Online marketing is one of the great new genres of marketing to have been born out of the digital re...

1. Marketing & Advertising :: Understanding what a career in
online marketing entails (Page 1 of 2)
Online marketing is one of the great new genres of marketing to have been born out of the digital
revolution. It's still really in its infancy as degrees and qualifications have only really existed for the
last 5 years. That's not to say that there aren't candidates out there who have worked for 5 years or
more. I know of one candidate who has a 10 year online career incorporating a lot of online
marketing elements yet no formal online qualifications. As the online world moves so quickly, this
amount of experience is in itself enough for many employers within digital recruitment.
Looking for or enhancing a career in online marketing
So if you're looking for a career in online marketing or looking to get ahead in your current online
marketing role, you'll need to understand the roles, responsibilities and salaries that are out there.
The salaries will vary according to industry, for example you are likely to earn more working in
financial services and B2B organisations. Online retail, online travel and pure online players vary
depending on the type and size of company. Many corporate clients that I recruit for recognise the
need to get good quality candidate on board and as a result are prepared to offer good packages.
Understanding the different online marketing roles
The main focus of online marketing jobs, fall roughly into acquisition and retention or loyalty.
Depending on how a team is set up, you may have roles that focus on only one aspect such as PPC
Managers, focusing on acquisition or Email Managers tasked with managing retention and loyalty
schemes. The majority of online marketing roles cover a broad range of functions that often have
dotted lines between acquisition and retention. Some roles also involve looking after part of or the
entire website or micro-site, often crossing over with traditional Web Manager roles, but with a less
technical focus.
Job title and career expectations within online and digital marketing
From my experience online marketing roles and salaries fall roughly into the following:
o Online marketing assistant
An entry level role and can also be described as; PPC Assistant, SEO Executive, Affiliate Assistant,
Digital Assistant, Online Assistant, Online Acquisition Assistant, Email Marketing Assistant. Salaries
anywhere from £15k up to £25k
o Online marketing executive
A step up from an online marketing assistant role that usually involves working closely with the
online or offline marketing manager. Other variations may include Digital Marketing Executive, PPC
Executive, SEO Executive, Affiliate Executive, Online Advertising Executive, Partnership Executive,
Online Acquisition Executive, Email Marketing Executive. Salaries could range from £25 - £30k
o Online marketing managers
The role may be responsible for a small team or for a website and an online product. The types of

2. roles also include Digital Marketing Manager, SEO PPC Manager, Search Manager, Email Manager,
Acquisition Manager, Retention Loyalty Manager. Salaries at this level tend to vary more, usually
ranging from £30 - £50k
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