Welcome to our blog.
This is the 8th edition of Free SEO Tools for Digital Marketers, a free guide containing a list of 100+ free SEO tools for digital marketers. This guide is meant to help you save time and money by avoiding expensive paid solutions.
These tools are used by search engine optimization (SEO) experts around the world and can be used by anyone with an interest in digital marketing. The first edition was published in 2013 and has since been downloaded over 100,000 times. We hope that this new edition will be just as useful!
Free Seo Tools For Digital Marketers 8th Edition Pdf
Companies today depend on digital marketing tools to survive.
Sounds dramatic, right?
But consider that a strong tech stack encourages growth and ensures that you aren’t spending your valuable time on tedious tasks.
And on the flip side, failing to take advantage of modern marketing tools means that your business might lag behind your competition.
The good news? There’s no shortage of software out there to do the heavy lifting for your marketing must-dos.
Digital marketing tools by strategy
We’ve put together a comprehensive list of digital marketing tools that can help you regardless of your goals, including a few free and freemium tools for those on a tight budget.
Whether it’s managing customer relationships, winning over leads or uncovering new marketing opportunities, this list can serve as the foundation of a powerful marketing stack.
Check out the categories below to get started:
Social media marketing tools
Email marketing tools
SEO (search engine optimization) tools
Conversion optimization tools
Lead enrichment tools
Landing page and lead capture tools
Graphic creation tools
Social media marketing tools
We’ve seen firsthand how social media has evolved into a priority marketing channel for businesses today.
A prime place to nurture leads and build business relationships, social is ideal for gathering valuable data when it comes to what your customers want.
Managing all of the moving pieces of social media “by hand” is a recipe for burnout. Instead, consider how dedicated software allows you to publish more meaningful content and use social media to meet your big-picture business goals.
- Sprout Social
Hey, you can’t blame us for putting ourselves on the top of the list!
That’s because Sprout Social is the ultimate control center for any business looking to translate its social presence into actual results.
As a social media management platform, Sprout helps businesses organize their content calendar and assets in one place. This allows you to publish and schedule your content across multiple platforms, all timed to perfection based on when your followers are most active.
Sprout Social is among the best digital marketing tools for social media
Beyond social media management features, Sprout makes it easy to collaborate with colleagues and customers alike. Our Smart Inbox gives you a bird’s-eye view of all of your social messages so you can respond thoughtfully and in a timely manner.
Oh, and don’t forget about Sprout’s full suite of social analytics.
Optimizing your content’s performance doesn’t have to be a guessing game as Sprout identifies your top-performing posts and the success of your social campaigns. Coupled with robust social listening features, you can uncover trends, hashtags and opportunities to engage with new customers.
- Loomly
Loomly’s self-described “brand success platform” is a tool that’s ideal for smaller social teams looking to organize and collaborate on content.
Built-in calendars, deadlines and workflows make both scheduling and brainstorming content a breeze. As an added bonus, Loomly actually curates fresh content ideas for users based on trending topics and Twitter conversations.
The clean, no-frills interface is easy to navigate and friendly to users who might not be the most tech-savvy. The affordability of the platform is enticing for solo businesses and smaller agencies looking to wrangle their social presence.
Loomly digital marketing collaboration
- Audiense
We’ve talked time and time again about the importance of social listening for identifying trends and potential customers.
Tools like Audiense take listening to the next level by helping companies both identify and segment their social media audiences. Doing so makes it easier to run laser-targeted ad campaigns and likewise dive deeper into your customer personas. Digging into demographics, personality straights and beyond, you’d be surprised at what you can learn from social alone.
Audiense’s platform focuses primarily on Twitter, making it great for B2B brands interested in prospecting and B2C companies looking to understand more about their target audience.
Audiense insights dashboard
Email marketing tools
Email represents arguably the most tried-and-tested, scalable marketing channel available to modern companies. As such, email solutions are a staple of Internet marketing software for businesses big and small.
From list-building and improving deliverability to coming up with awesome offer campaigns, let’s look at some tools that can break down your customer data and put a good chunk of your marketing efforts on autopilot.
- HubSpot
HubSpot, a company well known for its CRM and inbound marketing software, recently launched an email marketing product. HubSpot Email Marketing is easy to use, boasts impressive deliverability, and of course, comes natively integrated with all other HubSpot products, such as the free-forever CRM, as well as hundreds of other popular marketing tools. The tool comes with a Free Plan which includes up to 2,000 email sends/month, contact lists, a drag-and-drop email builder, and ready-made templates so you can get started right away.
The best part? HubSpot reduces complexity with integrations and brings tools together. One of the integrations available is Sprout Social. As a part of Sprout’s care features, you can create and delegate tasks for your customer care team. By connecting Sprout and HubSpot, your team can create, track, manage and resolve issues without leaving the app.
- SendGrid
SendGrid offers a full suite of email marketing services, many of which are totally friendly to novices and email veterans alike.
For example, the platform offers flexible design options via visual, drag-and-drop editing, coding or a combination of both. In-depth deliverability and performance analytics are also built into SendGrid, cluing marketers in on which messages are performing and what needs work.
We know: there are more email marketing solutions out there than we can count. That said, a big upside of SendGrid is the forever-free plan for up-and-coming businesses as well as scalable pricing that matches your needs as you grow your list.
sendgrid dashboard
- lemlist
lemlist is unique among our email marketing tools because the platform is primarily focused on deliverability. Emphasizing the best times to send your messages (and how often) for the sake of more opens and clicks, lemlist is awesome for optimizing your existing campaigns.
Rather than second-guessing your marketing pushes, lemlist can be an eye-opener in terms of how to warm up your list.
Additional features include personalization tools to make your outreach emails sound less spammy and follow-up email sequences to encourage more replies from cold prospects.
lemlist dash example
- Moosend
Moosend is among the most user-friendly and affordable of our digital marketing tools, representing a surprisingly robust email solution for those just beginning to build their list.
Codeless campaigns, simple automations and easy-to-read reporting are all built into the platform. Paid users can also take advantage of landing page features, including mobile popups and countdown timers.
moosend abandon cart dashboard
SEO (search engine optimization) tools
Fact: over half of all website traffic comes from search queries.
As the digital landscape becomes increasingly competitive, anything companies can do to increase their search presence is a plus. Although SEO might be daunting, especially to up-and-coming businesses, there are plenty of online marketing tools to help you uncover search opportunities and optimize your existing search engine efforts.
- Ahrefs
Ahrefs is the gold standard when it comes to brainstorming keyword ideas and opportunities to rank.
The platform’s site explorer lets you check any URL’s top organic keywords, while also estimating how much traffic a competitor receives for any given search term. You can also identify a site’s top-performing content and sources of backlinks.
In short, Ahrefs is a fantastic tool not only for competitive analysis but also for making sure that your existing content is up to snuff for search.
ahrefs keyword dashboard result
- Clearscope
Now, let’s say you’re interested in capitalizing on keyword opportunities and optimizing your existing content. That’s where Clearscope comes in.
Particularly useful for content writing, the platform provides a detailed editor to recommend keywords, headers and readability to help you write (or rewrite) high-ranking, well-balanced blog posts.
Whether you’re creating a content strategy from scratch or refreshing your existing blogs, Clearscope covers every nook and cranny of search optimization.
clearscope SEO tool
- SEMrush
Another staple SEO tool, SEMrush allows you to track the position of your priority keywords and likewise explore new terms to rank for.
The tool’s breakdown of keyword ideas, difficulty and variations are great for brainstorming content ideas and identifying search intent, too.
semrush seo tool dashboard results
Conversion optimization tools
The smallest changes can make the biggest difference when it comes to getting people to convert on-site.
Just changing the color of your call-to-action button can spell the difference between scoring a free trial sign-up and someone bouncing. Among the digital marketing tools in your toolbox, conversion optimization software can clue you in on low-hanging opportunities to increase your revenue.
- Unbounce
Unbounce is an amazing tool for quickly building, tweaking and publishing new landing pages to test. Built-in A/B testing and variant analytics can answer directly which creatives, calls-to-action and additional page elements are working (and which aren’t).
Even if you’re not much of a designer, you can use Unbounce’s proven landing page templates as a jumping-off point and then modify them to fit your style. The platform’s analytics spell out clearly which landing page variants are your top performers.
unbounce A/B test example
- Optimizely
Emphasizing landing page experiments, Optimizely combines tools for visual creation and audience targeting to quickly run tests on different segments of your audience.
A no-code platform that allows you to test both major and minor edits to your pages, fine-tuning your site for performance doesn’t have to be a huge undertaking.
optimizely experiment example
- Hotjar
Hotjar’s platform provides a real-time visual record of your visitors’ actions and behaviors on-site.
Through heatmaps that clue you in on where people are (or aren’t) clicking. Synced to actual video recordings of your visitor’s journey, you can quite literally see what needs to be tweaked at a glance.
Hotjar heatmap shows where most users click on their website
Lead enrichment tools
It’s well-documented that the majority of website visitors fail to provide enough data after leaving your site.
Thankfully, there are business intelligence tools out there to help you better understand your leads and highlight key information to reach out to them once they’ve shown interest. Particularly powerful for B2B marketing, lead enrichment tools supercharge your prospecting and outbound marketing pushes by giving you a more holistic view of your traffic.
- Clearbit
Using 100+ sources, including Salesforce and additional marketing platform data, Clearbit creates an up-to-date profile of your leads to make your outreach efforts go more smoothly. The details gathered include company, role and company size, just to name a few.
Rather than dig for details or rely on outdated information, the platform regularly updates itself every 30 days to ensure that your data stays fresh. This allows you to prospect with confidence and save serious time in the process.
clearbit screenshot showing warm lead information and industry
- Datanyze
Similar to Clearbit, Datanyze also uncovers crucial contact information about your on-site leads to fill out your digital rolodex. The platform also works brilliantly for prospecting on LinkedIn by pulling social data on decision-makers, too.
Datanyze captures information on warm leads via their LinkedIn profiles
Landing page and lead capture tools
As our attention spans shrink, making a conscious effort to reel in visitors once they land on-site is crucial. Marketing platforms focused on lead capture ensure that your traffic doesn’t go to waste and visitors are more likely to take action. When done right, the end result is more leads and conversions.
- OptiMonk
OptiMonk’s platform allows businesses to grab the attention of customers and prevent them from bouncing through personalized pop-ups.
With an emphasis on lead capture and exit intent messages, the platform’s behavior-based targeting means that your pop-ups don’t have to be disruptive.
For example, OptiMonk encourages users to segment their marketing messages and serve them only when they make sense. From returning buyers to first-time window shoppers, the platform empowers you to create campaigns that speak to all of your customers rather than treat them as one-size-fits-all.
The upside of OptiMonk is that it’s known for its ease of use. Boasting a ton of templates with established average click-through rates, brands can customize their messages based on pop-ups that are proven to be effective.
OptiMonk’s platform allows businesses to create personalized pop-ups.
- Typeform
Typeform is a sleek tool for marketers looking to create attractive, minimalist forms.
Unlike more traditional pop-ups, Typeform’s intake forms are seriously stylish and don’t feel like ads at all. The platform’s simple editor and easy embeds are a nice added bonus, as is the ability to create quizzes and interactive forms.
Typeform is a sleek tool for creating minimalist forms.
- MailMunch
A hybrid email marketing and landing page tool focused on list-building, MailMunch offers several engaging form types and emails to send to leads once they’ve opted-in.
The platform lets you segment your audience based on factors such as how often they buy and customer demographics. Additionally, their goal-based form-builder is straightforward and lets you work from a variety of templates.
MailMunch is a hybrid email marketing and landing page tool offering engaging form types and emails to send to leads.
Graphic creation tools
Infographics. Memes. Graphs and graphics. The list goes on and on.
Visuals are the cornerstone of social marketing and branding at-large. If you don’t have the budget for a designer or are running a DIY business, digital marketing tools such as Canva have become the go-to for producing eye-catching visuals.
That said, there are a few other graphic creation tools you should consider so your creatives don’t grow stale.
- Creatopy (formerly Bannersnack)
Creatopy is a graphic creation tool akin to Canva, but emphasizes quite a few features specific to marketers.
For example, the platform’s design sets and brand kits allow you to seamlessly work with fellow marketers and keep your brand creatives organized. This is particularly useful for agencies managing multiple clients or social accounts.
Meanwhile, the ability to edit the same design within multiple formats (think: desktop banner versus mobile) in a single click is a huge time-saver.
Creatopy graphic design tool lets you create brand design kits and graphics collaboratively with your team.
- Visme
Visme’s platform is focused primarily on creating presentations and data visualization.
Because infographics and fresh data are among the most-shared types of content on social media, Visme is ideal for anyone frequently publishing research to platforms like Twitter or LinkedIn.
Beyond straight-up graphic creation, the platform lets you pull data from external sources (think: spreadsheets) to make presentation creation a snap.
Visme graph creator for creating presentations and data visualization.
- Venngage
Venngage is another graphic creator with an emphasis on infographics. With spreadsheet imports and hundreds of chart configurations, you can customize your infographics however you want. Customize any infographics based on your branding with tons of built-in graphics to choose from.
Venngage is a graphic creation tools that has spreadsheet imports and hundreds of chart configurations.
Which digital marketing tools are part of your stack?
With the right tools at your disposal, you can streamline your marketing campaigns and automate a ton of tasks in the process.
Any combination of the tools above can serve as the foundation for a solid digital marketing stack. Don’t be shy about test-driving and going through trials to find what works for your business and budget.
Once you’ve sorted out your digital marketing tools, you can move forward with your campaigns with a sense of confidence and likewise keep a better pulse on your marketing efforts.
And if you haven’t already, make sure you check out our variety of social media templates to help organize and measure your social marketing campaigns so they align with your business’ goals.
types of digital marketing pdf
In the past decade, digital marketing has become a vital component in an organization’s overall marketing strategy. It allows companies to tailor messages to reach a specific audience, making it possible to market directly to people who are likely to be interested in their product.
Two academic team members from Southern New Hampshire University (SNHU) spoke about how digital marketing aligns with traditional tactics and shared information on some of the types of digital marketing in practice now.
What is Digital Marketing
Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online. As a form of online marketing, it allows organizations to establish a brand identity and has revolutionized the marketing industry.
Dr. Mark Hobson with the text Dr. Mark Hobson
A senior associate dean of business programs, Dr. Mark Hobson, said although digital marketing seems like a new world, in fact, it is based on many of the principles familiar to traditional marketers and requires both foundational marketing knowledge and technical know-how.
Dr. Jessica Rogers, associate dean of marketing programs, said the two disciplines serve to connect with distinct groups of consumers. “… Traditional media is a great way to reach a broad consumer base, whereas digital media has the ability to reach very specific audiences,” she said “A key point is that depending on the target audience, some channels are more effective than others.”
Types of Digital Marketing
Rogers talked about some of the most popular types of digital marketing, providing a brief overview of each:
An infogrpahic piece with the text 8 Types of Digital Marketing: Search Engine Optimization, Pay-Per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics, Affiliate MarketingSearch Engine Optimization (SEO)
The goal of SEO is to get a business to rank higher in Google search results, ultimately increasing search engine traffic to the business’s website. To accomplish this, SEO marketers research words and phrases consumers are using to search for information online, and use those terms in their own content. According to leading SEO software company Moz’s “Beginners Guide to SEO,” SEO encompasses many elements, from the words on your web pages to the way other sites link to you on the web to how your website is structured. An SEO specialist can make around $70,058, according to Salary.com.
So, what are some things that can improve a site’s SEO? It’s important to understand that one of the things that makes SEO challenging is that the answer to this question always depends on Google and its most current algorithm. Keeping that in mind, here are a few of the most important things for SEO strategists and marketers in general to understand about how SEO works today, from Moz’s Beginners Guide to SEO:
Content indexing – It is important to allow search engines to clearly “read” what your site content is, by doing things like adding alt text for images and text transcripts for video and audio content.
Good link structure – It is important that search engines can “crawl” your site structure to easily find all the content on your site. There are many things that an SEO specialist can do to properly format links, URLs, and sitemaps to make them most accessible to site crawlers.
Keywords and keyword targeting – Properly deploying your keywords – i.e. the search terms you want your site to be found for—in your content and headers is one of the fundamental building blocks of SEO. It is no longer good practice to “stuff” your content with as many keywords and keyword variations as possible. Writing high-quality content that uses keywords in the headers and a few times in the crawl-able page content is now considered better practice, and will make pages rank better in search results.
Pay-per-Click (PPC)
Pay-per-click refers to paid advertisements and promoted search engine results. This is a short-term form of digital marketing, meaning that once you are no longer paying, the ad no longer exists. Like SEO, PPC is a way to increase search traffic to a business online.
Pay-per-click can refer to the advertisements you see at the top and sides of a page of search results, the ads you see while browsing the web, ads before YouTube videos and in ads in mobile apps.
PayPerClickBody
One of the other things that differentiate pay-per-click from SEO is that you only pay for the results. In a typical PPC model like a Google AdWords campaign, you will pay only
when someone clicks on your ad and lands on your website. You can spend just about any amount of money on pay-per-click advertising. Some companies may see results from investing just a few hundred dollars, but plenty of large companies spend tens of thousands a month on pay-per-click.
How much it costs to run an ad or promote your search results will depend primarily on how much competition there is for your keywords. High competition keywords (i.e. keywords that many people are searching for and that many sites are trying to be found for) will be more expensive and lower competition terms will likely cost less.
When you set up a pay-per-click campaign, you will also be able to choose whether you want your ad or promoted results to be shown to users all over the world, or only within a specific geographic area. If you are marketing a brick-and-mortar business, this ability to tailor by location helps you not waste ad dollars serving ads to users who don’t live anywhere near your business, according to Google.
Social Media Marketing
This includes everything a business does via social media channels. Just about everyone is familiar with social media, but marketers must approach social with an integrated and strategic approach. Social media marketing goes far beyond simply creating posts for social channels and responding to comments.
An infographic piece with the text Salary.com reports a social media analyst with a bachelor’s degree can earn about $68,230.
To be effective, efforts must be coordinated and consistent rather than an afterthought. To help keep posts consistent, there are many online tools available to automate and schedule social media posts, although marketers only should use automation as a tool, not a “set it and forget it” solution. Users will figure it out quickly if there is no real person behind the posts.
Social media marketers should not be in a silo separate from other marketing functions. Social marketers need to work with the company’s wider marketing team to coordinate their message across all platforms, online and off, so that every part of the brand is telling the same story.
A crucial part of social media marketing is analytics: Social media marketers must also be savvy at analyzing the performance of their posts, and creating strategies based on that data. Another reason for marketers to be consistently measuring and tracking their campaigns is that this data allows them to demonstrate a particular campaign’s return on investment and whether it provided any value to the company, according to marketing writer Jayson DeMers.
There are also several free options to spread your message that go beyond Instagram and Twitter. Some other options include Google My Business, eBay and Facebook Messenger and Marketplace.
In other words, social media marketing is a lot more complicated than managing your personal Facebook or Twitter profile. It requires a blend of creative thinking and objective, data-driven strategy, and maybe a great fit for professionals who enjoy blending these two disciplines. A social media analyst with a bachelor’s degree can earn about $$68,230, according to Salary.com.
Content Marketing
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have the reader take an action towards becoming a customer, such as requesting more information, signing up for an email list, or making a purchase. “Content” can mean blog posts, resources like white papers and e-books, digital video, podcasts, and much more. In general, it should first and foremost provide value to the consumer, not just advertise the brand or try to make a sale. Content marketing is about building a sustainable, trusting relationship with your customers that can potentially lead to many sales over time, not just making a single transaction.
Content marketing works in symbiosis with other types of digital marketing: It is a way to incorporate SEO search terms into fresh website content, and the content created can be shared as social media posts and in email marketing publications. Looking at the analytics for your content marketing can tell you a lot about your customers: what are they looking for when they land on your site? What kinds of content make them stay on the site longer and keep looking around? What kinds make them lose interest and navigate away?
Unlike a method such as PPC, content marketing is a long-term strategy. Over time, marketers build up a library of content (text, video, podcasts etc.) that will continue to bring users to the site via search engines, according to Marketo, a marketing automation company. This content library also helps promote knowledge of your brand and increases your profile as a resource for information. And, if users are visiting your site for information, ideally they will remember you as an authority when it’s time to make a purchase.
Content marketing is a great avenue for people who enjoy writing and/or video and audio production. But as with digital marketing in general, it also calls for strong strategic and analytic skills.
Email Marketing
Even with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, providing value to consumers and over time convert an audience into customers. Email marketing pros not only know how to create compelling campaigns, they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association.
Email marketing software can offer many different analytical measures, but two that marketers are always striving to improve are the open rate –the percentage of recipients who opened the email – and the click through rate – the number of recipients who opened the email and clicked on a link in the email. According to leading email marketing software company Constant Contact, there are many things marketers can do to make their emails more appealing to users and more likely to be opened. These include:
Create a Sense of Urgency – Writing email copy that lets your recipients know that time is running out to get a special deal or that there are only a limited number of the offer available, can increase the number of people clicking through to your website.
Personalize Your Email – Setting your emails and subject lines up to incorporate the recipient’s name is a proven way to increase open and click through rates. (A sample subject line: “Katie, a special offer just for you.”)
Let Recipients Set Their Preferences – Allowing users to specify how often they want to hear from you can help keep some of your email subscribers subscribed to your list and clicking on your emails.
Mobile Marketing
This digital marketing type is this focused on reaching your target audience on their smart phone or tablet. Mobile marketing reaches people through text messages, social media, websites, email and mobile applications. Marketers can tailor offers or special content to a geographic location or time, such as when a customer walks into a store or enters an event.
ContentMarketingBodyAccording to a recent TechCrunch article, consumers in the United States now spend five hours a day on their phones. This represents a 20% increase from the fourth quarter of 2015. Users are also spending much more of their time in apps rather than on mobile browsers. In 2017, users are spending much more time with apps than watching television. 15% of that app time is spent with entertainment apps like Netflix and Hulu, 19% of it is spent on Facebook’s mobile app, 12% on other social and messaging apps, and 11% in gaming apps, according to the TechCrunch article.
Retail Dive reports that 45% of all shopping always or frequently involves a mobile device in some way, whether it’s used to do research, compare prices or make a purchase. For a majority of Millennials (defined the Pew Research Center as people born between 1981 and 1997), that number is 57%.
Marketers know that you need to take your message to where your customers are, and it is very clear: your potential customers are on their phones.
Marketing Analytics
One of the major advantages of digital marketing is that it is highly trackable and measurable. Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated. Today, analytics allow marketers to track user behavior at a highly detailed level: how many times they click on a link, how much time they spend on a web page, how often they open emails, and much more. But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.
Not only does this allow marketers to learn what is successful with consumers and adapt their marketing messages moving forward, it also means they can demonstrate their value to the company. Understanding all of this data and using it to make strategic decisions is an important part of a digital marketer’s work, and one that sets them apart from their traditional counterparts.
There are many tools available for measuring the success of digital marketing campaigns, and many marketers will use some combination of these tools, depending on their needs and their audience (Fortune magazine reported that many marketers are using over 100 applications in their total marketing process.) One of the most used tools for marketing analytics is Google Analytics, which can be customized in nearly endless ways to measure how your site is performing, which keywords are bringing users to your site, how users are navigating through your website, and much more.
Having good, accurate analytics and the know-how to interpret them can help marketers “fail fast,” quickly cutting campaigns that aren’t working and building better campaigns around concepts that have a proven track record of success. Over time, you won’t just be using analytics to measure your campaigns – the analytics will also inform and improve your campaigns.
In a digital marketing degree program, you’ll study a wide range of issues pertinent to your marketing career, including marketing plans and strategies, branding, mobile marketing and digital advertising.
Affiliate Marketing
With the increased prominence of online marketing, affiliate marketing—also known as influencer marketing—has become popular among many organizations in bridging the gap between consumers and organizations. But, what is affiliate marketing?
Affiliate marketing utilizes the ever-growing popularity of industry experts and social media influencers. In working with these third-party influencers, your organization will collaborate to promote your products or services for compensation. In collaboration, influencers will engage their audience with posts, blogs, or videos to bring in more business for your organization and create new leads.An infogrpahic piece with the text BLS predicts a 10% increase in the number of advertising, promotions and marketing managers through 2030.
Within the last few years affiliate, or influencer marketing has grown immensely with new media like TikTok, Instagram, Youtube and blogs being a mainstream form of entertainment, news and shipping. Affiliate making has become one of the more popular forms of digital marketing. According to inc.com, the affiliate marketing industry was expected to grow to 6.8 billion in 2020.
The job market is growing for marketers. The U.S. Bureau of Labor and Statistics (BLS) predicts a 10% increase in the number of advertising, promotions and marketing managers. In 2020, the median salary for those positions was $141,490, according to BLS.
Marketing Skills
Digital marketers support the wider marketing team and the strategic goals of the whole company by rolling out marketing strategies in the online environment, Hobson said. Digital marketers strive to be a voice for the customer and how they want to interact with a brand digitally, Rogers said. “(Marketers) strategically approach the brand’s channels to maximize investments, drive traffic and conversions, as well as manage integrated digital content,” she said.
The need to be where the customers are at all times means that digital marketers have a significant responsibility to be attuned to changes in technology, social media and software.
Technology changes quickly; the hot social media app of today may be all but abandoned by next year, but many of the foundational principles of marketing remain the same.
Dr. Jessica Rogers with the text Dr. Jessica RogersToday, many employers are requiring experience in Google Analytics, Google and Facebook Ads, HubSpot and Hootsuite, according to Rogers. In a master’s in digital marketing program, you’ll learn the foundations of tools such as these, exploring and applying them through coursework. They are also looking for candidates who are proficient in Adobe Creative Suites and have a working knowledge of SEO and keyword research.
However, some important pieces of the marketing puzzle have not changed since the days when companies primarily advertised in print, radio and TV. All marketers need strong communication skills and a strong basis in marketing principles.
Employers include these soft skills with the technology-related proficiencies in job posting requirements, according to Rogers.
“A basic tenant of marketing is communicating a marketing message to a target audience,” she said. “… Not only must we communicate with our teammates, but we must be able to communicate to customers, executives and more. These folks are our target audience and without strong communication skills, messages will not be received in the way in which we intended.”
Since digital marketing is a rapidly changing space and it is imperative for companies to stay up to date on new and emerging strategies, Hobson said. There are many ways that companies do this, some of which are the responsibility of digital marketers and some of which is done by other departments.
“Staying ahead of the competition has never been more important,” Rogers said. “The landscape for businesses is changing so rapidly, that is has become a key strategy to include looking to the competition to help inform your own digital strategy.”
Conclusion
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