Are you looking to further your knowledge in the world of digital marketing? Do you want to specialize in Online Marketing and take on the role of Online Marketing Coach or Associate? If so, then read on!
Online Marketing Specialties And Career Paths
There are over 110 specialties within online marketing. The various roles within online marketing can be broken down into four distinct categories – Content Strategy, Paid Marketing, Performance Marketing, and Analytics. If you’re interested in becoming an Online Marketing Coach, you should research the following specialties.
Performance Marketing Specialties
Performance Marketing is the umbrella term used to describe the practice of marketing a product or service based on objective, quantifiable results. With the evolution of digital marketing, performance marketing has taken on a significantly different form. Today, the field of performance marketing is highly specialized, and you must possess a well-rounded knowledge of digital marketing, conversion optimization, and analytics to become an expert in Performance Marketing. The job outlook for Performance Marketing Specialists is extremely positive, with a 6:1 job growth forecast for 2022 compared to an average of 3.5% across all other industries according to the U.S. Bureau of Labor Statistics.
While Performance Marketing as a specialty may not exist yet, you can develop your knowledge and start applying it now. Begin by researching some of the following topics:
- Digital marketing analytics
- Sales funnel optimization
- Web analytics
- Conversion optimization
- ROI measurement
- Marketing automation
- Marketing performance
- Marketing measurement
- Google Analytics
Paid Marketing Specialties
Paid Marketing is the umbrella term used to describe the act of promoting a product or service by paying for advertising to appear in cost-effective platforms and channels. The majority of paid marketing is digital, though some aspects of traditional paid marketing (e.g., radio ads, billboards, and cinema ads) still exist. The major difference between traditional and digital paid marketing is that the latter is personalized, data-driven, and targeted.
A significant number of businesses operate solely on a paid marketing footing. With over 90% of companies globally relying on marketing spend for growth, it’s an area you can really sink your teeth into. The demand for skilled Paid Marketing Specialists is anticipated to grow by 16%, and this is likely to continue as businesses seek to maximize their return on investment.
Some of the specialties within Paid Marketing include:
- Pricing Strategy
- Advertising
- Sales Promotion
- Inbound Marketing
- Digital Marketing Analytics
- E-commerce Marketing
- Email Marketing
- Online Marketing Campaign Management
- Content Marketing
- Google Ads
- Display Ads
- Online Shopping Analytics
- Social Media Marketing
- Video Marketing
- Affiliate Management
- Pay Per Click Advertising
Content Strategy Specialties
In the world of content strategy, you’ll be crafting and evolving creative promotional content for various digital channels – ranging from websites to social platforms. You’ll be working with a content architect to develop a content strategy, and then you’ll begin to experiment with different marketing campaigns, content types, and platforms to determine the effectiveness of various content assets.
A solid understanding of marketing, digital marketing and analytics – as well as editorial and journalistic writing – is highly valued in this specialty. With excellent career opportunities, you can build a strong foundation in content strategy and take on the role of Online Marketing Strategist or Associate.
Analytics Specialties
Google Analytics is one of the most widely used and authoritative tools in digital marketing, with over 85% of businesses monitoring their analytics regularly. Its popularity is no surprise considering Google Analytics provides detailed insights into web traffic and marketing performance across multiple platforms.
As a Google Analytics practitioner or consultant, you’ll be interpreting complex analytics data into actionable insights and optimizing marketing performance. You’ll need a strong understanding of statistical analysis and the ability to communicate complex ideas in a simple and straightforward manner. With excellent career opportunities, you can build a strong foundation in analytics and take on the role of an Analytics Manager or Associate.
Some of the specialties within analytics include:
- Data Quality
- Analysis
- Attribution Modeling
- Audience Behavior
- Behavioral Advertising
- Campaign Management
- Content Campaign Management
- Digital Marketing Analytics
- Email Marketing
- Google Ads
- Marketing Performance Management
- Retention Marketing
- Social Media Marketing
- Video Marketing
- Web Analytics
If you have a specific skill set or specialty, then go ahead and explore the following careers:
– Online Marketing Strategist: Specialties include Content Strategy and Analytics.
– Online Marketing Coach: Specialties include Performance Marketing and Content Strategy.
– Marketing Performance Specialist: Specialties include Performance Marketing.
– Online Marketing Specialist: Specialties include Performance Marketing and Content Strategy.
– Marketing Analyst: Specialties include Analysis and Data Quality.
– Advertising Agency Manager: Specialties include Pricing Strategy and Analysis.
– Media Planner: Specialties include E-commerce Marketing and Performance Marketing.
– Content Specialist: Specialties include Content Marketing and Strategy.
– Digital Marketing Manager: Specialties include Performance Marketing, Analytics, and Content Strategy.
– Marketing Manager: Specialties include Performance Marketing, Analytics, and Content Strategy.
General Marketing Specialties
Finally, we come to the realm of General Marketing – the practice of marketing a product or service to consumers. Unlike other specialties within online marketing, General Marketing is a broad and diverse area; however, there is still a common thread that runs through all types of General Marketing – the desire to understand and engage with audiences. If you have a strong interest in General Marketing, you can begin specializing in one of the following areas:
– Brand Management: You’ll be responsible for creating and enforcing brand policies, as well as providing guidance on products and pricing. Additionally, you’ll need to be able to analyze consumer trends and spot emerging branding opportunities. There is also a considerable amount of ongoing work that contributes to the success of a Brand. You’ll spend a large amount of time researching and analyzing market research data, as well as experimenting with new products, pricing strategies, and competitive analysis.
– Promotions Management: As the name suggests, Promotions Management is all about integrating marketing activities, including advertising, sales promotions, and marketing research, to increase business. Essentially, you’ll be responsible for setting strategy and goals, and then executing the plans to achieve the desired results. You’ll need to have a strong mathematical background (particularly useful for dealing with complex promotions and analyzing results).
– Public Relations: In a nutshell, Public Relations is the process of creating and maintaining favorable public opinion, either directly or indirectly, about an individual, organization, product, or service.
– Advertising & Sales Promotion: Advertising & Sales Promotion is the process of generating awareness about a brand, product, or service in a market, through various paid and non-paid media channels. You’ll need to have a solid understanding of marketing and advertising, as well as experience in digital marketing and communications.
If none of the previous specialties sound right to you, then specialize in General Marketing and take on the role of a Marketing Executive, or become a Marketing Consultant for businesses that want to outsource their marketing needs.