What you need to know about digital marketing

Would you like to work in an attractive and constantly evolving profession? Are you passionate about the digital world? Digital marketing has become an essential digital lever and a key element in the success of today's marketing strategies. With its new professions, digital marketing is a branch that offers many opportunities on the job market. With IPAG Business School, discover all aspects of the digital marketing field: current professions, skills to acquire and training to take.

What is digital marketing?

Digital marketing is the use of digital channels and techniques to create different marketing strategies to promote products or services to a target audience. These strategies take advantage of various digital tools such as websites, social networks, videos, podcasts, etc. to reach an audience in a more precise and measurable way than traditional marketing methods. This very trendy branch, which has developed with the evolution of digital technology, has given rise to the new marketing and digital communications professions.

What are the objectives of digital marketing?

Digital is becoming the essential channel for corporate communications. The various digital marketing techniques employed, such as search engine optimisation, online advertising, inbound marketing, content creation, etc. all aim to gain visibility on the web in order to increase site visits, convert potential leads and generate sales. Digital marketing also aims to build long-term customer loyalty and create a community around the brand, notably through social networks.

What professions are there in digital marketing?

The field of digital marketing encompasses a wide range of professions, some linked to online marketing strategy and content creation, and others to data analysis. Here are a few examples of digital professions:

Why study digital marketing?

Because digital marketing is a key sector for the development of companies, the opportunities on the job market in France and internationally are multiplying. The specific skills of young graduates in digital marketing are highly sought-after by recruiters. In an ever-changing work environment, students acquire all the professional skills needed to meet the growing needs of companies, promising a rewarding career.

What are the salaries in the digital marketing sector?

Salaries in this sector vary according to position, level of experience and type of company. A junior community manager can earn between €25k and €30k, while a junior digital project manager will be hired at a salary between €30k and €38k. For an experienced digital project manager, remuneration reaches at least €65,000. In higher-responsibility positions, digital marketing managers can expect to earn between €70k and €130k a year.

What training do you need for digital marketing?

To enter the digital marketing profession, there are a number of training paths available, from 2-year higher education diplomas (BTS) to master's degrees. Because digital marketing is such a vast sector, the various training courses on offer enable students to specialise in a particular area of expertise. These higher education courses are generally offered by business schools, universities, and schools specialising in communications, management and advertising.

To meet your training needs, IPAG offers a master's degree in marketing in Paris.

•  Community managers are in charge of a company's presence on social networks, managing communication with a community.
• Digital project managers oversee and coordinate all the company's digital projects. This multi-skilled position requires you to take up the baton as a true conductor for the successful development of web projects.
• SEO specialists are search engine optimisation experts. They define the best SEO strategy for optimising a website's positioning in search engine results.
• Content marketers produce high value-added content (blog posts, visuals, newsletters, etc.) for digital channels.
• The growth hacker's mission is to accelerate company growth through creative and innovative digital marketing techniques. This profession requires training in growth hacking to acquire multiple skills in marketing, web development and data analysis.
• The content manager's role is to define a coherent editorial strategy to develop the company's image.
• Traffic managers are specialists in statistical analysis of internet user behaviour and supervise the launch of advertising campaigns.

Why study digital marketing?

Because digital marketing is a key sector for the development of companies, the opportunities on the job market in France and internationally are multiplying. The specific skills of young graduates in digital marketing are highly sought-after by recruiters. In an ever-changing work environment, students acquire all the professional skills needed to meet the growing needs of companies, promising a rewarding career.

What are the salaries in the digital marketing sector?

Salaries in this sector vary according to position, level of experience and type of company. A junior community manager can earn between €25k and €30k, while a junior digital project manager will be hired at a salary between €30k and €38k. For an experienced digital project manager, remuneration reaches at least €65,000. In higher-responsibility positions, digital marketing managers can expect to earn between €70k and €130k a year.

What training do you need for digital marketing?

To enter the digital marketing profession, there are a number of training paths available, from 2-year higher education diplomas (BTS) to master's degrees. Because digital marketing is such a vast sector, the various training courses on offer enable students to specialise in a particular area of expertise. These higher education courses are generally offered by business schools, universities, and schools specialising in communications, management and advertising.

To meet your training needs, IPAG offers a master's degree in digital marketing: a work-study programme that enables you to acquire solid skills in social media, e-reputation and e-commerce, while developing your skills within a company.

Would you like to take an IPAG training programme 100% focused on marketing? Find out more about our master's degree in marketing in Paris.