Internet Marketer

What the work involves

An internet marketer is responsible for a business's online promotion. They build a plan, set up and run ads in search engines and social networks, and handle website traffic, email campaigns and content. For each channel they track indicators such as the number of leads, the cost of acquiring a customer and conversion, and change the strategy based on them.

The work is built on experiments: a marketer compares different ads, landing pages and audiences and keeps whatever performs better. It is important to understand the whole customer path, from seeing an ad to making a purchase, so you can see where customers drop off. This approach helps spend the budget deliberately rather than blindly.

Skills you need

• Digital advertising basics: targeted and search ads.
• Analytics tools, above all web analytics.
• The ability to interpret data and test hypotheses.
• Skill in writing copy and ad creatives.
• Responsible handling of a budget.

How to start and learn

Start with the overall picture of digital marketing: channels, the funnel and metrics. Then go deeper into one or two channels and learn to read analytics. Run ads on a small real project, your own, a friend's or a local business, and record the outcome. Those cases become your portfolio. It also helps to follow industry updates, because ad platforms change often.

Where they work

In Armenia, internet marketers work in digital and advertising agencies, online stores, startups, banks and financial services, and in the marketing departments of large companies. Freelancing is common.