In 2025, it feels like everyone’s a bit of a marketing guru – online, at least. Digital nomad creative directors are logging onto LinkedIn from a poolside office in Bali. YouTube is full of ‘experts’ who promise you can work four hours a week and still make a fortune with copywriting. And God forbid you want to scroll Reels for cat videos; sorry, that’s where hustle culture influencers live now.
With all this noise, it can be hard to get a read on what this kind of work involves, let alone if it could be your next career move. The good news is that there’s a huge variety of tasks you could be doing as a digital marketing manager. There’s also no one set way to get into the field. It’s not like professions where the only way in is to spend four years at uni. On the other hand, this means you’ve got a lot to consider as you decide on your next move; how you’ll learn, where you’ll focus or specialise and how you’ll land your first gig.
To help you get started, this article rounds up the latest stats, plus some insights from digital marketers who’ve been in the game for… we’ll say, a bit longer than it takes to create a TikTok. Let’s get started!
What does a digital marketer do?
No matter the size or type of business they work for, digital marketers have one thing in common. Their mission is to help the business grow by using the internet to reach more people. They can do this in a variety of different ways, through websites, social media, email and online ads. Or more commonly, a combo of those.
But what exactly does a digital marketer do? The split of responsibilities between a digital marketer and their colleagues might depend on the size and type of the business. But there are a few main responsibilities that may fall within their job description. These include things like:
Content creation
Digital marketers often create content that attracts people online. This is often focused on social media content, but it can also mean writing blog posts, making longer form videos and a bit of graphic design (using the right tools, of course – more on that in a minute). The goal is to share useful or interesting information that makes people want to follow, like or buy.
Social media management
Marketers manage the company’s social media accounts. This includes planning what to post, talking to followers, replying to messages or comments and making sure the brand looks good online.
Search engine marketing (SEM) and search engine optimisation (SEO)
Some digital marketers work on helping a business show up in search engines like Google. SEO means improving the website so more people find it naturally (without ads). SEM usually means paying for ads on search engines to show up at the top of results.
Email marketing
Digital marketers might create and send emails to customers. This can include newsletters, special offers or product updates. Think of the kind of updates and discounts that end up in your inbox after you’ve bought something online from a company (unless you opt out). They also check how many people open the emails or click on the links.
Paid advertising
Digital marketers often manage paid online ads, like Google Ads or Meta for Business advertising. They set budgets, choose who should see the ads, write ad copy (the wording) and test different versions to see what works best.
Analytics and reporting
A lot of a digital marketer’s day is not just about doing the work. It’s also about measuring results (and reporting to the higher ups). Digital marketers check things like:
how many people visited the website
which ads or posts got the most clicks
what’s bringing in sales or sign-ups.
They use this info to improve future marketing.
Strategy and planning
Digital marketing managers in particular are often responsible for planning the big picture. This means setting goals, choosing where to spend time and money and creating marketing campaigns that support the business.
Website management
They might help keep the website updated, check for broken links, add new content or work with web developers. A digital marketer may not build the whole site, but they help make sure it works well for users.
Customer engagement
Digital marketers also help with customer relationships. This includes answering questions on social media, running online contests or sending follow-up emails. The goal is to keep people interested and build trust.
To do all this, digital marketers have a wide range of tools at their disposal.
Content
For creating content, they often use Canva (founded in Australia!) for designing graphics and visuals and tools like Adobe Creative Cloud (especially Photoshop and Premiere Pro) for more advanced editing. For scheduling content, apps like Grammarly, Google Docs and social media schedulers such as Buffer, Hootsuite or Later are common.
Management
When it comes to managing websites and publishing blog content, WordPress is one of the most popular platforms. For email marketing, tools like Mailchimp, Campaign Monitor (also Australian) and Klaviyo are widely used. Some of these are suited to general comms purposes, while some are more specific to online sales.
Digital marketers also rely heavily on analytics tools. Google Analytics is essential for tracking website traffic, while Google Search Console helps monitor site performance in search results. To track paid advertising, marketers use platforms like Google Ads and Meta Ads Manager (for Facebook and Instagram).
Comms
Communication and collaboration are also key, so tools like Slack, Microsoft Teams, Zoom and project management software like Trello, Asana or Monday.com are frequently used. CRMs (customer relationship management tools) like HubSpot or Salesforce are also important for managing leads and tracking customer journeys.
Altogether, these tools help digital marketers plan, create, publish, track and improve their campaigns more efficiently.
Why choose a career in digital marketing?
Digital marketing offers a fulfilling and flexible career path. It might not be working a few hours a week from some exotic locale (at least not right away). But for marketers who love what they do, it’s the best mix of creativity and technical challenge. And because it’s a job that’s all about being online, it’s been remote-work-friendly since the beginning. Benefits include:
Job flexibility and work-life balance
Digital marketing is one of the most flexible jobs in Australia today. Most of the tasks (see above) are done online. Because of this, digital marketers can often work from anywhere with a good internet connection. Many employers don’t mind where or when the work is done, as long as it gets results.
This means digital marketers can work from home, choose their hours or even work part-time. In fact, at the time of writing, there were over 2,000 hybrid, 200 fully remote and nearly 400 part-time roles listed on Seek.
Career satisfaction
Many digital marketers enjoy varied work, from crafting campaigns to analysing results. This variety can bring professional satisfaction and keep the job feeling fresh. They get to be creative, follow trends and see instant outcomes from their ideas. However, the field also brings pressures. Tight deadlines, fast-changing platforms and expectation to deliver strong results often lead to stress. This means that for some people, digital marketing isn’t the right intellectual or personality fit.
Growing demand
Digital marketing is one of the fastest-growing fields in Australia. As businesses, non-profits and other organisations continue to shift their focus to online platforms, the need for skilled digital marketers has increased.
This comes from the continued rise in eCommerce, increasing social media usage and the emergence of AI customer service agents. While digital marketing ‘all-rounders’ are still in high demand (especially for small to medium sized businesses), there’s also a strong trend towards specialisation.
Overall, according to government stats, the demand is set to grow by around 4% (~4,300 positions per year). That’s not counting freelancers and those who use their digital marketing skill set in other roles like sales, communications and community engagement.
Diverse career options: What a digital marketer does
Speaking of specialisation, what a digital marketer does is versatile. There are tons of different pathways you can go down as a digital marketer. You may start out as an all-rounder (or ‘generalist’), then find you enjoy the data analytics more than the production work or vice versa. These include:
Content marketing specialist: creates and manages content like blogs, videos and social media posts.
Social media manager: handles social media accounts, plans campaigns and talks to followers.
Email marketing specialist: designs and runs email campaigns to keep customers interested and boost sales.
Digital analytics specialist: studies data from websites and campaigns to help improve results.
Marketing automation manager: uses software to automate marketing tasks, like sending emails or scoring leads.
Conversion rate optimisation (CRO) consultant: works to get more website visitors to take action, like buying something.
Affiliate marketing manager: manages partnerships with other companies to promote products for a commission. When they do this, but with individuals, they’re known as an influencer marketing manager.
E-commerce marketing specialist: focuses on marketing for online shops.
Creative outlet
Many digital marketers view their work as a creative outlet because it lets them combine art and strategy. They enjoy designing eye-catching ads, writing engaging content and crafting unique campaigns that connect with people. This creativity allows them to experiment with new ideas and find fresh ways to solve problems. Digital marketing is a common career change for those who’ve trained or worked in art, graphic design, creative and technical writing.
How to become a digital marketer in Australia: A step-by-step guide
1. Understand the role
Start by learning what digital marketers do and which skills they need. You can find helpful info on websites like HubSpot, AHREFs, Moz and the Australian Marketing Institute. YouTube channels, podcasts and blogs are also great for learning about day-to-day tasks, tools and career paths. Try searching for "a day in the life of a digital marketer" to see what the job is really like.
2. Complete your qualification/s
While you don’t always need a degree, many digital marketers study marketing, communications or business. You can also take short courses and industry certifications in areas like SEO, social media or Google Ads.
If you’re looking for something in between uni and certifications, a nationally-recognised diploma qual may be just what you’re after.
These qualifications can help you get a head start on your new career. They’re designed to be practical and focused on real-world capabilities that’ll help you land your first gig.
Diploma of Social Media Marketing
Monarch’s Diploma of Social Media Marketing is a path to specialisation in socials.
This fully online diploma teaches you how to build effective social media campaigns. You will learn to craft a social media strategy, write persuasive copy, plan paid ads and use tools to measure success. Designed for flexibility, the course is nationally recognised and gives you hands‑on practice to help you step into roles such as social media manager or community manager.
Diploma of Digital Marketing
Keen on learning the basics you’ll need to become a great all-rounder? The Diploma of Digital Marketing could be right for you.
This qual guides you through core digital marketing skills to help you start a modern marketing career. You’ll use industry software, build a full digital strategy using practical tools and templates and gain insights to boost your professional opportunities.
Advanced Diploma of Digital Marketing
If you already have some digital marketing experience, in your current or recent role, chances are you’ll need a bit more of a challenge. The Advanced Diploma of Digital Marketing is where you’ll find it.
Focusing on strategic and advanced skills, this self‑paced online course helps you develop data‑driven digital campaigns, use tools for analytics, content, SEO, email, display ads and more. Updated with current trends, it’s perfect if you’re ready to step up into leadership roles like digital marketing manager or senior specialist.
3. Gain practical experience: How to get into digital marketing with no experience.
Getting hands-on experience is one of the best ways to start a career in digital marketing. You don’t need to wait for a job to start learning; there are many ways to build your skills.
You could offer to help a small business or not-for-profit with their social media or website. You can also create your own blog, YouTube channel or Instagram page to practise writing posts, using hashtags, tracking data and more.
Try using free tools like Canva for design, Google Analytics for data and Mailchimp for email marketing.
Take beginner-friendly online courses from websites like HubSpot, Coursera or Google Digital Garage (or one of our short courses) to boost your knowledge.
Stay updated by reading blogs and news from sites like AHREFs, Moz and Neil Patel.
Make a simple portfolio to show what you’ve done. This can include mock campaigns, reports or your own social media work. It also helps to network with others in the industry.
Connect with people on LinkedIn or attend local marketing meetups and events to learn from others and discover new opportunities. Try searching for marketing events on meetup.com, there are tons of (virtual and in-person) meetups where you can chat to everyone from social media creators to user experience designers.
4. Look for digital marketing job opportunities.
After you’ve learned the basics and built a portfolio, it’s time to apply for jobs. Entry-level roles include digital marketing assistant, content creator, social media coordinator or SEO/SEM trainee. These roles help you build real-world experience and often lead to more advanced positions over time.
Start by checking major job sites like SEEK, Indeed and LinkedIn Jobs. But many digital marketers also find success on lesser-known platforms, such as:
EthicalJobs: for marketing roles with non-profits (including flexible and volunteer jobs)
The Loop: great for creative and digital marketing jobs across Australia
Pedestrian Jobs: popular for media, marketing and youth-focused brands
Mumbrella Jobs: focused on advertising, media and marketing roles
Niche Marketing Jobs: lists remote and freelance opportunities
Wellfound (formerly AngelList Talent): ideal for marketing roles at start-ups
Airtasker: for picking up short-term or freelance marketing projects[EM1]
5. Grow into management roles.
To grow your career, keep learning and stay on top of industry trends. You might pick one of those specialisations we’ve touched on earlier. Or you could move into roles where you manage campaigns or lead a team. Building strong results, networking and getting extra certifications can help you step into higher-level roles like digital marketing manager or strategist.
Digital marketing courses at Monarch Institute
Monarch Institute offers digital marketing courses designed for everyone from beginners to experienced professionals.
If you’re looking for a comprehensive program or a short course to get up to speed on a specific skill, know that you’ll get a world-class digital marketing education.
Related resources
Now is the perfect time to explore the digital marketing industry. In the meantime, dive into these related sources from our blog to find your ideal path and discover the must-have skills for digital marketers.
What is digital marketing?
What does a digital marketer do?
Top skills employers are looking for in digital marketers
You won’t regret working in the digital marketing industry
Study digital marketing online today.
Ready to kickstart your career in digital marketing? Get in touch with the friendly Course Consultants at Monarch Institute to learn how to become a digital marketer today.