What does a digital marketer do?

The Digital Marketer Defined

In its most basic form, a digital marketer is responsible for using digital channels to generate leads, brand awareness and elevation.

Digital channels include:

  • Company website

  • Social media platforms

  • SEO & SEM

  • Email marketing

  • Online display ads

  • Corporate blogs

  • Creating sales funnels

Beyond this, the digital marketer must also use measurable analytics to identify weaknesses and find ways to improve performance across these channels.

Digital Marketing elements

Depending on your personal skills and strengths, you can choose to be a jack-of-all-trades or focus on one or two skills to set you apart.

The overall skills and areas of expertise for a digital marketer include:


It’s hard to catch people’s attention online. Stats show that video increases engagement while ranking higher on Google. You don't have to become a video producer but instead, focus on the basics of creating a video. Having an understanding of how to write scripts, use the platforms and apps to create videos, and what works in videos will add to your appeal when applying for digital marketing jobs. The more authentic it looks the higher the chance of engagement with your content.


Online searches drive digital ads. You have to understand search engine optimization (SEO) and search engine marketing (SEM) in order to work in the field. You don't have to worry about the back-end techy stuff here. It's more about understanding the importance of SEO and the best practices used in the industry. Understanding how SEO and SEM affect your online efforts will allow you to work with the rest of a digital team without looking like you are in the wrong business.

Content Marketing

Content is what is used to attract and engage customers whether it is a website, video, social media or blogging. This cover content in the guise of whitepapers, case studies, how-to booklets, and more. Understanding the aspects of content, how it is created, how it is effective, and how best to use it will provide the wealth of information needed. You will have to understand how best to use content to help meet your business goals including social media.

Data & Analytics

Google Analytics is central to many facets of digital marketing. You can track reports, but what is more important is how to use the information you find. Monitoring campaigns and applying findings based on consumer behaviour will allow you to come up with better solutions that will increase conversions and drive traffic. Gathering and using data is an essential part, as the data collected by today's businesses is like a gold mine that has to be used in innovative ways to collect and retain new customers.

Design Thinking

The user experience is the key to successful digital marketing. Design thinking is crucial as it teaches companies how best to engage customers, but beyond that, it ensures that their online experiences are simple and effective. That can include using online shopping sites, accessing information, and other things your company might offer to customers including customised apps. You have to learn to see beyond the ideas presented to you and be able to look ahead at the potential issues it might cause. You must be able to suggest improvements based on these instincts and ensure your ideas are feasible.

Tech Knowledge

Technology is the driving force in the digital world, so you will have to understand what the latest technology is and how it is being used. You have to adapt quickly to changes in the industry and know what's coming so that your digital marketing plans are up to date. Using technology has to come easy to you, and you cannot be intimidated by change. No matter where you want to begin (or end up) in your career, some knowledge of web coding and Content Management (CMS) systems are a must.

Understand Engagement

More than ever before you will need an understanding of how best to engage a customer. You will need great powers of persuasion in order to conceive innovative campaigns that will help grow the business. You have to understand what gets today’s consumer to make the commitment and convert to making a purchase. It is not enough to just get people to follow your social media pages. You also have to persuade from within. Your team, fellow departments, and leaders will have to be convinced that where you want to put the money is the right thing to do. Understanding all aspects from SEO to content and the latest technology to what people respond to is the best way to keep people on board with your plans. 

Leading the way in Digital Marketing

Digital marketing sees constant change and requires a forward-thinking mind. You have to be a pioneer, continually championing the latest industry changes and thinking outside the box when it comes to using platforms and content.

Keeping branding at the heart of your marketing is also essential as you will have to build an online presence that reflects the brand. An analytical mind is helpful as you will have to look at data and learn how to extract the pertinent information that will keep your strategy strong. In a nutshell, you have to be tried and true in your beliefs that digital marketing reigns supreme, keep up to date to support your opinions, but also work well with others, so people want to help see your ideas come to fruition.

Do you need support?

Purple Yak are here if you would like to talk to us about becoming a digital marketer or if you would like support utilising digital marketing in your own business. Reach out to us on social media or via the contact us page and we will be happy to help.