Discover what digital marketers actually do day to day - from SEO and paid ads to content, analytics, and AI-driven optimisation that helps businesses grow online.
James Aitken
Jan 12, 2026
Digital marketing plays a critical role in how modern businesses attract attention, generate leads, and drive growth. But if you’re not working in the industry, it’s fair to ask what digital marketers actually do — and what value they bring to a business.
What Is a Digital Marketer?
A digital marketer is responsible for promoting a business, product, or service using digital channels. Their role is to build brand awareness, attract the right audience, and convert interest into measurable action such as enquiries, bookings, or sales.
Digital marketers typically work across a range of channels, including websites, search engines, social media platforms, email marketing, content marketing, SEO, and paid advertising. Beyond execution, they are also responsible for tracking performance and improving results using data.
What Does a Digital Marketer Do Day to Day?
Digital marketing is a varied role, and responsibilities can change depending on the business, industry, and campaign goals. However, most digital marketers will regularly be involved in planning campaigns, creating and implementing content, analysing performance, and refining strategy.
A typical day may include reviewing campaign data, improving search engine visibility, creating or scheduling content, managing paid advertising campaigns, and collaborating with internal teams or clients.
Campaign Planning and Strategy
Digital marketers plan and improve marketing strategies based on business objectives, audience behaviour, and performance data. This includes launching new campaigns or optimising existing ones to improve visibility, engagement, and conversions.
Content Creation and Distribution
Content is at the heart of digital marketing. Marketers create blog posts, social media content, email campaigns, ad copy, and landing pages designed to engage audiences and drive action. Just as importantly, they ensure content is distributed through the right channels at the right time.
Search Engine Optimisation (SEO)
Improving a website’s visibility in search engines is a key responsibility. This includes keyword research, content optimisation, internal linking, and working on technical improvements that help increase organic traffic and search rankings.
Paid Advertising and PPC
Many digital marketers manage paid campaigns across platforms such as Google Ads and social media. This involves keyword research, audience targeting, budget management, bid strategies, and ongoing optimisation to improve return on investment.
Data, Analytics, and Optimisation
Digital marketers rely heavily on data to make decisions. By analysing metrics such as website traffic, engagement rates, conversion rates, and cost per lead, marketers can understand what’s working and make improvements based on evidence rather than guesswork.
AI and Automation
Modern digital marketing increasingly involves AI-powered tools. These help streamline research, content creation, reporting, and campaign optimisation, allowing marketers to focus on strategy while improving efficiency and consistency.
Digital marketers do far more than post on social media or run ads. They plan strategies, execute campaigns, analyse performance, and continuously optimise results across multiple digital channels.
When done well, digital marketing brings clarity, consistency, and momentum to business growth — helping businesses attract the right audience and turn attention into measurable results.
