The objective of digital marketing is to develop strong and innovative strategies to promote the business brand, products, and services. A digital marketing professional is expected to effectively use all marketing tools and techniques like PPC, SEO, SEM, email, social media, and display advertising. A typical digital marketing job description will cover all the above aspects, and more:

• Identify trends and insights
• Allocate marketing investments 
• Plan and direct marketing campaigns
• Manage an organization's website and maintain it, keeping best practices in mind
• Optimize content for the website and social media platforms
• Work with various content formats such as blogs, videos, audio podcasts, etc.
• Track the website traffic flow
• Implement and analyze performance metrics
• Measure and assess goals vis-à-vis ROI
• Device experiments and conversion tests
• Provide internal reports on a regular basis
• Execute new and creative collaborations among technologies and platforms

A digital marketer can work in a variety of different industries, and the possibilities are endless. The job outlines point to an exciting role with great ROI and data insights compared to other forms of marketing.

Besides, a bachelor's degree in marketing or a related field is an essential requirement for those wanting to step into this field. However, certificates in digital marketing and website development/optimization are highly prized nowadays as they equip candidates with real-world exercises, practical assignments, and hands-on projects. Google certification is a helpful add-on, as is a good understanding of marketing automation tools and software.