Who Does Digital Marketing?
Understanding the Roles, Skills, and People Behind Successful Online Campaigns
In a world where people spend more time online than ever before, digital marketing has become the backbone of modern business. Whether you’re scrolling through social media, searching on Google, or receiving emails from your favorite brands—digital marketing is behind it all. But have you ever wondered who actually does digital marketing?
It’s not just one person or job title—it’s an entire ecosystem of professionals, skills, and tools working together to promote a brand, product, or service online.
In this blog, we’ll explore:
What digital marketing is
Who does digital marketing (roles and responsibilities)
Skills needed in digital marketing
Freelancers vs agencies vs in-house teams
How to get started in digital marketing
FAQs
What Is Digital Marketing?
Digital marketing refers to the use of online channels and digital technologies to promote products or services. It includes a variety of strategies such as:
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Social Media Marketing (SMM)
Email Marketing
Content Marketing
Affiliate Marketing
Influencer Marketing
Analytics and Data-driven Marketing
Unlike traditional marketing, digital marketing allows for precise targeting, real-time feedback, and measurable results.
So, Who Does Digital Marketing?
The people who “do” digital marketing come from various backgrounds and have different areas of expertise. Here’s a breakdown of the main roles and what they do.
1. Digital Marketing Manager
Who they are: The team leader or strategist.
What they do: Plan and oversee digital marketing campaigns, manage budgets, analyze performance metrics, and coordinate with teams.
Skills: Strategic thinking, communication, project management, data interpretation.
2. SEO Specialist
Who they are: The person optimizing content and websites for search engines like Google.
What they do: Conduct keyword research, optimize on-page and off-page SEO, track rankings, and improve website visibility.
Skills: SEO tools (like Ahrefs, SEMrush), Google Search Console, keyword strategy, technical SEO.
3. Content Marketer / Copywriter
Who they are: The storyteller of the brand.
What they do: Write blogs, web copy, social media posts, email campaigns, video scripts, and more.
Skills: Writing, research, SEO, storytelling, content strategy.
4. Social Media Manager
Who they are: The brand’s voice on platforms like Instagram, Facebook, Twitter, LinkedIn, and TikTok.
What they do: Create and schedule posts, engage with followers, run ads, monitor trends and analytics.
Skills: Creativity, platform knowledge, graphic design basics, community management.
5. PPC Specialist (Paid Media)
Who they are: The person who runs ads on Google, Facebook, LinkedIn, etc.
What they do: Create paid ad campaigns, manage budgets, optimize ad performance, increase ROI.
Skills: Google Ads, Meta Ads Manager, A/B testing, analytics.
6. Email Marketing Specialist
Who they are: The person behind your inbox promos.
What they do: Design email campaigns, segment audiences, monitor open/click rates, improve deliverability.
Skills: Email platforms (Mailchimp, Klaviyo), copywriting, automation, audience segmentation.
7. Web Developer / Designer
Who they are: The people who build and design user-friendly websites.
What they do: Ensure websites are functional, fast, secure, and optimized for conversion.
Skills: HTML, CSS, CMS platforms (like WordPress), UX/UI design, CRO.
8. Data Analyst / Marketing Analyst
Who they are: The number crunchers.
What they do: Analyze campaign performance, generate reports, and provide actionable insights.
Skills: Google Analytics, Excel, data visualization tools (like Tableau), statistical thinking.
9. Influencer / Affiliate Marketers
Who they are: Third-party promoters with their own audiences.
What they do: Promote products in exchange for commission or brand deals.
Skills: Networking, content creation, audience engagement, niche marketing.
Freelancers vs Agencies vs In-House Teams
There’s no one-size-fits-all approach to who does digital marketing. Depending on the business size, goals, and budget, there are three main ways digital marketing gets done:
1. Freelancers
Best for: Small businesses, startups, or one-off projects.
Pros: Cost-effective, flexible, specialized expertise.
Cons: Limited scalability, may need multiple freelancers for full coverage.
2. Agencies
Best for: Medium to large companies, or businesses needing a full-service solution.
Pros: Experienced teams, scalable, wide range of services.
Cons: Can be expensive, less personalized.
3. In-House Teams
Best for: Brands that want full control and long-term consistency.
Pros: Brand familiarity, direct collaboration, long-term growth.
Cons: Cost of hiring, limited expertise in all areas.
What Skills Are Needed to “Do” Digital Marketing?
Digital marketing is a blend of creativity, technology, and analytics. Whether you’re looking to enter the field or hire a digital marketer, here are the essential skills:
Communication – Writing, storytelling, and clear messaging.
Analytical Thinking – Understanding data and metrics.
Technical Skills – Tools like Google Ads, SEO software, CMS platforms.
Creativity – Design, video, and innovative content ideas.
Adaptability – The digital space changes fast; you need to keep learning.
How Do You Become a Digital Marketer?
If you’re wondering how to start doing digital marketing yourself, here’s a simple roadmap:
Step 1: Learn the Basics
Start with the fundamentals: SEO, social media, content marketing, and paid ads. Free platforms like Google Digital Garage, HubSpot Academy, and Coursera are great starting points.
Step 2: Choose a Specialization
Don’t try to do everything at once. Focus on one area (e.g., content, SEO, email, or paid ads) and get good at it.
Step 3: Build Hands-On Experience
Practice by working on your own project, helping a friend’s business, or freelancing. Real-world experience is more valuable than just certificates.
Step 4: Create a Portfolio
Document your work and results. A portfolio is key when applying for jobs or clients.
Step 5: Stay Updated
Follow blogs like Moz, Neil Patel, Search Engine Journal, and Google’s official updates. Join LinkedIn groups, attend webinars, and never stop learning.
Frequently Asked Questions
Q1: Can one person do all digital marketing?
Yes—but only to a point. A solo marketer (often called a generalist or full-stack marketer) can handle multiple areas, especially for small businesses. But for scaling or running large campaigns, a team with diverse skill sets is better.
Q2: How much does a digital marketer earn?
It varies based on location, role, and experience. For example, in the U.S., entry-level marketers earn around $45K–$60K/year, while experienced professionals can earn $100K+.
Q3: Is digital marketing a good career?
Absolutely. With businesses going digital, the demand for marketers is only growing. It’s a flexible, creative, and high-demand field with global opportunities.
Q4: Do I need a degree to work in digital marketing?
No. Skills, results, and portfolio matter more. While a degree can help, many top marketers are self-taught.
Conclusion: Digital Marketing Is a Team Effort
Digital marketing isn’t just about running Facebook ads or writing a blog post. It’s a collaborative effort involving strategists, creatives, analysts, developers, and more. Whether you’re a business looking to hire or someone looking to enter the field, it’s essential to understand who does what.
At its core, digital marketing is about reaching the right people, in the right place, at the right time—with the right message. And it takes a skilled team of digital professionals to make that happen.
Ready to take your digital marketing to the next level?
Whether you’re looking to hire talent, work with an agency, or become a marketer yourself, now is the perfect time to dive in.