Jobs in digital marketing- What are the jobs roles in Digital marketing -2020

By Akilesh Manchikanti | 9th October, 2020 | 9 min Read

Try to recall the last time when you sat before television or listening to the radio for a prolonged duration of time. Most of you may not even remember it. With easy accessibility to the internet, people are spending most of their time on it. Even marketers have reacted by shifting from traditional advertising to digital marketing - bringing advertisements to your computer or mobile.

Digital marketing is one of the fast-growing fields. Since companies are trying to engage people using digital media, they have to employ several people in various roles with specific skill sets to reach their audience.As a result of this more and more people are looking to start their career in digital marketing.

There are different job roles in digital marketing, like designing and maintaining marketing campaigns, supplying content and strategies to engage people through social media,monitoring the traffic to your website and many more.

Digital Marketing Activities:

Any professional digital marketing team is involved in 3 different digital marketing activities to improve the brand’s digital presence and reach out to their customers.


Content can be in the form of a blog or social media posts or advertisements . If you are interested in content then you can take up roles such as content writer , content marketing manager or email marketing manager.

If you are interested in sales and persuasion you can become a copywriter.


The Next activity is portraying the content in visual format. It includes publishing stunning photos and designing posters that attract viewers towards the posters. It also includes using videos or infographics to give lucid understanding to the readers.

The job roles available here are Graphic Designer, Video editor, Visual storyteller etc

adidas using social media marketing to promote their brand



Positions such as SEO expert, Paid ads specialist fall under this umbrella. Website designers and developers also come under this category. People in these positions need to be updated with the latest trends and technologies.

Digital Marketing is a fast growing landscape and if you don't adapt to the latest trends you stay behind in the competition.

What is a Digital Marketing Campaign?

A Marketing campaign is a series of operations to promote a company’s product and bring awareness about the brand and product to attract customers.

Here is an example of a marketing campaign, Consider a Nike product. You might see advertisements on billboards, posts on various social media platforms and receive emails from Nike all of these promoting the same product. This is called a marketing campaign.

Advertisement is just a component of marketing.

Roles and Responsibilities in Digital Marketing:

In the previous article we have seen how KFC and Amazon have used digital marketing to reach customers and interact with them.

The first question that comes to your mind is “ Who are the people behind Amazon’s success and how did they achieve this?”

Jobs in Digital Marketing

Keep reading this blog to know what are the major job roles in digital marketing.

Here is the job description,salary,roles and responsibilities that come under digital marketing:

Search Engine Optimization(SEO) Specialist :

When you search something on google, bing or any other search engine platforms, a list of links are displayed on the first page. But have you ever wondered why certain websites come up on the first page and some other websites are shown further below?

It is because websites use SEO techniques. Another question arises: What is Search Engine Optimization?

search engine optimization jobs and careers in digital marketing companies


Search Engine Optimization or SEO is the process of improving or setting up your website to increase its visibility for relevant searches .SEO helps websites to rank higher on search results page when people search with related keywords.

The job of a SEO expert is to improve the website to rank on google or any other search engine. The SEO sector is booming and the demand for SEO experts is increasing.

SEO expert reports to Digital Marketing Executive.

Average salary for a SEO Specialist in India is : 4-5 LPA

Average salary for a SEO Specialist in US is : $55000 - $65000

Roles and Responsibilities For a SEO Specialist:

  • Researching highly relevant keywords on a regular basis to generate content ideas and optimizing existing content.
  • Improve and optimize web pages such as home page, article pages, landing page and product page in terms of improving quality and user experience in order to boost search engine rankings.
  • Work and collaborate with website developers to ensure on-page SEO is implemented effectively.
  • Identify and reduce the content gap between a company’s website and competitor's website.
  • Measure SEO Metrics such as traffic to website, ranking positions etc.

Skills Required for a SEO Specialist:

  • Clear understanding of concepts relating to SEO.
  • Evaluate competitors who are performing and identify trends and content that can be accommodated to your website.
  • Be updated with algorithms that are used by various search engines to optimize the website effectively.
  • Using web analytics tools such as page view insights to check the speed of the website, Serpstat, SEMrush, Jaaxy and Answer the public for keyword research.

Content Marketing Manager:

“Content is king” . Every marketer knows this and lives by this mantra.

You must have come across different types of content while surfing through the internet. Content can be in the form of a caption in an advertisement or an article. Here is an example of Zomato:

content marketing  manager job role and responsibilities in digital marketing agency

source: Zomato

A Catchy title along with an attractive image drives the reader's attention to the post.

The one and only way a company or a brand is going to maintain customer relationships is through content.

As a Content Marketing manager the main job is to create digital content for a company’s blog, marketing campaigns, email communications, sales pitch etc.

In bigger Organizations content creator develops the content and content marketing manager is responsible for managing the content whereas in smaller organizations content marketing manager is responsible for both creating and managing the content.

Content Manager reports to Digital Marketing Executive.

Average salary for a Content Marketing Manager in India is : 5-6 LPA

Average salary for a Content Marketing Manager in US is : $65000 - $75000

Roles and Responsibilities of a Content Marketing Manager:

  • Conduct intensive research to assess your target audience.
  • Manage content planning and prepare the editorial calendar.
  • Designing and implementing marketing strategies to distribute content across various platforms.
  • Manage content marketing budget.
  • Constantly monitoring and analyzing how the posted content is doing,whether it's generating enough engagement and turning the readers into customers or not.

Skills required for a Content Marketing Manager:

  • Ability to analyze and present content.
  • Understand buyer psychology and develop content accordingly.
  • Solid analytical skills.
  • Proficiency on tools and various social media channels.

Social Media Manager:

Do you post pictures and share useful information on various digital platforms and keep checking for likes or comments? well then you're already a social media marketer.

Everyone nowadays spends a lot of time on social media and companies therefore have a lot of potential to increase their brand awareness by promoting on social media channels.

adidas using social media marketing to improve their brand’s presence


The role of social media manager is to develop an effective strategy for posting on various social media channels such as facebook, instagram and twitter with the aim of engaging and growing the company’s followers base.

A social media manager is responsible for creating original content which can be in the form of text for blogs or audio content for podcasts or content for videos.

Social media manager reports to digital marketing executives.

Average salary for a Social Media Manager in India is : 5-6 LPA

Average salary for a Social Media Manager in US is : $50,000 - $60000

Roles and Responsibilities of a Social Media Manager:

  • Conduct research on current trends and audience preference.
  • Engage with the audience by responding to their comments and DM'S regarding any product suggestions or complaints.
  • Generate impactful and meaningful content across various social media platforms. It includes editing social media posts, growing customer engagement and supporting social media campaigns.
  • Collaborate with marketing, sales, and customer service teams to ensure brand consistency.

Skills Required for a Social Media Manager:

  • A customer service and relationship building mindset.
  • Strong analytical skills.
  • Hand on experience on using various social media channels and understanding the importance of each channel.

Search Engine Marketer/Specialist (SEM) or Paid Marketing Manager:

What are paid ads?

example of search engine marketing

As you can see there is something called Ad before the url of the websites. These are called search engine ads. Companies pay millions of dollars to appear in the search results by bidding for a particular keyword.

In the above example for the term digital marketing course companies pay google a whopping amount of $19.67 whenever a user clicks on the link. This is called Cost per Click(CPC)

cost per click per for a keyword digital marketing courses

There is a dedicated area in Digital Marketing called Search Engine Marketing(SEM) and the role of the SEM specialist is to place these ads and bid for the keywords.

Ads can be on search engines as well as on social media such as facebook, instagram, Linkedin etc.

SEM specialist directly reports to Digital Marketing Executive.

Average salary for a SEM specialist in India is : 6-8 LPA

Average salary for a SEM specialist in US is : $50,000 - $75,000

Roles and Responsibilities of a Search Engine Marketer:

  • Optimize the landing pages of paid search engine marketing campaigns.
  • Identify and Analyze the target audience of the business and find the right keywords to target the audience.
  • Identify the platforms where target audiences are spending their time and come out with creative landing pages and campaigns.
  • Carefully analyze web analytics and keep an eye on cost per click of keywords and bid accordingly and manage the budget for paid campaigns.
  • Collaborate with social media managers and other teams to carefully plan and execute paid campaigns and align with other ongoing activities.

Skills required for a Search Engine Marketer:

  • Clear understanding of website analytics tools such as google analytics, SEMrush, Mangools, Page view Insights etc.
  • Understanding industry trends and meticulous attention to paid advertising campaigns.
  • Adapt to new goals of the company.

Digital Marketing executive:

The job of Digital Marketing Executive is to engage with customers and clients via digital media. Digital Marketing Executive is involved throughout the campaign ideation, planning, execution and optimization process.

Digital Marketing Executive reports to Digital Marketing Manager.

Average salary for a Digital Marketing Executive in India is : 8-10 LPA

Average salary for a Digital Marketing Executive in US is : $75000 - $10000

Roles and Responsibilities of a Digital Marketing Executive:

  • Assisting the team in development of overall digital marketing strategy.
  • Plan,Monitor and engage customers and readers on company owned media such as websites, blogs, social media etc.
  • Prepare and manage engaging and relevant digital content for publishing onto various digital platforms.
  • Collaborate with the designing team to improve user experience.
  • Attend networking events and product launches.
  • Develop and manage digital marketing campaigns
  • Identify new digital marketing trends to improve end-to-end consumer journeys to drive engagement.

Skills Required for a Digital marketing Executive:

  • Excellent Understanding of digital marketing concepts and practices.
  • Knowledge of web Analytics tools such as Google Analytics,page view insights from google etc.
  • Skills and Experience in Content Writing and Content Management.
  • Professional Certification in Digital Marketing from an accredited institution.
  • Strong interpersonal, leadership and managerial skills.

Digital Marketing Manager:

Digital Marketing Manager is the captain of the ship.Digital Marketing Manager is one of the highest positions in any digital marketing organization. Digital Marketing Manager is the captain of the ship.

Most of the small companies will hire you as a digital marketing manager as the tasks that need to be completed are very limited.

Whereas to become a Digital Marketing manager in larger companies you need an in-depth understanding of marketing concepts. Digital Marketing manager oversees planning and execution of marketing campaigns that promote a company’s brand,product and services.

Digital Marketing Manager reports to Head of Marketing.

Average salary for a Digital Marketing Manager in India is : 15-20 LPA

Average salary for a Digital Marketing Manager in US is : $1,00,000 - $150000

digital marketing manager job description, roles and responsibilities

Roles and Responsibilities of a Digital Marketing Manager:

  • Develop digital marketing strategy by studying economic indicators,tracking changes in supply and demand.
  • Grow and monitor campaigning budgets.
  • Maintains digital marketing staff by recruiting, selecting, orienting, and training employees.
  • Collaborate with teams and Brainstorm new and creative growth strategies through digital marketing.
  • Measure and report performance of all digital marketing campaigns and assess the effectiveness of the campaign.
  • Contributes to marketing effectiveness by identifying short-term and long-term issues that must be addressed.

Skills required for a Digital Marketing Manager:

  • Knowledge of website and marketing analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends, SEMRush, etc.)
  • Experience in leading and managing various departments such as social media, SEO, paid campaigns etc.
  • Experience in optimizing landing pages and user funnels.
  • Strong interpersonal, leadership and managerial skills.

How to learn digital Marketing?

To become a successful digital marketer you need to master the skills that are required to work with online marketing technologies. Online courses are one the best ways to learn digital marketing. There are hundreds of online courses that teach digital marketing but not every course teaches you all the concepts and lands you a job. It is important to choose courses that concentrate on your discipline and that gives you hands-on experience on projects where you can implement the techniques and strategies. Read our next article that gives you the best online courses for digital marketing.

*Average salaries for various positions in digital marketing are taken from glassdoor.

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