In 2018, businesses that sell products or have services online generated $16.8 trillion in revenue and employed 126.7 million people worldwide.
For the first time in history, the number of people working in traditional commerce (i.e., shops, boutiques, galleries, etc.) declined by 276,000 to reach 65.9 million. Instead, 21.9 million people worked in businesses that facilitate online commerce and market to consumers.
The unprecedented growth of e-commerce over the past decade led to a new job title: digital marketer. According to LinkedIn, the number of digital marketers climbed by 37% between October 2017 and September 2018, increasing from 94,200 to 119,700.
The growing importance of digital marketing in today’s workplace makes understanding the role of a digital marketer essential for business growth.
What is Marketing?
Marketing is the activity of spreading the word about a brand or product. In today’s world, marketing activities include everything from advertising to social media platforms like websites and blogs, email marketing, and mobile marketing.
Traditional marketing, which ranges from radio ads to billboards, still has its place, but it’s gradually becoming more digital as consumers grow more comfortable with ads appearing on their favorite social media platforms or websites.
Why should you be a marketer?
If you’re reading this, it means you’re either already a marketer or will become one soon enough. Why? According to the U.S. Bureau of Labor Statistics, digital marketing is one of the fastest-growing job opportunities in the country, projected to grow 21% year from 2018 to 2026.
The reasons for this trend are many. First, marketers can use various digital marketing platforms like social media, mobile phones, and email to connect with consumers and spread the word about your brand or product.
You can also reach consumers where they are, which is especially important if your product is location-based (i.e., restaurants, hotels, golf courses, etc.).
What is a marketing manager?
In today’s digital marketing world, a marketing manager is someone who oversees the marketing strategy, campaigns, and budgets of a small to medium-sized business. A marketing manager typically reports to a C-level executive or owner and is solely responsible for driving marketing results.
They might coordinate with sales, product, and management to formulate company marketing initiatives and strategies, and then execute those strategies across various platforms and channels.
The Evolving Role of the Marketing Manager
According to the International Marketing and Advertising job board, the average annual salary for a marketing manager is about $130,000. So if you can become a successful marketer, the opportunities are endless.
However, the position of marketing manager is still relatively new. According to the Bureau of Labor Statistics, about 16% of marketing managers in the country reported that their role had become more technical in 2018.
As a marketer, you’ll need to keep up with new marketing technologies and methods as well as traditional ones. You might also be called on to manage various projects at once, which can leave you feeling a bit overwhelmed.
How to become a successful marketer?
To become a successful marketer, you must first understand how to properly market a brand or product. To do this, you’ll need to find the right influencers and build a small community of users.
As a beginner, you might want to try and make your way up the ranks of a social media platform like Twitter or Facebook. Alternatively, you could try and become a Google AdWords or Marketing Manager for small businesses.
Once you have a good number of followers on social media, you can use your platform to further the conversation about your product or service, growing your community of users and earning you some revenue online.
As a digital marketer, you’ll need to stay up-to-date on the latest trends and technologies, have a good understanding of marketing analytics, and be detail-oriented.
If you’re ambitious and want to become the best possible marketer you can be, then you should consider pursuing a bachelor’s degree in marketing. You could then look for job opportunities in various industries, including advertising and marketing, sales, public relations, and management.
Or, if you’re looking to create your own future and aren’t interested in working for others, you could become a freelancer or consult for small businesses, helping them to market their products and services online.