online marketer
Role lens
Are you passionate about connecting with audiences and driving brand growth? As an online marketer, you'll leverage digital channels to promote products and services, shaping how businesses reach their customers in today's digital landscape.
Online marketers are responsible for developing and executing marketing campaigns across various digital platforms. This involves analyzing data, creating engaging content, and optimizing strategies to maximize reach and impact. The role requires a blend of creativity, analytical skills, and a deep understanding of online consumer behavior. It's a dynamic field where trends evolve rapidly, demanding continuous learning and adaptation.
- • Developing and implementing digital marketing strategies across email, internet, and social media.
- • Creating engaging content (text, image, video) tailored to specific platforms and target audiences.
- • Analyzing campaign performance using data analytics tools and making data-driven adjustments.
Where this occupation is in demand
Reported labour shortages and surpluses, by year. Published for occupation groups, not for individual job titles.
Deeper colour: reported the same way in more consecutive years.
Figures cover Business and administration professionals — 134 jobs including this one.
In shortage: Greece, Italy, Romania.
Longest-running shortage: Italy, 3 years.
Select a place on the map to see its figures.
About this source›
Source: ELA/EURES labour shortages and surpluses. Readings are published at occupation-group level, and cover Europe. Editions differ in annex layout and country coverage, so a change between years does not always mean the labour market changed. Countries in grey were not reported, which is not the same as being in balance.
Explore More
Find your career path and explore the science behind our recommendations.
Could online marketer fit you?
Answer three quick questions. This is not a full assessment — it is a teaser to help you decide whether to compare your profile.
Do you enjoy tasks that require Analytical Thinking?
Do you enjoy tasks that require Attention to Detail?
Do you enjoy tasks that require Initiative?
Future Outlook for online marketer
The outlook for online marketer reflects a balanced mix of automation exposure and durable, human-led work.
How are these scores calculated?
The Resilience Score (0–100) estimates how structurally protected this occupation is from automation and AI disruption, based on task-level analysis. Higher scores mean more human-judgment-intensive tasks. AI Exposure shows the estimated percentage of task hours that current AI capabilities could affect. These are model-derived structural indicators, not predictions about individual job security.
How could online marketer change as AI adoption grows?
Several task areas may shift toward AI-assisted workflows, so reskilling becomes more important.
Illustrative scenario based on task automatability — not a forecast. Values are rounded the further ahead you look.
How could online marketer change as AI adoption grows?
Several task areas may shift toward AI-assisted workflows, so reskilling becomes more important.
Illustrative scenario based on task automatability — not a forecast. Values are rounded the further ahead you look.
How AI may change this role
Deterministic, model-based interpretation of current role signals — not a guarantee of replacement.
What still depends on people
- use different communication channels
- implement marketing strategies
- manage budgets
Where AI may become a co-pilot
- inspect data
- creatively use digital technologies
- perform video editing
Tasks most exposed to automation
- perform online data analysis
- use content management system software
- perform copywriting
Vital Signs & AI Vectors
AI Exposure Vectors
0-100%Exposure to AI-assisted analysis, pattern recognition, and predictive modelling tasks
Exposure to content generation, creative augmentation, and large language model tools
Exposure to workflow automation, decision-support software, and process digitisation
Exposure to physical automation, robotics, and sensor-driven task displacement
Technical Details
NexFuture v3.0 estimates automation exposure natively from ESCO essential-skill groups, weighted by skill mass and calibrated against expert anchors. Scores are probabilistic estimates, not guarantees. See the NexFuture Methodology White Paper for full details.
Measures automation exposure. It does not measure pay, demand, or how many jobs exist near you.
What people in this role usually do
Marketing & Sales
A typical day as a online marketer
09 09:00 · Morning execute conversion testing
10 10:30 · Mid-morning implement sales strategies
12 12:00 · Midday perform video editing
14 14:00 · Afternoon apply customer engagement strategy
15 15:30 · Late afternoon apply social media marketing
17 17:00 · Wrap-up apply strategic thinking
Task order is illustrative. Individual days vary.
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company policies
The set of rules that govern the activity of a company.
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e-commerce systems
Basic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.
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web strategy assessment
Techniques for conducting a deep analysis of a company's web presence.
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ICT communications protocols
The system of rules which allow the exchange of information between computers or other devices via computer networks.
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information confidentiality
The mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with confidential information and the risks of non-compliance.
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neuromarketing techniques
A field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.
- content marketing strategy
- online ads campaign techniques
- competition law
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implement marketing strategies
Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
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apply social media marketing
Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities for gaining a quick overview or insight into topics and opinions in the social web and handle inbound leads or inquiries.
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implement sales strategies
Carry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to.
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conduct mobile marketing
Conduct mobile marketing using a mobile device e.g. tablet or smartphone. Gather personalised information and transfer it to customers in order to promote services or goods.
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perform online data analysis
Analyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.
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use content management system software
Use software that allows publishing, editing and modifying content as well as maintenance from a central interface.
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creatively use digital technologies
Use digital tools and technologies to create knowledge and to innovate processes and products. Engage individually and collectively in cognitive processing to understand and resolve conceptual problems and problem situations in digital environments.
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develop digital content
Create and edit digital content in different formats, express oneself through digital means.
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perform video editing
Rearrange and edit video footage in the course of the post-production process. Edit the footage using a variety of sofware, tools, and techniques such as colour correction and effects, speed effects, and audio enhancing.
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perform image editing
Edit various types of images such as analogue and digital photographs or illustrations.
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plan digital marketing
Develop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.
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apply customer engagement strategy
Engage customers with a company or a brand by employing several methods such as humanisation of the brand and social media usage. The initiative for engagement can come either from the consumer or the company and the medium of engagement can be online as well as offline.
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manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
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execute email marketing
Conceptualise and write targeted customer emails, manage customer emails for the brand email marketing programmes in order to ensure enhanced profit and improved customer communication and prospection.
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use different communication channels
Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.
Skill DNA
Work personality traits and values that define this role
See whether this role fits your Career DNA
Take the free Career DNA assessment to see how online marketer aligns with your interests, work style, and future path. In less than 10 minutes, you will get a personalized fit signal and a roadmap for what to do next.
Scan to continue on mobileGrowth Pathways & Similar Roles
Explore typical career progression paths, adjacent skills, and similar roles to plan your next transition.
Where does online marketer fit?
Similarity scores based on skill overlap from ESCO data.
Frequently asked questions
- What skills are most important for an online marketer?
- Strong analytical skills are crucial for interpreting data and optimizing campaigns. Creativity is needed for content creation, and excellent communication skills are essential for collaborating with teams and engaging with audiences. Familiarity with digital marketing tools and platforms is also key.
- Is this role typically a full-time position or can I work as a freelancer?
- This occupation is primarily found in employment settings, with many online marketers working as full-time employees for companies. However, it's also a common role for freelancers, offering flexibility for those seeking project-based work or independent consulting.
- How do the key work styles (e.g., detail-oriented, resourceful) impact this role?
- The work styles associated with online marketing highlight the need for precision (detail-oriented), problem-solving (resourceful), and the ability to work independently (initiative). The emphasis on adaptability and strategic thinking underscores the dynamic nature of the field.
- Online Marketer — is there a shortage in Europe?
- No. In the 2025 ELA/EURES edition, a surplus was reported in 11 of the 14 European countries that assessed this occupation group: Austria, Bulgaria, Czechia, Germany and 7 more. 3 countries reported a shortage. These assessments are published per occupation group rather than per job title.
- Online Marketer — what does it pay in the United States?
- $81,270 a year at the median, as of 2025-05. State medians run from $46,700 to $108,160. Source: US Bureau of Labor Statistics. This is a United States figure and not a projection for Europe.