just one click away!

📧 Email: contact@kodachidigital.com
📞 Phone: +234 (707) 033-6487
🌐 Website: https://kodachidigital.com/contact

Don’t wait—your competitors aren’t. Let’s create something extraordinary together! 🚀

Got questions or thoughts? Share them in the comments below—I’d love to hear from you!

Checkout SImple Learn for an amazing explainer on Digital Marketing; Digital Marketing in 5 minutes

Sources

Fiverr Pro Survey on Freelancing in Marketing

Reddit

Social Shepherd

Wyzowl Video Marketing Statistics 2024

DMI Research on Digital Marketing Skills

Forbes Advisor on Content Marketing Effectiveness

Google Analytics Help Center

HubSpot Academy AI Certification

MarketingSherpa Survey on Traditional vs. Digital Marketing