Last Updated in February 2021 by Lukasz Zelezny
Learn All About Digital Marketing Profile
We are in an age when the internet and digital devices like desktop computers, laptops, tablets, feature phones and especially smartphones constitute a very important part of our day to day lives. The number of people having access to the internet is increasing day by day.
According to Our World In Data, the total number of internet users worldwide was over 3.4 billion in 2016. With the decrease in the cost of the internet despite its gradually increasing speed, it is not surprising that these statistics have only increased since then. Thanks to this, the marketing strategies of businesses and corporations do not need to be limited to print media and signboards. In the world of marketing, digital marketing is the new black.
So, let’s get started. Whether you want to join a digital marketing company or become a freelance digital marketer yourself or you are looking to hire digital marketers or digital marketing agencies for your business or you are simply interested in it, if you want to get an idea on the what, where, who and how of digital marketing, you’re in the right place.
What is Digital Marketing?
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Digital marketing is simply the use of the internet and digital devices to promote products, services, campaigns, businesses, and organizations not only with the help of television advertisements but also through websites, social media platforms and application software. Digital marketing can be done using both online and offline digital means.
Offline digital marketing mainly consists of radio and television advertisements, whereas online marketing refer to the advertisements and promotions we see online on various mediums such as social media platforms and mobile applications. Even though offline digital marketing is still in use as a popular marketing strategy, compared to online digital marketing, it is considered quite outdated. Today, the terms, ‘digital marketing’ and ‘online marketing’ are often used interchangeably.
What Is The Main Role of a Digital Marketer?
The main role of a digital marketer is to develop and manage strong marketing strategies that are effective in generating more sales, traffic or customers for the product or service in question. Digital marketers are mainly responsible for making sure their marketing campaigns are not only well thought out but also efficient and reliable. Apart from these, digital marketers are entrusted with other different responsibilities based on the type of digital marketing they do.
What are The Types of Digital Marketing?
We know that offline digital marketing mainly consists of television and radio advertisements. But what about online digital marketing? When someone says ‘online marketing’, we often only think about social media advertisements and advertisements from mobile apps or games. But that is not the extent of online marketing. Online digital marketing can be broadly classified into the following main types:
- Content Marketing
- Search Engine Optimization(SEO) Marketing/Search Engine Marketing (SEM)
- Email Marketing
- Affiliate Marketing
- Social Media Marketing
- Mobile Marketing
What is A Digital Marketer’s Role in Each of These Specific Types?
In spite of sharing a common goal of effectively promoting products and services, the approach to achieve that goal is very different for each of the above-mentioned types of digital marketing. Elaborately speaking:
- Content Marketing: In this type of marketing, a marketing manager or executive is responsible for creating, editing and publishing popular and relevant content to attract and maintain a strong and well-defined clientele.
- Search Engine Marketing: This type of marketing is done to improve the SEO and PPC (Pay-per-click) strategy for ads of any website so as to increase the ranking of that website in the search engine results page and drive in more website traffic.
- Email Marketing: Email marketing is concerned with sending well designed commercial emails to the members of the mailing list of a website or customers of a particular business as a way of promoting their products and services and updating customers with information on every new change. Any email sent from a business to a consumer can be considered as email marketing.
- Affiliate Marketing: In affiliate marketing, a marketing manager earns a commission every time they are able to generate sales or traffic for a product or service offered by some other business or website. This means, in affiliate marketing, the marketing manager’s earnings are directly dependent on their ability to influence potential customers.
- Social Media Marketing: This type of marketing is usually done by organizations or people with a large social media following, generally known as influencers. In social media marketing, a digital marketer is responsible for promoting products or services or businesses through well designed advertisements on their social media pages, paid reviews or even by letting some other business or website sponsor their content.
- Mobile Marketing: As the name suggests, mobile marketing is done to influence a very specific clientele consisting solely of people who use mobile devices such as smartphones or tablets. Any marketing done from sending text messages to email to social media to advertisements in mobile applications can be considered as mobile marketing.
Keeping these in mind, a digital marketer or a digital marketing company can be entrusted with managing any or a few of these responsibilities based on their area of expertise.
What is the Scope of Digital Marketing in the UK?
As mentioned earlier, with the rise in the number of people using mobile devices and the internet, the need for digital marketing has risen too.
Today, digital marketing is not only in demand but also one of the most prioritized methods of promoting any product or service, whether tangible or intangible. In such a scenario, the scope of digital marketing as a career path cannot be considered limited. According to the Office for National Statistics, as of 2019, 91% of adults in the UK were found to be internet users. Among the adults aged between 16 to 44, 99% were found to be internet users. Owing to this, digital marketing has become one of the most sought after methods of marketing in the UK and the demand for digital marketers or digital marketing agencies in the UK is reaching new heights.
Where is The Demand for Digital Marketing High in the UK?
While digital marketing is one of the most in-demand careers all over the United Kingdom, the need for digital marketers is seen to be more in certain locations than in the rest of the areas. You may think, why this is important. This information is important because the higher the need for something, the better is the pay for doing it.
This need will result in high paying job postings and thereby, better opportunities. So, where to find these high paying job postings? While London, the business capital of the UK is the obvious first answer to this question, there are quite a few locations with high demand for digital marketers in the UK. This is especially helpful for people who live in other areas of the United Kingdom or those who can’t afford to pay for the lifestyle of London yet.
According to a research conducted by Monster, a job site in the UK, based on digital growth and employment stats, the top 10 places to start a digital marketing career in the UK apart from London include Manchester, Leeds, Brighton & Hove, Bristol, Cardiff, Milton Keynes, Newcastle Upon Tyne, Belfast, Birmingham, and Edinburgh.
How Much Do Digital Marketers Make in the UK?
Owing to the high demand for online marketing executives in the UK, good digital marketers are often paid very handsomely for their hard work. The salaries of digital marketers vary on the basis of two main parameters, namely, job position and job experience. Often, these two parameters are interlinked since newcomers usually start from comparatively lower positions.
In the UK, a digital marketer’s average pay scale can range from about a basic £18,000-£20,000 to about a whopping £45,000-£50,000. Total Jobs states that on average, the salary offered to digital marketers in the UK comes to about £37,500. While this is just the average pay scale for digital marketers in the UK, the salary for top-performing digital marketing managers and directors start as high as about £60,000 to over £100,000.
Based on the position of responsibility in a digital marketing company, the pay scale again varies. According to this article from Digital Marketing Jobs, the salary of a digital marketing intern in the UK ranges from £17,000 to £20,000 on an average, while the average salary for a digital marketing executive is around £25,000.
It also mentions that the average salary for a digital marketing coordinator in the UK ranges between £28,000 to £36,000 quite similar to that of a digital marketing manager, which ranges between £31,000 to £35,000, while a digital marketing head, who is responsible for leading a digital marketing company and making major decisions related to digital marketing strategies earns about £40,000 on an average.
How Much Do Digital Marketers Charge in the UK?
Costs of hiring a digital marketer or a digital marketing company depend on the type of digital marketing you want for your product, service or business. While freelancers usually charge between £40 to £60 in the UK, the rates of digital marketing agencies are quite different. This survey by Credo reveals the average hourly rate for digital marketers or digital marketing agencies in the UK is approximately $111.36 which amounts to about £85.
For SEO marketing services, Accelerate claims the average monthly rates in the UK approximately ranges between £50 to over £6000. For Social Media Marketing, the monthly rates charged by digital marketing agencies range between £100 to over £10,000, according to Gavin Bell. The average cost of email marketing in the UK is estimated to be around 14p per contact by Approved Index. On a larger scale, considering a cost of 12p per email, they have estimated the total cost of 10,000 emails to be £1200.
What are the Qualifications and Skills Required to Become A Digital Marketer?
Having a degree or diploma in digital marketing related subjects can be very useful for anyone who wants to start a digital marketing career. Digital marketing related subjects can be anything from advertising, journalism, creative or graphic design, business management to information and communication technology.
However, if you don’t have a degree or diploma in any of these disciplines, don’t be disheartened. Although having a degree or diploma in any discipline related to digital marketing is seen as a plus point, there are no strict restrictions when it comes to qualifications required to start a career in digital marketing. Any graduate can opt for a digital marketing job and with the help of a few relevant skills they can excel in their job too. Even undergraduates can apply to be an intern for various digital marketing agencies or companies.
However, in order to start a promising career in digital marketing, you do need to have a genuine interest in the field and a few relevant skills. There are tons of digital marketers, especially freelancers and social media influencers who do not have a degree related to this field but have a strong fan base and influencing abilities.
Whether or not you have a related degree, having the right set of skills is very important for a career in digital marketing. These are some of the most important skills that an aspiring digital marketer needs to possess:
- Strong verbal communication skills
- Strong written communication skills
- Creativity for generating unique and engaging content
- Ability to influence potential customers into trying admin recommended products and services
- Ability to conduct research work and prepare surveys for customer insights
- Ability to maintain good interpersonal relationships
- Knowledge on social media platforms and networking
- Knowledge on SEO and improving website traffic
Apart from these, other relevant skills like having a strong grasp on multiple languages, knowledge on your digital marketing competitors and other technical knowledge, although not compulsory, can come in very handy in the journey of creating a strong digital marketing career.
With new and improved businesses evolving every day, it can be said that digital marketers and digital marketing agencies are the need of the hour. The scope of digital marketing is widening with time and with further developments and technological advancements, there is a hope for much better opportunities in the field of digital marketing in the coming future.