7 Digital Marketing Jobs That Didn’t Exist 10 Years Ago

Digital jobs that didn’t exist 10 years ago photo credit: GettyGetty

When asked what degree I have to be in digital marketing, I get very confused looks when I tell them that not only do I not have a marketing degree, I actually have two degrees in journalism. In fact, at least half of my digital co-workers have journalism degrees or something similar and not digital marketing degrees. Why? Well, because when we were in school there wasn’t a digital marketing option. In fact, when we were in school, most of our jobs didn’t even exist yet. Luckily there are now many programs offered in digital marketing and some great career options in the field.

Here’s a look at 7 digital marketing jobs that didn’t exist 10 years ago and the average salaries for those positions.

Digital Marketing Specialist

With the rise of everything moving to digital, so did marketing. Instead of billboards, commercials and direct mail- we now have online ads, YouTube ads and email. While the objectives and goals of digital marketers are still in line with other marketing professionals, digital marketers had to pivot to be more tech-savvy and digitally focused concentrating on effective online marketing campaigns and digital messaging for consumers.

Avg. Salary: $51,984


While bloggers have been around since the early 90s, YouTube wasn’t released until 2005 starting the age of online cat videos. Many successful vloggers, also called “influencers” use their platform to make money through product sponsorship, reviews and advertising on their videos. Today’s biggest YouTube Vlogger is estimated to be worth around 15.5 million. Vloggers are digital marketers in a sense that they market products and their brand on social media. Who knew that marketing yourself could be a job?


The 3 Ways That Artificial Intelligence Will Change Content Marketing

In many ways, artificial intelligence (AI) is already influencing digital marketing in general, and content marketing in particular. But the truth is, there is so much more to come – so many more changes and improvements that AI will surely bring to content marketing.

In this blog post, I’m going to explore some of these changes in order to try to understand what the future holds – read on to discover the 3 ways that artificial intelligence will change content marketing.

What exactly is artificial intelligence?

Before I can discuss the effects of artificial intelligence – also known as AI, machine intelligence and in some cases, machine learning – on content marketing, it’s important to first understand what exactly artificial intelligence is.

So, what is AI, exactly?

Techopedia defines it as “an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. Some of the activities computers with artificial intelligence are designed for include:

For example, such a machine would be a self-driving car: a car that doesn’t need any humans to operate it in order to safely drive itself. Or, a computer that can play chess with you and take on-the-spot decisions as needed. Or, a simple every day example and something that many can relate to – the content that Netflix suggests you watch (all based on machine learning).


In other words, AI permits machines to learn from data and use that knowledge to perform human-like tasks.

And unsurprisingly, AI has also already started to make an impact on marketing, from AI content curation to chatbots – but how exactly is it (and will it be) impacting content marketing?

More Personalized Content

One of AI’s main functions is its ability to analyse huge amounts of data – and interpret them. That is an incredible feature and something that can have huge effects on content marketing and even marketing in general.

One of these effects is that it will help content marketers understand exactly who they’re targeting. Not in a creepy way, but rather in a way that many consumers expect: a Salesforce study, for example, found that 76% of consumers expect companies to understand their needs and expectations.

After all, many of today’s most popular products and services offer highly personalized experiences – like, of course, Amazon.

Content is no different than other forms of marketing when it comes to the need for personalization; consumers want a personalized experience, including only seeing content that is directly relevant to them.

So, how exactly will artificial intelligence help us create this type of content?

It’s all about the data and segmentation: AI can absorb huge amounts of data and help you segment it easily.

When it comes to audiences, AI can help you understand who exactly forms your audience, what platforms they use predominantly, what other content they read, what types of content they prefer, and so on.

Build Better Content Marketing Strategies With An AI Marketing Assistant

Geometric facade of 51 Astor Place (the IBM Watson Building) at Astor Place in Manhattan, New York CityGetty Royalty Free

One of the ways that AI is already heavily impacting content marketing is with AI marketing assistants – like IBM Watson’s Lucy.

Lucy is an incredibly powerful tool that marketers can use for research, segmentation and planning – and it’s so powerful that it can do more in a minute than an entire team of marketers can achieve in months.

So, how exactly does an AI marketing assistant like Lucy work?

To start with, Lucy can absorb and analyse literally all of the data your company owns, or that has commissioned or licensed. What’s more, once it absorbs all of this data, you can ask it any question you might have, no matter how complex, and it will find the answer for you:

  • Which regions should I first target?
  • What mix of content should I create for my audience for maximum results?
  • What are my competitors up to?
  • What are the main personality traits of my audience?

These are questions that companies need to answer in order to put together a strategy that works. But finding these answers is not exactly easy when you don’t have a tool like Lucy on your side – gathering and interpreting these vast amounts of data would be a difficult, if not almost impossible task without help.

And the possibilities of marketing assistants like Lucy don’t end here:

  • You can create clear and complex segments of your target audience so that you can create highly personalized content
  • Plan your content marketing (and other marketing) strategies by seeing how different strategies would work and what results you can expect

Systems like Lucy will have a huge impact on content marketing as they become more affordable and more popular. They will help companies better understand their audience and their data in general and what’s more, they will help marketers put together more effective strategies as well as help them understand what types of outcomes they can expect.


Prudential already has a large footprint in China — the challenge is to grow that, says its CEO

Jason Alden | Bloomberg via Getty Images

China is committed to opening up its insurance sector just as it’s indicated, but it will be on its own time, said Mike Wells, Prudential Group CEO on Tuesday.

“Beijing is saying they have a plan for greater opening, and I think like everything in China the time frame is misaligned with U.S. time frames,” Wells told CNBC at the Singapore FinTech Festival.

“You’re not going to succeed across Asia if you’re not successful in China,” Wells said.

Prudential, Britain’s largest insurer, has been expanding into China for years. Prudential has a 50-50 joint venture with Chinese conglomerate Citic.

“We have licenses in about 70 percent of the economic footprint now with China, so our biggest challenge is growing into that footprint quickly,” Wells said.

China said this year it would accelerate a plan to lift the foreign ownership restriction in life insurance companies to 51 percent and eventually fully scrap the restriction.

“I think China’s not looking for a flood of foreign models, insurers and management teams in the market but they are saying ‘We want the expertise, the products, the capabilities,'” he said.

Since August, there have been media reports that China’s most valuable insurer Ping An Insurance Group is looking to buy Prudential’s Asian business.

Last month, Prudential’s Asia chief executive, Nic Nicandrou, said the insurer had not received any offer for the regional business.

Asked about the Ping An deal, Wells said he was unable to comment on mergers and acquisitions, but that Prudential now has its hands full spinning off its U.K. business.

“It’s not off the table but … our days are pretty full right now,” Wells said.