Online / internet marketer: work, training & salary

Introduction

On the Internet, where competition is just a click away, an online marketer is the lynchpin between online strategy, data and execution. The profession is about more than just findability or clicks -it's about growth, targeted campaigns and demonstrable business results.

But how does a good online marketer translate opportunities into revenue, and why has this role become indispensable in any organization with digital ambitions?

What is an online marketer?

An online marketer is a specialist who develops, executes and optimizes digital marketing strategies to increase online visibility, traffic and conversions.

Through data analysis, content creation, search engine optimization or optimizing advertising campaigns, for example, this professional helps organizations achieve online goals.

There are several types of online marketers, including:

• Online marketer (generalist): Has a broad knowledge of various online marketing disciplines, such as SEO, SEA, content marketing, and analytics. Can develop and execute campaigns independently or collaboratively. Often works at a smaller company.
• SEO Specialist: Focuses specifically on search engine optimization.
• SEA Specialist: Focuses on paid advertising campaigns through platforms such as Google Ads and Bing Ads.
• Content Marketer: Creates and distributes relevant content such as blogs, videos, white papers, and infographics.
• Social media marketer: Manages and optimizes communications and campaigns on social media channels such as Facebook, Instagram, LinkedIn and TikTok.
• Email Marketer: Develops, sends and optimizes email campaigns focused on customer retention, lead generation and conversion.
• Affiliate marketer: Establishes collaborations with affiliate partners to generate traffic and revenue through external parties.
• Conversion Optimization Specialist: Optimizes websites and landing pages to better convert visitors.
• Web Analyst: Analyzes user behavior and performance through tools such as Google Analytics and generates insights to optimize campaigns.
• Marketing automation specialist: Set up automated marketing flows to efficiently and personally target audiences.
• Display advertising specialist: Focuses on ad campaigns through display networks to increase brand awareness.

Below is the position that online marketing has in the marketing mix and the entire marketing process:

What does an online marketer do?

An online marketer develops, implements and optimizes digital marketing strategies to achieve business goals such as increasing visibility, traffic and revenue. Depending on seniority, an online marketer deals with:

Junior online marketer:

• Performs mainly executive tasks such as posting content, creating reports and managing simple advertising campaigns.
• Supports in practical matters such as social media management and basic SEO optimizations.
• Works under supervision and has less responsibility for strategic choices.

Medior online marketer:

• Has responsibility for specific advertising channels or campaigns and optimizes them independently.
• Analyzes performance, proactively optimizes campaigns and makes suggestions for improvement.
• Has sufficient experience to independently plan and evaluate content and campaigns.

Senior online marketer:

• Takes responsibility for defining online strategies and translating them into operational plans.
• Supervises junior and medior colleagues, advises management and makes budget choices.
• Oversees the bigger picture, analyzes complex data and sets up strategic improvement projects.

The interpretation of the range of tasks is thus closely related to the level of experience, with seniority often leading to more strategic responsibility and advisory tasks. At Tasmanic, we very clearly choose seniors so that we can assist our clients as a strategic partner.

Required skills online marketer

A successful online marketer combines strong technical knowledge with excellent interpersonal skills to achieve results. Below is an overview of required skills for online marketers, categorized into hard (technical) and soft (personal) skills.

Hard skills:

• SEO skills: knowledge of keyword research, technical optimization, link building and content optimization.
• SEA skills: expertise in Google Ads, Bing Ads, budget management and campaign optimization.
• Data analytics: proficient in use of Google Analytics, Tag Manager, BigQuery and other analytics tools to monitor and improve performance.
• Content creation: be able to create or drive textual and visual content that aligns with target audience and goals.
• Social media management: familiar with algorithms and tools such as Meta Business Suite, LinkedIn Campaign Manager and social analytics.
• Email marketing: experience with email platforms such as MailChimp, ActiveCampaign or HubSpot.
• Conversion optimization (CRO): understanding behavioral patterns and biases, A/B testing and optimizing landing pages.

Soft skills:

• Communication skills: communicate clearly with all stakeholders .
• Analytical thinking skills: interpret data and draw conclusions.
• Creativity: coming up with innovative solutions to marketing challenges.
• Working independently: taking initiatives and organizing own work efficiently.
• Adaptability: quickly respond to trends, changes and unexpected situations.
• Results-oriented: staying focused on business objectives and measurable performance.
• Collaboration skills: collaborate effectively in multidisciplinary teams and manage external partners.

Training & courses online marketers

Studies

• Bachelor in Commercial Economics or Marketing Management
• HBO Digital Marketing / Online Marketing
• Master's degree in Marketing Management (WO)
• Master of Marketing Analytics (WO)

Courses and certifications

Google certifications:

• Google Ads certification (Search, Display, Video, Shopping)
• Google Analytics Individual Qualification (GAIQ).

HubSpot certifications:

• Content marketing, email marketing, inbound marketing, marketing automation

Facebook Blueprint Certification:

• Specialist training for ad management through Meta platforms (Facebook & Instagram).

SEO and CRO training:

• Advanced SEO training (e.g. Yoast, MOZ or Semrush)

Conversion optimization training (e.g., CXL Institute)

Salary and career path

Below is an overview of the salary and growth path of an online marketer in the Netherlands, based on experience level and responsibilities:

Salary indication:

• Junior online marketer (0-2 years of experience):
  €2,400 - €3,000 gross per month.
• Medior online marketer (2-5 years of experience):
  €3,000 - €4,200 gross per month.
• Senior online marketer (5+ years of experience):
  €4,200 - €6,000+ gross per month.

Salary depends heavily on company size, location and specific areas of knowledge (e.g., technical expertise, strategic insight or management skills).

Sample career path of an online marketer:

A logical career path within online marketing typically looks as follows:

1. Junior online marketer

• Executive work.
• Under the guidance of senior colleagues.

2. Medior online marketer

• Independently manage and optimize campaigns.
• Advising on tactical choices.

3. Senior online marketer

• Strategic responsibility, managerial duties.
• Setting and monitoring budgets.

4. Teamlead/Manager online marketing

• Managing online marketing teams.
• Determining long-term strategies.

5. Head of digital marketing/Marketing Director

• Ultimate responsibility for the entire digital marketing strategy.
• Member of management team, influencing company policy.

There is also the possibility of specialization (for example, as an SEO or CRO specialist) or toward an independent consulting role.

Freelance vs in-house vs agency

We're an online marketing agency ourselves, but that doesn't mean we're going to claim here that hiring an agency is always the best choice. Below is a business comparison between employing an online marketer as a freelancer, in-house employee or through a marketing agency:

Freelancer online marketer

Advantages:

• Flexibly deployable on specific projects.
• Specialized knowledge in one or a few fields.
• Relatively quick to deploy without long-term contractual obligations.

Disadvantages:

• Less involvement in business processes and culture.
• Continuity can be lacking with long-term projects or illness.
• Often limited scalability on larger projects.

In-house online marketer

Advantages:

• High involvement and knowledge of business processes.
• Constant availability for daily activities and fast communication.
• Adept at continuous improvement and long-term goals.

Disadvantages:

• Higher fixed costs including employer charges and fringe benefits.
• Less flexible in adjusting capacity at peak load.
• Limited access to broad specialist knowledge.

Online marketing agency

Advantages:

• Direct access to multiple specialists and disciplines (SEO, SEA, content, CRO, analytics).
• High degree of scalability, suitable for both short- and long-term projects.
• Often extensive experience from various industries and cases.
• Continuity guaranteed; sickness or leave hardly affect service.

Disadvantages:

• Less intensive knowledge of internal business processes than in-house employees.
• Potentially higher cost per hour, depending on services and scope of contract.
• Communication tends to be more indirect than with in-house employees.

The optimal choice depends on business goals, required expertise, available budgets, and the extent to which flexibility or continuity is desired.

Conclusion

An online marketer is a crucial player within any organization looking to achieve digital growth. By leveraging data, technology and creativity, this professional translates digital opportunities into tangible results. Whether you choose a freelancer, an in-house employee, or collaboration with a specialized agency -invest in the right online marketer will determine how successful your digital strategy turns out.

Are you ready to realize your digital ambitions? Our experienced agency with online marketing specialists will help you seize opportunities. Make a no-obligation appointment now and find out what we can do for your organization.

Resources

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson Education.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.

Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing (2nd ed.). Kogan Page.

Ryan, D. (2020). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (5th ed.). Kogan Page.