Passed on 7 April, 2025

3. Digital marketing skills and your career

Digital marketing is an essential part of many businesses. In this lesson, we’ll explore digital marketing as a career and how digital marketing skills could be useful in other professions—like anywhere you need to promote products, services, or people online.

✅ Learning objectivesBy the end of the lesson, you should be able to:Recognise the different roles available in digital marketing.Identify how digital marketing skills could complement other professions.

Learning objectives

By the end of the lesson, you should be able to:

Recognise the different roles available in digital marketing.

Identify how digital marketing skills could complement other professions.

Digital marketing careers

Digital marketing globally has surpassed hundreds of billions of dollars in revenue and is expected to continue to grow substantially.1Digital marketing is extensive and touches on multiple roles in organisations of all sizes.

Digital marketing in enterprise

Digital marketing opportunities are always evolving. People in digital marketing roles can make an impact in a lot of different areas, from education to healthcare, to technology and finance.It also means marketers can pursue jobs in industries they care about, whether they have a love for fashion, entertainment, or the environment.

It also means marketers can pursue jobs in industries they care about, whether they have a love for fashion, entertainment, or the environment.

It also means marketers can pursue jobs in industries they care about, whether they have a love for fashion, entertainment, or the environment.

Did you know?

Many jobs in digital marketing didn’t exist ten, or even five, years ago. As new technologies emerge, roles will develop and digital marketing will grow and change.

Job roles in digital marketing

There are a wide variety of roles available in digital marketing. Many people in the industry have a broad foundational knowledge of digital marketing and a deeper knowledge of a few key areas that interest them.If you own a small business, you’ll likely do most of your marketing and become adept at skills across the digital marketing industry.Let’s explore a small selection of the available roles and skills used within them.

If you own a small business, you’ll likely do most of your marketing and become adept at skills across the digital marketing industry.Let’s explore a small selection of the available roles and skills used within them.

If you own a small business, you’ll likely do most of your marketing and become adept at skills across the digital marketing industry.Let’s explore a small selection of the available roles and skills used within them.

Let’s explore a small selection of the available roles and skills used within them.

Let’s explore a small selection of the available roles and skills used within them.

Digital Marketing Coordinator

A Digital Marketing Coordinator is likely to:Coordinate marketing activities and initiativesIdentify target audiences through researchRun campaignsMonitor metrics to evaluate trends

Coordinate marketing activities and initiativesIdentify target audiences through researchRun campaignsMonitor metrics to evaluate trends

Digital Marketing Manager

A Digital Marketing Manager is likely to:Plan and execute digital marketing, including SEO/SEM*, email, social media, and display advertising campaignsMeasure and report performance and return on investment (ROI) for digital marketingPlan, execute, and evaluate A/B tests and experimentsEvaluate and improve the end-to-end customer experience across multiple channels and customer touchpoints*SEO and SEM will be explored in later modules.

Plan and execute digital marketing, including SEO/SEM*, email, social media, and display advertising campaignsMeasure and report performance and return on investment (ROI) for digital marketingPlan, execute, and evaluate A/B tests and experimentsEvaluate and improve the end-to-end customer experience across multiple channels and customer touchpoints*SEO and SEM will be explored in later modules.

*SEO and SEM will be explored in later modules.

*SEO and SEM will be explored in later modules.

Social Media Specialist

A Social Media Specialist is likely to:Develop, implement, and manage a social media marketing strategyCollaborate with sales and marketing teams on social media campaignsCreate content to build customer connections and increase brand awarenessMonitor metrics in social media campaigns for customer engagement and content optimisation insights

Develop, implement, and manage a social media marketing strategyCollaborate with sales and marketing teams on social media campaignsCreate content to build customer connections and increase brand awarenessMonitor metrics in social media campaigns for customer engagement and content optimisation insights

Search Engine Optimisation (SEO) Specialist

An SEO Specialist is likely to:Develop optimisation strategies to improve search rankingsImplement keywords for SEOMonitor metrics to understand SEO performanceUpdate links for optimisation of search rankings

Develop optimisation strategies to improve search rankingsImplement keywords for SEOMonitor metrics to understand SEO performanceUpdate links for optimisation of search rankings

E-commerce Analyst

An E-commerce Analyst is likely to:Implement e-commerce strategies to support business goalsSet e-commerce goals and key performance indicators (KPIs) for key attributes like audience, acquisition, behaviour, and conversionsMonitor and analyse e-commerce metricsLeverage e-commerce data for operational insights

Implement e-commerce strategies to support business goalsSet e-commerce goals and key performance indicators (KPIs) for key attributes like audience, acquisition, behaviour, and conversionsMonitor and analyse e-commerce metricsLeverage e-commerce data for operational insights

Email Marketing Specialist

An Email Marketing Specialist is likely to:Create email marketing campaigns to promote products or servicesCreate an archive of emails for lead generationPurge non-deliverable and unsubscribed email addressesUse metrics to monitor the performance of email campaigns

Create email marketing campaigns to promote products or servicesCreate an archive of emails for lead generationPurge non-deliverable and unsubscribed email addressesUse metrics to monitor the performance of email campaigns

AI Marketing Specialist

An AI Marketing Specialist is likely to:Implement and manage AI-driven marketing platforms and toolsDesign data-driven marketing strategies using insights from AIPersonalise customer experiences through targeted content, product recommendations, and dynamic pricingMeasure and report on the success of AI-driven marketing initiativesEnsure compliance with data privacy regulations when handling customer data and using AI tools

Implement and manage AI-driven marketing platforms and toolsDesign data-driven marketing strategies using insights from AIPersonalise customer experiences through targeted content, product recommendations, and dynamic pricingMeasure and report on the success of AI-driven marketing initiativesEnsure compliance with data privacy regulations when handling customer data and using AI tools

Digital marketing skills

Whether you own a business, want to be a marketer, or just have a general interest in digital marketing,The Foundations of Digital Marketingcourse is a good starting point for gaining knowledge about digital marketing.Let’s explore some of those skills.

Let’s explore some of those skills.

Let’s explore some of those skills.

Data analysis skills could be used to optimise delivery routes, manage how much stock is bought throughout the year, and help identify how to improve customer service.

Creating engaging social media posts could help you attract new team members as well as new customers.

Being able to identify customer demographics could also help improve staff training and engagement within a team or small business, and be used to help boost face-to-face sales.

Experience planning larger projects is useful when you need to think about the skills, time, and people to best launch new products or systems.

Digital marketing skills in practice

Spend some time completing the activity on this page. It will provide a foundation for the lessons that follow.

✅ ActivityAnswer the questions to help identify what you’d like to get from theFoundations of Digital Marketingcourse, and how it could help your career.Check the items off as you go.How do you think digital marketing skills will help you reach your goals?What are your current strengths?What areas would you like to develop skills in?How will you use those skills in the next week, the next month, and the next year?Whatever your current strengths and goals are, learning more about digital marketing can help you expand your business and your career.

Activity

Answer the questions to help identify what you’d like to get from theFoundations of Digital Marketingcourse, and how it could help your career.

How do you think digital marketing skills will help you reach your goals?

What are your current strengths?

What areas would you like to develop skills in?

How will you use those skills in the next week, the next month, and the next year?

Whatever your current strengths and goals are, learning more about digital marketing can help you expand your business and your career.

Download PDF

Download PDF

Lesson complete

Great job!You now know about different roles available in digital marketing, and the skills they require.You’ve completed the module onWelcome to Digital Marketing. It’s time to start learning about digital marketing strategies.

You now know about different roles available in digital marketing, and the skills they require.You’ve completed the module onWelcome to Digital Marketing. It’s time to start learning about digital marketing strategies.

You’ve completed the module onWelcome to Digital Marketing. It’s time to start learning about digital marketing strategies.

You’ve completed the module onWelcome to Digital Marketing. It’s time to start learning about digital marketing strategies.

1Globe Newswire:$689.8 Billion Digital Marketing Market Analysis by Digital Channel, End Use Industry, and Region - Global Forecast to 2028.

1Globe Newswire:

$689.8 Billion Digital Marketing Market Analysis by Digital Channel, End Use Industry, and Region - Global Forecast to 2028

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