Read to find out who an internet marketer is: what they should do, and most importantly, what tasks are not included in their responsibilities. Using the example of the tasks of an almost real marketer Ivan, we will analyze the pros and cons of the profession, and see how much you can earn.
Who is an Internet Marketer?
What does an internet marketer do?
What an Internet Marketer Should Know and Be Able to Do
Internet Marketing Specialist Skills
Pros and Cons of Being an Internet Marketer
How much does an internet marketer earn
Where can I get a profession as a marketer?
Who is an Internet Marketer?
Table of Contents
An Internet marketer — also called a digital marketer — is responsible for promoting a business on the Internet. This specialist offers company managers ideas on how to sell more and attract customers cheaper. The marketer passes on everything that the management has agreed on to the team: sets tasks for employees, monitors deadlines and quality of work, and analyzes the results.
Let’s give an example of how an online marketer can work in reality. Meet Ivan: he works at the online home improvement store “Domik”. Ivan is responsible for ensuring that the site attracts more and more visitors every month and that the number of orders grows. He offered the store’s director options on how to increase sales. The director approved some ideas, and Ivan distributed tasks among employees and contractors. For example, Ivan came up with an idea:
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What does an internet marketer do?
The job of an internet marketer is to increase the company’s profits. This can be achieved by developing a brand, launching advertising, improving marketing funnels – that is, working to ensure that as many people as possible leave requests and buy goods or services online. The responsibilities of an internet marketer may vary depending on the structure of the company. As a rule, it is important for each internet marketing specialist to:
be aware of the market: know about all changes, forecast demand;
analyze portals and strategies of other companies;
study the target audience;
develop promotion strategies: coordinate plans with management, distribute tasks among company employees, analyze results;
find and supervise off-staff performers;
manage the budget;
monitor traffic and other analytical data: react in time if traffic and sales are falling, or, conversely, understand why traffic and sales are growing and improve this result.
A good marketer predicts which platforms will give the best results – help bring interested buyers to the store:
What an Internet Marketer Should Know and Be Able to Do
This is one of the professions in IT without programming . To solve professional problems, a specialist must be well versed in the following areas:
SEO – Search Engine Optimization;
SEM — search engine marketing and contextual advertising;
email marketing;
SMM and targeted advertising – promotion through social networks;
Let’s take a closer look at these tools.
Search engine optimization (SEO)
In order for as many people as possible to come to the site from the search, it should be as high as possible in the Yandex and Google results. To do this, the SEO optimizer analyzes the statistics of requests and configures the pages so that the user can find the most complete answer to their question. The optimizer also ensures that the site is easy to use: if a person cannot immediately find the right button, he will leave and not order anything.
Ivan determined that users enter the query “buy wallpaper in an online store” more than 14 thousand times a month. He managed to bring the site to the top 10 for this query: when people enter such a phrase, they see the Domik store on the first lines. 4,000 people visit the site, 1,000 call and write to managers or add the product to the basket. Then the sales department works with the order. Thus, in our universe, Ivan manages to get 4,000 visits and 1,000 applications for just one query. And there are dozens of such queries.
Search engine marketing (SEM) – search engine marketing and contextual advertising.
SEM is also search engine promotion, but always for money. The main thing here is to find the right keys, correctly specify the characteristics of people who should see the site, and launch advertising. That is, if Ivan sells wallpaper in Moscow, then the advertising should not be seen by people from Khabarovsk who use the search engine to order pizza.
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Email Marketing
Selling via mailings becomes an effective tool for a digital marketer if the specialist:
knows how to collect, maintain and increase a customer base;
knows how to segment the database and does not send the same letters to everyone, for example, does not offer to buy wallpaper with a delicate flower pattern to young bachelors – except perhaps to those of them who have already been interested in wallpaper with a flower pattern;
determines when and how often it is best to send out mailings;
finds catchy headlines that will encourage people to open your email;
knows how to compose a letter in such a way that the client feels that he will receive something useful and follows the links.
Social media marketing (SMM) and targeted advertising – promotion through social networks
An Internet marketer assumes which social networks the company’s target audience uses and creates accounts there. This is how the company maintains customer loyalty and sells goods or services to subscribers. A paid tool for promotion in social networks is targeted advertising : setting up campaigns for an audience based on social, age, geographic and other parameters. With the help of such advertising, you can reach people who are not subscribed to the account and turn them into subscribers or immediately start selling them something.
Content Marketing
Articles can be posted not only on the company’s website. The marketer uses media platforms, negotiates with bloggers, finds out the terms of placement in the media. It is important that the target audience of the business and the audience of the site coincide.
An internet marketer has other tools: working with video content, promoting apps in stores, end-to-end analytics that helps to more accurately assess the contribution of each advertising channel to business profits, and others. It is unlikely that you will be able to know everything in detail, the online industry is developing too rapidly, but it is important to understand when it is worth using a specific tool and what results to expect.
Internet Marketing Specialist Skills:
have knowledge of web analytics and programming basics;
be able to negotiate;
manage a team and contractors; be creative;
be able to analyze data, work with numbers;
follow updates not only in the market: SEO, SMM and other tools change very quickly and it is important to be aware of digital news.
Pros and Cons of Being an Internet Marketer
Pros
Digital marketer Ivan loves his job because:
✅ Earns good money.
✅ Receives many interesting and diverse tasks: you need to combine analytics, technical skills and creativity – you won’t be bored.
✅ He knows that he is a sought-after specialist: Ivan is sure that if he leaves this company, he will find another place very quickly.
✅ Can develop in several directions at once and earn extra money on their projects, for example, in SEO or SMM.
Cons
But there are also difficulties in the work of an Internet promotion specialist:
❌ Not all employers clearly understand what an internet marketer does.
Because of this, either too much is expected, or extra tasks are given that are not within the competence of such a specialist. To prevent this from happening, even at the interview stage, you need to clearly discuss the tasks with the employer: how both parties see the duties of a web marketer.
❌ You need to constantly monitor a huge amount of information.
❌ To start a career, you need to learn a lot.
How much does an internet marketer earn
In May 2023, most employers on HeadHunter offered vacancies for an Internet marketer at a rate of 70,000 ₽. The salary of a marketing assistant starts from 20,000 ₽.
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Where can I get a profession as a marketer?
It is not yet possible to obtain a digital marketer specialty from scratch at universities. Some educational institutions have a marketing department or this discipline is taught at advertising and public relations departments. But universities still teach traditional marketing, without the basics of working with Internet tools. You can master the basic tools separately, having studied the basics of SEO and programming, working with contextual advertising, SMM, web analytics. Or get all the knowledge at once in courses at online schools.
Yandex Practicum has developed a course where you can deeply master the profession of an Internet marketer from scratch . The program takes into account the knowledge necessary for the profession and provides a base that will help the graduate immediately after completing the course to find a place with a salary of more than 100 thousand rubles.
