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Digital Marketing Roles

As the name implies, ‘Digital Marketing’ supports businesses to market their brands to targeted markets, through online channels or any other electronic mediums. “Digital Marketing Roles’ can be defined as different job roles/positions that assist companies to develop and promote brand image, through various digital means to sell their products”. Thus, ‘Digital Marketing Roles’ are designated to perform various tasks such as designing of promotional campaigns, developing appropriate content for businesses, garnering the attention of customers through various social media channels and monitoring customer flow on the website.

As Digital Marketing trends are constantly changing due to technological advancements and the rise of online platforms, so are the roles! The growing social networking avenues have led to the emergence of new roles in the digital marketing space. The domain of Digital Marketing is result-oriented, thus, enthusiastic professionals with creative abilities are preferred.

Roles of Digital Marketing

Following are the top Digital Marketing’ roles:

1. Digital Marketing Manager (DMM)

The DMM plays a pivotal role in conducting and promoting digital campaigns to create brand awareness virtually. The primary work responsibility includes planning a project layout, developing the project schedule, setting objectives and managing project finances. The DMM determines and examines the new digital advancements, and effectively manages campaigns to promote products or services of a company. Thus, maximizing customer leads and navigating online traffic to enhance the penetration rate.

2. Content Strategist (CS)

The primary work role of a CS is to develop engaging content relevant to the business objectives and target customers. Thus, the CS communicates a brand in a convincing and informative way to the consumers to boost brand value. As the customers tend to look for more relevant information by using search engines, the CS has to search about the topics that customers find intriguing by using various analytical tools to maximize website views.

Therefore, the CS is required to be proficient in writing abilities with a good grasp on Search Engine Optimization (SEO).

3. Conversion Rate Optimizer (CRO)/Conversion Rate Manager

One of the significant roles in Digital Marketing, CRO enables to acquire new customers by modifying and developing components of the company website. It allows the companies to maximize the chances of converting their ‘website visitors’ to ‘lead consumers’ before they close the tabs. Thus, CRO’s optimize the webpage experience by analyzing the behaviour of the site visitors and taking appropriate steps (conversions) to change or modify the web page.

4. Pay-Per-Click (PPC) Specialist/Manager

The PPC Specialists/Managers monitor the online PPC promotional campaigns which are inclusive of strategy formulation, designing, execution, SEO and impact evaluation of the advertisements. PPC Specialists are required to stay updated with the current trends to understand the consumer choices of keywords by making necessary alterations to generate appropriate results. As the adverts have a direct link to the company webpage, the PPC Managers have to offer an intriguing read to the website clickers, to generate brand value and turn them into customers.

5. Search Engine Optimizer (SEO)/ Search Engine Marketing (SEM) Specialist

The SEO/SEM specialist has an important role to make digital marketing success. The SEM specialist evaluates, appraises and incorporates changes to the company websites for effective retrieval by the search engines. This allows for increased search appearances and webpage trafficking. The SEO’s are required to evaluate the website performance and trafficking by using Google Analytics while being updated with Google’s Algorithm to generate desired results.

6. Email Marketing Specialist (EMS)

An EMS is a virtual marketer that maintains customer details by building up email lists and executing promotional campaigns by initiating emails. An EMS ensures the missive is conveyed in a precise and appropriate format to the prospective clients. Thus, these written communications are required to be informative and cogent with amplitude to generate brand value to the prospects.

7. Consumer Experience/User Experience (UX) Designer

UX designers are not only technical and design experts, but also have a good understanding of human attitudes and mentalities. UX designers generate websites, products/services, and applications to enable customers to follow up through their entire purchasing journey. Thus, it helps the companies to improvise sales, retain existing customers and acquire new customers.

8. Analytics Expert (AE)

Technological advancement has led to the emergence of machine-based intellect in the form of ‘Artificial Intelligence’ (AI) and ‘Internet of Things’ (IoT). As a large volume of data and information is gathered using these computing technologies, it requires to be sorted, organized and analyzed effectively. AE’s sorted out and evaluate this data systematically, thus providing businesses with information to interpret and execute in the promotional campaigns.

9. Social Media Expert (SME)

With a rise in various networking channels such as Twitter, Facebook, and many others, a lot of people tend to be active on these platforms. Thus, social mediums allow companies to interact with their customers on a wider scale. The work role of SME is to promote the presence of the company on these platforms, create brand awareness, communicate with the targeted customers, follow-up and keep the community of existing customers engaged. It requires the SME to devise effective promotional strategies across all the networking platforms, develop and update company brand pages across the social mediums. This enables to enhance the visibility and presence of the businesses to attain public engagement.


In today’s era, where the ‘world’ has come so close virtually, ‘Digital Marketing’ is becoming immensely popular. The days when Digital Marketing was only meant for big businesses to exist no more, and even the SMI’s (Small-Medium Scale Industries) can market neck-to-neck with other big brands. Thus, making even a ‘local business’ look huge due to the wider online reach. In the coming future, Digital Marketing would be definitely taking over traditional marketing methods. Thus, the growing popularity of ‘Digital Marketing’ has created exponential job opportunities and career avenues in a variety of roles.

So, if you are passionate enough about Digital Marketing and looking for a professional career option, there are many certifications available. Wait no more, get yourself certified for a Digital Marketing role you wish to pursue!

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