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From the Blog

We live in a competitive world. Whatever your business and whichever sector you operate in, you need to fight for every customer. It helps to have a serious marketing strategy in place, something to cajole, convince and drag customers to your front door. Traditional marketing has normally involved your business sending out a communication to potential customers. In it’s simplest form, this is a flyer posted through the front door with a telephone number of web contact. It’s generally a one way, rather limited approach. You post out your message and sit back, waiting for that potential customer to reply. Or you produce a TV ad or bill board sign that you hope people are going to see and then buy your product or service.   1. The Power of Digital Marketing Digital marketing gives you the chance to utilise several layers of engagement and pull them all together to create a complete and responsive marketing campaign. What does that mean? Well, for a start, it allows the marketing conversation to go both ways, between that potential customer and your business. The power of digital marketing is delivered by its diversity: you’ve got your website, social media, pay per click campaigns, email, infographics, media coverage, video marketing, blogging and even affiliate marketing. There are so many ways to get your brand message across that it can often be difficult to narrow down the choices to match your advertising budget and the time you want to spend on it.   2. Brand Positioning Let’s face it, traditional advertising such as billboards and TV ads are expensive. If you are an up and coming business or just starting out, you want to make the most of your marketing budget and not throw all your eggs in one basket. Digital allows you to be more flexible with your brand development with a wider choice. Of course, with that flexibility comes a lot more responsibility. If you’re looking to tweak your brand approach or tail or it to specific customers, you still need to ensure your core message remains solid. But, if you can get your approach right, you can find a lot of new and interesting ways to forge a connections between customers and your product or service.   3. The Power of 4Cs If you’ve been in marketing for an lengthy of time or studied it at college, you’ll know all about product, price, placement and promotion or the 4 Ps. These have been circumvented in recent times by the 4Cs which are specific to digital marketing and business growth. Co-Creation: Many business are getting their customers in on the development phase. Why? It provides a host of brand ambassadors, greater engagement and enables the business to deliver a customised approach. Currency: Hop onto Amazon and you’ll see price changes constantly happening on products, often while you’re still sat there. Flexible pricing has a lot of benefits and is growing across all sectors. Yes, you need the right price but you also need to respond to changes in the market to alter that price when needed. Consumers: They are no longer cardboard cut outs but fully fleshed-out individuals and your digital marketing campaign needs to cater for their personal wants and needs. Communication: This is no longer a one way street, it’s a two way conversation. Businesses ignore this at their peril – if your customer wants to engage, they need to be engaged.   4. Segmentation and Reaching the Right Communities In traditional marketing, it’s more difficult to reach out to specific audiences. This is something that has really changed over the last five to ten years, largely with the advent of the smartphone and greater connectivity. We’ve all heard the term ‘big data’. What it allows digital marketers to do is segment more intelligently and reach audiences and communities and engage with them in new and exciting ways. If you know who your customers are, it’s now easier than ever to reach them in the digital world.   5. Knowing Customers There’s that old phrase: People buy from people. At no time has this been more true than in the digital age. The ability to segment customers and drill down into their wants and needs shouldn’t be ignored. It gives your business the chance to provide a personalised sales funnel from the moment they click on your site to the time they buy and the service or support that you supply after that. You can listen and you can care and that’s a powerful way to create brand loyalty because your customer will appreciate it. You can’t generally do that with traditional marketing. You can certainly achieve it with the right digital strategy.   6. Beyond Limitations Let’s face it, traditional marketing limits what you can do and achieve. Digital marketing opens up a whole new range of tools and opportunities to reach out and touch customers. You can tailor your campaigns, including focusing on a local audience or sending your message global. You can use social media posts, have videos that go viral, produce a blog article that gets shared around the world. Of course, bad news travels just as quickly (if not quicker) as good news. There is a price to pay for this freeing of the advertising shackles – you have to monitor your digital presence closely and keep control of it. And that’s not always easy.   7. The Cost is Low If you’ve every worked on producing a TV ad, you’ll know how expensive it is and how difficult it is to get a return on investment if things go south or you choose the wrong advertising company. The good news with digital marketing is that it’s relatively cheap. Social media platforms cost nothing to sign up on. Pay per click can be monitored and costs restricted to meet your budget. If you get involved with user generated content, you can create a load of free marketing across the world. What it does take, however, is time. You really do need to focus on what you are doing and select the right tools. For many business, a scatter gun approach is par for the course. They have a bit on social media, the odd email campaign, a video on YouTube and a couple of blogs to help SEO now and again. What they don’t have is a concrete and comprehensive strategy and that’s important in digital marketing. That’s also why you need to be a digital marketer if you want you business to be a success. Of course, if you’re running your business and dealing with customers all the time, you may not have the energy or the inclination to develop those skills. It’s why this is one of the fasted growing professions around the world. If you need to find a digital marketing expert to help you business, it’s time to advertise on Digital Marketing Jobs .
It’s taken a long time for marketers to really get to grips with social media. In fact, it’s only in the last five years or so that they’ve begun to successfully leverage this powerful online tool. Today social media impacts almost every part of our lives. It’s routinely used by families to stay in contact and gets a mention every news day on every news channel. People use it to form groups of support and action. They even use it to get closer to their favourite consumer brands. For marketers, social media presents an enormous challenge – there are several platforms to choose from and each has its own individual etiquette. This has given the rise in recent times to social media managers, marketing specialists who focus on only one thing: How to get the best out of Facebook, Twitter et al. If you’re a business trying to make the most of social media, what does a successful manager look like? The truth is that anyone can call themselves a social media manager. That doesn’t mean, however, they are any good at it. Here are 5 really important skills that your social media manager should have if they are going to benefit your business:   1. Good Copywriting Let’s start with the basics. Although social media can involve different media from video to still images as well as the odd GIF or two, one of the key elements is writing. Your social media manager needs to be able to produce good copy quickly. That doesn’t mean simply getting the punctuation right and using a few hashtags here and there. Your business should be creating compelling messages on social media and that’s an art form in itself. There’s a difference between platforms too. You have a small space to get across your message on Twitter but there is more scope on Facebook. The two require content that keeps to the same message but is often presented in a different ways. What you need to bear in mind is that copywriting is not just writing. It’s a specific form of writing. Before you take on a social media manager you need to check out their skills – look at their posts and find out how engaging and thoughtful they are. More importantly, ask yourself whether this social media expert is able to consistently write copy that drives customers to your site and gets sales.   2. Creativity You might think that social media is all about the fast food equivalent of writing, posting as often as possible, finding a few images and getting people to respond in big numbers. Yes, you do need to post regularly but you also must be creative. The average person can have hundreds of followers and groups on their timeline – you’re competing with a lot of other noise on social media. The trouble is that, according to the research, we become less creative as we grow older. A good social media manager should have creativity built into their soul. It might not have been learned in a course or through their work, in fact, it’s more likely to be something that is unique and innate to their character. Take a look at successful social media campaigns online and you’ll find a host of creativity that takes engaging fans and followers to a whole new level of experience. Okay, you’re probably not going to find a creative genius every day of the week but ensuring that your social media manager is free to be innovative can be just as good.   3. Understanding the Impact of Design There’s a stark difference between posts that look good and those that seem amateurish and that’s often down to the design. While you may not have a creative genius on your hands, they do need to understand the basic elements of design and be able to bring that to their posts. If you want evidence of this check out the ads created by amateurs compared to those that appear as sponsored posts on your timeline. Most marketers know that posts are more like to be viewed and shared if an image is attached to them. There should be a caveat here, however. It’s not just any old image. Your social media manager needs the design sense to know what will work with particular audiences. And they need to be able to do it without breaking sweat time and again.   4. The Ability to Delegate? Delegation is key part of management and it’s something certain people are good at while others aren’t. You may be starting off with a small unit to handle your social media, perhaps because your business is just getting off the ground. That might mean the social media manager working on their own and producing the entire content for your feeds. Once your business starts to become more successful, however, social media is going to be a key factor in engaging and growing that important customer base. When this happens, your social media guru will need to delegate effectively. It’s vital to check if your manager has actually led a team and how that worked out for them and their last employer.   5. A Liking for Measurement Finally, social media can be a powerful tool but it’s not much use (unless by sheer luck) if you don’t have metrics in place. This is where average managers tend to fail because they don’t understand or haven’t learned about the tools available to them. Metrics allow you to analyse your timelines and see how they impact on sales and other business parameters. For instance, if you are running a campaign to sell a product and link into a dedicated landing page on your website, you’ll want to understand where people are coming from and what they do next. It’s not just about how people engage with social media but how that coordinates with other aspects of your marketing. A successful social media manager will have a handle on all the metrics that are available nowadays for tracking social media and there’s an awful lot of them. It’s also an area that changes fairly quickly so keeping up with the latest innovations is vital. If you’re social media manager doesn’t know the difference between their acquisitions, reach and conversions, you may need to send them on a training course or two. Or look elsewhere.  
The challenge of recruiting the right staff for any business is obvious to most bosses and HR departments. The landscape is certainly competitive at the moment so, if you are looking to find someone to handle all your digital marketing, getting the right person can be even more demanding. First of all, just because someone has their own blog and a social media account doesn’t mean that they really know what they are doing when it comes to online marketing. That’s why it’s important to build a relationship with a relevant recruitment agency that has access to a deeper level of insight for the industry. It seems everyone is setting themselves up as a digital marketer at the moment and the last thing your business needs is someone on board who isn’t competent or experienced enough.   What to Look for in a Digital Marketing Guru This is one of the fastest growing employment sectors around the world and that’s because digital marketing is vital to the growth and success of practically every business on the planet. There are going to be a number of factors that you need to consider from the outset if you want to hire an expert in this area. The first will be what sort of salary you can afford to pay and the second is actually what you want your digital marketing expert to do.   Digital marketing covers a wide range of different approaches including: Content creation for blogs and other media such as video. Pay per click advertising with companies like Facebook and Google. Building integrated marketing campaigns and knowing how to measure them. Using social media to engage with potential customers. Building SEO and using other tools to improve local and international searches. Branding and brand development. And that’s just the start. One of the qualities you should be looking for with any marketing expert is that they are always updating their skills and knowledge. Look at the marketing landscape at the moment and you’ll see the influence of tech such as artificial intelligence as well as augmented and virtual reality. All too often, businesses end up with a marketing officer who hasn’t updated their skills in a long while and is still following old or outdated practices. If you are looking at potential candidates, it always make sense to see what kind of effort they are putting into their own work. Do they have a blog, for instance? How often are articles added? Do they use social media in innovative and creative ways. Are people talking about them or recommending them? The truth is, qualifications can only tell you so much when it comes to digital marketing.   The Benefits Of Working With a Digital Marketing Job Board For any business, knowing what to look for is difficult if you don’t have a background in marketing. That’s why it makes sense to use an agency or online service like a dedicated digital marketing job board which not only has its finger on the pulse of the industry but also understands what a good find is.
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