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Market Update: How much do Digital Marketers earn in Australia 2022

By Academy Xi

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If you’re contemplating a Digital Marketing career, it’s handy to know what’s going on in today’s industry. We’ve put together this market update to bring you all the latest Digital Marketing insights, statistics and trends.

Digital Marketing is the strategic use of digital channels to promote products, services or brands. Digital channels include websites, apps, search engines, social media, email, video and SMS. 

Opportunities for Digital Marketers are growing rapidly, with the amount of time people spend online increasing by 5% in the past three years alone. 

Digital Marketing helps customers identify with a brand, raises their awareness of a particular product or service, and ultimately aims to convert as many leads as possible into paying customers.

Are Digital Marketers in demand in Australia? 

Demand for Digital Marketers in Australia is exceptionally high and set only to increase, with the industry predicted to grow by 21.1% in the next 5 years.   

There’s a significant skills gap for Digital Marketers in Australia, which is reflected in the 7,972 roles advertised on Seek.com.au (as of August 2022). Breaking these numbers down by state

  • New South Wales offers 3,198 roles 
  • Victoria offers 2,372 roles 
  • Queensland offers 1,173 roles 
  • Western Australia offers 393 roles
  • Australian Capital Territory offers 210 roles
  • South Australia offers 250 roles
  • Northern Territory offers 37 roles
  • Tasmania offers 71 roles

Keep in mind that many Digital Marketing roles can be fulfilled remotely. Advances with online work systems mean being a remote Digital Marketer can be just as rewarding as working in-person. Seek is currently advertising 873+ remote Digital Marketing roles throughout Australia.  

Your earning potential as a Digital Marketer in Australia

The earning potential for Digital Marketers in Australia reflects a booming industry that’s always on the lookout for new talent. The latest stats from Talent.com record the average Digital Marketer salary in Australia as $83,725. Even Junior Digital Marketers earn an average annual salary of $70,000, while Senior Digital Marketers make $114,333 per year.   

The average salary in each state is:

  • New South Wales – $84,444
  • Queensland – $79,736 
  • Northern Territory – $87,680
  • Western Australia – $80,373 
  • South Australia – $74,917 
  • Victoria – $84,015 
  • Australian Capital Territory – $82,554
  • Tasmania – $71,845

Which industries most commonly hire Digital Marketers? 

It should come as little surprise that the industry which hires the vast majority of Digital Marketers is marketing and advertising. Throughout 2021, Digital Marketing efforts accounted for 55% of all marketing spend. As a result, over half of the Digital Marketer positions currently being advertised on Seek are in the marketing and advertising industry (4,160 roles).  

Some of the other industries that frequently hire Digital Marketers include:

  • Retail
  • Healthcare
  • Education
  • Entertainment
  • Finance
  • Legal
  • Real estate and property
  • Tech  

What are the top skills a Digital Marketer needs?

Today’s Digital Marketer needs a wide range of capabilities, including a mix of soft and hard skills. 

In terms of hard skills, the following are essential:

Strategic thinking 

Having a campaign strategy helps Digital Marketers identify what makes their product, service or brand unique and how to share that message with a target market through a range of digital channels. 

Digital Marketers need to be able to build successful end-to-end campaign strategies, which involves setting success objectives and metrics, devising tactics for multi-channel engagement and planning marketing and remarketing approaches. Depending on a Digital Marketer’s level of seniority, Project Management skills might also be a necessity. 

Content creation

Content creation is the process of generating topic ideas that will appeal to your target audience, creating written or visual content related to those ideas, and then publishing that content as a blog, video, infographic, social post, or another content form.

These days, content creation is the backbone of any good marketing strategy. As well as benefiting from having original content ideas, Digital Marketers will be at an advantage if they have practical skills in copywriting and visual design.   

Search Engine Optimisation (SEO)

SEO is the practice of optimising a website’s performance to improve its ranking in relevant search engine results. 

When a person performs a search on Google or another search engine, the websites displayed are judged on their merits by a search engine algorithm. This means a website’s SEO ranking is calculated in comparison to the SEO of its competitors. 

Digital Marketers use their technical understanding of SEO to enhance the visibility of a website, which means more traffic and more opportunities to convert leads into customers.

Data analytics 

Digital Marketers have a wealth of data at their fingertips these days and are able to extract insights that tell them in precise terms just how well a campaign is performing.

Digital Marketers keen to leverage the power of data will need the skills to collect, collate and assess performance data, and might even be required to perform A/B testing. It’s also advantageous to be able to share data insights via reports and presentations.     

Soft skills

There are also a variety of soft skills that are needed to succeed in the industry, the most important of which include:

  • Creativity Digital Marketers need to constantly produce new and creative campaign ideas that help brands stand out from the competition.
  • Communication – For Digital Marketers to connect with their audience, it’s vital they have strong communication skills. Digital Marketers also have to share their ideas with teammates and stakeholders, which demands public speaking and presentation skills. 
  • Collaboration – An end-to-end marketing campaign will often be the result of a collaborative effort. Digital Marketers need to be able to work effectively within a marketing team, or even cross-functionally with other departments. 
  • Persuasion – It’s vital that Digital Marketers have a knack for creating persuasive messaging. Persuasive marketing ensures leads complete specific and necessary actions, rather than just randomly interacting with a brand. 

The latest trends in Digital Marketing

With tech and software advances always pushing the possibilities of Digital Marketing, it’s an exciting time to be involved in the industry. Here are a few trends to keep an eye out for in 2022 and beyond. 

AI marketing

A Salesforce Report found only 29% of marketing leaders used AI in 2018, but that number had almost tripled to 84% by 2020. Expect AI to play an increasingly prominent role in Digital Marketing in the coming years. 

Marketers used to target audiences based on broad demographics, including age, gender and location. AI makes it possible to subdivide market segments and target leads by personal traits, buying habits and behavioural patterns. This means businesses can use AI to build customer-centric marketing strategies and personalised ad campaigns. 

Video marketing

It feels like the shift to video marketing has been well publicised for at least a decade. However, some businesses and brands remain hesitant to add video into their marketing mix. With the rise of TikTok, and Instagram announcing it’s now a video platform, video’s marketing influence is climbing.

According to research, over 85% of consumers would like to see more videos from brands, and at least 67% of businesses are looking to increase their video spend for the rest of 2022.

The Metaverse

The metaverse spans the physical and digital worlds, occupying multiple online platforms and often using virtual or augmented reality tech. The metaverse is also a fully functioning virtual economy that many businesses are now aiming to capitalise on. 

Marketing in the metaverse can be highly immersive, allowing businesses to place consumers in virtual spaces dedicated to particular brands. Many of the biggest companies are preparing to enter the metaverse, with Nike recently filing for patents on virtual sneakers and buying online real estate for virtual Nike Towns. 

How to become a Digital Marketer

Entering the world of Digital Marketing might seem intimidating, but getting a foothold in the industry is simpler than you might think. 

To launch a career as a Digital Marketer you’ll need to follow a few easy steps:

  • Undergo formal training – you’ll need to master the industry’s essential tools and practical skills
  • Identify a specialism – Digital Marketing is a broad field and you’ll need to find your niche
  • Build a portfolio – this will demonstrate to employers that you’re capable of planning and executing an effective marketing strategy

Whatever your starting point, there are fantastic training options available that will prepare you to take on an exciting Digital Marketing role. 

Academy Xi offers hands-on, industry-recognised training that’s developed for digital careers. 

Regardless of your previous experience, our Digital Marketing courses will give you the skills to tactically promote products, services and brands across digital channels. 

Whether you want to venture into a new profession as a Digital Marketer, or upskill and bring Digital Marketing skills to an existing role, Academy Xi has a course that’s a perfect match for your goals and lifestyle. 

  • Digital Marketing: Transform – For those who want to launch a new career as a Digital Marketer, including 24 weeks of access to a Career Support Program that helps 97% of graduates straight into industry.
  • Digital Marketing: Elevate – For those who want to enhance their career prospects with in-demand Digital Marketing skills.
  • Digital Marketing: Elevate (self-paced) – For those who want to enhance their career prospects with in-demand Digital Marketing skills, while also enjoying the flexibility of self-paced learning.

Want to discuss your transferable skills and short course options? Speak to a course advisor today and take the first steps in your Digital Marketing journey. 

Academy Xi Blog

FAQs: Digital Marketing

By Academy Xi

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We’ve compiled this list of questions most frequently asked about Digital Marketing to help you understand what it’s like to build a fast-moving career as a Digital Marketer.

Already know you’d like to study Digital Marketing?

Get in touch with our Course Advisors to discuss training options, and check out the upcoming intake dates here.

Digital Marketing and why it’s important

What is Digital Marketing?

Believe it or not, the time people spend browsing the internet, shopping online and using social media has increased by 5% in the last three years alone. For businesses, our shared love for being in the digital space brings with it endless marketing opportunities. 

Digital Marketing is the tactical promotion of products and services through digital channels (websites, apps, search engines, social media, email, video and SMS). Digital Marketing helps customers identify with a brand, informs them about a particular product or service and ultimately convinces as many people as possible to make that all-important purchase. 

What’s the difference between traditional marketing and Digital Marketing?

The main difference between traditional and digital marketing is the medium through which content is delivered. While traditional marketing uses traditional media, such as television, radio and print, digital marketing uses digital channels to distribute its messaging.

Not only is marketing via digital channels typically more cost efficient, but it also tends to be more dynamic. While traditional marketing assets are static, digital marketing content can create two-way interactions, allowing customers to access product information and the latest offers in just a few clicks. This stimulates higher levels of customer engagement and increases the conversion rate from a prospect to a lead. 

Group of icons showing difference between traditional and digital marketing.

Using digital marketing channels also enables marketers to easily target specific audiences and serve content according to people’s preferences and behaviour, helping to generate stronger, more qualified leads.

What’s the difference between advertising and marketing?

The terms ‘advertising’ and ‘marketing’ are often used interchangeably, and while these two business activities are closely related (even sharing the same goals of informing consumers about a product or service and driving sales), they’re not synonyms and it’s crucial to understand the difference. 

Marketing broadly refers to anything and everything a business does to attract people to its brand, products or services. This could involve anything from product development and content creation, to data analysis and market research. Advertising is a specific activity within the marketing process, whereby a company informs consumers about its products or services through paid channels. 

Simply put, advertising is a single component of a business’s wider marketing strategy. If marketing is the whole pie, then advertising is just one slice. 

How do businesses use Digital Marketing?

Marketing has always been about businesses connecting with prospective customers in the right place at the right time. In today’s world, that means meeting them online. 

This begins with businesses using Digital Marketing to drive paid and organic traffic toward their websites and platforms. 

  • Paid traffic occurs when somebody is shown a relevant advertisement that links to a website. This kind of advertising is often paid for based on cost per click (CPC), which means businesses pay for the amount of traffic driven by the advertisement.
  • Organic traffic is made up of visitors that land on a website from unpaid sources, via a Google search for instance. The branch of Digital Marketing that focuses on increasing organic traffic is called Search Engine Optimisation, or SEO.

On a larger scale, modern businesses rely on Digital Marketing campaigns, which are a series of strategic marketing actions carried out across digital platforms. A Digital Marketing campaign will establish a brand’s image and systematically move leads down the marketing funnel, from point of awareness to a converted sale. 

Digital Marketing activities also offer companies the chance to continuously gather and analyse data. This information is used to plan, assess and refine marketing campaigns, as well as improve other areas of a business. 

What does a Digital Marketer actually do?

In the simplest terms, a Digital Marketer is responsible for planning and creating marketing material that’s published digitally. 

No two roles will ever be the same, but a typical Digital Marketing role might include:

  • Consulting clients, colleagues and stakeholders to devise marketing strategies.
  • Designing marketing collateral for company websites.
  • Writing and designing promotional emails.
  • Planning and implementing social media marketing activities.
  • Creating online display advertisements.
  • Analysing keywords and setting up paid search marketing campaigns.
  • Performing SEO to increase online visibility. 
  • Creating content, including blogs and videos.
  • Analysing data and using insights to optimise campaigns. 

Many Digital Marketers are all-rounders, who will complete a number of the above tasks. Others offer specialist skillsets and focus on specific areas of a company’s marketing strategy. For instance, it’s not uncommon to find Digital Marketers who dedicate all their time to delivering a brand’s social media content, while others might work solely with emails.

Types of Digital Marketing

What are the different types of Digital Marketing?

A business’s Digital Marketing strategy can encompass a wide variety of techniques and technologies. For a company to find the right marketing mix, it’s crucial to understand the uses and benefits that come with  different marketing types. The core forms of marketing that today’s industry relies on are:  

  • Search Engine Optimisation (SEO)

SEO is the ongoing practice of optimising a website’s performance to enhance its natural appearance in relevant search engine results. When a person performs a search on Google or another search engine, the websites displayed are judged on their merits by a search engine algorithm. In effect, similar websites compete against each other to appear in the search results, and a website’s SEO performance is judged in comparison to the SEO of its competitors.

The fundamentals of SEO are on-page (changes made to a website) and off-page (links back to a site and digital activities done outside the site that relate to that site). Because of the rate of web technology improvements, a newer website will normally have an advantage in SEO over an older website that was built with older technologies.

  • Email marketing

Email marketing is built on the premise of permission given by the recipient. In marketer Seth Godin’s seminal book, Permission Marketing, Godin talks about the novelty of permission in marketing and how the email recipient has co-opted into the relationship, expecting and anticipating marketing messages.

Email marketing is one of the easiest methods to get started in digital marketing, requiring only an email marketing software tool to ensure compliances such as unsubscribe buttons are met. Email marketing can be turbocharged with advertising and email funnel automation, to lead consumers down a path towards purchase.

  • Social media marketing

Social media marketing uses social media for the purpose of building a community of people around a business and compelling those people to make a purchase. Popular social sites for marketing include Facebook, LinkedIn, Twitter, Instagram and TikTok.

Social media marketing is also a great way to grow an email database, improve a website’s SEO, and perform customer service functions.

  • Search Engine Marketing (SEM)

SEM is distinct from SEO in that it’s paid advertising. SEM is often referred to as ‘paid search’ and the way it’s performed is through PPC, or Pay-Per-Click. Ads are purchased on the main search engines and a business pays every time a click is performed on the ad.

  • Display advertising

Display advertising includes visuals such as images or videos that are placed on relevant websites within a network, such as the Google Display Network or Facebook’s network. Display advertising has three basic categories:

    1. Site placement advertising

The advertiser/marketer chooses the website they would like to run their display ads on.

    1. Contextual advertising

Networks place ads on relevant websites, such as when a food product ad is shown on a cooking website.

    1. Remarketing

This is when website users are ‘tagged’ with a pixel from a particular website, which then allows the business to show ads from that business on other websites, as the user browses the internet.

  • Video advertising

Video advertising is promotional content that plays before, during or after streaming video, such as within Facebook or YouTube. You could also call some display advertising that uses video video marketing too. YouTube was one of the first platforms to offer six-second ads. Thirty seconds is the most popular ad length, since late 2015.

According to video marketing research, 93% of marketers using video say it’s a vital part of their strategy and 87% claim it offers them a strong Return on Investment (ROI).  .

  • Content marketing

The oft-quoted phrase “content is king” came from an essay by Bill Gates in 1996. Content marketing is creating, publishing, and distributing content that serves strategic purposes for a business or organisation. Content marketing is used to:

  • Attract attention and generate leads
  • Expand a customer base
  • Make online sales
  • Answer customer questions
  • Address common barriers to purchase
  • Increase the business’ perceived authority or credibility
  • Engage an online community of users

To be effective, a business must create content that is useful, valuable and relevant to its target market, who are then willing to engage with the business online, typically through subscribing to their email database and/or participating on their social media channels.

Examples of content include blog articles, infographics, videos, e-books or case studies, among others.

  • Affiliate marketing

Affiliate marketing is the process of selling someone else’s product and earning a commission on sales. To do this, the merchant, seller or brand, finds ‘affiliates’ who are willing to promote a particular product or service. Each affiliate is given a unique URL (web link) which measures clicks. The affiliate then promotes this link, typically through their email list, and any sales that result earn the affiliate a percentage of the sale.

Most of the time, a network acts as an intermediary between the merchant and the affiliate. Networks such as ClickBank or Commission Junction handle the payment and product delivery and provide a database of lots of products that the affiliate marketer can choose whether or not to promote. When a network is involved, the merchant only manages their affiliate program on that network and doesn’t deal with individual affiliates.

Whether the consumer knows that they are part of an affiliate marketing system or not is mostly up to the affiliate. For affiliate marketing to work effectively for both parties, the affiliate needs a large email list or online community of people who trust them.

A business’s Digital Marketing strategy can encompass a wide variety of techniques and technologies. For a company to find the right marketing mix, it’s crucial to understand the uses and benefits that come with  different marketing types. The core forms of marketing that today’s industry relies on are:  

  • Search Engine Optimisation (SEO)

SEO is the ongoing practice of optimising a website’s performance to enhance its natural appearance in relevant search engine results. When a person performs a search on Google or another search engine, the websites displayed are judged on their merits by a search engine algorithm. In effect, similar websites compete against each other to appear in the search results, and a website’s SEO performance is judged in comparison to the SEO of its competitors.

The fundamentals of SEO are on-page (changes made to a website) and off-page (links back to a site and digital activities done outside the site that relate to that site). Because of the rate of web technology improvements, a newer website will normally have an advantage in SEO over an older website that was built with older technologies.

  • Email marketing

Email marketing is built on the premise of permission given by the recipient. In marketer Seth Godin’s seminal book, Permission Marketing, Godin talks about the novelty of permission in marketing and how the email recipient has co-opted into the relationship, expecting and anticipating marketing messages.

Email marketing is one of the easiest methods to get started in digital marketing, requiring only an email marketing software tool to ensure compliances such as unsubscribe buttons are met. Email marketing can be turbocharged with advertising and email funnel automation, to lead consumers down a path towards purchase.

  • Social media marketing

Social media marketing uses social media for the purpose of building a community of people around a business and compelling those people to make a purchase. Popular social sites for marketing include Facebook, LinkedIn, Twitter, Instagram and TikTok.

Social media marketing is also a great way to grow an email database, improve a website’s SEO, and perform customer service functions.

  • Search Engine Marketing (SEM)

SEM is distinct from SEO in that it’s paid advertising. SEM is often referred to as ‘paid search’ and the way it’s performed is through PPC, or Pay-Per-Click. Ads are purchased on the main search engines and a business pays every time a click is performed on the ad.

  • Display advertising

Display advertising includes visuals such as images or videos that are placed on relevant websites within a network, such as the Google Display Network or Facebook’s network. Display advertising has three basic categories:

  1. Site placement advertising

The advertiser/marketer chooses the website they would like to run their display ads on.

  1. Contextual advertising

Networks place ads on relevant websites, such as when a food product ad is shown on a cooking website.

  1. Remarketing

This is when website users are ‘tagged’ with a pixel from a particular website, which then allows the business to show ads from that business on other websites, as the user browses the internet.

  • Video advertising

Video advertising is promotional content that plays before, during or after streaming video, such as within Facebook or YouTube. You could also call some display advertising that uses video video marketing too. YouTube was one of the first platforms to offer six-second ads. Thirty seconds is the most popular ad length, since late 2015.

According to video marketing research, 93% of marketers using video say it’s a vital part of their strategy and 87% claim it offers them a strong Return on Investment (ROI).  .

  • Content marketing

The oft-quoted phrase “content is king” came from an essay by Bill Gates in 1996. Content marketing is creating, publishing, and distributing content that serves strategic purposes for a business or organisation. Content marketing is used to:

  • Attract attention and generate leads
  • Expand a customer base
  • Make online sales
  • Answer customer questions
  • Address common barriers to purchase
  • Increase the business’ perceived authority or credibility
  • Engage an online community of users

To be effective, a business must create content that is useful, valuable and relevant to its target market, who are then willing to engage with the business online, typically through subscribing to their email database and/or participating on their social media channels.

Examples of content include blog articles, infographics, videos, e-books or case studies, among others.

  • Affiliate marketing

Affiliate marketing is the process of selling someone else’s product and earning a commission on sales. To do this, the merchant, seller or brand, finds ‘affiliates’ who are willing to promote a particular product or service. Each affiliate is given a unique URL (web link) which measures clicks. The affiliate then promotes this link, typically through their email list, and any sales that result earn the affiliate a percentage of the sale.

Most of the time, a network acts as an intermediary between the merchant and the affiliate. Networks such as ClickBank or Commission Junction handle the payment and product delivery and provide a database of lots of products that the affiliate marketer can choose whether or not to promote. When a network is involved, the merchant only manages their affiliate program on that network and doesn’t deal with individual affiliates.

Whether the consumer knows that they are part of an affiliate marketing system or not is mostly up to the affiliate. For affiliate marketing to work effectively for both parties, the affiliate needs a large email list or online community of people who trust them.

How do businesses choose which Digital Marketing channels to invest in?

 It’s vital for any marketer to understand how to use each of the major Digital Marketing channels, and at which stage of the customer purchase journey each works best. Depending on the business, audience and marketing objectives, a business can select the channels that are most suitable. 

First, let’s define what the customer purchase journey is. Otherwise known as the buyer’s journey, it involves a three-stage process:

  • Stage 1: Awareness – this is when the buyer realises that they have a problem
  • Stage 2: Consideration – the buyer better understands their problem and possible solutions and researches options
  • Stage 3: Purchase – the buyer chooses a solution and makes a purchase

How businesses use SEO

In the awareness stage, a person is fairly inarticulate about solutions and instead likely to be researching their problems. SEO content marketing, such as a blog, can boost a website’s ranking and help the person understand the solution your business offers. 

In the consideration stage, a person is more familiar with solutions, but ranking on search engines will become harder as more businesses will be vying for related search terms.

In the decision stage, a person is motivated to purchase and will search for known businesses offering solutions. Ranking for these search phrases will be highly lucrative, but even more competitive. 

How businesses use email marketing

Over the last decade consumers have become increasingly reluctant to give away their email addresses. This means businesses are striving to create valuable email assets, such as free tutorials or whitepapers, that require an email opt-in for the consumer to access.

Email marketing is more likely to work in the consideration stage, when a consumer is motivated to seek out information that helps them make a smart purchase. A well-timed email pop-up that offers an incentive, such as a discount code, is likely to offer a strong conversion rate.

How businesses use social media marketing

Social media marketing is used for brand reach and is particularly useful at the awareness stage, when the consumer is performing broad research.

For e-commerce brands that seamlessly link social posts to their online checkout, social media marketing can also positively influence conversion rates at the purchase stage. 

How businesses use SEM

Search Engine Marketing is particularly useful for the consideration and decision stages, when the consumer is either searching for a solution or considering the pros and cons that come with each available solution. At this stage, they might also be actively performing research on specialist websites that could display relevant ads for your business.

How businesses use display advertising

Display ads use a push approach, whereby ads are served to people after they’ve watched a video, read emails, or browsed the web. This means display ads are most effective during the consideration stage, after the consumer has indicated their interest.

How businesses use video advertising

Video advertising can be used effectively during the awareness and consideration stages. During the awareness stage, a video ad can introduce the solution and demonstrate how a product works. During the consideration stage, the consumer has heightened awareness of the various options available and is more likely to take note of brand names for further research.

How businesses use content marketing

In the awareness stage, a business can use content marketing to talk with empathy about the problems the consumer is grappling with, which can help to create trust.

In the consideration stage, the business needs to shift to detailed, useful content that is relevant to the consumer. In the decision stage, the content marketing needs to focus on resolving common barriers to purchase. This  might include highlighting case studies, successful client stories and the brand’s point-of-difference, all of which can help convert a lead. 

How businesses use affiliate marketing

Because of pre-existing relationships between the affiliate and their audience, affiliates can introduce a product that the audience wasn’t looking for at the awareness stage and skillfully convince them that it’s needed.

Affiliate marketing is also useful in the consideration stage, when the customer is canvassing options. Affiliate marketing can be used by consumers to compare and contrast multiple companies and solutions, helping them make a purchase decision.

 

Digital Marketing tools & platforms

What tools do Digital Marketers use?

Mastering the latest tools and using the right tech stack ensures that marketers are more time-efficient and data-driven. There are a range of tools that can reduce the heavy lifting of a marketer’s work and raise the bar of creativity, these include:

  • Content Management Systems (CMS)

A CMS is a tool that makes it easy to manage and maintain important elements of your website, including content, without needing to know anything about coding.

WordPress is a free, open-source Content Management System and one of the simplest, most popular ways to create a website or blog. WordPress is a CMS that’s currently used by over 43% of all the websites on the Internet. It is especially popular among marketers because it makes building a website accessible even if you aren’t a web developer. 

  • Google Analytics

This web analytics service gives Digital Marketers vital information about who their site visitors are and what those visitors do while they’re on a website. Digital Marketers use Google Analytics to understand the impact of a marketing campaign and how a site’s user experience influences factors such as lead generation, lead conversion and customer retention.

No matter what area of Digital Marketing you become involved with, data analytics will be the cornerstone of your strategy, helping you make smarter data-driven marketing decisions

  • Semrush

Content Marketers all over the globe depend on Semrush to perform SEO. Semrush allows you to carry out keyword research, track the keyword strategies of your competitors and run SEO audits that can help you optimise the keywords and phrases in your written content. Semrush will also review your text and highlight any missed backlinking opportunities. 

  • HubSpot

HubSpot is a CRM (Customer Relationship Management) software that’s used for inbound marketing, providing businesses with a centralised location for marketing and sales data. It allows companies to track and analyse marketing activity in real-time, and view an entire sales pipeline on a visual dashboard.

Hubspot users can access detailed reports on productivity, using those insights to monitor team performance and identify opportunities for growth. As well as offering a seamless connection to marketing channels, HubSpot is cloud-based, meaning all your data will be perfectly synced across teams and devices.

  • Adobe Creative Cloud

Modern Digital Marketers use the suite of Adobe Creative Cloud apps to design eye-catching marketing material, from vibrant Instagram posts, to brochures with crystal-clear layouts. 

In particular, marketers tend to rely on the ‘big three’ of InDesign, Illustrator and Photoshop. However, the full Adobe Creative Cloud offers an array of creative tools that help marketers to:

    • Produce custom graphics for websites, emails and other marketing collateral.
    • Create eye-catching social media content.
    • Edit and add effects to promotional videos.
    • Design layouts for web pages, blogs and digital brochures.
    • Create illustrations and custom fonts.
    • Produce brand style guides.
    • Make interactive PDFs and marketing presentations.

What platforms do Digital Marketers use?

When it comes to delivering an end-to-end campaign, there’s a range of platforms that Digital Marketers can build a presence on to reach their target audience. 

Some of the industry’s most tried-and-trusted platforms include:

  • Google Search Ads

Operating on a pay-per-click model, you can target a specific keyword on Google and make bids on it. Bidding on keywords allows you to outrank rivals and appear higher in search results.

  • Google Display Ads

While Search ads show up as soon as your potential customers start searching, Display ads appear while people are visiting sites across the Google Display Network, which is made up of over two million websites (reaching 90% of internet users globally).

  • Facebook Ads 

A Facebook page is a great free marketing tool, allowing a business to build its brand and a following of potential customers. Facebook Ads has advanced targeting capabilities and you can use it to reach particular demographics. This helps a company direct stronger leads to a core website, creating greater impression and click-through-rates (CTR). 

  • Instagram Ads 

Using Facebook’s advertising system, Instagram Ads is equally powerful when targeting a particular market, allowing your business to specify an audience’s location, interests, behaviours, and much more. You can even target people who have interacted with brands, products and services that are similar to your own. 

  • YouTube 

Not only are your customers glued to YouTube, but as the internet’s second biggest search engine, YouTube can boost your business’s SEO and overall brand presence. YouTube allows marketers to present attention-grabbing content that’s easy for viewers to consume and share.

  • LinkedIn 

Marketers rely on LinkedIn to build brand awareness, relationships with consumers and an industry presence. By posting cutting-edge content and participating in industry discussions, you can use LinkedIn to increase your credibility with customers and partners.

  • Twitter

Twitter offers businesses the chance to engage an audience and be involved in their industry’s hottest conversations. As a Digital Marketer using Twitter, you’ll focus on generating a healthy mix of replies, organic tweets, retweets and Twitter takes, while you might even consider paying to feature in Twitter Ads.

Careers in Digital Marketing

There are a range of good reasons to choose a career in Digital Marketing. Most obviously, it’s a booming industry. These days, countless consumers purchase products because of the marketing they encounter while navigating search engines, scrolling through social media, or checking emails.

But what career options do you have as an aspiring marketer? And what exactly does a Digital Marketing career path look like?

Career options for digital marketers

There are plenty of career options for Digital Marketing professionals, a wide range of skills that can be used and developed, and all kinds of expertise and experience that can be drawn upon to further your career.

You can broadly categorise Digital Marketers into three camps: creative, strategic and technical.

  • Creative Digital Marketers

Creative Digital Marketers often have backgrounds in copywriting, video production, art, graphic design or other creative fields. They will use their creative skills and outside-of-the-box thinking to build empathy with a target audience and generate original high-impact ideas. 

Creative Digital Marketers are normally responsible for producing marketing assets, such as social media posts, blog posts, infographics, e-books and videos, which means they need a mix of technical and creative skills. 

  • Strategic Digital Marketers

Strategic Digital Marketers often come from public relations and communications, business, finance and management. They tend to take a big picture view of a brand and marketplace and are skilled at long-term planning, spotting trends and opportunities, risk and reputation management, and brand development. Strategic Digital Marketers use their skills and know-how to formulate a broader strategy for a marketing team to execute.

  • Technical Digital Marketers

Technical Digital Marketers often come from web development and coding backgrounds. They are adept at implementing technologies that can perform the tasks required, including data measurement and analysis. Technical Digital Marketers not only perform complex tasks, but are also adept at using the tech at their disposal to solve problems.

What does a career path in Digital Marketing look like?

An infographic depicting the career path in digital marketing that one can take

Here’s an example of a successful Digital Marketing career path, broken down into a few simple steps: 

  • Step 1: Find your specialities
    This might be SEO, content marketing, social media, or email, to list just a few. Developing expertise in one or more specialties will support your career progression. Don’t feel restricted by the need to specialise – many skills overlap, and having capabilities in several areas will increase your desirability with employers. 

Needless to say, your career path will take a unique turn based on the specialities you choose to develop. For illustrative purposes, let’s assume you decide to specialise in email marketing.

  • Step 2: Get hired as an Email Marketing Specialist
    This is an entry-level role that will likely entail designing emails, drafting and implementing written content, expanding a company’s email database, and collaborating with colleagues to ensure that email strategies align with the marketing team’s wider goals. 
  • Step 3: Get hired as a Marketing Research Analyst
    This is a mid-level role that will see you dig more deeply into the statistics and outcomes produced by email campaigns. There’s a good chance you’ll perform A/B testing, which means trying out different messaging and designs to figure out which versions of your emails are most effective. You’ll also be expected to keep up-to-date with industry trends and any email campaigns your competitors are running.
  • Step 4: Get hired as a Digital Marketing Lead
    This is a senior role that will see you take on the responsibilities of conceptualising, actioning and managing marketing campaigns from end-to-end. You’ll either work for a single company, a marketing agency, or freelance. You’ll be tasked with identifying industry trends, monitoring the success (or failure) of your attempted strategies and campaigns, as well as leading a well-oiled marketing team. All this means you should develop your interpersonal and analytical skills before you apply for the role. 

Beyond these steps, there’s also the possibility that you could eventually land even more senior marketing roles, such as Marketing Director, VP of Marketing, or even CMO.

Industry demand for Digital Marketing

How high is the demand for Digital Marketers in Australia?

With more businesses than ever competing for our attention online, Digital Marketers are hot property in all industries. The demand for Digital Marketing in Australia is on the up, with national employment rates set to increase by 21% in the next five years. 

Currently, over 8,000 Australian Digital Marketing roles are up for grabs on Seek (as of July 2022). It’s worth remembering that a Digital Marketer’s skills are widely sought after, so wherever you end up in life, you’ll have work experience and a CV that employers are actively searching for. 

How much do Digital Marketers earn in Australia?

The pay opportunities for Australian Digital Marketers reflect an industry that’s growing fast and always on the lookout for skilled professionals. 

Talent.com records the average Digital Marketer salary in Australia at $85,000 per year (or $43.59 per hour). Even entry-level positions start at $70,000 per year, while more experienced Digital Marketers make $119,443 per year on average.

There’s also a high chance you’ll find the work extremely rewarding, with Digital Marketing scoring a solid 4.2 out of 5 for job satisfaction.

Becoming a Digital Marketer

How hard is it to learn Digital Marketing?

Even for a complete beginner, learning Digital Marketing is not as hard as you might think. That said, it’s important you begin with a knack for being persuasive, solving problems and thinking creatively. Writing and design skills are transferable and bound to come in handy, while a basic level of experience working with tech and digital platforms will be needed to kickstart any Digital Marketing career. 

It takes time and dedication to grasp the theory that underpins effective marketing strategies, and you’ll also need to learn how to execute a campaign from end-to-end. You’ll need plenty of hands-on practice to get the most out of the industry’s latest tools and techniques.

The internet is filled with free software and tutorials that can be used by anyone keen to get started as a Digital Marketer. However, if you’re wanting to get a foothold in the industry, you should consider earning a formal certification in Digital Marketing. Without this, it’s tricky to land that first role, since so many other candidates will have a certified skillset.

Where can I train as a Digital Marketer?

There are many options when it comes to qualifying as a Digital Marketer. Traditional universities offer Bachelor of Digital Marketing degrees, which normally take 3-4 years to complete. 

There’s less of an expectation for Digital Marketers to be university qualified these days, with most employers and prospective clients prioritising skills, experience and a strong portfolio over formal degrees. 

As a result, more people are enrolling in condensed bootcamp-style courses, which leave graduates industry-ready in a much shorter period of time. These courses focus on the hands-on practice and tangible skillset that today’s Digital Marketers need to make an impact in the industry.

What Digital Marketing courses does Academy Xi offer?

Academy Xi offers practical, industry-recognised training that’s designed for digital careers. 

Whatever your starting point, our Digital Marketing courses will leave you fully capable of promoting products, services and brands across a range of digital channels. 

Whether you want to venture into a new profession as a Digital Marketer, or upskill and test the waters of a marketing career, Academy Xi has a course that’s perfectly suited to your goals and lifestyle. 

Study digital marketing

  • Digital Marketing: Transform – For those who want to kickstart a new career as a Digital Marketer, including 24 weeks of access to a Career Support Program that helps over 90% of graduates straight into industry.
  • Digital Marketing: Elevate – For those who want to boost their career with in-demand Digital Marketing skills.
  • Digital Marketing: Elevate (self-paced) – For those who want to boost their career with in-demand Digital Marketing skills, while also enjoying the flexibility of self-paced learning.

Not sure which course is right for you? Chat to a course advisor and we’ll help you find the perfect match.

Academy Xi Blog

Student Spotlight: Harold Torres Marino

By Academy Xi

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From a coding beginner to a hired Software Engineer in just 10 months, Harold’s success story proves that passion and commitment really can trump experience.

When Harold started the Software Engineering: Transform course, his only coding experience was a high school science project. Before graduation, he’d been hired as a Software Engineer. Read about Harold’s Academy Xi journey, which took him from novice to professional specialist in less than a year.

Can you tell us about your studies and career before you joined Academy Xi?

I completed a bachelor’s degree in industrial engineering back in Colombia in 2012. After graduating, I worked in quality management systems for about five years and helped companies get their ISO 9001 certifications.

I moved to Australia on a student visa wanting to learn English to a professional level. I finished my English language courses and decided to get a qualification in computer science. Back in Colombia I’d always been interested in studying computer science, but those courses were only available in private universities in my local area and were just too expensive.

In Colombia I’d been working for an international company as a freelance maths tutor. After I moved to Australia, I carried on working for the same company and supplemented my income by picking up some extra private tutoring work. At the same time, I was surfing the internet and discovered Australian coding bootcamps.

I checked out all the different courses and came across Academy Xi. I read some comparison reviews and lots of people commented on how much guidance Academy Xi gave their students. That attracted me to Academy Xi. It was a completely new field and I wanted a course that offered lots of support.

How much experience did you have with coding before the course started?

Honestly, almost none! In real terms, I went into the course as a complete beginner. When I was at the end of high school I completed a final science project and made a calculator using Visual Basic for Applications (VBA), which involved using some really simple coding skills.

That first interaction with software engineering didn’t give me much experience with coding, but it really caught my attention. That’s the point when I realised I was interested in IT and wanted to learn more about software engineering. It took a few years before I was able to start studying, but when I did the passion was already there.

One of Harold’s ReactJS App projects was a Pokemon matching card game, check it out.

If you picked one highlight of the course, what would it be?

For me, the unlimited one-on-one mentor sessions were one of the stand out features. The advice I received in my conversations with Sha was just as important as the course content. He gave me all kinds of tips based on his professional experience. Sha was really patient, especially at the beginning, because I had a lot of questions. Coding was new and at times I did feel a little bit lost. Those sessions felt like a really safe environment and Sha always explained everything in a very calm, polite and understanding way.

Sha also suggested doing extra research on aspects of software engineering that weren’t covered in the course itself, because he knew I’d need to understand them when I started working. For instance, he recommended understanding how projects are completed by agile teams, which is something I’m now doing regularly. 

Sha didn’t limit the scope of our conversations – we could talk about anything related to a career in software engineering, as well as all the technical details.

I couldn't have found a better mentor. Those one-on-one sessions with Sha were invaluable. Even when it came to applying for jobs and interviews, Sha gave me all the advice I needed. He wasn’t just an instructor, he really was a mentor.

Harold Torres Marino

How did you find learning Software Engineering?

I realised early in the course that if you want to learn how to code, it’s not enough to just read the course material and attend the live classes. Even if you think you’ve understood a skill you’ve been taught in a class, it’s when you actually start programming and building something that you learn.

I completed five projects throughout the course, which is when I really developed my coding skills. I built a platform that had all the latest information for the European soccer leagues, and a web scraping app that took all the ratings on IMDB and generated different ‘greatest ever movies’ lists.

For me, the best project was creating a Pokemon card matching game, which was featured on the Academy Xi website. My final project was a full-stack React and Rails app. It connects different people who want to make new friends based on their common likes. For that final project I applied all the tools and tech stack I learned throughout the course.

After every class we had a live coding lab, which meant I could put what I’d learned into practice straight away. It gave us all the chance to learn by doing, which definitely suited me. The labs, projects and my time with Sha really helped me figure out exactly what it takes to be a software engineer.

How did you find studying online?

My prior experience with online learning was with very short courses, which took about a month to complete. The Academy Xi course was 100% remote and lasted ten months, but the whole process went very smoothly. I felt really comfortable in an online learning environment.

If I had to choose in the future, I’d definitely pick a remote course. There’s a bit of a trade – you lose a little of the interactivity that comes with meeting in a place face-to-face, but you get the convenience of being able to study anywhere without needing to travel.

I was still working as a maths tutor throughout the course, and even took on some extra work as a COVID-19 sanitizer in the city, which kept me pretty busy during the day.

Without the flexibility of learning remotely, I just wouldn’t have been able to complete the certification. For me, studying online was a perfect fit.

Harold Torres Marino

How did you find your new role?

I started applying for positions when we were waiting to start the client project. For two applications, I was narrowed down to the stage of technical interviews.  

When it came to telling the interviewers about my skills, the practical projects were so important. I didn’t have any professional experience before the course, but having a portfolio of work enabled me to say “this is what I can do, and here’s the end product”. 

Sha gave me tips on what was likely to come up in the interviews and told me to talk confidently about things, even if I wasn’t totally sure. There were coding challenges and Sha explained that I didn’t necessarily have to solve them. What’s more important is to actively communicate, tell the interviewers exactly what you’re doing and demonstrate good soft skills. 

I also had ‘take home’ coding challenges, which took me anything from a day to four days to complete. They let me choose my own stack and I picked React for the front-end and Ruby on Rails for the back-end, which I’d specialised in throughout the course.

When the interview processes were completed, before I’d even graduated I had two job offers. Both offers were made in the space of two hours! That really helped when it came to negotiating my salary.

Harold Torres Marino

Honestly, it did feel like I was in the right place at the right time, but I also made my own luck. I turned down an offer from a tech start-up and accepted my role with Lexicon.

What are you doing with Lexicon?

Lexicon is a scale-up with about 150 employees and I’m currently part of their new website cross-functional team. It’s an exciting time to join the company – they earned an award in LinkedIn’s top 25 start-ups 2021. The interview process took about ten days and gave me a good sense of the company culture. I met the founder and engineering manager and they explained the vision and long-term goals and I immediately liked the vibe. Throughout the interviews, it was the role I had my heart set on. 

I feel very lucky to be doing what I am. It’s given me the chance to work in agile teams, and I love the fast pace of the projects. Being a full-time software engineer is really satisfying. I’m the kind of person that loves to solve a problem. When you’re programming, you fix something, and then immediately fix something else. Honestly, I don’t think I’ll ever get bored with my work. 

When I was working in quality management, I met amazing people and had incredible employers but I found myself waiting for the day to end. When I’m coding, time absolutely flies by. Plus, there’s always new tech and software to work with, and plenty of chances to evolve what you’re doing.

I feel like I’ve started a career for life, and I’m really grateful to Academy Xi for helping me break into it. For anyone who wants to become a programmer, I would definitely recommend the Software Engineering: Transform course.

I’m living proof that if you’re dedicated, even a complete beginner can quickly find their place in the industry.

Harold Torres Marino

If you’re ready to redefine your career and make waves in the tech space just like Harold, check out our Software Engineering courses.

Academy Xi Blog

Student Spotlight: Rati Marwah

By Academy Xi

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Seeking more creativity and inspiration, Rati retrained with Academy Xi and landed the perfect Digital Marketing role.

After a diverse career focused on customer service, Rati decided to specialise in Digital Marketing. Find out how the Digital Marketing: Transform course helped Rati launch a new career in a field that ignites her passions.

What led you to retrain in Digital Marketing?

I will give it to the pandemic! I was working from home and had lots of time on my hands. It gave me the perfect conditions to pivot in my career. I studied travel and tourism management at university about 15 years ago, but have worked in unrelated industries since. My roles have mostly been focused on customer service, with Telstra and Energy Australia.

I also ran my own business for two years – a cafe called Jamaica Blue. I had a four year old kid and was running a cafe that was open over the weekends, so I decided to sell it. I was fortunate enough to land a job with World Vision Australia just two weeks after the business sold.

After three years of continuing my journey with World Vision, my work became a bit repetitive. I loved World Vision’s cause and wanted to stay with the organisation. There were lots of secondments coming up, but you needed to have the right skills to get into a different department.

I wanted to become a specialist in a particular area and, luckily, had the time to develop a new skill-set. I saw the World Vision marketing department creating these amazing campaigns, which really inspired me. Plus, some of my friends have a marketing background and they really love their work. That’s when I decided to get ready for the opportunities at World Vision and retrain as a Digital Marketer.

Why did you choose to study with Academy Xi?

I wanted a flexible course because my son was learning from home and I was working full-time remotely. The Academy Xi Digital Marketing: Transform course seemed a good fit, but I only had three weeks to decide before the enrolment closed. Olivia Bowden from Academy Xi was really generous with her time and guided me through the modules and content. Olivia encouraged me to look at other courses and weigh-up my options.

Ultimately, I felt like none of the other courses were offering what Olivia described. I wanted the exposure of working on live client projects and the chance to develop hands-on skills. That really pushed me to choose Academy Xi. I’m so glad I did, because the course helped me get to where I am today.

What were your initial experiences of the course?

Before the Transform course started I completed the Digital Marketing: Foundations course, which helped me grasp the basic principles of marketing. I began with an understanding of what goes into delivering a marketing campaign, how you deal with stakeholders and some of the tools marketers use. I’m the kind of person that likes to prepare, so having that foundational knowledge was really important.

The cafe was a franchise and the marketing materials were provided, but as an owner I picked what we used based on the business’s demographic. I’d had a bit of marketing exposure, but the early phases of the course were my first deep dive into Digital Marketing theory. 

I really related to marketing from the outset. For me, marketing is an intersection of different passions. It allows me to be resourceful, strategic and creative, and saves me from the repetitive work that goes into a lot of 9-5 jobs.

What projects did you work on?

Academy Xi has a great strategy of easing you into the live client projects by having you complete a personal project while you’re learning the theory. You’re given four months to choose a brand, perform competitor analysis and present a complete strategy to the cohort. It means you go into the live client projects well and truly prepared.

The cohort then worked on two live client projects. The first was for a small family business, and we had to create their whole social media campaign. The second was for a business travel platform called Nutrip, and we had to devise their end-to-end marketing strategy.

The beauty of working in teams is that everyone contributes their expertise, so you learn from one another. That prepared me for the marketing industry, where you have to be able to work with people with different ideas and approaches.

Rati Marwah

What aspects of the course did you enjoy the most?

Presenting the projects was a test, but really satisfying. I presented the first client project as part of a team and was asked to pick a section of the presentation that suited my expertise. For the second client project, I was asked to present a section that I found challenging, but had the guidance of my mentor.

I’m not a completely extroverted person, so if I had realised in advance the course entailed so much presenting, I might not have enrolled! It turned out to be a blessing in disguise. I was very nervous before my first presentation, but apparently it didn’t show. Everyone was really impressed by my contribution.

Discussing aspects of marketing that you’re less comfortable with really builds your confidence. People develop when they’re thrown in the deep end, so I’m really glad the course pushed me out of my comfort zone.

How did you find the online learning experience?

Even though the course was completed remotely, the cohort worked really efficiently in online teams, and we developed some strong friendships. A coursemate visited Melbourne in December and we met up for lunch, which was a lovely experience.

The flexibility of learning online meant I could juggle my existing role with my studies. We had our classes every Monday evening and there were fixed deadlines for coursework submissions and presentations. I’m definitely somebody who likes a deadline to stay on track.

Rati Marwah

It places you under pressure for a while, but then the work is done and you can move on. I wanted to complete the course and transition into a new career as quickly as possible.

How did your mentor prepare you for the industry?

Jillian Bowen was my mentor, and she really helped me with every little thing that I was struggling with. In the end, I cruised through! 

As well as helping me grasp the theory, Jillian gave me the direction I needed as an aspiring marketer. I had a one-on-one with Jillian and told her that I saw myself working in the marketing department for World Vision. Even though it was only the start of the course, Jillian set me the challenge of meeting at least five World Vision people involved in marketing by the end of that month. 

I made lots of connections, including Graham, who was happy for me to shadow him for two hours a week while I completed the course. Graham became another mentor – he identified my passion for marketing, could tell that I wanted a lifelong career, and was very generous with his time.  

Shadowing Graham gave me the chance to work on a World Vision campaign for a corporate partner. I didn’t get involved with the overall strategy, but had lots of experience working with stakeholders. It helped me understand exactly how campaigns are planned and executed from start to finish. As everyone says, you learn 80% by putting theory into practice. I’m so grateful that Jillian encouraged me to start networking early, because I made the connections that helped me move into the industry.

How did you land your new role with World Vision Australia?

A few roles became available within the organisation while I was completing the course and I immediately started applying. I had my first interview as we were preparing to present to the first client. I had nothing to lose and knew the interviews were only going to give me exposure. They familiarised me with the kinds of questions that are asked and left me better prepared for the interviews that followed.

I didn’t get a new role straight away, but I stayed patient. By the end of the course, I had my certificate, all my projects to showcase and the experience of presentations and interviews. I had everything I needed and was finally able to land the World Vision marketing role I was after.

Rati Marwah

What does your new role entail?

I’m coordinating all of my lead’s work. She’s responsible for planning campaign strategies and works on about five projects at any given time, which involves a tremendous amount of work. A big part of my role is linking-up the contributions of lots of different teams. I create timelines and make sure all the deadlines are met so the campaigns go live on schedule. It’s a lot of work, but I’m really enjoying it.

There’s lots to learn in my new role and I’m really excited about what the future holds. In the short term, I want to gather as much understanding as possible and perform at a really high level in my role. In a few years time, I’d like to be running my own campaigns from start to finish. For now, it’s all about learning and putting 100% effort in.

Finally, would you recommend Academy Xi?

Yes, I’ve already recommended Academy Xi to a lot of my friends! A good friend of mine recently finished the Graphic Design course, which she found searching online before I had the chance to suggest Academy Xi. You must be doing a great job with SEO. When I searched for Digital Marketing courses, Academy Xi was at the top of the rankings.

For anyone keen to change careers and grow as a person, I would definitely recommend taking an Academy Xi course. Academy Xi helped me develop a passion for Digital Marketing and has given me the head start I needed to break into the industry. I came into the course seeking a new sense of direction in my career and by the time I graduated, I had it. I really owe that to Academy Xi.

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