How to find out your specialty in digital marketing

The phrase “career success is determined by value” should be followed by all professionals. This also applies to digital marketing. And while many understand the meaning behind these words, they are unwilling to invest the hours to implement them in their lives.

Because the field encompasses so many different channels, aspiring digital marketers have many options to choose from if they want to specialize in a particular area (or even a combination of them).

The different channels of digital marketing

Digital marketing channels are the different areas of the space that work together or in some way to help companies reach their target audience and grow their sales.

It is these channels that bridge the gap between customers and a company's products or services. With the help of content and effective customer loyalty, these companies help them achieve their marketing goals. Some of the most effective digital marketing channels are:

  • Search engine optimization (SEO)
  • Content Marketing
  • Email Marketing
  • Social media marketing
  • Search engine marketing
  • Show advertisements

Why choose a specialty in digital marketing?

Becoming a specialist may seem more difficult than becoming a generalist, but the rewards are well worth the effort. In digital marketing, it gives your career a big boost when you are a specialist like an SEO or email marketing specialist.

This is because you will face much less competition and there is currently a high demand for specialists in this field as they are expanding daily.

Advantages and disadvantages of different specializations

To help you understand what exactly to expect from the various digital marketing specializations, the pros, cons, and expectations of some of the most sought-after are listed below:

1. SEO

Search Engine Optimization (SEO) is used to improve the visibility of a particular website so that it generates more traffic and ultimately more sales. Effective SEO practices help websites rank higher on Search Engine Results Pages (SERPs).

Advantages and disadvantages

The content that is created needs to be of high quality and it needs to always be relevant in order for it to rank higher in search engines like google bing etc. This is because the low quality and irrelevant content will in any case be rejected by the algorithms.

SEO is a very time consuming area as a lot of research is invested into implementing effective techniques. However, once the site is ranked, it will be difficult for other sites to take their position.

Beginner's expectations

Immense technical knowledge is expected from an SEO professional as they are expected to deal with the technical aspects of websites. This includes user experience, website architecture, etc.

The ideal candidate is expected to be patient as this is time consuming and has a good analytical mind as analyzing the work to identify bugs and fix them is an integral part of being an SEO professional.

2. Search engine marketing

Often confused with SEO, Search Engine Marketing (SEM) refers to the use of paid advertising to improve website visibility on SERPs. Sometimes SEO help is also required to get better rankings and improve PPC lists.

Advantages and disadvantages

In the beginning you will not be dealing with money as it is risky but will work under someone until you have a good understanding of how things work.

This area is full of energetic professionals and you work closely with creative teams.

Beginner's expectations

A certificate from a recognized source (like Google etc.)

A deep understanding of the ideal customer behavior patterns, excellent research skills, as well as a good understanding of the various tools used in this channel.

3. Content Marketing

Creating new leads by generating target audience interest using various types of content such as email, blog, video, podcast, etc. is known as content marketing.

Advantages and disadvantages

This area takes a lot of creativity and unconventional thinking to create content that engages the audience immediately.

In order to improve the marketing process, it is necessary to have in-depth knowledge of consumers. In addition, the constant pressure to come up with new ideas on the spur of the moment can be exhausting.

Beginner's expectations

A good overview of the language required, as well as great people and communication skills.

Solid understanding of concepts like buyer personality, keywords, platform specific content development, etc.

4. Social Media Marketing

As a particularly promising channel for digital marketing, social media marketing is quickly becoming the ideal career choice for most millennials, as they already spend a lot of time on the various social media platforms.

Social media marketing uses the potential of these different platforms by encouraging the target audience to buy products or services. Basically, it's about customer loyalty and increasing traffic to websites.

Advantages and disadvantages

One-on-one conversations with customers can be difficult at times, but they are an inevitable part of this area of ​​digital marketing.

Content creation is based on customer behavior. Another important factor is targeting the ideal audience and tracking their activities.

Beginner's expectations

Excellent communication skills and a creative mind.

The ability to handle pressure and respond to user inquiries and complaints in real time.

5. Email Marketing

Email, one of the most effective yet undermined communication tools, is extremely useful in digital marketing. Generating leads using email campaigns is known as email marketing and has one of the highest ROI of any other channel.

Advantages and disadvantages

Along with quality management skills, consistency is an important factor as there is a lot of planning involved in email marketing.

While it's a great way to build your network, it can be quite confusing for someone just starting out in the field.

Beginner's expectations

Impressive writing skills, as well as communication and staff skills, as professional conversations play an important role in email marketing.

Knowledge of designing emails for different platforms and a good understanding of content development.


While these were just a few of the points, they are meant to give you an idea of ​​what the various specializations require and what their pros and cons have. Specializations involve a lot of thorough work. So make sure you have all the information you need before making a decision. Do as much research as you can.

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