Marketing Career Advice for College Students
Merriam-Webster defines marketing as “the process of advertising, selling, and distributing products or services.” But it is much more than that.
Marketers’ daily activities depend on what they’re promoting, who they’re focusing on, and what platforms they’re using. The marketing profession has too many roles and functions to provide a single definition applicable to all.
The lowest average salary range for a bachelor’s degree in marketing is $156,580 per year. Does it mean that you will get a job with this kind of salary as soon as you graduate? In fresh students, potential employers always look for certain characteristics, skills, and experiences in addition to their bachelor’s degree in marketing. However, it is also important to understand the degree’s prospects, job opportunities, and how to train yourself to avail of those opportunities. Not every Joe can become Seth Goden, Gary Vaynerchuk or Larry Kim. You have to work for your career.
With that in mind let’s discuss the career paths of marketing students and how they can succeed in their field.
Is Marketing a Good Career?
“Is marketing a good career?” This seemingly simple question requires a more detailed response, but for many people, the answer is “yes.”
There are many benefits and opportunities for professional growth available to those who work in marketing, and nowadays even a career in digital marketing is extremely competitive. It is important for marketers to develop a wide range of skills, such as creativity, strategic thinking, data analysis, communication, and problem-solving. These skills are not only valuable in marketing but also transferable to other fields, giving professionals the flexibility to explore various career paths.
You can work in both the for-profit and nonprofit sectors of businesses and government agencies. Marketers in the for-profit industry work in both the B2C and B2B sectors.
There are marketers in almost every industry. It is easy to find a marketing job in an industry that is of interest to you if you are seeking one. As an example, if you are passionate about animals, you might consider a marketing position at a pet store or an animal shelter. If you have a passion for fashion, you may consider working as a marketer for a clothing or fashion design company.
Top Marketing Career Pathways
It is common for marketing departments to manage a variety of positions, projects, and objectives. These roles can differ greatly based on the medium they are using, what they are promoting, and who they are promoting to. Below is a list of careers in marketing that you can pursue.
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Digital Marketing
Digital marketing refers to marketing using digital channels such as search engines, websites, emails, and mobile applications. Over the last 30 years, the internet, mobile phones, and big data have transformed how companies market their goods and services. These changes have led to the creation of many new marketing careers.
The salaries in a digital marketing career will vary depending on the main role the person has. There are numerous roles to choose from in the field of digital marketing, such as Search Engine Optimization (SEO), Email marketing, and Growth marketing.
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Content Marketing
Since content marketing is done online, it could be classified as a segment of digital marketing. Nevertheless, we believe that the career path has gained so much prominence that it has become a separate career.
Bloggers, ebook writers, white paper writers, and guide writers create the content that is critical to a successful inbound marketing campaign. Generally, content marketing refers to the marketing of long-form content, websites, blogs, audio, and videos. This includes:
- Marketing Copywriting. Marketing and advertising rely heavily on copywriting which involves writing promoting and selling copies to attract potential customers.
- Graphic Design. Graph design is a subset of content marketing aimed at enhancing the look and feel of websites and print materials.
- Social Media Marketing. Social media marketing is the use of social platforms for the purpose of promoting a business and its products. Others manage multi-channel campaigns, while some focus on one or two platforms.
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Product Marketing
The purpose of product marketing is to determine how, where, when, and why a company advertises its products and services. The product marketer usually focuses on one product or line of products. Their role is to act as the product’s representative and strategist.
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Brand Marketing
Consumers today place a high value on a company’s brand when shopping. Salsify conducted a survey of U.S. consumers in 2022 that revealed 46% of shoppers are willing to pay more for a brand they are confident in. It is because of this consumer behavior that roles in brand management and public relations have emerged.
An expert in branding can help a business or individual manifest abstract ideas to differentiate themselves from their competitors online and offline and build a strong reputation for their brand. This is one of the reasons why so many companies seek the services of a branding expert.
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Event Marketing
Events organized by companies are a great way to interact with and entertain potential clients and customers. For B2B marketers, event marketing connects your community, delights your customers, and humanizes your brand. Due to this, companies require event marketers.
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Niche Marketing
Social media and online shopping are extending the reach of big brands, which makes standing out even more crucial. In niche marketing, promotional efforts are focused on a small market segment.
The niche marketer targets a specific audience based on their knowledge. Your niche could lead you to a career in marketing, whether you are interested in health and wellness travel, or sports.
Marketing Jobs and Salaries
Here are some of the potential marketing jobs you can pursue after graduating. All the salaries listed are taken from Indeed.com:
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Digital Marketing Manager
The goal of a Digital Marketing Manager is to generate brand awareness and leads through digital channels. Managing a brand’s online identity and sales is the responsibility of the managers. It is often a multidimensional role that includes:
- Data analysis
- Placing paid ads
- Email marketing
- Content marketing
- SEO
Average salary: $66,188 per year
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Social Media Manager
In social media marketing, you want to reach vast audiences of people using channels such as Facebook, Twitter, Instagram, Reddit, and LinkedIn – and this can only be accomplished by creating smart and relevant content campaigns. In this role, you might be required to perform the following tasks daily:
- Content creation for all social media platforms
- Sharing content on social media
- Engaging followers in conversation
- Analyzing how consumers refer to your brand
- Analyzing current trends in social media content
Social media managers should possess excellent verbal and digital communication skills, an innovative and flexible approach to digital marketing, proficiency in all social media channels, and PR experience.
Average Salary: $45,353 per year
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Brand Marketer
A branding expert’s responsibilities include managing a company’s brand identity, creating strategies for awareness online, improving visibility and reputation online over time, and reviewing progress. This includes ensuring that new products and marketing campaigns are aligned with the brand. Additionally, it may involve the creation and analysis of assets or campaigns.
An experienced brand marketer is often a graduate of a marketing program and may hold an advanced degree, such as an MBA.
Average Salary: $62,000 to $136,000 per year
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E-commerce Marketing Specialist
E-commerce marketing specialists are responsible for developing and maintaining online stores. Moreover, they develop and implement marketing strategies based on the analysis of data for online businesses. They are responsible for the marketing and sales of online brands as well as brand awareness.
Additionally, e-commerce specialists may require skills in the following areas:
- User experience
- Web development
- Programming
Also important is the ability to work with a variety of teams.
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SEO Specialist
You may not be familiar with SEO, but it is the process of optimizing your website so that it will rank higher on search engines’ result pages.
It is also important to be patient if you wish to become an SEO specialist. A successful SEO campaign is typically a long-term process. It often takes time to come up with the right strategy, so you need not only patience but also the ability to think critically, conduct research, and analyze data.
Average Salary: $64,462 per year
Conclusion
Beginning a career in marketing as a student can be a challenging task. Getting a job for the first time requires certain skills, knowledge, and effort. Although it can be challenging, it is not impossible.
As digital advancements and new roles transform marketing, it is imperative that you develop new skills and become more specific about what roles you are interested in.
Whatever your skill set, whether you are creative or analytical, a leader or a tactician, you will find a job that suits you. As you continue to learn, the right opportunity will present itself. It is up to you how you take advantage of that opportunity.
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