Influencers, SMM, digital, PR, analytics, traffic, conversions - these are all words familiar to any marketer. Except... it's good to understand what a marketer actually does? How much does he earn? What are the directions in Internet marketing? And why today thousands of people are searching on Google how to become a marketer?

To describe the answers to all these questions is our sacred duty.

Duties of a marketer (Soft and Hard)

What does a marketer do? This is a specialist who works in the direction of popularizing a product or service on the market. And, in fact, each company can have its own job description of a marketer, not similar to others. But let's get general now. 

The main responsibilities of a marketer are:

1. Market research

  • CA research. The specialist analyzes how and why representatives of his target audience choose a product. This data allows you to understand the needs and preferences of customers.
  • Competitor research. Analyzing the cost of products (goods / services / services) of competitors, their positioning and advertising channels. The marketer's tasks include determining the competitive advantages and weaknesses of the product in the market.
  • Determination of sales channels. Searching for the most effective sales channels and identifying promising niches in the market to maximize the use of resources.
  • Analyzing similar products. The specialist studies similar products on the market in order to use this data to improve the presentation of your own product.

2. Audience segmentation

It is necessary not only to know your consumers, but also to be able to intelligently divide them into different segments. And later use different messages for sales, different platforms and even products. 

For example, if we run advertising for a clothing store, we will divide the audience into men and women, different ages, different price categories of goods and its purpose - for school, for the office, for travel, for festive occasions.

3. Developing marketing strategy

Responsible for developing a versatile strategy that meets the needs of the target audience and allows the company to remain competitive. Strategies for promoting a product or service include:

  • Expanding sales markets;
  • Entering the global market;
  • Offerings for specific segments of the CA;
  • Collaborations with other brands.

Here is an example of several strategies at once - Xbox in cooperation with MARVEL released limited edition gamepads for the release of the new movie with Deadpool and Wolverine. There's the colaba of famous brands, the release of a product for a specific audience, and the work on recognizability.

4. Product Promotion

Content Marketing. Using content marketing to attract customers and explain the benefits of the product. For example, a blog on a company's website can explain the features of a complex cloud-based product in detail for entrepreneurs.

SEO (Search Engine Optimization). Using social media and SEO to promote the product by choosing the most appropriate channels for the target audience.

5. Budget Planning

Sales targets and planning promotion costs based on estimating the potential profitability of the product.

Promotion costs. The specialist assesses what promotional expenditure is required to achieve the goals and allocates the budget to the various marketing activities.

6. Data analysis

Evaluate campaign performance using data analysis tools such as Google Data Studio and Google Analytics.

Adjust strategy based on data analysis, identifying the most and least successful launches, growth opportunities, and sales plan fulfillment.

7. Brand Management

For new products - brand building and positioning. For existing ones - working on the opinion of the CA and possibly rebranding if necessary. The brand should be recognizable and receive a high level of customer loyalty.

In practice, all this is not done by one person. Therefore, there are many directions and separate professions for each of them. Let's get to the bottom of it.

Directions in marketing

It is difficult to say what marketers do without understanding the specifics of their work. Two people can be representatives of this profession, but do completely different things and not even be very familiar with the specifics of each other's tasks.

So let's take a closer look at the main types of marketers and their tasks:

1. Digital marketer

Digital marketers are in charge of promoting products or services on the internet. What such an employee does:

  • Search engine advertising (PPC): managing contextual advertising to increase website visibility.
  • Search Engine Optimization (SEO): improving a website's visibility in search engines.
  • Social media advertising: creating and managing social media advertising campaigns to attract target audiences.
  • Content marketing: creating and distributing content to attract and retain target audiences.
  • Email marketing: developing newsletter strategies to engage with customers.

And at the same time, each area can be (and often is) independent. That is, you are either an SEO specialist and don't touch the topic of PPC, or you specialize in Email marketing and only loosely delve into other areas. 

2. Marketing Analyst

Marketing analysts focus on evaluating the effectiveness of marketing campaigns. Their tasks include:

  • Analyzing data: working with large amounts of data to identify trends and campaign effectiveness.
  • Setting up end-to-end analytics: linking different advertising channels to assess their contribution to outcomes such as calls and purchases.
  • Reporting: developing reports to optimize marketing strategies and budget allocation.

For example, such a specialist can determine which advertising channels attract the most customers using end-to-end analytics systems.

3. Product marketer

A product marketer oversees the entire product promotion cycle, from market analysis to sales launch. Such people are most often needed in the IT industry. His responsibilities include:

  • Market analysis: studying competitors and target audience.
  • Strategy development: determining the best approaches to promote the product.
  • Launch and monitoring: managing the launch of the product and analyzing its success in the market.

4. Brand Manager

The Brand Manager is responsible for building and maintaining the company's reputation. Main responsibilities:

  • Brand campaigns: developing and implementing marketing campaigns to strengthen the brand.
  • Events: organizing and executing events to increase brand awareness.
  • Reputation management: tracking and correcting the company's image in the public space.

5. SMM-marketer

This specialist is in charge of promoting the company through social media. His tasks include:

  • Content creation: developing a content plan and managing publications in social networks.
  • Audience engagement: responding to comments, managing communities and conducting surveys.
  • Reputation management: monitoring brand mentions and working with reviews.

Sometimes there is even a subdivision for specific social networks - there is the job of an Instagram marketer and a YouTube marketer. Given the different promotion systems, these are quite different tasks.

6. Content Marketer

The content marketer is responsible for the content strategy of the brand. His/her responsibilities include:

  • Selection of distribution channels: identifying the best platforms for content distribution.
  • Content plan development: planning and creating content for different channels.
  • Content management: curating and optimizing content on social media and other media platforms.

7. PR marketer

PR marketers work on creating and maintaining a positive image of the company. Their main tasks are:

  • Media relations: writing and distributing press releases, organizing interviews and press conferences.
  • Marketing activities: organizing events to increase the company's visibility.
  • Image management: working on public and customer perceptions of the company.

8. Email marketer

Email marketers are in charge of developing and launching marketing campaigns through mailings. They:

  • Segment audiences: divide subscribers into groups for targeted mailings.
  • Develop email chains: create a consistent series of emails to retain and engage customers.
  • Manage campaigns: analyze results and optimize mailings to improve their effectiveness.
Each of these specializations in marketing plays an important role in achieving a company's goals, and choosing a specific area depends on business objectives and goals.

Salary: how much marketers earn

And now about the most interesting thing - how much a marketer gets. 

The salary of a marketer depends on his specialization, and on his qualification level. And also on the degree of English - it is no secret that in a foreign company you can earn much more than in the Ukrainian one.

Spoiler: you still need to know English at least at a basic level. At least, all advertising offices and tools will be in English. And also forums, references and current literature that has not yet been translated. Therefore, it makes sense to immediately pump up language skills to confidently claim a good salary.

Let's put it in numbers now. Let's take the median salary of marketers of different directions with Djinni :

  • PPC: $1,000 - $1,998 (UAH 38,000 - UAH 75,924)
  • SEO: $800 - $1,500 (30,400 UAH - 57,000 UAH)
  • SMM: $800 - $1,500 (30,400 UAH - 57,000 UAH)
  • Marketing analyst: $1,000 - $2,500 (38,000 UAH - 95,000 UAH)
  • Marketing (general inquiry): $1,000 - $2,000 (38,000 UAH - 76,000 UAH)

The average salary of a marketer according to Work.ua is 29,000 UAH ($705).

It goes without saying that an assistant marketer at the initial level can claim a salary of $300-500 (11,400 - 19,000 UAH), and an experienced specialist Middle already earns from $1,500 (57,000 UAH) and higher. Therefore, the average indicator gives only an understanding of trends, but not specific data. Moreover, everything depends on the vacancy. 

For example, here you can start without experience with decent pay as for a beginner:

Djinni also has similar offers:

And here is a proposal “with fire”: company smm-marketer. The salary range depends on the distance from the front. 

Where to work: Ukraine and the world

Marketers are in demand all over the world, including Ukraine, and can find work in a wide variety of industries and companies. Let's take a look at the main job opportunities for marketers both in Ukraine and abroad.

Large Ukrainian companies

Financial sector: banks and financial companies such as PrivatBank, Oschadbank, Alfa-Bank hire marketers to promote their services.

Retail: large retailers such as ATB, Silpo, Epicenter are actively developing their marketing strategies and hiring specialists in digital marketing, branding and analytics.

Telecommunications: companies such as Kyivstar, Vodafone, lifecell need marketers to develop and implement marketing campaigns and promote new products.

IT companies and startups

IT industry: Ukraine is known for its strong IT companies and startups such as Grammarly, SoftServe, MacPaw. These companies are often looking for product marketers, content marketers and internet promotion specialists.

Outsourcing companies: Many IT companies provide marketing services to foreign clients, and marketers in such companies work on international projects.

Marketing and advertising agencies

Advertising agencies: There are numerous advertising agencies in Ukraine that provide full-cycle services. Marketers in such agencies are engaged in the development of advertising campaigns, branding strategies and management of media projects.

Digital agencies: specialists in Internet marketing, SEO, contextual advertising and SMM are in demand in agencies that focus on digital promotion.

Media and entertainment companies

Media holdings: companies such as 1+1 Media, StarLightMedia hire marketers to promote content, manage reputation and develop advertising strategies.

Cultural and entertainment projects: marketers can work on promoting events, concerts, theater productions and other cultural projects.

Let's not forget about media personalities - sometimes one blogger has several marketers on staff at once. And this is a promising niche.

Marketing jobs abroad

International corporations

Technology companies: big tech companies like Google, Facebook, Apple, Microsoft are actively hiring marketers to work on global campaigns and promote products in international markets. Yes, you'll have to have a good background to get there.

Manufacturing companies: companies like Procter & Gamble, Unilever, Coca-Cola have well-developed marketing departments for branding, market research and new product development. And they need local specialists wherever they have branches.

Marketing and advertising agencies

Global advertising agencies: companies such as Ogilvy, Saatchi & Saatchi, WPP have offices around the world and offer jobs to marketers who can develop and implement international advertising campaigns.

Independent agencies: there are many independent agencies in different countries that specialize in digital marketing, branding or other niche services.

Also:

Non-profit organizations such as the UN, WHO, Greenpeace need marketers to manage communications, fundraising and promote their programs. Sometimes it's a good competitive salary. And sometimes it's quite modest and more like volunteering than working. But it's cool international experience that you can use to get a job anywhere.

Remote Work

With the development of technology (and after the quarantine, full-scale war and other “delights”), remote work is becoming more and more popular. Marketers can work with companies from anywhere in the world, doing freelance projects or holding remote positions in international companies. And it's a great solution. You can earn a European salary and feel comfortable in Ukraine. 

On Upwork and similar exchanges, thousands of vacancies and one-off projects for marketers are available, with pay ranging from $15 to $150+ per hour, depending on the level of experience and complexity of tasks. Marketers with a subspecialty or who are experts in their field can earn over $5,000 per month. We have already published a large selection of freelancing exchanges , there are enough sites to choose work.

You can also watch an interview with our alumna .

The query Marketing on LinkedIn gave me 440 results in Ukraine. There are jobs available. Besides, if you read the posts of recruiters, you will notice that the demand is quite high and there are difficulties in hiring because there are few experienced professionals. So carve out a niche before others do.

Pros and cons of working as a marketer

A career in marketing has its pros and cons, and understanding these aspects helps you better assess whether this field is right for you. Let's take a closer look at them.

7 pros of a career in marketing

  1. Creativity: one of the major benefits of working in marketing is the opportunity to be creative. Marketers can create unique advertising campaigns, develop content plans, come up with original ideas for newsletters and customer interactions. There will be no boredom.
  2. Freedom of expression: marketing allows you to experiment with different formats and channels, which makes the work fun and gives you room for self-expression.
  3. A dynamic industry: marketing spans multiple disciplines, from digital marketing to branding to analytics. This allows professionals to choose what they are most interested in and constantly develop in new areas.
  4. No routine: by changing tasks and learning new information, working in marketing doesn't become a chore, which helps avoid professional burnout (but that's not for sure :) ).
  5. Large-scale projects: participation in large-scale projects, such as international advertising campaigns or cooperation with famous brands, allows you to feel important and influence society on a global scale.
  6. Vertical and horizontal development: there are many opportunities for career advancement in this field, from promotion to management positions to expanding your skills in new related areas.
  7. Continuous development: thanks to the rapidly changing field, marketers can always learn new things, which contributes to continuous professional growth.

7 disadvantages of a career in marketing

  1. Working under pressure: the job often requires making quick decisions and completing tasks within a limited time frame. This can lead to being busy after hours to get all the tasks done in time. And stress, of course.
  2. Stressful situations: responding quickly to change, managing crisis situations, can create additional pressure.
  3. Constant change: marketing is an industry that never stands still. Platform algorithms, consumer preferences and marketing strategies are constantly changing, requiring professionals to constantly learn and adapt.
  4. The need to stay on top of trends: to stay competitive, marketers need to stay on top of new trends, learn new tools and implement them quickly.
  5. Difficulty measuring success: in marketing, it's not always easy to measure performance, especially when it comes to long-term or branded campaigns. This can make it difficult to assess the effectiveness and value of a marketer's contribution to the company's success.
  6. Unpredictable results: It is not always possible to predict exactly what effect a campaign will have, which adds uncertainty to the work.
  7. High level of competition: Marketing has a fairly low entry threshold, making it a highly competitive industry. In order to stand out from other professionals, you need to constantly improve your skills and be able to present yourself.

How to become a marketer

There are several paths you can take to become a marketer, and each has its own characteristics, advantages and disadvantages. Let's take a look at the main options:

University education. A university education provides classic industry knowledge such as consumer behavior, marketing pricing, promotional strategies, and more. This knowledge is the foundation for any marketing endeavor and will be useful anywhere. Cons: University education takes several years, which can be too long a process for those who want to enter the profession faster. You need to know in advance what subjects to pass for a marketer and prepare. And universities also emphasize theory, and practical application of knowledge can be limited, which then makes it difficult to transition from learning to real work.

Online courses and certificates. Online course programs are tailored to current trends and changes in the marketplace, allowing students to gain the latest knowledge and skills. Programs often focus on specific skills that can be put into practice immediately. This speeds up the learning process and allows you to quickly start working in your chosen field. Cons: Online courses often focus on one specific topic or skill, which may not provide a full understanding of marketing as a comprehensive discipline.

Self-learning. It requires no financial investment, which makes it accessible to everyone. You can learn at your own pace, choosing the most interesting and useful materials. Cons: the process of self-study takes a lot of time, as it requires independent search and study of materials, requires a high degree of self-discipline and motivation. Also, you just don't realize what information is relevant.

Internship and practicum. Getting a job right away, albeit for pennies, is a great solution. It allows you to gain real skills and experience, which makes you more competitive in the job market. Internships will give you an understanding of how marketing works. Cons: internships are often low or no pay. It's a job for the future.

Personal projects. Promoting your own project, such as a blog or website, allows you to put your marketing knowledge and skills into practice. Successful personal projects can become a great portfolio that can help when looking for a job. Cons: Implementing personal projects may not always be successful, which can result in wasted time and resources.

Recommendations:

  1. Go to free webinars for an introduction to the profession to understand the specifics. 
  2. Decide on a direction - you can start from there. 
  3. Look for development options in the chosen niche. For example, for smm-specialist as a good way to start may be to conduct a personal project. And for a ppc marketer, an internship would be a more practical solution.

Conclusion

A marketer is a rather broad concept that requires clarification. In this sphere, there are a lot of directions that complement each other, but sometimes even weakly overlap. But what can be said for sure is that any of these directions is in demand today and will be so for a long time to come. The sphere is steadily gaining momentum. 

By the way, in Ukraine, the Day of the marketer is celebrated on October 25. This day is dedicated to recognizing the importance of the marketing profession and their contribution to the development of business and the economy of the country.

These are decent salaries and interesting tasks. These are opportunities for growth and to work in foreign projects. Choose a direction to your liking and go ahead!