How to become a marketer or digital marketer

Marketers create, manage, and optimise campaigns to promote products or services to customers. This can include developing strategies to boost brand awareness, generate leads, and drive sales through various channels. 

Their primary responsibilities typically include: 

• Researching target markets.
• Developing campaign strategies.
• Creating content.
• Managing projects. Analysing performance data. 

Different marketers work across different channels, from traditional marketing to digital platforms. Some marketers might specialise in digital SEO content for business blogs, while others might focus on outdoor advertising for billboards or posters. 

Digital marketers specialise in online platforms, using social media, search engines, and websites to connect with audiences. They typically specialise in one area, such as search engine optimisation (SEO), paid advertising, or social media.

Both traditional marketers and digital marketers promote products or services, but they use different channels and methods to reach audiences.

Traditional marketing channels include: 

• Print advertising in newspapers and magazines.
• TV and radio ads.
• Direct mail campaigns.
• Outdoor advertising on billboards and posters.
• Event marketing. 

Digital marketing channels include: 

• SEO to improve website visibility.
• Social media platforms like Facebook, Instagram, and LinkedIn.
• Pay-per-click (PPC) advertising on search engines and social media.
• Email marketing campaigns.
• Content marketing through blogs and videos. 

Many brands use a combination of traditional and digital marketing to reach their target audiences.

Employers typically seek candidates with strong creative thinking skills. While formal qualifications are not always required, they can provide aspiring marketers with the ability to analyse and evaluate, which is essential in the industry. 

Degrees and certifications

Formal qualifications aren’t typically required for marketing. However, many successful marketers hold degrees in marketing, business, communications, psychology, or less directly related humanities subjects, such as history and English. 

If university isn’t for you, online learning platforms like Coursera, HubSpot Academy, and Grow with Google offer free and paid courses that can help you gain the skills for a career in marketing. 

Apprenticeships, internships, and freelance work can provide more hands-on learning opportunities in different markets, while professional certifications from Google Ads or HubSpot can demonstrate specialised skills.

Creating a portfolio can help showcase examples of your work to employers. These might include strategy ideas, social media posts, blogs, newsletters, or case studies. 

Many aspiring marketers start by creating content for their own projects to gain experience, such as websites or social media accounts. Freelancing platforms like Upwork and Freelancer can provide paid work across various industries, while internships can offer valuable experience collaborating with brands and businesses. Volunteering for non-profit organisations is an alternative route, with the added benefit of supporting a cause you care about.

There are many areas of marketing to explore. Entry-level roles, such as marketing assistant or junior marketer, can lead to mid-level positions, including content specialist or social media manager. Senior positions can include marketing director, head of digital marketing, or chief marketing officer. 

Many experienced marketers also transition into consulting, start their own agencies, or move into related fields like sales, product management, or business development.

Marketing can combine creativity, communication, and analytical thinking in fast-paced environments that are constantly evolving. Those who enjoy creating content, observing consumer behaviour, and working with data often find marketing rewarding.