Digital Marketing Career Roadmap in 2023: Everything You Need to Know!

Last Updated on 14th, Apr 2023

Digital Marketing Summary:

Digital marketing is the use of digital channels, such as search engines, social media, email, and mobile devices, to promote a brand, product, or service. It encompasses a wide range of tactics, including search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content marketing, email marketing, and mobile marketing.

Effective digital marketing requires a deep understanding of a target audience, as well as the ability to measure and analyze the success of different tactics in order to continually refine and optimize marketing strategies.

What is Digital Marketing?

Digital Marketing is a form of marketing through which marketers can advertise businesses, brands, products, or services to people digitally.

Digital Marketing leverages different channels like Search Engines, Websites, Social Media Platforms, Emails, Mobile Applications, etc. through which business, brand, products, or services awareness and promotion are implemented, executed, and achieved.

It gives digital marketers the opportunity to engage, interact and understand their audience better and to increase the trust in the brands, products, or services they are marketing digitally.

Digital Marketers' goal is to advertise their products or services to people based on their search preferences on the internet. Connect with the right audience and maximize sales in a cost-effective manner.

Is Digital Marketing a Good Career in 2023?

YES! Digital Marketing is one of the most creative, promising, futuristic, and continuously growing fields across the globe. Digital Marketing and Online Advertising are fast-growing and trending disciplines.

With the help of Analytical Accuracy, Data-Driven Digital Marketing Methods, Campaign Tracking Techniques, and the power of constantly evolving Web Technologies; Digital Marketers have high control over advertisement campaigns on the internet reaching much larger and targeted audiences achieving high ROI (Return on Investment) via various digital platforms in a very well-planned strategy with a cost-effective marketing investment budget as compared to traditional advertisement ways making Digital Marketing a highly productive job role in terms of growth of a business, brand, product or services.

Recent research and reports on job trends suggest that Digital Marketing jobs became a flourishing job role at the time of the pandemic in the first half of 2020 as the only medium through which certain businesses were operational because they were based on the internet. Hence the role of a Digital Marketer job role gained immense and well-deserved growth and popularity; since then, the job opportunities in this job niche have grown exponentially.

In this article, we are going to discuss and understand an overview of how to shape a career in digital marketing and grow your knowledge, skills, experience, and expertise over a period of time along with your salary.

What are the Types of Digital Marketing?

Content Marketing

  • Blog
  • Case Studies
  • Infographics
  • Videos

SEO – Search Engine Optimization

  • Relevant Keywords Research
  • On-Page / Off-Page / Technical SEO
  • Backlinks
  • Ranking

PPC – Pay Per Click (Search Engine Ads)

  • Text Ads
  • Image Ads
  • Webpage Ads
  • Video Ads

types of Digital Marketing

SMM – Social Media Marketing (Social Media Ads)

  • Facebook Ads
  • Instagram Ads
  • LinkedIn Ads
  • YouTube Ads

Email Marketing

  • Re-engage Audience
  • Promotion and Offers
  • Increasing Leads
  • Improving Sales

Affiliate Marketing

  • Third-Party Website
  • Bloggers
  • Influencers
  • Pay Per Lead – Partners

What are the key skills required to become a Digital Marketing Expert?

To become a good Digital Marketer, you need to develop two main skill sets, under which the in-demand key skills are classified which will help you become a better Digital Marketer and get hired quickly as a beginner or for a better job role if you are experienced professional on a handsome pay package:

1. Hard Skills:

Hard skills are learned abilities that are expertise through education and experience. Hard skills show employers how good you will be at your job from a technical point of view.

Hard skills are mainly about core key skills like:

  • Coding
  • Copywriting
  • SEO / SMO.
  • Data Analysis.
  • Data Interpretations.
  • User Experience.

Digital Marketing Key Skills

2. Soft Skills:

Soft skills are about character traits and interpersonal skills. Soft skills show whether you'll be a good employee, teammate, or manager.

Soft skills are mainly based on interpersonal aspects like:

  • Adaptability
  • Communication
  • Creative Approach
  • Critical Thinking.
  • Problem-Solving.
  • Time Management.

Digital Marketing Job Description:

Job Description from an employer for the job role of a Digital Marketer will give a clear idea about what the employer expects from you in terms of skills-based digitalization of their brand, product, or services as well as your expertise on paid digital marketing trends, tools, and techniques.

The main responsibility of this job role is to handle digital presence, awareness, and communications of a brand, product, or service across a wide range of online digital platforms on the internet.

One of the main key job roles of a Digital Marketer is to utilize various techniques which are purely based on skills like Search Engine and Social Media web presence optimization of the business brand, products, or services via websites, email, newsletters, social media, mobile applications, and search engines through which attracting, connecting, engaging, interacting and communicating with new and existing customers becomes effective and easy which helps in retaining and generating recurring business from existing customers. These techniques generate valuable online brand awareness which helps to acquire new customers at a relatively low cost as compared to paid digital marketing techniques.

Another important key job role of a Digital Marketer is Paid Digital Marketing. The objective of this key skill is to develop creative, innovative, impactful, strategic, and budget-oriented online marketing campaigns through which business brands, products, and services can be effectively promoted to target audiences with the aim to generate sales leads and revenue growth. A digital marketer is expected to be well versed in utilizing all marketing tools and techniques like PPC (Pay Per Click), SEO (Search Engine Optimization), SEM (Search Engine Marketing), Email Marketing, Social-Media Marketing, and Affiliate Marketing efficiently.

Digital Marketing Job Responsibilities:

1. Core Skills:

Manage, maintain, and upgrade the business brand website as per the latest trends, keeping best practices and user experience at forte.

Optimize content for the business website to increase traffic and maintain traffic flow consistency.

Regular posting, interaction, and engagement with the audience on social media platforms with optimized content with respect to the business brand, product, and services.

Expertise in various content formats such as blogs, videos, audio podcasts, etc.

Track the website traffic and other important analytics.

Prepare and send promotional email content and newsletter updates to send to existing customers.

Launch promotional offers and discounts to attract new customers.

2. Ad Campaign Skills:

Plan marketing strategies and allocate budget.

Design, implement, and execute direct digital marketing campaigns.

Implement, analyze, and track performance metrics to measure, evaluate and understand the success of marketing campaigns in terms of ROI (Return on Investment).

Work closely with the sales team to coordinate sales leads achieved through the success of the marketing campaign.

Identify trends, insights, and competitor analysis to design and develop digital marketing campaigns.

Follow best practice standards for social media marketing on all the different digital platforms.

Conduct regular audits for social media and website marketing performance.

Expertise required to be a good Digital Marketing Professional:

Excellent copywriting skills with good command of verbal communication.

Attention to detailing multiple internet properties of business brands like website, social media presence, graphics, animations, video ads, other ad campaigns, etc.

Strong analytical, data-driven, and performance metrics-oriented thinking along with problem-solving abilities and a positive attitude.

Capability to identify, attract and engage target audiences along with multitasking abilities.

Capability to devise creative, informative, and engaging digital marketing campaigns.

Up-to-date knowledge of digital marketing current trends and most recent developments to achieve better sales results.

Proven digital marketing experience and expertise in multiple digital presences on various online platforms.

Experience in leading, implementing, executing, and managing aggressive social media marketing campaigns.

Excellent knowledge of display ads, email, newsletters, and push notifications.

Ability to use SEO, SEM, and database for promotion and marketing to generate more leads and sales.

Understanding of landing pages and product or service page optimization based on keyword research for higher ranking in search engines.

Proficiency in using website analytics tools, ad tools, various online tools for digital marketing, and various marketing software.

Basic programming knowledge and reasonable experience in HTML, CSS, and JavaScript.

What is the Eligibility Required to Become Digital Marketer?

To become a good Digital Marketer, he/she shall be a marketing enthusiast. One does not require a special degree in the respective field but a graduation degree in Business Management is a plus along with a certification course in Digital Marketing to enhance knowledge, skills, productivity, and employability.

What are specialized Digital Marketing Courses?

Specialized courses for Digital Marketing are:

  • Certificate Programme in Digital Marketing.
  • Diploma in Digital Marketing.
  • BBA in Digital Marketing.
  • MBA in Digital Marketing.

Sample Resume for Digital Marketing Professional:

Sample Resume for Digital Marketing

Above is the sample resume format for a beginner in the Digital Marketing field. The sample resume is a guide for beginners or freshers to focus and aim at the job profile, experience, and expertise mentioned in the resume in the first 2 - 3 years of starting their career as a Digital Marketer.

However, the best advice is to craft your resume according to the Job Role and Responsibilities mentioned in the Job Description for the job opening of Digital Marketing by the employer.

For more convenience, you can Download The Above Resume Template in Word format by clicking the button in the below section and tailor it according to the prospective job opportunity.

What are the types of Job Roles in Digital Marketing?

  1. Digital Marketing Executive.
  2. Content Marketing Executive.
  3. SEO Executive.
  4. Search Engine Marketing Executive.
  5. Social Media Marketing Executive.

Free Online Digital Marketing Certification Courses:

There is a huge spike seen in the Digital Marketing Industry during post Covid-19 pandemic. Every single year businesses are investing billions and billions of dollars with that comes thousands of job openings. To become the right candidate to apply for these job opportunities you need to understand the fundamentals and roadmap of the digital marketing niche of how you can begin your journey learning digital marketing and work your way towards building your career as an expert or a Pro Level Digital Marketing Professional.

The Entire Digital Marketing era was started by GOOGLE! Hence getting certificated with this valuable course that too free of cost shows employers that you have a clear understanding of the core concepts, fundamentals, and roadmap of digital marketing. You can add the qualification certificate to your CV, and easily upload it to your LinkedIn profile.

Fundamentals of Digital Marketing by Google Digital Garage

fundamental of digital marketing

Screenshot: Google Digital Garage

About This Course


  • Modules: 26
  • Hours: 40
  • Beginner
  • Free


  • IAB-Accredited
  • Video Tutorials
  • Unlimited Access
  • Recognized Certification

How It Works:

Learn new skills with our bite-sized video tutorials, then test your knowledge with a quick quiz.

Pass the final 40-question exam and get certified.

Download and showcase your new qualification on LinkedIn and your CV.

Why Get Certified?

Improve Your CV!

Getting certified shows employers that you have a clear understanding of the core concepts of digital marketing. You can also add the qualification to your CV, and easily upload it to your LinkedIn profile.

Google Certified Digital marketer

Screenshot: Google Digital Garage

Find Job!

Becoming certified shows you’ve got genuine digital skills, and that you are motivated to learn: two essential qualities in today’s business world. Demonstrating these qualities can help improve your chances of finding the job you want.

Grow Your Career!

Improving your digital knowledge can help you find a job, get promoted, or start a whole new career.

NOTE: Do go through our article on How AI is Transforming the Hiring Process!

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