Digital Marketing

What is Digital Marketing?

Digital Marketing is the umbrella term for all marketing activity carried out using digital technologies.

Digital marketing techniques can be executed across a range of platforms including; websites, apps, social networks, e-mail and mobile technology, with the aim of developing brand presence and increasing sales.

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What does Digital Marketing involve?

Managing the Website: company websites are the key component to promoting their products and services, its the job of the marketer to manage the website and make sure it is effective in promoting and selling products. Managing the company website is a day-to-day job and requires on-going research an development to ensure it stays ahead of competitors and continues to meet customer requirements by implementing the latest digital trends.

As well as managing the website it is also the role of the digital marketer to liaise with web developers and creative agencies to build websites and carry out maintenance as and when required.

Social media marketing has become integral to most digital strategies as a way of promoting products and services. Social Media offers businesses the opportunity to engage with their audience , grow their brand and manage their reputation online. Visit our Social Media page here.


Online advertising: it seems like almost everywhere you go on the internet there is some banner popping out at you or in the corner of a page and they didn’t get there by accident. Digital advertising is a billion pound industry and unlike traditional advertising viewers can click or respond to the advertising message creating an interactive and more engaging experience. The role of online advertising for the digital marketer often includes sourcing the correct digital advertising opportunities through research, developing advertising content and measuring the success of advertising campaigns.

Search engine optimisation (SEO): are the tools and techniques that affect the visibility of the website in search engine rankings. The more frequently the website appears on search engines the more chance you have of directing traffic to the website. Most digital marketers are expected to carry out some SEO work as part of their overall strategy usually around understanding the search terms potential customers are using to find your products, developing high quality content for the website, creating backlinks and developing a long-term strategy for SEO, because Google moves quickly and you don’t want to get left behind.


PPC is sometimes tied in with SEO but PPC is the paid element of your search engine presence. It involve paying to link your website to specific keywords related to your business in the hope that someone will click your link because of its prominent location. Like SEO, PPC is a role in itself, click here to find out more about working in pay per click.

Affiliate marketing involves three parties; the advertiser, the publisher and the consumer. the advertiser is a company selling products and the publisher is a business website that promotes these products, the consumer buys the products from the publisher and the money from the sale is then split between the business and publisher, with the publisher taking a smaller percentage for setting up the sale. Websites like moneysupermarket and quotations junction are affiliate websites.

What skills do I need to work in Digital Marketing?

There is an element of digital in all marketing professions now but to be an out and out digital marketer you really do need to be passionate about technology because its extremely fast paced. Ten years ago social media didn’t exist, twenty years ago YouTube was just an idea and with more new apps and platforms popping up each day the next big thing is just around the corner. Staying ahead of the game is half the challenge and being adaptable to the ever-changing requirements is essential to the digital world.

Ability to track the success of campaigns the crucial thing that separates digital from the rest of marketing. Now you have the ability to see how many times your advert has been clicked, or which pages on your website people visit most, you then have to take that information and make decisions about what to do next in your digital campaign. Being able to analyse and interpret digital data is important. Most Digital Marketers wills start by monitoring results on Google Analytics, check out our beginners guide to Google Analytics for a head start and familiarise yourself with dashboards like buffer and hootsuite, they help you manage and track your social media channels.

Writing copy for the website, blog, social media and other digital platforms is core so you need to be a fairly skilled writer, not necessarily an expert but some natural flair for writing interesting content, with some knowledge of SEO is extremely useful.

As a digital marketer you could be liaising with other marketers and third parties such as web developers and SEO people, you need to be confident in managing and maintaining professional relationships and communicating requirements clearly.

Basic skills in Photoshop or the Adobe Creative suite package are useful for digital marketers and are extremely useful for day to day work as you don’t have to really on design agencies and creatives to do everything. You can get a month free trial in photoshop or invest in photoshop elements for a small fee of about £60, they are great for practising on and there are tons of resources to help you learn the basics and progress through to advanced stuff.

Excellent time management as you could be managing a several social media channels, a website and the onlne advertising so its gos without saying that you need to be able to plan your time effectively and be prepared for the repurcussions like queries and people getting in contact via social media.

Experience! The key to demonstrating that you have the skills to be a Digital Marketer is to gain some experience, whether that’s in maintaining your own blog, interning or finding a digital marketeer to mentor you. There are plenty of ways you can build up your experience and the more you put yourself out there to develop your experience the more attractive you become to employers. Visit our guides to developing experience.

Are there any qualifications in digital marketing?

Whilst having a degree or a qualification isn’t a pre-requisite in many digital marketing jobs we believe the most attractive candidates often have a solid mixture of both experience and qualifications that demonstrate their ability in digital marketing.

This is a brief overview of a few courses available in digital marketing but please do your own research as there is plenty more out there:

Digital marketing institute – professional diploma in marketing

CIM – CAM diploma in digital marketing

Portsmouth University – BA Hons in Digital Marketing

LSBF – MA in strategic marketing – Digital and social media

Google – Squared Digital Marketing Course

What is the salary range like for jobs in Digital Marketing?

Digital Marketing Assistants can expect to earn around £18000 as a starting salary increasing to around £22000 at the more experience end of the scale

Digital Marketing Executives and Officers can expect to earn around £24,000 at the lower end of the scale, with some more experienced executives paid around £28,000. The average salary is usually around £26,000.

The salary scale for Digtal Marketing Managers can be quite broad. Whilst new managers can expect a salary of at least £30,000, Mid level marketing managers are usually on around £30-40,000 and senior marketing managers can range from £40,000-£50,000.

It pays to specialise in Digital Marketing with SEO & PPC managers paid an average of £30-£35,000 and CRM Executives £26-28,000.

Find out how they got into their Marketing & Communications careers…