Making it in digital marketing


With over 500 million devices now connected to the internet in the U.S. (source: The NPD Group), it’s no surprise that digital marketing is becoming the hottest field in the San Francisco Bay Area’s booming technology sector. Digital marketing takes advantage of the many online channels - email, social networking sites, websites, apps, SMS - and delivers information about brands directly to an audience in a customized, personal way.

"Specialists with refined skills in digital marketing are a hot commodity in the Bay Area, and we are constantly on the lookout for professionals with proven expertise and past successes in the various digital marketing niches." - Simon Bromwell, Managing Director (Robert Walters, California)

Demand generation

We're in the era of Big Data, and most of the new marketing tools being developed today utilize the capability to market directly to individual consumers based on their demonstrated buying preferences and behaviors in addition to the traditional demographic models. This model is why companies like Amazon and Netflix are so successful and lucrative - precision-targeted recommendations coupled with an easy path to purchase.

In the Bay Area, demand generation technology is being innovated by companies like Marketo and Eloqua, whose tools help companies of all sizes and verticals walk customers through the funnel, from lead generation through lead nurturing to the buy. Experts with experience using these companies’ technologies have the advantage in the competitive digital marketing job market, as do candidates with proven success metrics in search, display ads, email marketing, social media marketing, etc.

Public Relations

PR is another hot marketing role in the Bay Area’s competitive, progressive start-up climate. With so many companies jostling for attention in a noisy space, a good PR person can make a big difference in getting a new company on the radar of thought leaders and influencers. Good PR isn’t just about buzz; for start-ups, it can make a huge difference in landing funding. For this reason, even small companies often hire an internal press hound who can pitch their story to the right media outlets.

User acquisition

For mobile app companies, getting users to buy, install, and use apps is a paramount focus of digital marketing. While customer acquisition is of course crucial to companies of all kinds, successful tactics to attract mobile users is a moving target that takes a sharp, creative mind.

Mobile user acquisition can involve managing online bids and buys on pivotal ad networks, encouraging mass installs and getting apps charted in top ten rankings of the iTunes app store and other popular lists. This market is constantly changing, so a great user acquisition candidate is constantly one step ahead of the game, tuned in to tech specs and algorithms but also capable of “blue sky-ing” new ideas.

Not surprisingly, one of the best ways to stay in the know about digital marketing trends and topics is to pay attention to what’s going on in the digital marketing online arena, and that changes from day to day.

Simon Bromwell continues: "Follow thought leaders on Twitter (you can find solid starter lists of digital thought leaders and their Twitter handles, seek out hashtags on hot topics in digital marketing, and read top blogs like Mashable, Marketing Zen and Seth Godin’s blog."

Networking in person is also important. Proving that you really want to be a part of this growing field means making an effort to show up at Bay Area tech events like Dreamforce and ad:tech.

Specialists with refined skills in digital marketing are a hot commodity in the Bay Area, and we are constantly on the lookout for professionals with proven expertise.

Interested in a role in digital? Find out more about becoming a digital marketer.

Start your marketing job search today.

For more information:
Simon Bromwell, Managing Director
+1 415.549.2000

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