Overview: Digital and Media Marketing

Digital and media marketing specialises in the promotion of products or brands via one or more forms of electronic media.

From websites, to SEO, to mobile phones, to emails, to sponsored Facebook posts, digital marketing is aiming to make sure the right brands reach the right people at the right time on the right device in the right way. As a result, there are a lot of different elements and therefore a lot of specialisms within the industry. This is an industry with a niche for every type of graduate. Important to note is that digital marketing is a very analytical field.  Like most areas of marketing, it is not a purely creative sector - although successful marketers do need this – and graduates will have to be comfortable working with lots of numbers and analysing them.

Start to build the skills you need during your university life. Get active in marketing societies and your department online. Perhaps find out how your department attracts students and ask to help out. Use Google to learn about Google AdWords and Analytics and free teaching websites like Codecademy to learn HTML. 

What could I do?

They are typically 2 types of digital marketing – those that ‘push’ customers by taking the product directly to them or those that ‘pull’ by encouraging customers to see out the brand during a purchase process.  A successful marketing strategy usually incorporates both but at an entry level graduates can expect to start out doing one specialism. 

Tasks you could expect include:  writing email copy; working with design team to create content; monitoring campaign results/analysing trends;  drafting campaign reports;  monitoring budgets; assisting with focus groups;  drafting client briefs/pitches. 

Depending on whether you are in-house or in an agency, your work will vary and you can expect to cover a wide range of digital marketing tools in your first few years.

Where could a career take me?

In keeping with the different disciplines within online marketing, the career paths are rarely linear. Progression will also depend on whether the marketer works in-house, or in an agency.

In an agency, progression normally depends on experience and each rung of the ladder will have more responsibility, bigger projects and a broader oversight.

In-house progression is similar, but the ultimate promotion to CMO (Chief Marketing Officer) or CIO (Chief Information Officer) will need the individual to have an understanding of every type of marketing, as well as a keen commercial instinct. For these c-suite executives, salary can be 7 figures. A graduate will normally have a salary in the range of 18-25k depending on experience and clients. 

How do I succeed in the Digital Marketing sector?

There is no specific degree discipline required for this sector.  Graduates will have to be able to demonstrate enthusiasm and passion for the sector.  If you’re serious then a subscription to publications like Marketing Week will really help you get to know the industry.  As mentioned earlier, you will also need to be numerate to work in Digital Marketing.

A way to look to command a higher starting salary is to start to build the skills you need during your university life. Get active in marketing societies and your department online, perhaps find out how your department attracts students and ask to help out. Use google to learn about Google AdWords and Analytics and free teaching websites like Codecademy to learn HTML.  And, as always, get as much relevant work experience as you can.

As digital marketing is such a new industry, graduates can often be as experienced as a marketing professional, so hunt for new technologies such as devices and websites and become a native before the general populace. Current social media is always changing and new players come to the market and being an early adopter will impress on your CV.

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