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Digital marketing: definition, professions, training

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digital marketing

Today, digital marketing is no longer a novelty: it represents a new standard in customer acquisition. Thanks to the measures available to track the profitability of advertising investments, webmarketing (another name for digital marketing) has completely changed advertising in the 21ᵉ century. It also represents the adaptation of advertising to the uses of consumers who are now more active on social networks and on the Internet than watching TV or reading the newspaper (corresponding to the old form of advertising). Find out all you need to know about digital marketing: from its definition to its various techniques, not forgetting the professions and training courses to follow.

Definition of digital marketing

Digital marketing is the promotion of products or services using digital communication channels, such as search engines, social media, websites, e-mail and mobile applications.

Unlike traditional marketing, digital marketing offers a multitude of opportunities to interact directly with customers and establish a long and fruitful relationship. It also enables companies to effectively measure the performance of their marketing efforts and adjust accordingly.

Digital marketing has become an essential element of any modern marketing strategy. Companies of all sizes and in all sectors use it to reach their target audience and increase sales.

The main digital marketing professions

Digital marketing is a constantly evolving field that offers a multitude of career opportunities. Digital marketing professionals need to understand market trends and consumer behavior in order to develop effective strategies. Here’s a list of the most common jobs in digital marketing.

Le responsable marketing digital

This professional is responsible for the company’s overall marketing strategy. He/she must be able to coordinate the various teams and implement effective strategies to achieve growth objectives. He or she relies on the most relevant levers to reach target customers and implement the strategy. Depending on the responsibilities and size of the company, these functions may also be managed by a Head of Acquisition, Head of Growth or Head of Marketing.

Le SEO Manager

The SEO manager is responsible for optimizing websites for search engines. They must be able to understand search algorithms and implement strategies to improve website ranking in search results. They work in close collaboration with web copywriters to write SEO-friendly content.

Le Social Media Manager

Responsible for marketing on social networks, the social media manager must be able to understand the trends on the different platforms. He or she is responsible for creating content to raise awareness of the company, generate visits to the website and attract prospects.

The Marketing Data Analyst

This specialist is responsible for analyzing website and marketing data to optimize performance. The Marketing Data Analyst must be able to understand data and use it to improve the company’s marketing strategies.

There are other professions specific to each sector, such as the digital project manager who works in an agency, the e-commerce manager in the world of online product sales, or the CRM Manager, particularly present in B2B.

The main levers of digital marketing

The various levers of digital marketing are ways of promoting a product or service online. They include (this list is not exhaustive):

  • Search Engine Optimization (SEO): improving a website’s visibility in search engine results through content related to your products.
  • Online advertising: serving ads via online platforms such as Google Ads, Facebook Ads, LinkedIn Ads or Display ads (banner ads on websites).
  • Website optimization: converting website visitors into leads or customers through persuasive writing, UI, UX and loading time, for example.
  • Social networks: create content on Facebook, Twitter, TikTok or Instagram to reach your target audience and interact directly with them.
  • Email and newsletter campaigns: a welcome sequence for new customers or a monthly newsletter with all the latest news in your sector.

The advantage of all these levers is that every action can be measured. The results are visible and understandable to industry professionals, so you can adjust your strategy to optimize the performance of your marketing campaigns.

What kind of training do you need to work in digital marketing?

In France, there are many schools and universities offering courses in digital marketing. But it’s a profession where experience is everything. The most self-taught therefore try to learn on the job, by launching a project, as an apprentice or during their first experience. Project-based training courses like DataScientest’s digital marketing curriculum are the best option for becoming a seasoned professional.

Professional certificates in digital marketing are also very popular. They enable marketing professionals to train in the latest trends and specific techniques. For example, Google offers certifications such as Google Analytics and Google Ads. These certifications are invaluable, as they attest to their expertise and mastery of Google tools.

Salaries in digital marketing

Digital marketing salaries vary according to a multitude of factors, including experience, specialty, location and company size. Like other professions, Digital Marketers in large cities can expect higher salaries than those living in less densely populated areas.

The average digital marketing manager earns 50,000 euros a year (Source: Glassdoor), while a Social Media Manager earns an average of 35,000 euros a year*. As a beginner, you can expect to earn less than these amounts, but salaries increase with experience. Each specialization then allows you to develop your skills and aspire to positions of responsibility such as Head of Growth, Head of Acquisition or Marketing Director.

In a nutshell

In conclusion, digital marketing offers a wide range of opportunities for those aspiring to a career in the digital world. With many different specialties to choose from, find the right training to suit your needs in this exciting and constantly evolving field.

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