The Internet has changed the way companies market their wares. While direct mail and print marketing still have a major role in advertising campaigns, online marketing is rapidly increasing its share of ad dollars. In a nutshell, an online marketer's job is to increase traffic to a company's website and coax them through the sales funnel. This is accomplished with a variety of strategies, including email campaigns, content marketing, search optimization and social media.
For small businesses, the first step in online marketing often involves creating a website. The online marketer may collaborate with a web master to design a site optimized for marketing efforts. Online marketers may work in the marketing department of a corporation, for an advertising agency or do freelance work on a project basis.
Here are some tasks people in online marketing might perform on a typical day:
Plan and design an email marketing campaign
Determine keywords to help improve SEO
Study website statistics and to determine customer behavior on the site
Develop paid search and display strategies
Implement a social media strategy
Develop a content marketing plan and write or outsource the creation of content
Prepare reports about the performance of various online marketing strategies
Many online marketers consult with a web market research analyst before beginning a campaign in order to design the most effective ads and offers.
Online Marketing Job Education Requirements
According to a recent survey, about a third of online marketing professionals have bachelor's degrees in fields such as marketing, journalism or English. Most, however, have an associate's degree or just some college coursework in related fields like web design, marketing, creative writing, digital or graphic design and multimedia. Business courses are also very useful for someone seeking a career in online marketing.
Online Marketing Job Market
According to the U.S. Bureau of Labor Statistics, demand for online marketing jobs will grow by 13 percent over the coming decade. This is about average for jobs in all industries. For online marketing research, however, demand is expected to grow by 32 percent over the next decade.
Online Marketing Job Salary Information
The salary range for online marketing jobs varies greatly by the work environment and whether the job involves market research or management responsibilities. The average salary for online marketers ranges between $28,000 to $58,000. When management or research duties are added, the 2014 salary range jumps to between $45,230 and $74,040.