Why work in digital marketing?
With the rapid evolution of technology over the past few years, a host of new jobs have emerged. The field of digital marketing is among the fastest-growing field and has become increasingly important, now representing nearly 477 billion US dollars globally and digital advertising expenses reached over 660 billions US dollars. It is expected that nearly 75% of all advertising will be digital by the end of the current decade and that share will continue to increase. This is to say that a career in digital marketing makes perfect sense!
What is digital marketing?
Digital marketing, sometimes also referred to as web marketing, refers to all the strategies and techniques used to promote products, services or brands through different digital channels: social networks, search engines, emails, websites, mobile applications and online advertising.
Key goals of digital marketing:
- Increase online visibility: ensure that products and services are found by their target audience.
- Generate traffic: attract visitors to a website or digital platform.
- Convert leads into customers: Encourage users to take specific actions, such as buying a product or signing up for a service.
- Customer loyalty: Maintaining an ongoing relationship with customers to encourage them to stay loyal to a brand.
Common digital marketing techniques:
- SEO (Search Engine Optimization): optimization of websites for search engines
- SEA (Search Engine Advertising): paid advertising on search engines.
- Content marketing: creating and sharing relevant and engaging content.
- Email marketing: sending targeted emails to inform and retain customers.
- Social media marketing: using platforms like Facebook, Instagram, or Tik Tok to interact with the audience.
- Programmatic ad space: Serving visual ads on sites or apps.
- Influencer marketing: working with influencers to promote products or services.
This means that web marketing is everywhere in the daily lives of internet users, whether it’s the article you’re reading right now, the sponsored segment of your favorite YouTuber or the email your favorite clothing store sends you every week.
The needs are great, and the channels are multiple, which requires a large number of people dedicated to the creation of this content and advertising campaigns. Here are 5 of the best reasons to explore a career in digital marketing in 2025.
1. There’s something for everyone
You’d think that a digital marketing company would hire mostly marketing professionals, but it’s actually much more diverse! As our field is primarily in the world of the web and technology, we actually need a multidisciplinary team with diverse expertise. At Crakmedia, our team already has nearly fifty different roles, including:
- Account Executive
- Marketing Advisor
- Full-stack developer
- Specialist in e-commerce and email marketing
- Data Scientist
- Machine Learning Engineer (MLOps)
- Media Buyer
- Graphic designer
- Cloud Computing Engineer (CloudOps)
- Customer Experience Advisor
- Product Manager
- And a host of other exciting jobs!
It is not uncommon in a project meeting to see developers, marketers, data analysts and specialists in social networks or communications come together to approach a problem from several angles and find the best solution thanks to their combination of expertise.
Web marketing is a rich and evolving environment, and its complexity invites experts from many fields to join forces. Among other things, digital marketing generates an extraordinary amount of data that in turn allows us to improve ad targeting to maximize the return on investment, ours and that of our clients. This involves a 360-degree strategy in which data analysts, account managers, designers, copywriters, and marketing experts join forces. Whether you’re passionate about algorithms or visual creation, there’s a place for you in digital marketing.
And it’s not just in the big agencies that you’ll find what you’re looking for. In 2025, every organization needs a strong digital presence. No matter what environment you love, you can find a role that combines the professional growth offered by digital marketing with the passion needed to love your job.
2. A high-tech environment
Doing digital marketing requires a lot of technological means in order to carry out our operations. Indeed, all of our activities take place on the web and require an incredibly robust and efficient infrastructure. When you have billions of daily views of our ads on the web, every minute that your tracking or distribution systems are unavailable translates into potentially thousands of dollars in financial losses.
In order to maintain an edge over competitors, we have been investing for several years now in the development of artificial intelligence technologies to optimize our advertising campaigns. In May 2024, our company won the Productivity Increase award at the Mercuriades gala of the Fédération des chambres de commerce du Québec, thanks to its Media Buy Assistant project. This AI software supports media buyers in their work to optimize our advertising spaces, greatly increasing their efficiency and capacity.
Crakmedia’s R&D, IT and Data Science teams alone represent nearly a third of the company’s employees and are 100% dedicated to innovation and maintaining a technological infrastructure that would make many companies that are double or triple our size green with envy. All of Crakmedia’s projects involve these three teams in one way or another.
3. Continuous Industry Growth
Digital marketing is a field that is constantly evolving and growing, and this is reflected in the career paths that are changing at breakneck speed in the industry. The rise of influencer marketing in recent years, for example, has added new expertise to the field through this new way of reaching consumers. New types of agencies have emerged, new technologies have been developed, and the world of marketing has had to transform to accommodate this new segment.
Digital marketing is well entrenched, and its growth shows no signs of slowing down. Social media platforms continue to develop as an indispensable marketing tool, data analysis tools are becoming more complex and accurate, and the impact of marketing campaigns on the web is only growing every year.
Crakmedia is proof of this, having seen the company triple in size in less than 10 years as well as the creation of numerous teams including those dedicated to data science, product management and influencer marketing.
4. Use your creativity and innovation
The field of performance marketing offers unique creative challenges, no matter what your area of expertise is. Creativity is more often associated with artists and marketing writers, but it’s essential in all industries. Whether you’re a developer, web designer, media buyer or HR consultant, digital marketing and its unique challenges require great creativity and an ability to think outside the box.
A semi-recent example, Google postponing the deadline every year because the industry is never ready: the planned disappearance of third-party cookies. The changes initiated by Google to put an end to the use of this very simple, but low security tracking technique are forcing the teams responsible for web tracking technologies to use their creativity. They need to find efficient and 100% reliable ways to be able to track a user’s journey, and therefore the revenue generated for our customers, without using cookies.
On the HR side, digital marketing is relatively young and not taught much in school, so it is often necessary to be creative when recruiting new talent. We must look for profiles that at first glance do not correspond to our primary needs, but that we know they are exactly the person we need. A good example is the hiring of media buyers. This expertise is almost non-existent on the job market at any given time, as all media buyers have been trained in-house by various web marketing agencies that do everything they can to keep them. We must therefore focus on the person’s aptitudes and character, more than on their training (which does not formally exist) or professional career.
A career in digital marketing is a golden opportunity to see the world around you from a unique point of view and put your creativity to good use, in all its forms!
5. A customized career, evolving with you
With the diversity of expertise in digital marketing, a job in the field can be a chance to dive into your passion in an environment that is evolving at the same speed as you are. The digital world is constantly changing, and we have to adapt if we want to survive in this ecosystem. New needs are emerging and with them, new opportunities and new responsibilities.
Last year, we talked about this very topic in an article on internal mobility in companies and the advantage, particularly for SMEs, of promoting it. While one third of young employees believe they will have to change employers to advance their careers, it is to the advantage of companies to offer internal opportunities to retain the expertise and experience of these individuals.
In a performance digital marketing company like Crakmedia, these stories of internal mobility are repeated year after year: employees moving up the ladder to management positions or many others changing responsibilities but not hierarchical level.
If you are fascinated by this fast-growing world and want to contribute to the daily lives of billions of web users around the world, a career in digital marketing could be the perfect match!
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Crakmedia is looking for several motivated people to join an ever-growing digital marketing company: accounting tech, attraction and employer branding specialist, account executive, product manager, data analyst, data science director and web development team leader.
With offices in the heart of Quebec City (St-Roch district) and Montreal (Plateau Mont-Royal), competitive salaries and comprehensive benefits, you will find your place with us: crakmedia.com/careers
The original article was published on March 9, 2022, and updated on February 5, 2025.
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