What specialisms are there in online marketing?

There is now a wide variety of specialisms within online marketing. This is because it is a broad field that is constantly evolving. With the advent of AI, this is likely to grow even larger but, it is expected, specialisms will also disappear again. The list of specialists below is long but not never exhaustive. Take a look, and let me know if I missed one.

SEO Specialist

An SEO specialist is a professional who focuses on improving the visibility of websites in search engines such as Google. They do this through keyword research, optimisation of website content and structure, obtaining external links and solving technical problems. The ultimate goal is to attract more organic traffic to the website and improve online performance.

Content Marketer

A Content Marketer is a professional dedicated to creating and distributing valuable and relevant content to attract, engage and retain the target audience. The goal is to increase brand awareness, generate leads, and convert customers through strategic content strategies and marketing techniques.

Social Media Marketer

A Social Media Specialist is a professional responsible for managing and optimising a brand or organisation’s presence on social media platforms. They develop content strategies, create engaging posts, monitor interactions and analyse data to increase audience engagement and achieve brand objectives through social media.

SEA Specialist (Search Engine Advertising)

A SEA Specialist (Search Engine Advertising Specialist) is a professional who specialises in managing paid advertising campaigns on search engines, such as Google Ads (formerly Google AdWords) and Bing Ads. They optimise ads, keywords and bidding strategies to increase the visibility of a website or brand in search results, and they strive to drive relevant visitors to the website. The goal is to create effective and efficient paid advertising campaigns that lead to conversions and a positive ROI (Return on Investment).

Email Marketer

An Email Marketer is a professional involved in planning, creating and managing email marketing campaigns. They use emails as a strategic communication tool to maintain contact with customers, prospects or subscribers. The goal is to build relationships, generate leads, drive conversions and increase brand engagement by sending relevant and targeted emails. Email Marketers also analyse campaign results to measure effectiveness and make improvements in future email marketing efforts.

Influencer Marketer

An Influencer Marketer is a professional responsible for planning and executing marketing strategies that involve influencers. They work with influencers (individuals with a significant online following and influence) to promote products, services or brands to their target audience. The aim is to increase a brand’s credibility and visibility, reach target audiences and drive engagement by leveraging influencers’ popularity and authority on social media and other online platforms.

Affiliate Marketer

An Affiliate Marketer is a professional who works to promote other companies’ products or services through affiliate programmes. They build relationships with advertisers and promote their offers to their own target audience. When a sale, lead or other desired action is generated through their promotional efforts, they earn a commission or a fee. The goal is to create profitable partnerships for both the advertiser and the affiliate.

Analytics Specialist

An Analytics Specialist is a professional who specialises in collecting, analysing and interpreting data to gain insights that can help companies make strategic decisions. They use tools and techniques such as web analytics, data mining and statistical modelling to identify trends, measure performance and provide critical information to organisations. The goal is to turn data into actionable knowledge to improve efficiency, solve problems and identify growth opportunities.

CRO Specialist (Conversion Rate Optimization)

A CRO Specialist (Conversion Rate Optimisation Specialist) is a professional who focuses on improving the conversion rate of a website or online platform. They analyse users’ behaviour on the site, identify bottlenecks and then optimise various elements such as layout, content, forms and call-to-action buttons to improve the user experience and convert more visitors into customers, leads or other desired actions. The aim is to increase the effectiveness of a website and improve return on investment.

E-commerce Marketer

An E-commerce Marketer is a professional involved in developing and implementing marketing strategies for e-commerce companies. They focus on promoting products or services online, increasing the visibility of an online shop, attracting visitors, increasing conversions and generating revenue. This includes activities such as search engine optimisation (SEO), paid advertising, email marketing, content creation and social media to create and promote a successful online shopping experience. The ultimate goal is to boost the growth and profitability of e-commerce businesses.

Inbound Marketer

An Inbound Marketer is a professional who focuses on attracting potential customers through relevant and valuable content and interactions. They use strategies such as content marketing, social media, email marketing and SEO to drive people to their brand or website. Instead of actively advertising, they create an engaging online presence and deliver information that people find useful. The ultimate goal is to build trust, generate leads and attract customers looking for specific solutions or information.

Local SEO Specialist

A Local SEO Specialist is a professional who specialises in optimising the online presence of a local business to be more visible in local search results. They focus on strategies such as optimising the Google My Business listing, managing online reviews, using local keywords and improving the website for local searches. The aim is to help the local business appear when people search for relevant products or services in the area, directing potential customers to the company’s physical location or website.

Growth Hacker

A Growth Hacker is a professional who focuses on growing a business quickly and cost-effectively, especially in the digital and online context. They combine marketing, technology and data analytics to develop and execute innovative and creative strategies that lead to rapid growth in terms of users, customers or revenue. Growth Hackers are focused on experimentation, measuring results and iterating to drive continuous growth. Their approach is often data-driven and differs from traditional marketing methods. The ultimate goal is to achieve exponential growth for a company.


A Web analyst is a specialist responsible for collecting, analysing and interpreting data related to users’ online behaviour on websites. Their goal is to provide insights into how users use the website, identify bottlenecks and identify opportunities for improvement. These insights help organisations optimise website performance and achieve their online goals.

Looker Studio Specialist

A Looker Studio Specialist is a professional who specialises in using Looker Studio, a data visualisation and analysis platform. They are skilled in creating custom dashboards, reports and data visualisations using Looker Studio tools and functionality. The aim is to provide insights to organisations by presenting data in an accessible and informative way, facilitating data-driven decision-making. These specialists often work with teams to enhance data analysis and reporting and deliver valuable insights.

Tag Manager Specialist

A Tag Manager Specialist is a professional who specialises in managing and implementing tags on websites using tag management tools such as Google Tag Manager. Tags are pieces of code used to collect and send data to various analytics and marketing platforms, such as Google Analytics or Facebook Pixel. The specialist is responsible for strategically placing and configuring tags, testing their functionality and ensuring accurate data collection. The goal is to provide a website with valuable information about user behaviour and performance, enabling data-driven decision-making and optimisation.

As you can see, plenty of choice when it comes to choosing a specialism. For most of these professions, there are freelancers you can hire. For some, however, they are scarce. Which specialism would you choose?