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Digital Marketer – Who They Are and What They Do

admin | 30 Apr 2026 | 6 хв читання 1 переглядів

It should be noted immediately that digital marketers are often called internet marketers. In our case, it is the same position with different names.

Below are the most common responsibilities of a digital marketer. Typically, each company has additional functional responsibilities for a digital marketer that are not typical for other companies – such practice is considered normal. However, there are functional responsibilities that are considered standard, and these will be discussed in this article.

1. Who is a Digital Marketer?

A digital marketer is a specialist responsible for promoting products, services, or brands using digital channels and technologies. Their main goal is to attract, convert, and retain the target audience in the online environment to achieve business objectives (sales, lead generation, brand awareness). The job requires constant data analysis and rapid adaptation to changes in the digital space.

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2. How does a Digital Marketer differ from a traditional Marketer?

Criterion	Digital Marketer	Traditional Marketer
Channels	Uses online tools: SEO, PPC, SMM, Email, websites, mobile applications.	Uses offline tools: print advertising (newspapers, magazines), radio, TV, billboards, direct sales, events.
Measurability	High. Every action (click, impression, conversion, ROI) is measured accurately and in real-time (Google Analytics, CRM).	Low. Effectiveness is often measured indirectly (surveys, changes in overall sales volume).
Feedback	Instant (comments, reactions, chat inquiries). Allows for quick adjustments.	Slow and often generalized.
Target Audience	Precise segmentation and targeting of narrow groups by interests, demographics, behavior.	Mass audience or broad segments.

The main difference is that a digital marketer works with digital marketing channels, which are more measurable (data-driven), allow for precise targeting, and provide quick feedback. Traditional marketing primarily works with mass and indirect communication channels.

3. Functional Responsibilities of a Digital Marketer

3.1. Strategy and Planning

Task Name	Description	Example
Digital Strategy Development	Defining overall marketing goals, target audience, positioning, and selecting priority promotion channels.	Determining that the main goal for the next quarter is to increase the number of qualified leads by 20% through LinkedIn and content marketing.
Budgeting	Planning, allocating, and controlling expenses for advertising campaigns, tools, and contractors.	Allocating a monthly budget: 7,000 USD for Google Ads, 3,000 USD for video content creation, and 1,500 USD for email marketing tools.
Market and Competitor Analysis	Systematic monitoring of competitor actions, studying trends, and consumer behavior to identify new opportunities.	Analyzing advertising creatives of 5 main competitors on Facebook to find new ideas for own campaigns.
Setting KPIs (Key Performance Indicators)	Defining specific, measurable goals by which the success of marketing activities will be evaluated.	Setting a target KPI – the lead-to-customer conversion rate should be at least 15%, and the number of leads should exceed 100.

3.2. Traffic Acquisition (Specialization and Channels)

Explanation: As a rule, a digital marketer is an expert in only 1-2 key channels, and often delegates work with other channels (SMM, Email, etc.) to specialists, freelancers, or contractors, managing only the overall process.

Digital Channel	Description	Example
SEO (Search Engine Optimization)	Optimizing a website and its content to improve its position in organic search results (Google, Bing).	Creating a technical brief for a copywriter to optimize 15 existing blog articles for high-frequency search queries, for example, “how to choose a laptop”.
PPC (Paid Advertising)	Creating, launching, and managing pay-per-click advertising campaigns in search engines and social networks (Google Ads, Meta Ads).	Creating and launching a new Google search campaign to sell a specific product, setting geotargeting for Lviv and Kyiv.
SMM (Social Media Marketing)	Developing a content strategy, creating and publishing content, interacting with the audience on social platforms.	Developing a monthly content plan for Instagram, including 8 Stories, 12 posts, and 2 Reels, aimed at increasing engagement.
Email Marketing	Creating newsletters, segmenting subscriber databases, and setting up automated email series to retain and convert customers.	Setting up an automated “welcome” series of three emails for new subscribers to introduce them to the brand and offer a discount.
Content Marketing	Creating and distributing valuable, relevant content (articles, videos, guides) to attract and build audience trust.	Creating a detailed White Paper (technical document) on “IT Market Trends 2024” to generate leads on the website.

The table shows an incomplete list of digital marketing channels, so companies using this template need to adapt the list of channels and add those digital marketing channels that are relevant to their industry. For example, the PPC channel can be divided into Google Ads, Meta Ads, LinkedIn Ads, Reddit Ads, Pinterest Ads, etc.

3.3. Analytics, Reporting, and Management

Name	Description	Example
Analytics Setup	Installing and configuring data tracking tools (Google Analytics, GTM) to collect information about user behavior.	Installing Google Tag Manager and setting up event tracking for clicks on the “Request a Call” button on all website pages.
Performance Monitoring	Daily or weekly collection and interpretation of data from advertising accounts and analytical systems.	Daily checking of the Cost Per Acquisition (CPA) metric in the advertising account to quickly identify and disable ineffective ad groups.
A/B Testing	Conducting controlled experiments to compare two variants of elements (headlines, buttons, creatives) to optimize results.	Conducting a 10-day test of two headline variants on a landing page to determine which one generates a higher conversion rate.
Reporting	Regular preparation and presentation of work results, analysis of KPI achievement, and proposals for further steps.	Preparing a monthly report for management that clearly shows the ROI (Return on Investment) from each digital channel.
CRO (Conversion Rate Optimization)	Making changes to the structure, design, and content of a website or landing page to increase the percentage of visitors who complete a target action.	Changing the placement of the subscription form on the homepage, moving it higher to increase the number of collected email addresses.
Interaction with Team/Contractors	Setting clear technical specifications (TS) and controlling the work of designers, copywriters, developers.	Writing a clear technical specification for a web developer regarding speeding up the loading of the mobile version of the website.
CRM Management	Ensuring proper integration of marketing channels with the customer relationship management system to track the lead’s journey.	Ensuring that all leads from advertising forms are transferred to the CRM system and checking whether the sales department processes them in a timely manner.

4. Where to post a Digital Marketer vacancy

The most popular platforms where you can post a digital marketer vacancy:

The first two platforms are well-suited for finding digital marketers for small and medium-sized businesses, while the latter two are intended for digital marketers in IT companies.