Tilda Education
What Marketers Do & Why This Profession Is Still In Demand
An introductory guide to the modern marketer profession: Different types, key responsibilities, and required skills
Apr. 30, 2026
15 min
Contents:
What Is a Marketer
In simple terms, a marketing manager or marketer helps promote a company and its products or services. They look at what potential customers want, study competitors, and identify their strengths and weaknesses. Using these insights, a marketer creates a strategy: How to promote the business and position the product.
The first marketing course is commonly traced to 1902 at the University of Michigan, taught by Edward David Jones. Today, marketing is widely taught in economics and business programs around the world.
What is a marketer in simple terms
A marketer is someone who makes sure a product is in demand. They connect a business with the people who might want to buy from it.
A marketer is someone who makes sure a product is in demand. They connect a business with the people who might want to buy from it.
The first marketers appeared in the early 20th century, but the profession became widespread in the 1950s in the United States. At the time, marketing was closely tied to aggressive sales. Marketers ran large sales campaigns, placed ads in newspapers and on the radio, called potential customers, and went door-to-door to present products.
Modern society would hardly approve of the advertising that most American brands produced in the 1950s. But back then, it captured attention and drove sales. One of the well-known beer advertising slogans for Schlitz from that era went: "Anyway, you didn't burn the Schlitz!"
By the 1970s, as competition grew, these methods started to lose effectiveness. Marketing became more about creativity. The goal shifted from simply selling a product to making people want it. This is when the idea of a unique value proposition (UVP) became key. Marketers began coming up with catchy slogans and memorable ad campaigns.
Some slogans became iconic for brands, and they are still used today, like L’Oréal's "Because you're worth it."
A major shift happened in the 2000s. As digital technologies grew, marketers gained new tools: From SEO and email campaigns to social media and paid ads. The role evolved: A marketer is now both a creative thinker and a strategist. They work with metrics, analyze data, and measure campaign performance.
In today's world, it has become critical for a marketer to have a good understanding of analytics in order to make informed decisions, optimize campaigns, and drive business growth.
What Does a Marketer Do
Marketers work across many industries—from retail to tech. Their responsibilities depend on the company and the product. In some cases, a marketer might organize business training for executives. In others, they might build a website and set up paid advertising.
Many skills can be learned on the job, but there are core skills every marketer needs.
Competitor analysis. Before promoting a product, it's important to understand the market. A marketer studies competitors: Their products, weaknesses, and how they communicate with customers.
Example: Before launching a coffee shop, a marketer reviews competitors' websites. They compare prices, promotions, and tone of voice, and organize the data in a table. This helps them spot a gap: None of the competitors offer pickup orders. That becomes a key advantage to build the promotion around.
Target audience research. A marketer studies their audience: Their problems, fears, needs, and goals. This helps create products and messaging that attract attention.
Example: While working on an online course for beginner photographers, a marketer researches the target audience through surveys and interviews. They discover that many beginners put off learning because they don't want to spend money on expensive cameras right away. This insight leads to the idea of creating a mobile photography course together with industry experts.
Example of typical customer behaviors that help businesses better understand their audience and improve marketing strategies. Source
Unique value proposition (UVP). A marketer's goal is to get people to choose their product over others. To do that, they define a clear advantage that stands out in the market and appeals to the target audience. This advantage should either beat competitors' offers or highlight what makes the product different. For instance, one company might focus on speed, while another emphasizes expertise.
Example: Imagine a city with many carpet cleaning services. Most of them promise "high-quality cleaning" and "low prices." To stand out, a marketer needs a different angle. They decide to focus on speed and come up with a clear offer: "Drop off your carpet in the morning—pick it up in the evening. If we're late, you get your money back." This kind of promise is easy to understand. It reduces risk for the customer and gives them a strong reason to choose this company.
Managing advertising campaigns. A modern marketer also needs to manage ad campaigns. This includes setting a budget, choosing channels, and measuring performance. To do this, they need to understand key metrics like customer lifetime value (LTV) and return on investment (ROI).
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Example: Let's say a marketer is launching ads for a new meditation app with a $500 budget.
They split the budget between social media ads and search ads. Every day, they track key metrics to see whether the ads are paying off or losing money. This is how ROI works. It helps marketers spend their budget wisely and shift it to the channels that perform better.
They split the budget between social media ads and search ads. Every day, they track key metrics to see whether the ads are paying off or losing money. This is how ROI works. It helps marketers spend their budget wisely and shift it to the channels that perform better.
Creating marketing materials. A marketer should be able to create marketing materials, either on their own or with the help of contractors. This includes landing pages, emails, and social media posts.
Example: Imagine a marketer is launching an online course. They organize the creation of a landing page, set up an order form, and connect traffic sources. At the same time, they think through what happens after the purchase. For example, they set up automated emails to confirm the payment and send helpful reminders.
An exemplary list of key responsibilities from a Digital Marketing Manager job listing on Glassdoor.
Modern Marketing Roles
In startups and small companies, one person often handles all these tasks. In larger companies, marketing is usually a team effort, where each specialist focuses on a specific area.
Offline Marketer
This is a more traditional marketing role. An offline marketer works with ads in physical spaces: Billboards, public transport, elevators, and streets. They also organize promotions and events in malls or public places. Their job is to choose the right locations, negotiate pricing, and then measure how the ads impact foot traffic.
Imagine an offline marketer is promoting an online driving theory course. They might place ads on billboards near driving schools, DMV offices, and other locations where potential customers are likely to be.
Today, marketing activities are basically limited only by budgets and marketers' creativity. In 2025, KFC announced that some of its restaurants in Dubai would operate 24/7. To make the promotion go viral, they also removed doors in some restaurants with the slogan: "Who needs doors when you never close?"
Marketing Analyst
A marketing analyst works with data and metrics. They study customer behavior, track how marketing channels perform, build forecasts, and give recommendations to the business. Their insights help optimize budgets and improve marketing strategies.
For example, to promote a course, a marketing analyst would first identify the core audience. Then they'd figure out which social media platforms this audience uses most and run targeted ads there.
Since marketers work with numbers and large datasets, they often use tools to visualize the data for better clarity. One of the most popular tools worldwide is Tableau, which helps track trends across various performance indicators. Source
Internet Marketer
An internet marketer is a generalist who promotes a business online. Their responsibilities include setting up search ads, working on SEO, and sometimes managing social media.
To promote an online driving theory course, an internet marketer might run ads on platforms like Google Ads for searches like "how to pass the driving theory test" or “driving test practice online." They would also add these keywords to existing website content to improve search rankings.
When you Google something, you'll often see paid ads — that's what internet marketers, to be more specific search marketers, are responsible for.
Digital Marketer
While an internet marketer focuses only on online promotion, a digital marketer manages all digital channels. For example, they might run campaigns using QR codes on product packaging or launch SMS campaigns. They also develop the overall digital strategy, allocate budgets across platforms, coordinate teams, and measure performance.
For an online course, a digital marketer might launch a full campaign: Publish a downloadable PDF guide on the website to capture leads, and partner with driving schools. For example, they could send SMS messages to students who didn"t complete their training or haven"t passed their test yet.
If a brand sells physical products, one of the key tasks for marketers is to drive people from offline to online. One of the most effective methods is placing a QR code on the product packaging, directing consumers to the brand's online page
Email Marketer
An email marketer creates and manages email campaigns. They segment the audience, build email flows for different stages of the funnel, and run A/B tests to improve open rates and conversions.
To stay in touch with users who downloaded a PDF guide, an email marketer might set up an automated email sequence. For example, they could send a breakdown of a tricky test question every other day, and a week later—offer a discount on the full course.
A loyalty program is an effective way to shape customer demand and create a stronger sense of urgency.
CRM Marketer
A CRM marketer works with the existing customer base. Their goal is to segment users, for example, by interests, age, or purchase behavior, and create personalized communication. They also develop loyalty programs.
In the case of a driving course, a CRM marketer would step in once the first customers appear. They would focus on users who signed up but didn't start or dropped out halfway. They might set up push notifications with discounts or reminders, including success stories from other students.
Brand Marketer
A brand marketer is responsible for the company's image. They define the brand's values, positioning, and tone of voice.
Brand marketer usually gets involved early on. For example, in a driving course project, they might help move away from the idea that learning is boring. They could suggest adding clear explainer videos and interactive practice tools to make the experience more engaging.
Typically, "About Us" pages are created by brand marketers, describing the business's mission, values, and the founder or key people in charge.
Product Marketer
A product marketer works on creating and positioning a product, most often in tech, such as mobile apps. They analyze the market and the audience, check whether the product meets user expectations, and work closely with developers. They also study user experience and improve the product based on data. Unlike a general marketer, a product marketer is also responsible for revenue and continuously researches the market.
For a driving theory course, a product marketer might help develop a mobile app with practice questions. They would collect user feedback, track issues, and work with the team to improve the product.
A product marketer oversees every stage of product development and launch, ensuring clear and thorough communication of all product details to the user.
Content Marketer
A content marketer creates and distributes content about the brand. They plan content, write blog posts, and produce educational materials to attract and engage the audience.
For a driving course, a content marketer might launch a blog on the website and publish articles written on behalf of instructors. For example, guides to the most difficult test questions or tips on passing the driving exam.
A content marketer can create materials for different audience segments. For example, Adobe divides its content into three main categories: Creativity, Productivity, and Customer Experience.
Social Media Marketer (SMM)
A social media marketer focuses on promotion across social platforms. They plan content, publish posts, run ad campaigns, and communicate with the audience. They also track engagement and content performance.
For example, they might launch an Instagram page or another social platform and create helpful content series, like "Question of the Day" with explanations of common mistakes.
On social media, brands do a lot: They share news and product updates, ask questions, and engage with their audience through comments, polls, and direct messages.
Trade Marketer
A trade marketer works with retail partners and distribution channels. They organize joint promotions, negotiate product placement, and create incentive programs for sales teams. They also monitor how products are presented in stores.
For a driving course, a trade marketer might set up a partnership with driving schools, for instance, offering course access as part of a training package. Instructors could receive bonuses for each student they refer.
At events like trade shows, for example CES (Consumer Electronics Show), you can meet trade marketers.
Performance Marketing Manager
A performance marketer focuses on measurable business results: Sales, leads, and revenue. They work with paid traffic, including ad platforms and influencers, and constantly test campaigns to lower customer acquisition cost and improve return on budget.
A performance marketer might launch campaigns with car-related YouTube creators, test different ad creatives on social media, and identify which channel brings in leads at the lowest cost.
For example, Google offers a dedicated online learning platform called Google Skillshop, where you can study tools like Google Ads and Analytics for free. After completing the courses, you can take free exams to test your knowledge and earn Google Ads certifications that demonstrate your expertise.
Key Knowledge & Skillset: What Should a Modern Marketer Be Like
Soft Skills
Skill
Why It's Important
Communication
Marketers have to constantly engage with colleagues, clients, and contractors, build relationships, and find mutually beneficial solutions.
Creativity
Marketers don't always need to come up with slogans and concepts, but they must be ready to creatively approach and solve problems.
Adaptability
The market is always changing, and marketers must be prepared to adapt to new trends and follow them.
Multitasking
Marketers juggle many tasks, so it's crucial to prioritize effectively and manage time well.
Critical thinking
Marketers need to identify causes and consequences, build strategies, and anticipate the impact of their campaigns.
Hard Skills
Skill
Why It's Important
Deep knowledge of marketing fundamentals
Marketers must understand how to set goals, define business objectives, evaluate weaknesses, and differentiate from competitors.
Understanding of analytics
To propose marketing hypotheses and accurately assess campaign effectiveness, a marketer must be proficient in basic analytics tools. For instance, marketers should be familiar with Google Analytics.
Copywriting
Marketers should be able to create effective copy. While they may not always write it themselves, they should be able to draft briefs and assess the final content produced by contractors.
Basic knowledge of design software
The ability to perform basic tasks in Adobe Photoshop, Figma, and InDesign is essential. Marketers don't need to be experts, but they should have enough knowledge to communicate tasks to designers and understand time constraints.
Knowledge of advertising platforms
Generally, marketers need to be familiar with ad platforms commonly used worldwide, such as Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and popular marketplaces like Amazon and eBay.
Basic sales knowledge
To create effective campaigns, marketers need a solid understanding of sales fundamentals, including traditional sales funnels, lead qualification, and consumer psychology.
Marketing vs. Sales: What's the Difference
Both marketing and sales help a company sell its products, but they operate at different stages of the customer journey. Marketing comes first. Its goal is to make people aware of the company and get them interested in the product. Marketers research their audience, their needs, interests, and pain points, and use tools like ads and social media to present the product in a relevant way.
Sales teams step in when a potential customer is already interested. They help shape pricing, create promotions and discounts, and work directly with customers. The role of a sales manager is to guide the customer toward a decision: Completing a purchase or signing a contract. They communicate directly with the customer, answer questions, offer suitable terms, and close the deal.
After the purchase, marketers build a contact database from existing customers and continue engaging them to drive repeat sales.
In an ideal setup, marketing and sales work together. This ensures a steady flow of potential customers who already know and trust the brand. As a result, sales teams don't have to rely on cold outreach or spend time simply explaining what the product is.
Why Businesses Need Marketers
Marketers have a direct impact on a company's revenue.
First, they identify potential customers and start building relationships with them. Without this, even a high-quality product can go unnoticed, simply because no one knows about it. A marketer speaks the audience’s language and presents the company's offer in a clear and compelling way.
Second, they define the company's competitive advantage. A marketer develops a unique value proposition and communicates it to customers.
Finally, they build long-term relationships. They turn one-time buyers into loyal customers who return and recommend the brand to others. This makes revenue more predictable and supports sustainable business growth.
If you can take one quick look at an ad and instantly recognize a brand, even if you don’t speak the language it's made in, it means marketers did their job right.
Salary & Career Growth In Marketing
A marketer's salary depends on their specialization, experience, location, and the size of the company.
Average digital marketing salary in the US according to ZipRecruiter is $87 719 per year. Source
At the entry level, marketers typically take on assistant roles. They often start with internships and handle specific tasks, such as writing ad copy or preparing briefs for contractors.
An exemplary list of key responsibilities from a Digital Marketing Intern job listing on Glassdoor.
As they gain experience and complete training, they begin managing projects independently, developing strategies, and running marketing channels.
Career growth peaks at leadership roles. At this level, salaries vary widely, but in large companies, marketing leaders can earn six-figure annual incomes or more. For example, the average salary for a digital marketer is $87 719 per year in the United States.
Pros & Cons Of a Marketing Career
Pros
High demand. Marketers are needed in almost every industry—from retail to tech—because they directly impact growth and revenue.
Wide range of specializations. You can choose a path that fits your interests: Creative (brand, content, social media), analytical (analytics, performance), or technical (CRM, digital).
Dynamic and creative field. The industry is constantly evolving, with new tools and trends emerging.
Clear career path. You can grow from an assistant to a marketing lead or director, with strong earning potential in large companies.
Cons
Unclear expectations. Not all companies fully understand what a marketer should do. This can lead to unrealistic expectations or mixed responsibilities.
Wearing multiple hats. In startups and small companies, one person often handles everything: From strategy and analytics to content creation and ad management.
High workload and stress. Marketing involves constant multitasking, tight deadlines, and ongoing change. Strong prioritization skills are essential.
Pressure to deliver results. Modern marketing, especially in digital fields, requires constant data analysis, reporting, and proving ROI, which can create significant pressure around KPIs.
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