31 May

Job profile: Digital marketing professional

If you're interested in marketing and communications and like to keep abreast of new trends and developments, consider a career as a digital marketer.

Digital marketers are involved in developing an organisation's multi-channel communication strategies. They may work across several areas or specialise in a few, depending on the size and requirements of their employer.

Key areas include:

  • social media marketing: developing a distinct online presence by attracting high numbers of internet followers through social media channels such as Facebook, Twitter, YouTube and Instagram.
  • search engine optimisation (SEO): developing strategies to increase the number of visitors to a website by achieving high-ranking placements in search results.
  • pay-per-click (PPC) campaigns: sponsored online advertising paid for by the business to appear alongside non-paid search results.
  • mobile marketing: includes app-based, in-game, location-based and SMS marketing.
  • affiliate marketing: where a business allows other businesses (affiliates) to sell products on their website. The affiliate is paid commission for each customer brought to the website by their own marketing strategies.


As a digital marketer, you'll need to:

  • create and upload copy and images for the organisation's website;
  • write and dispatch email marketing campaigns;
  • provide accurate reports and analysis to clients and company management to demonstrate effective return on investment (ROI);
  • research new online media opportunities that may benefit the business including mobile, social media, development of blogs and forums;
  • design website banners and assist with web visuals;
  • communicate with clients, affiliate networks and affiliate partners;
  • conduct keyword research and web statistics reporting;
  • contribute to social media engagement and brand awareness campaigns;
  • use web analytics software to monitor the performance of client websites and make recommendations for improvement;
  • contribute to company and industry blogs and manage e-communications;
  • assist with paid media - including liaising with digital advertising agencies;
  • develop and integrate content marketing strategies;
  • keep up to date with current digital trends;
  • manage the contact database and assist with lead generation activities;
  • negotiate with media suppliers to achieve the best price for clients.


  • The typical salary range for graduate marketing schemes and entry-level positions, such as digital marketing assistant, is €30,000.
  • More experienced digital officers and digital coordinators can expect to earn up to €55,000, with the possibility of this rising to €70,000 in a more senior management role.
  • Managing directors or digital directors can earn in excess of €100,000 .

Some digital marketing agencies and private sector companies offer bonuses, private healthcare and additional benefits packages.

Income figures are intended as a guide only.

What to expect

  • The role is largely office based with a lot of communication by phone, email and conference calls.
  • Travel may be required especially in agency roles where visits to clients are an essential part of the job.
  • Flexible working patterns and some home-working may be possible.
  • Self-employment or freelance work is possible for experienced digital marketers who choose to become independent consultants.
  • Due to the changeable and fast-paced nature of the digital marketing sector the role is challenging but rewarding.


Read further: 10 successful digital marketing career stories

Want to kick-start your Digital Marketing career? We can help:


Call us on 01 283 4579 or email info@fitzwilliaminstitute.ie to book your free course consultation. Please apply here.