In-depth Career Research Report on the Digital Marketing Field

This career research report explores the field of digital marketing, focusing on current trends, required skills, and potential job opportunities. It uses both secondary research to identify general trends impacting the marketing profession, such as the influence of technology and social media, and primary research involving interviews with lecturers and business executives to understand the changing consumer behavior due to events like the COVID-19 pandemic. The report highlights the importance of both generic and marketing-specific skills, including communication, leadership, technical proficiency, and conceptual knowledge. It evaluates a specific job advertisement for a Graduate Digital Content Executive, explaining the reasons for selecting this role and its relation to the potential choice of profession. The report concludes that a career in digital marketing is suitable based on the skills acquired during college or graduation programs and emphasizes the need to adapt to evolving trends in technology and social media for business success. Desklib provides access to similar reports and solved assignments for students.

Career research report

CONTENTS
INTRODUCTION......................................................................................................................1
ANALYSIS & APPLICATION.................................................................................................1
General trends impacting the marketing profession...............................................................1
Skills or knowledge and experience needed...........................................................................2
EVALUATION..........................................................................................................................3
Job advertisement determined................................................................................................3
Reason behind selecting this job role.....................................................................................3
Relation to potential choice of profession..............................................................................4
Reason behind preferred this job opportunity than other.......................................................4
New emerging job role in the profession...............................................................................4
CONCLUSION..........................................................................................................................4
REFERENCES...........................................................................................................................5
APPENDIX................................................................................................................................6
Job vacancy advertisement.....................................................................................................6
Primary research evidence......................................................................................................6

INTRODUCTION
Emphasizing on the career viewpoint of the students is quite essential for the students
because it allows them to learn in regards with diverse occupations which suits very well with
their corresponding experience as well as capabilities. Therefore, it has been believed that
students must prepare for development of their career and enhancement of skills in order to
take wise decision (Fader, 2020). In the current research report focus will be made on
marketing as a profession. I am very much interested to consider a career in field of
marketing because I want to become a digital marketer. The report will going to depict the
general trends of the selected profession by conducting primary and secondary research and
will throw light on the skills and experience being needed for the same.
ANALYSIS & APPLICATION
General trends impacting the marketing profession
Secondary research
Considering the quick as well as reckless business development, digital marketing is
being regarded as the practice of advertising along with selling of products and services
which helps in developing a digital brand by utilization of online marketing strategies such as
search engine optimization (SEO), social media marketing and electronic mail marketing.
From the last few years, digital marketing has been evolved at a breakneck speed. This is
being depicted by different businesses throughout the world where they are adopting internet
for advertising and for corporate promotion. Some of the trends are as follows:
 Technology – According to Todor (2016), advancement in technology is being
regarded as one of the most important component which is impacting the digital
marketing effectively. However, it needs to be updates and analysed regularly.
Besides, online marketing team are also required to have technical knowledge
regarding this. For executing digital marketing initiatives, companies must spend in
products and services. Organizations which are planning to carry out video marketing
will need digital camera, audio recording and proper lightings and other devices.
Skilled personnel will be needed for operating the same.
 Social media – Social media presence of the company is quite essential in the current
times. Most of the firms now have creative social media profiles which motivates
employees to perform better and engage their clients at the same time (Lesidrenska
and Dicke, 2016). There are many business houses which are making use of social
1

media platforms for carrying out online campaigns for attracting novel clients and for
maintaining existing ones.
Primary research
The primary research was being carried out with the module lecturers as well as
business executives through making use of open-ended questions. After analysing the
responses of the participants being involved in the primary research it has been determined
that that there has been change in the behaviour of the consumers due to COVID19
pandemic. It has caused people to stay at home due to fear of getting infected. All this has
prompted brand to react by paying attention on digital platforms which has significantly
impacted the market of employment. It was further explored from the primary study that
digital marketing is affecting the community. People have incorporated this in their daily
routines and have also changed their manners of interaction. The course leader at the
University has said that all this has a deep impact on the practices of the business. The further
stated that his career was initiated with good communication, inter-personal as well as
creative skills. Additionally, a Marketing Professor at the University also said that for variety
of organizations creation of digital platforms, social media and mobile phones have
concluded in a consciousness and skills gap.
Other than this, the director at Boom Online Marketing, Wayne Barker have also
stated that this extensiveness suggests that numerous grads might experiment in countless
arenas prior relaxing on one. Additionally, he said that digital marketing is being regarded as
quick and very developing profession. Things which are working presently might not work in
the next morning. Similarly, what is best practice in the present time might alter in a flash?
He claimed that the contribution of his leadership skills in making him successful in the
current position is twenty percent with having around five years of experience in
management of social media accounts.
Skills or knowledge and experience needed
As per Hamzah and Abdullah (2019), there are two categories of skills being needed
for the marketing positions and these are generic and marketing skills. Speaking in relation
with the generic skills, it encompasses transferable talents being required by the professionals
in different arenas such as leadership, listening, communication, teamwork and so forth. If
these skills are being possessed by individual then it makes them desirable to the employers.
On the other hand, marketing skills are being referred as knowledge based capabilities which
are most of the time being taught in graduation degree programmes. Conceptual knowledge
2

of the field of marketing is very crucial for growing career in digital marketing. In addition to
this, jobs related to digital marketing also requires technical skills which are very critical in
this field of work. Know-how of the internet technology especially social media is very
important (Abdulmajid, 2019). However, the desirable capabilities differ according to the
type of job, there is still some recognized digital knowledge gap within the business which
most of the firms are now demanding from the graduates. Companies are searching for the
candidates who are equipped with digital skills and techniques and are well-versed with the
management and operation of online platforms. Those graduates who have all these skills will
definitely going to have an edge over the other individuals seeking for the same job.
Furthermore, when it is about following a career in the digital marketing, there are
some other essential skills and abilities which are very helpful. First of all, it is important that
the graduate must have creative along with analytical skills. In the graduation programmes
students are being taught about the ways of combining these two skills. Moreover, it is
critical that the applicant must have expertise in creative soft skills such as content, digital
stagey, and electronic mail marketing and social media marketing (Jain and Yadav, 2017).
Technical skills such as search engine optimization, graphic designing, website developing,
and analytics related to google and so forth are some of the skills which are quite necessary in
the present work of marketing. Besides, communication, innovative, professional, adaptation
to technology are axillary personal skills being required for working effectively in the digital
marketing sector.
EVALUATION
Job advertisement determined
At the time of searching through different portals related to job such as LinkedIn and
google jobs, I came across the job vacancy being posted by Uxbridge Employment Agency
for a Graduate Digital Content Executive to join a fantastic business in the High Wycombe
region. For the job vacancy advertisement please refer to appendix.
Reason behind selecting this job role
I am quite interested towards this job role is mainly because of two reasons. Firstly,
this job role will going to offer me different opportunities of using my creative skills and
secondly, the company is also offering different perks such as vacation, life insurance and
many more. Both of these factors enticed me to choose this role of job.
3

Relation to potential choice of profession
The digital marketing industry is very competitive in nature in the present world. For
becoming successful and efficient in this sector, one needs to have certain skillset,
capabilities and talent. A Graduate Digital Content Executive is required to create a content
strategy for business to business and business to consumer with the main aim of driving
success in all the phases of funnel of customers. In addition to this, it also demands to offer
content as well as communication help for training, webinars and events for business.
Consequently, I have found that this job role is very interesting and is suiting my fondness. I
like such kind of a job which is considered as an important factor while selecting any kind of
job or making career choices.
Reason behind preferred this job opportunity than other
My personality is very extrovert and seeking help from this I will be able to justify my
knowledge and abilities and will carry out all the activities being required by my job role
successfully. I have to maintain association with suppliers, regulators and stakeholders which
is quite suitable for me as compared to the other job roles which involves just sitting in the
office and creating content strategies.
New emerging job role in the profession
A Graduate Digital Content Executive is a new merging job role as the company has
specifically launched this position for the students who are quite new to the employment
world and does not possess any prior experience or knowledge of working in this fast paced
digitalized world.
CONCLUSION
From the above analysis, it can be said that the decision being taken for selecting
digital marketing as a profession is quite suitable on the basis of the skills being needed in the
college or graduation programme such as communication skills, analytical skills, technical
skills and conceptual knowledge of marketing. There are different factors being identified
which impacts the digital marketer such as technology and social media trend. Without
adapting to these trend, business cannot survive effectively.
4

REFERENCES
Books and journals
Abdulmajid, A.FA., 2019. Impact and Challenges of Digital Market due to Globalisation.
Sumedha Journal of Management, 8(3), pp.207-212.
Fader, P., 2020. Customer centricity: focus on the right customers for strategic advantage.
Wharton digital press.
Hamzah, M.S.G. and Abdullah, S.K., 2019. Generic skills in personnel development.
European Journal of Social Sciences, 11(4), pp.684-689.
Jain, E. and Yadav, A., 2017. Marketing and technology: role of technology in modern
marketing. IOSR Journal of Business and Management, 19(5), pp.49-53.
Lesidrenska, S. and Dicke, P., 2016. Social-media platforms and its effect on digital
marketing activities. Маркетинг і менеджмент інновацій, (1), pp.44-52.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences, 9(1), p.51.
5

APPENDIX
Job vacancy advertisement
Primary research evidence
Participant 1 Participant 2 Participant 3
Name Helen Dargie Wayne Barker Andrew Morton
Job/company
title
Course leader,
University of
Cambridge
Director of interent
marketing, Boom
online marketing
Professor, University
of London
Data of contact 18th February 18th February 18th February
Mode of Email Email Email
6

contact
Interview questions
How digital
marketing
involved in the
present period
of time?
What challenges are
being faced by the
digital marketers?
What digital
marketing programs
and software do?
What skills and
experience are being
needed when you first
applied for such kind
of a job?
7