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What Is an Internet Marketing Specialist?

Research what it takes to become an internet marketing specialist. Learn about education requirements, job duties, median salary, and job outlook to find out if this is the career for you.

What Is an Internet Marketing Specialist?

Internet marketing specialists utilize websites, e-mail, blogs, social networks, and other online tools to achieve marketing goals. Using consumer behavior and website user traffic, specialists determine their buying habits and target advertisement appropriately. While some businesses may already have large, well-established websites, smaller ones may rely on their marketing specialists to bolster their appeal through engaging content, particularly through social media. They may be in charge of online contests, newsletters and maintaining an e-mail marketing list to help advertise their business to as many people as possible. See the table below for some career facts on internet marketing specialist.

Degree Required Associate's or Bachelor's degree
Education Field of Study Business administration or marketing
Key Responsibilities Research markets and target audiences, create online promotional materials, and plan promotional social media events
Job Growth (2020-2030) 22% (for all market research analysts and marketing specialists)*
Median Salary (2021) $42,597**

Sources: *U.S. Bureau of Labor Statistics, **PayScale.com

What is Internet Marketing?

Marketing is the process of determining what consumers want and deciding the best ways to promote a product or service. Traditionally, this was done through direct mail research and print advertising. However, in the digital age, successful marketing campaigns are often executed through the Web by Internet marketing specialists who understand how to reach current and potential customers online. Utilizing the Internet is especially effective for businesses because it provides faster, more cost efficient means for reaching a large number of people at one time.

What Will I Study?

Because Internet marketing is still a new industry, many colleges and universities don't offer it as a separate major. Relevant courses may be available through business administration or marketing bachelor's degree programs, but several schools do offer professional certificate programs in digital media or Internet marketing. Topics of discussion may include:

  • Web analytics
  • Online marketing strategy
  • Search engine optimization (SEO)
  • Mobile marketing
  • Social media message development
  • Digital advertising
  • Blogging

Where Would I Work?

Digital media outlets are some of the most popular channels for communication. Because of this, both individuals and companies can employ Internet marketing strategies to aid in reaching their business goals, giving you a variety of options for employment. When searching for a job, some of the places to look include mid-to-large corporations, not-for-profit organizations and small businesses that may be trying to expand. However, some companies may not have the funds for a specialist, so you can look for freelance opportunities or utilize your skills to advertise for your own business.

What Job Duties Might I Have?

The duties of an Internet marketing specialist will likely vary by employer and their marketing goals. Some companies may already have a well-developed online presence that you must maintain, while others may be starting from scratch. However, general job duties could include:

  • Creating e-newsletters and brochures
  • Developing and maintaining an e-mail marketing list
  • Planning and implementing social media contests to engage users
  • Building links to drive site traffic
  • Researching and analyzing target audiences

What Are Some Related Alternative Careers?

Advertising, promotions, and marketing managers are three professionals concerned with generating interest in the products and services sold by their company. Advertising managers oversee the creation of ad campaigns, targeting key demographics most likely to purchase from their business. Promotions managers develop different sales and purchase incentives to encourage consumers to spend money in their stores with the promises of rewards. Marketing managers study the economic trends relevant to their business and the world at large to try and identify patterns in consumer behavior, thinking of new things to sell based on their research. In order to be hired in any of these positions, employees will likely need a bachelor's degree.