Working in a marketing position involves showcasing a company in a positive light, showing why

customers should purchase products and drawing in a targeted audience to consider goods and services.

But what does a marketer do? Unfortunately there isn’t one set job description for everyone in this
position. But we connected with marketing pros to give you a sneak peek at three common types of
marketing. Taking a closer look at these options will help you determine if this field is right for you.

1. Digital marketing

Digital marketing is just what it sounds like: marketing that’s gone digital! This type of marketing utilizes
the internet and all things technology to get the word out about products, services or companies.

Digital marketing has a slew of benefits, according to Don Crow, CEO of Verge Pipe Media. He says two of
the most obvious advantages are scale and cost.

“Considering 70 percent of all phones today are smartphones, it's increasingly important that brands and
organizations think about how to connect with consumers on this increasingly important digital device,”
Crow explains.

There are many jobs that fall under the umbrella of digital marketing. One of the more common
positions in this realm is a digital marketing strategist. Specific responsibilities will vary depending on the
company, but a digital marketing strategist’s daily activities will likely include analyzing Google statistics,
posting to social media, creating online marketing campaigns and employing search engine optimization
(SEO) strategies to increase the online visibility of a company. Digital marketing strategists often focus on
creating content and then measuring that content to assess its effectiveness.

Other digital marketing job titles:

 Online marketing manager

 Social media manager
 SEO specialist
 Digital brand manager
 Digital community specialist

2. Market research & analysis

When marketing a specific product, it’s important that you know a lot about the type of people who
would be interested in your product. Are they men or women? Do they fall within a certain tax bracket?
Do they like to shop for dresses at Nordstrom or are they found purchasing lumber at Menards? By
researching what customers want and need when it comes to a type of product, you’ll be able to better
market that product to an audience who would love to buy it.

“[Market research] can help organizations uncover any unmet needs customers might have, measure the
level of customer satisfaction, estimate price sensitivity, estimate the demand for new products or
services or determine if there are any distinct segments of customers that might have an interest or
openness to a certain product,” says Tim Glowa, co-founder of Bug Insights.
The median annual salary for market research analysts in 2012 was $60,300 per year.* Positions in this
profession are projected to increase by 32 percent throughout the next decade, according to the Bureau
Labor of Statistics (BLS). Gathering data, preparing reports and analyzing effectiveness of programs and
strategies are some of the key tasks that a market research analyst is responsible for on a given day.

Other market research & analysis job titles:

 Consumer insights analyst

 Business intelligence analyst
 Business development strategist
 Advertising data analyst
 Survey research analyst

3. Traditional marketing

Traditional marketing is a broad title for what typically falls into four categories of advertising and
marketing: print, broadcast, direct mail and telephone. While it may seem that some of these categories
have gone by the wayside with the rise in technology, it’s important to know that traditional marketing
still has its place in the business world.

“The benefit of traditional marketing is that you can reach a lot of people in your audience via print,
radio, TV ads and outdoor advertising,” says Paige Arnof-Fenn, founder and CEO of Mavens & Moguls.
She goes on to explain that this form of marketing can be expensive, which is why many companies have
resorted to digital marketing tactics.

In 2012 advertising, promotions and marketing managers earned a median annual salary of $115,750.
Jobs in this category are expected to grow by 12 percent through 2022, according to the BLS. Some
common responsibilities associated with this position include creating marketing campaigns, meeting
with clients and determining which type of media in which a company should invest its marketing
efforts.

Other traditional marketing job titles:

 Marketing specialist
 Community marketing coordinator
 Brand manager
 Promotions director
 Marketing and design coordinator