Digital Marketing Specialists: who they are, what they do, how to become one

Who they are and what they do

The Digital Marketing Specialist is an essential professional in today's digital landscape, in charge of planning, executing and monitoring online marketing strategies.

They cover several areas of expertise, including SEO, SEA, social media marketing, email marketing and content marketing. Their multidisciplinary education includes the ability to optimise content for search engines, manage online advertising campaigns, and create engaging content on social media. By means of effective and consistent brand communication, a Digital Marketing Specialist aims to achieve key targets for a company. These include attracting new customers, consolidating the loyalty of existing ones and increasing sales.

Role and responsibility

A Digital Marketing Specialist is responsible for:

Planning and applying online marketing strategies. They clearly define goals, identify target audiences and choose the most effective channels.
Managing advertising budgets. They allocate resources efficiently between different platforms and campaigns, taking care not to exceed set spending limits and, above all, maximising the return on investment.
Analysing campaign performance. They monitor results to identify strengths and weaknesses, measure the success of the strategies adopted and introduce any optimisations required.
Supervising communication. They check that the message – textually and visually – is consistent across social media, website, email and other forms of communication, so that it always reflects the brand values and voice.

In their day-to-day activities, Digital Marketing Specialists collaborate and interact with different professionals, including Copywriters, Communication Specialists, Social Media Managers, Graphic Designers, Art Directors and Creative Directors. Depending on the structure of the company, these roles may be more or less defined. In larger and more structured organisations, each professional generally has specific and clearly delineated tasks, whereas in smaller companies, the Digital Marketing Specialist might take on more responsibilities, also dealing with textual and creative aspects, as well as marketing strategies.

Career and salary

A Digital Marketing Specialist’s career may start out with a junior role and then evolve to senior positions such as Digital Marketing Manager or Head of Digital. Factors such as experience, industry and company size have a significant influence on salary.

The future prospects for this profession are extremely positive, thanks to the continued growth of the digital sector and the increasing demand for specialised skills. Artificial Intelligence is playing an increasingly important role in this field, automating many tasks and offering new opportunities for data analysis and campaign customisation. For a Digital Marketing Specialist, integrating the potential of AI is currently an important component in the development of a successful career. Professionals in this field must be prepared to master these new technologies to improve the effectiveness and efficiency of campaigns, optimising processes, speeding up time and, at the same time, gaining deeper insights.

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Skills and training

A Digital Marketing Specialist must possess a combination of technical and soft skills to be effective in his or her role. Continuous training and updating are essential to remain competitive in a rapidly changing industry.

Useful tools

Among the tools and platforms that a Digital Marketing Specialist must be familiar with and master are:

Google Analytics. Used to monitor website traffic, analyse user behaviour and measure the effectiveness of campaigns.
Google Ads. Platform for creating and managing paid advertising campaigns on Google, including search, display, video and shopping ads.
Meta Ads. A tool for managing advertising campaigns on Facebook, Instagram, Messenger and WhatsApp to reach specific audiences through targeted ads.
Mailchimp (and/or other e-mail marketing platforms such as MailUp or Brevo). Email marketing platform used to create, send and monitor email campaigns, as well as to manage contact lists and automate communications.
SEMrush (and/or other platforms such as SEOZoom or Ubbersuggest). To improve website visibility in search engines through keyword research, competition analysis and site audits.
Canva. To quickly create (often from preset templates) eye-catching visuals for advertising campaigns, social media posts, newsletters and more.

Soft skills

In addition to technical skills, a Digital Marketing Specialist must possess a range of soft skills such as:

Problem solving: to identify problems quickly and independently and find effective solutions to solve them.
Optimal time management: to manage several projects simultaneously and meet deadlines.
Team Working: to collaborate and communicate clearly with both internal and external colleagues and co-workers.
Flexibility: to respond quickly to market changes and new tendencies.

Relevant Certifications

Obtaining relevant certifications can increase the credibility and skills of a Digital Marketing Specialist. Some of the most respected certifications in the industry include Google Ads certifications (essential to become a Partner), Meta certifications, from basic to advanced level, and Mailchimp certifications, accessing the Mailchimp Academy.

Constant updating

The digital marketing sector is constantly evolving, and keeping up-to-date with the latest trends and technologies is essential. Self-learning resources such as blogs, podcasts and training courses can be extremely useful to stay competitive.

How to become a Digital Marketing Specialistst

To become a Digital Marketing Specialist, an ideal educational path may include a degree in marketing, communication or related disciplines, followed by specialised courses. Gaining practical experience through internships or personal projects is vital for developing tangible skills. Putting together an effective portfolio that shows the results obtained in real campaigns can make all the difference when looking for a job. Networking through industry events and professional platforms such as LinkedIn is another important step.

Are you looking for a professional and educational course to become a Digital Marketing Specialist? With the IED programmes you have the opportunity to acquire technical skills from the best professionals in the sector, whatever your starting level. Learn more about the IED courses: the first step to becoming an expert Digital Marketing Specialist.