If the area of digital marketing interests you, it is important to know the existing options, both in terms of training and career opportunities.
 
Nowadays, all companies and brands include digital marketing services in their strategy, in order to increase awareness and communicate with their potential customers in a direct, personalized and effective way.
 
In other words, digital marketing allows companies to ensure a strong presence on the Internet, build a qualified audience with an affordable initial investment and obtain accurate data to evaluate the results.

Roles of a digital marketing manager

In general, a digital marketing specialist is responsible for creating a digital strategy that allows a brand or company to gain notoriety and attract new customers, through social media, SEO, SEM, inbound marketing, content marketing, paid online advertising and e-mail-marketing.
 
Obtaining and analyzing data is fundamental for the continuous improvement of the campaigns defined. Metrics such as Return on Investment (ROI) and Customer Acquisition Cost (CAC) should be analyzed in real time so that companies can create more effective strategies.

Digital marketing training and career opportunities

There are several universities that offer postgraduate and master's degrees specialized in digital marketing or similar, which allow you to pursue a career in this area.
 
NOVA IMS, for example, offers a postgraduate degree in Digital Marketing and Analytics that aims to provide solid training to face the new challenges of marketing, allowing to build a strategic and integrated vision of the customer - online and offline - and contributing to the improvement of the decision-making process in companies.
 
This postgraduate degree gives access to the Master's in Data-Driven Marketing, with a specialization in Digital Marketing and Analytics.
 
Investing in training in digital marketing will allow you to specialize in specific areas that can offer you different career paths:

• Digital marketing manager: This specialist promotes a brand, service or product through the internet, making sure that the communication of these campaigns is carried out effectively in order to attract new customers. They must have great strategic, team coordination and communication skills;
     
• Social media manager: Defines a specific strategy for an organization's social media and, from there, defines the type and format of content that will be shared and how the company will act on each online platform, taking into account the objectives;
  
  
• Specialist in content marketing: This is a part of the SEO’s work, that is, it considers specific themes and keywords to get more people to know the company. This specialist creates optimized content (blog articles, for example) about the company's areas of activity, in order to attract users who make searches related to these subjects in search engines such as Google;
  
  
• SEO specialist and SEO content writer: The SEO specialist, Search Engine Optimization, is responsible for improving the visibility of website pages in search engines, such as Google. It is this professional who makes the most of a particular web page to generate more traffic to the company or brand's pages; the SEO-based content writer has to know the trends and keywords related to the topic they are going to write about, so that the article is more likely to be found online;
  
  
• SEM Analyst: An SEM specialist, Search Engine Marketing, is responsible for creating and managing online campaigns, with the goal of attracting new customers. Through a defined budget, the SEM analyst uses many tools, such as Google Adwords, for example, to improve the company's site position in search engines, increasing web traffic and achieving the desired results more easily.

 
As this area is always evolving, it is essential that digital marketing specialists constantly update their knowledge to become more competitive and enhance their career path.
 

About NOVA IMS

 NOVA IMS is the School of Information Management and Data Science of the Nova University of Lisbon. It was created in 1989 as a response to the shortage of senior staff specialized in information management, and to the growing need for the use of new information technologies.
 
The post-graduate and master's programs are distributed in 7 areas of knowledge, some of them related to digital marketing.