What Does a Marketer Do? Role, Types, Skills and Salary

By Indeed Editorial Team

Updated 13 September 2022 | Published 23 November 2021

Updated 13 September 2022

Published 23 November 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A career in marketing may be right for you if you love working with people and are interested in new technology. Marketing is an inventing field with a variety of opportunities, which makes for a dynamic, fascinating and rewarding job. If you're thinking about becoming a marketer, understanding the many sorts of marketing might help you determine if this is the job for you. In this article, we explain what does a marketer do, list the skill requirements for a marketing role and outline 12 distinct forms of marketing and how effective they can be.

Related: What Is A Marketer? Roles and Examples of Marketer Jobs

What does a marketer do?

If you're interested in a marketing role, you may wonder, 'What does a marketer do each day?' Marketers are in charge of creating and implementing strategies to promote brands, goods and services to maximise revenues for the organisation. Marketers monitor trends and create pricing plans and advertising campaigns. They also collect demographic data and devise targeted techniques to raise awareness of the organisation's product offering. Listed below are some common duties outlining what does a marketer do:

  • optimising websites for search engines

  • setting the goals and targets of marketing campaigns

  • defining the performance metrics

  • studying the competition

  • performing market segmentation based on demographic or psychographic traits

  • keeping up to date on the latest marketing news and trends

  • addressing the target audience correctly

  • developing and nurturing relationships with key stakeholders

  • engaging in social listening

  • writing appealing sales content in the forms of blog posts, video, e-books, webinars and infographics

  • capturing sales leads

  • determining the tone of voice, persona and branding approach

  • establishing a social media presence

  • creating email campaigns

  • developing customer personas based on market research

  • tracking and evaluating the growth and return on investment (ROI) on advertisements

  • administering and managing advertising campaigns

  • recommending pricing strategies

  • assisting in packaging decisions and implementations

Related: What Is Marketing Consultant? And How to Become One

12 distinct forms of marketing

Marketing is essentially the process through which consumers learn about and decide to buy the product offerings of an organisation. There are a variety of ways and methods that marketers can employ to reach consumers. Discussed below are 12 distinct styles of marketing you may consider:


Branding is a sort of marketing that aims to make a product offering more appealing and easily identifiable. This entails giving meaning to a particular organisation or product by shaping customers' perceptions. It frequently incorporates slogans, unique names and pictures, like logos.

Related: 15 Top Marketing Roles and Responsibilities (With Tips)

Paid promotion

Paid content marketing entails paying for any media space or placement. This marketing technique encompasses a variety of methods, including television ads and print media advertising. At the moment, online marketing, such as pay-per-click (PPC) and sponsored commercials, is the most common method of advertising. Paid advertising is an excellent way to determine whether your content is effective and whether your target audience understands and is receptive to your marketing message.

Relationship marketing

This strategy to marketing focuses on creating connections with consumers and boosting client loyalty. This approach puts a heavy emphasis on customer retention, satisfaction and lifetime value. The goal is to market to current consumers rather than acquire new customers through advertising and sales. Using this method, you present consumers with information about your items that are directly relevant to their interests and requirements.

Word-of-mouth marketing

This is a sort of marketing in which firms leverage satisfied consumers to promote their products or services. The idea is to offer clients a wonderful product or service and a nice overall experience so that they would tell their friends about it. Word-of-mouth is one of the most effective kinds of marketing since people trust the word of their friends and family and are significantly more inclined to purchase from a company after hearing about it this way.

Cause marketing

For-profit firms utilise this marketing tactic to connect their products and services to a social issue or cause. Rather than promoting a specific product or service, a corporation uses cause marketing to promote a concept or objective. These for-profit companies aim to raise revenues while also improving society in compliance with corporate social responsibility by putting activist statements in advertising.

Point-of-purchase marketing

Point-of-purchase marketing essentially involves an organisation setting a display next to the goods it's advertising. You can usually see this exhibit at the checkout area, although you may also find it strategically positioned in aisles. Point-of-purchase marketing also includes weekly leaflets that offer deals.

Direct selling

Face-to-face engagement with a client is necessary for this sort of marketing. Direct selling entails the salesperson describing the function that their products or services might play in the consumer's life. Direct selling consultants operate independently but have affiliation with a firm that uses the channel, allowing them to manage their business on their own terms. Multi-level marketing firms frequently employ this strategy to sell their products and services.

Transactional marketing

Organisations use transactional marketing to entice customers to make purchases by providing coupons and discounts. Promotional events are a type of transactional marketing as well. The idea is to enhance the possibility of a sale by enticing potential purchasers with a unique promotion.

Referral programmes

A referral programme is a mechanism that rewards former customers for recommending your products to relatives and friends. Retailers develop their own referral systems to reach a larger audience. It's a marketing approach in which organisations incentivise past satisfied and loyal consumers to become brand ambassadors. In this method of marketing, a firm provides a discount or incentive in exchange for bringing paying consumers or leads to the company. A referral programme is based on word-of-mouth marketing, but it's a purposeful, methodical method of encouraging others to discuss your brand.

Social media and viral marketing

Social media marketing entails the use of various social media platforms to engage a target audience, raise brand recognition, generate visitors to a website and advertise selected product offerings. It's a great technique for reaching customers because businesses can concentrate their efforts on platforms where their target market spend the vast majority of their online activity.

Viral marketing occurs when the general population, rather than simply the target market, shares material. Viral marketing entails the audience generating the same resonating message. While it's almost impossible to forecast which material that is going to go viral, this form of marketing frequently occurs in tandem with a company's social media effort.

Email marketing

Email marketing entails the practice of delivering communications to potential or present consumers. These emails might contain niche-specific information, industry news or ads. Email marketing might also solicit sales or contributions or request business.

Search engine optimisation

Search engine marketing is the process by which businesses develop content for it to rank in search engines. It refers to the practice of obtaining traffic via editorial, organic, free or natural search results in search engines. It seeks to boost a website's ranking in search engine results pages. An organisation may build links back to its content and raise the overall rank of the company's website by providing unique, valuable content.

What is the average salary of a marketer?

The salary for a marketer varies greatly depending on the specialisation and niche. For instance, the average salary of a digital marketer is $3,587 per month. The average salary of a content marketer is $4,081 per month, while a growth marketer earns an average of $5,849 per month. These figures also vary greatly depending on each applicant's own level of education, professional experience and industry expertise. Likewise, it's highly dependent on the employer's organisation size, type and location.

What skills do you need as a marketer?

Marketers require a strong set of soft skills in addition to technical knowledge. These abilities assist them in promoting their material and responding to consumer comments. Among these abilities are:

  • collaboration and teamwork

  • active listening

  • adaptability

  • attention to detail

  • creativity and innovative thinking

  • excellent verbal and nonverbal communication

  • interpersonal skills

  • determination


  • Marketing Skill Examples: With Definitions and Steps to Develop

  • 14 Digital Marketer Skills for Professionals

How sales and marketing work together

Sales and marketing are inextricably interdependent and interwoven. To collaborate successfully, marketing operations are to be integrated with sales, obtaining leads, assisting in the conversion of cold leads into warm leads via email campaigns and other marketing methods and collaborating with sales to convert them into long-term clients. A firm may increase revenue, convert more leads into customers and retain a larger percentage of its customers by ensuring that marketing and sales are working in tandem.

Marketing has access to data that demonstrates the content and language that customers respond to. In turn, sales agents have a thorough awareness of the company's ideal customer and sales objectives. A corporation may produce more effective marketing campaigns and content to shorten the sales cycle and improve revenues by promoting and easing the flow of information between marketing and sales.

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.

Explore more articles