Digital marketing Jobs

Digital marketing is rapidly reshaping the business landscape across the entire world, and South Africa is no exception. The rise of digital channels, online consumers, and data-driven decision making has created a strong demand for professionals who can navigate the digital landscape and make a scene that counts.

In this comprehensive question-and-answer article, we explore digital marketing jobs to the extent that they are offered in South Africa, covering career options, salary expectations, best-in-class qualifications, job opportunities, and much more.

Digital marketing involves the promotion of products or services by means of digital channels, such as search engines, social media, email, websites, and mobile apps.

It includes a wide range of strategies such as Search Engine Optimisation (SEO), Pay Per Click (PPC), social media marketing, content marketing, email campaigns, influencer partnerships, and data analytics.

Here is a brief explanation of each of these digital marketing strategies:

• SEO – the process of improving a website's visibility and ranking in search engine result pages (SERPs) for specific keywords and phrases. It drives organic (unpaid) traffic to a website, by making it more relevant and appealing to search engines;
• PPC – a model in which advertisers pay a fee each time their ad is clicked. It’s a way to drive targeted traffic to a website, by placing adverts on platforms such as Google Ads, Microsoft Ads (formerly Bing Ads), or Facebook/Meta Ads. Advertisers only pay when a user clicks on their ad, not for the ad being displayed or seen;
• social media marketing – a strategy that uses social media platforms to promote a brand, product, or service. It involves creating and sharing content, engaging with audiences, and using data analytics to measure campaign efficacy. The goal is to build a brand, increase sales, and drive website traffic;
• content marketing – a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand, but is intended to stimulate interest in that brand’s products or services;
• email campaign – a series of marketing emails sent to a specific audience with a defined purpose. These campaigns are typically designed to promote a product or service, nurture leads, or drive a specific action – such as a purchase or sign-up. They involve crafting personalised content, segmenting audiences, and automated delivery through email marketing platforms;
• influencer partnership – a collaboration between a brand and a social media influencer, in which the influencer promotes the brand's products or services to their audience of followers. These partnerships involve the influencer creating content such as sponsored posts, reviews, or endorsements to reach their followers and potentially influence their purchasing decisions;
• and
• data analytics – the process of examining raw data to uncover patterns, draw conclusions, and make informed decisions. It involves extracting meaningful insights from the available data to support business intelligence, strategy, and decision-making processes. In essence, it transforms raw data into actionable insights.

In South Africa, digital marketing has gained immense traction for five unique reasons.

Firstly, due to the increasing number of internet users, which are over 43 million as of 2024.

Secondly, due to the growth in mobile penetration and smartphone usage.

Thirdly, as a result of the expansion of e-commerce platforms such as Takealot, Superbalist, Yaga, Loot, and other local online marketplaces.

Fourthly, online consumer behaviour was rapidly accelerated by the COVID-19 pandemic and its impact on digital service usage.

Lastly, digital marketing has taken off in South African due to business owners recognising the cost-effectiveness and measurability of the use of digital campaigns.

The following digital marketing roles are highly sought-after in South Africa:

• Digital Marketing Manager jobs – oversees and implements marketing strategies across digital platforms;
• SEO Specialist jobs – optimises content and websites for better visibility in search engines;
• PPC/Google Ads Specialist jobs – manages paid advertising campaigns to drive targeted traffic;
• Social Media Manager jobs – handles brand presence and engagement on platforms such as Facebook, X (Twitter), Instagram, TikTok, and LinkedIn;
• Content Writer jobs – creates blog posts, web content, and other written/visual media to attract and convert customers;
• Email Marketing Specialist jobs – develops and executes email campaigns for lead generation and customer retention;
• Marketing Data Analyst jobs – interprets data to improve campaign performance;
• Digital Copywriter jobs – writes persuasive and SEO-optimised content for ads, websites, and social media;
• E-commerce Specialist jobs – focuses on optimising online sales funnels and customer journeys;
• and
• Affiliate/Influencer Marketing Coordinator Jobs – manages partnerships with online influencers and affiliates.

While formal degrees are helpful, digital marketing is a field that often values skills, experience, and certifications over a traditional university or technical college education. Common paths include formal qualifications, such as Bachelor’s Degree in Marketing, Communications, Journalism, Business, or IT; and a diploma or certificate from institutions such as Vega School, Red & Yellow, and IMM Graduate School.

Highly valued online certifications include the likes of a free Google Digital Garage skillshop; a range of Google Ads Certifications; a HubSpot Academy Inbound Marketing Certification; a Facebook Blueprint; a SEMRush certification (alternatively, try Hootsuite or Moz); or a Coursera or LinkedIn Learning course.

Employers also value portfolios that showcase a range of successful campaigns, honed analytics skills, and an impressive degree of creativity.

Yes, the digital nature of this field makes remote work highly viable. Many South African professionals work remotely for both local and international companies. Key platforms to find remote jobs include:

• LinkedIn;
• OfferZen;
• Pnet;
• Jobvine;
• Upwork, which specialises in freelance remote gigs;
• Indeed;
• and
• Glassdoor.

Some South Africans even work remotely for US, UK, or European companies in roles such as that of an SEO consultant, freelance writer, or social media manager.

Salaries vary depending on experience, location, and specialisation. Here’s a rough guide based on 2024 data:

Freelancers tend to charge on an hourly or per project basis, with rates depending on their reputation and degree of specialisation in their field of choice.

The top cities for digital marketing jobs include:

• Johannesburg – this is the financial and corporate hub of the country, and home to many marketing agencies and large corporations;
• Cape Town – the Mother City is a creative and tech-forward city, with many startups and digital businesses that call it home;
• Durban – this seaside city has a growing digital presence, especially in retail, tourism, and among small businesses;
• Pretoria – find an opportunity in the country’s administrative capital, predominantly in a government department or public sector initiative;
• and
• Remote – a growing number of companies now offer remote or hybrid positions, which suit many individuals who prefer not to spend the time commuting, or work more productively in a quiet setting at home.

Digital marketers are needed across almost every industry. Key sectors, with an indication of weighty employers in each category, appear below:

• retail and eCommerce – grocery and goods delivery options, such as Woolworths, Pick n Pay, Checkers, Spar, Mr D, Takealot, and Superbalist;
• financial services – banks and insurance companies leveraging digital ads, such as Standard Bank, Nedbank, FNB, Capitec, Investec, Old Mutual, Sanlam, and OUTsurance;
• tourism and hospitality – game lodges, hotels, and travel companies, such as Booking.com, TripAdvisor, Travelstart, SafariNow and Airbnb.
• education – online courses and universities, such as GetSmarter at UCT, Vega School, and Mancosa;
• technology and startups – SaaS companies and app developers, such as Ruby Digital, Shift One Digital, Clockwork, FGX Studios, and MO Agency;
• non-governmental organisation (NGOs) and non-profits – fundraising and awareness campaigns, such as The Ethical Agency, Bigger Than Me, and Top Click;
• and
• healthcare – hospitals and health-related services, such as Netcare, Life Healthcare, Mediclinic, Discovery, and Momentum.

There are five effective ways to build up your levels of experience:

• an internship – apply to a range of agencies, startups, and companies with active digital departments;
• freelancing – use platforms such as Upwork, Freelancer, and local networks like The Resource on Facebook;
• volunteering – offer skilled services to NGOs or small businesses, which may not have the budget to pay highly experienced individuals;
• personal projects – start a blog, a YouTube channel, or an eCommerce store to test out your strategies and gain valuable exposure for your ideas;
• and
• certifications – gain practical skills through hands-on digital marketing courses i.e. those with not just theoretical, but also highly practical components.

Digital marketers in South Africa face several challenges. These include budgetary constraints, connectivity issues, talent competition, keeping up with trends because digital tools and platforms evolve so quickly, and data privacy regulations, such as having to comply with the Protection of Personal Information Act (POPIA).

According to MO Agency, “Website owners and digital marketers need to be aware of the principles outlined in POPIA. They are personally responsible for protecting any personal information obtained through their website, and personal information processed, collected, used, stored and disposed of must be done in a POPIA-compliant and lawful way.”

Emerging trends shaping the future include the likes of AI and automation (use of tools like ChatGPT, Jasper, and HubSpot’s automation features); voice search optimisation (especially with increased smartphone use); video marketing (use of TikTok, YouTube Shorts, and Instagram Reels); influencer marketing (micro and nano influencers, particularly, are gaining in popularity); data-driven campaigns (where the emphasis is placed on data analytics and return-on-investment (ROI) measurement); and eCommerce integration (due to a volume of small businesses moving online rather than attempting to trade from brick-and-mortar offices/stores).

According to Forbes, in their piece “Digital Marketing Trends For 2025 And Beyond”, “to stay competitive, … marketers need to embrace emerging technologies, prioritise personalisation and adapt to shifts in consumer behaviour. AI, voice search, AR, and video will dominate digital marketing in 2025 – while data privacy and sustainability will become essential for shaping customer relationships.”

Alternative career options to consider, include SEO jobs and analyst jobs.

Absolutely, because working in an agency will provide exposure to multiple industries, clients, and digital tools. You stand to gain hands-on experience of campaigns, budgets, reporting, and client communications. When you’re done with your studies, and your CV is shiny and ready for sending out, consider one of the top few digital marketing agencies in South Africa – such as VML, Ogilvy South Africa, Digitas Liquorice, Rogerwilco, Flume Digital Marketing, and NMPi South Africa.

Beyond technical knowledge, the key soft skills of a digital marketer who is going to go the distance, include:

• communication – ability to explain strategies and reporting results at the highest level;
• creativity – ability to design engaging campaigns, that really convert customer when it comes to loyalty and buying power in the future;
• analytical thinking – ability to understand data insights to a highly technical degree;
• time management – ability to manage deadlines and campaigns with efficiency and great skill;
• adaptability – ability to keep up with ever-changing platforms and algorithms (conveying the attitude that your learning never ceases);
• and
• teamwork – ability to collaborate with designers, developers, sales teams, and any other individual (or entity) with valuable input to offer.

Yes, digital marketing is highly welcoming to career changers. Professionals from fields like journalism jobs, sales jobs, IT jobs, and graphic design jobs often transition successfully by upskilling with certifications, freelancing, and the development of a cutting-edge portfolio.

Consider whether a day focused on the following eight tasks may suit you well, in between coffee breaks, and gym visits, or course:

• checking Google Analytics for website traffic trends;
• reviewing and scheduling social media posts;
• creating or editing content (either self-created, or incoming from a team member or freelancer);
• running paid ads via Google Ads or Meta Ads Manager, in collaboration with your team leader and clients;
• conducting keyword research for SEO purposes;
• preparing client or team reports, at the end of a week, month, or quarter;
• collaborating with designers and/or developers to ensure the outgoing visuals are just right for client and target audience purposes;
• and
• attending meetings, brainstorming sessions, and networking events.

The field is highly competitive, and growing rapidly. As businesses digitise, opportunities continue to expand. However, because the barrier to entry is relatively low, candidates with strong portfolios, up-to-date skills, and specialisation (e.g. in SEO and data analytics) will stand out more to potential employers.

There sure are! Consider joining one of the following five options:

• Digital Marketing Institute (DMI);
• Interactive Advertising Bureau (IAB South Africa);
• Marketing Association of South Africa (MASA);
• a variety of LinkedIn groups, such as DB Digital Marketing Agency;
• and
• a local meetup or Facebook group that offers networking and events specifically tailored for those in your industry.

Consider one of the following avenues:

• Digital Marketing Assistant jobs – supports a digital marketing team by handling junior-level tasks related to online campaigns, content creation, social media management, and data analysis. They assist in the overall marketing strategy, helping to execute campaigns, track performance, and manage different digital channels;
• Junior SEO Executive jobs – assists in optimising websites to improve their search engine ranking and visibility, contributing to increased organic traffic and online presence. They execute SEO strategies, conduct keyword research, and analyse performance to drive results. This includes on-page optimisation, link building, and technical SEO tasks;
• Social Media Intern jobs – assists with maintaining and growing an organisation's social media presence by creating, scheduling, and posting content, monitoring engagement, and analysing performance metrics. They also may support content creation, collaborate with the marketing team, research trends, and contribute to campaign ideas. This role may also be offered at a digital marketing agency;
• Content Creator jobs – develops and produces engaging materials across a range of different platforms, aiming to connect with an identified target audience. This involves creating content such as text, images, video, or audio, and managing its distribution and engagement;
• Marketing Coordinator jobs – plays a supporting role in the an organisation’s marketing department, by assisting with the development, execution, and analysis of marketing campaigns. They help implement strategies, track performance, and manage a range of different marketing activities;
• Community Manager jobs – builds and nurtures online communities, often around a brand, product, or cause. They focus on engaging members, fostering discussions, and ensuring a positive and respectful environment. This role involves managing social media, interacting with users, and keep a close eye on analytics to improve the community experience;
• or
• Email Marketing Intern jobs – primarily assists in creating, managing, and analysing email campaigns to boost customer engagement and drive business growth. They learn to design engaging email templates, segment email lists, and track campaign performance to provide insights for improvement.

These positions offer foundational exposure to the key tools and workflows of the industry, and will allow you a great deal of learning experience without the pressure inherent in a more senior role.

Essential tools include:

• Google Analytics & GA4;
• Google Ads;
• Meta Ads Manager;
• Canva & Adobe Suite;
• WordPress;
• SEMrush, Ahrefs, or Moz (for SEO);
• Mailchimp or HubSpot (for email);
• and
• Hootsuite or Buffer (for social media scheduling).

A good bet for a boost of inspiration is Influence: The Psychology of Persuasion by Robert Cialdini. It delves into understanding how to effectively persuade and influence consumers, a fundamental skill for any digital marketer.

Other options include Building a StoryBrand by Donald Miller, which focuses on crafting compelling narratives that resonate with audiences and drive conversions; and Jab, Jab, Jab, Right Hook by Gary Vaynerchuk, which offers insights into social media marketing and building a strong online presence.

On the movie front, take a look at the LinkedIn article, “10 Movies Every Marketing Professional Should Watch at Least Once”, available here.

Absolutely. Digital marketing is a dynamic, evolving, and exciting career niche, with significant opportunities for both creative and analytical minds. With the right blend of skills, certifications, and practical experience, you will go on to build a rewarding career in this ever-growing field.

Whether you aim to work for an agency, go freelance, or launch your own e-commerce venture, the digital marketing space in South Africa has plenty to offer to individuals at all different experience levels.