What does the digital marketing specialist do?
The digital marketing specialist deals with promoting a brand and its products and services through the web, choosing to use one or more channels.
Any purchase decision now passes from the internet: we turn to the web in search of reviews, indications, comparisons, prices, opinions whenever we intend to buy a product or service, from the purchase of the washing machine to the choice of the restaurant, from the car at the photography course.
For this reason, no company can think of promoting itself only through traditional marketing, i.e. printed paper, radio or TV, remaining totally invisible on the vast market that is the online one.
Digital Marketing professionals
Digital marketing services are a world as fascinating as it is complex, which is expanding very quickly, creating new professions. For each digital marketing channel, different professionals are required, or only one: the Digital Marketing Specialist , in fact. Here are some of the main channels of digital marketing that he deals with:
Social Media Marketing
The Social Media Marketing (SMM) is definitely one of the most popular channels, and a social media marketing expert is able to strengthen the identity of a brand, increasing profits and popularity through social networks. It is also able to choose the right platforms based on the identity of the brand and the target audience, but it is also capable of managing paid campaigns (for example Facebook ADS and Instagram ADS).
SEO and SEM
The SEO and SEM , or optimization for search engine sites. An SEO specialist is able to improve the visibility of a website on search engines and the ultimate aim is to position the site on the first positions of the SERP (the search results). The SEM specialist adds a more marketing-oriented copywriting strategy to SEO skills, and ensures that certain keywords related to sales are positioned, not to be confused with advertising or PPC (pay per click) campaigns.
Advertising
The ' Advertising (ADV) regards the promotion activities for a fee, as they could be your AdWords campaigns. Unlike the organic positioning targeted by SEO, which takes time and a long-term (but often mono expensive) strategy, advertising allows the acquisition of traffic through the purchase of specific keywords.
Content Marketing
The Content Marketing serves as a "funnel" through which a user enters as a visitor of the site and exits as a buyer. But not only that, content marketing completes the job of the SEO specialist. Through a company blog it is possible not only to offer users useful and interesting material that can increase the brand's authoritativeness and sales power, but if you combine SEO knowledge you can improve your chances of positioning yourself in the most important part high in search results.
Digital PR
The Digital PR , like traditional public relations, is responsible for increasing the presence of a brand, but does so on the digital piano. Like? Through the creation of relationships, whether with bloggers, influencers or with communities of interest.
Email Marketing
The ' Email Marketing just does what its name, develops sending email designed to keep the interest of customers, retain them or to convert potential customers.
Ecommerce Management
L ' Ecommerce Management covers everything that revolves around the world of online shopping and the market place. An ecommerce expert knows how to write ads to position himself in the top positions of the search results, knows the algorithm that regulates the internal search engines of the most famous market places (for example eBay and Amazon) and knows the specific SEO rules (the SEO is not just for Google).
Digital Analysis or Big Data
The Digital Analysis does not specifically deals with the communication, but in the interpretation of data collected from the countryside. Generally, the Digital Analyst mainly uses Google Analytics, which it uses to better understand the results obtained by each channel.
Digital Marketing Specialist
Finally the most complete figure, the one that encompasses all the skills just mentioned. A digital marketing specialist can analyze the brand according to the market, can intercept the target and can choose the right channels to reach it. He knows tools such as AdWords, Google Analytics, but also specific analysis tools for social networks and for SEO. He could also devote himself solely to the study of strategy and data analysis, delegating specific tasks to other professionals.
Working in digital marketing
The interest in this world grows exponentially, and every company wants to be there to reach as many customers as possible. This is why finding work in this world is not difficult , as long as you are trained adequately, because competition is ruthless, both among the professionals themselves and between the companies.
To bring a company to success, the digital marketing specialist today must be very good, always up to date and in step with the times. No matter what kind of studies he has done, anyone can become a digital marketing specialist at any time of his life, being aware of the fact that commitment and study are needed.
A first approach could be to get informed on the web, perhaps through industry blogs or forums, while trying to create a network of contacts on social networks, especially on Linkedin, with whom to exchange advice and experiences, opinions and useful information.
Then surely you will need several courses to specialize and train at your best, or to attend a school that can give us a 360 ° preparation on every field of digital marketing.
How much the Digital Marketing Specialist earns
According to a survey conducted by Payscale, a digital marketer has average annual revenues of between 25 thousand and 30 thousand euros gross per year for the junior figure, and the figures rise exponentially up to 65 thousand / 75 thousand euros gross per year for a senior figure.
The survey also says that 69% of marketers have industry experience ranging from one year to 4 years, 19% between 5 and 9 years old and 13% between 10 and 19 years old.
