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Digital Marketing Salary Guide Singapore

by Arthur Yang  December 19, 2023
Digital Marketing Salary Guide

Digital marketing is an industry that is reliant on catching up with new trends.

Its dynamic nature means that digital marketers need to constantly keep up and upskill in order to stay ahead of the curve.

If you are intending to break into the field, this is what you need to know about the salary and progression of a digital marketer.

Here’s a glimpse of what we’ll explore:

1. What Does a Digital Marketer Do?

2. Where Should I Start? In-House vs Agency?

3. Digital Marketing Salary and Progression

6. Conclusion

Let’s start!

Digital Marketing Salary Guide Singapore

Digital Marketing Salary Guide Singapore

Digital Marketing Salary Guide Singapore

What Does a Digital Marketer Do?

Digital Marketer

A digital marketer is responsible for developing, implementing, and managing online marketing strategies to promote products, services, or brands.

Their primary goal is to enhance brand awareness, engage target audiences, drive traffic, and ultimately, generate leads or sales through various digital channels. 

Ideally, you should aim to be a T-shaped marketer, meaning one that is able to do all areas of digital marketing to a good degree, but also specialising in one area.

Here are some common specialisations in Digital Marketing.

#1 — SEO (Search Engine Optimisation)

Digital marketers specialising in SEO focus on optimising online content to improve its visibility in search engine results. 

This involves thorough keyword research, strategic placement of keywords in website content, and the implementation of on-page and off-page SEO techniques. 

SEO specialists stay abreast of search engine algorithms and industry trends to ensure that websites rank prominently for relevant queries. 

Their goal is to enhance organic traffic, improve website credibility, and ultimately increase conversions by aligning content with user intent.

#2 — Social Media Management

Social media managers play a pivotal role in crafting and executing strategies across various platforms like Facebook, Twitter, Instagram, and LinkedIn. 

They develop engaging content, manage social media calendars, and interact with the audience to build brand presence. 

Social media specialists analyse performance metrics, track trends, and adjust strategies accordingly. 

Their focus is on fostering meaningful connections, increasing brand awareness, and driving traffic through compelling visual and written content.

#3 — Paid Advertising

Digital marketers overseeing paid advertising employ strategies to maximise the impact of campaigns across platforms like Google Ads, Facebook Ads, and others. 

They create targeted ad content, set budgets, and monitor performance metrics to optimise return on investment. 

Paid advertising specialists conduct thorough audience targeting, A/B testing, and implement bid strategies to ensure ads are shown to the most relevant audience. 

Their goal is to drive immediate and measurable results, whether it’s increasing website visits, generating leads, or boosting product sales.

In-house vs Agency

Digital Marketing Agency

When you first enter the digital marketing industry, you most likely have to choose between working in an in-house role or with a digital marketing agency.

So what’s the difference?

#1 — Digital Marketing Agency

Digital marketing agencies are external firms that specialise in providing a range of marketing services to multiple clients.

Professionals working in a digital marketing agency collaborate with a diverse team to serve the needs of various businesses and industries.

This setting offers exposure to different challenges and opportunities, as agencies work on campaigns for multiple clients simultaneously.

It’s a dynamic environment that requires adaptability and the ability to quickly pivot between projects.

  • Learning Opportunities: Working in a digital marketing agency provides continuous learning opportunities. Marketers can collaborate with a diverse group of experts, each bringing their unique skills and experiences to the table. This exposure to different perspectives and approaches enhances professional development.
  • Campaign Variety: Agencies often handle campaigns for clients across various industries. Digital marketers in an agency setting get to work on different types of projects, from e-commerce to B2B, honing their skills in diverse areas. This variety contributes to a more versatile skill set. 
  • Dynamic Environment: Digital marketing agencies operate in a fast-paced and dynamic environment. The nature of agency work requires professionals to adapt quickly to changing client needs, market trends, and emerging technologies. This dynamic setting can be energising for those who thrive in a constantly evolving landscape.

#2 — In-house role

In-house digital marketing roles involve working directly within an organization, such as a company or a specific department, to handle the digital marketing needs internally.

Marketers in this setting become integral members of the company’s team, contributing to the development and execution of digital marketing strategies tailored to the organisation’s goals.

They often have a deeper understanding of the company’s products, services, and industry.

  • Autonomy: In-house digital marketers enjoy a higher level of autonomy as they work directly for a specific company. They often have a more direct impact on decision-making processes, project strategies, and the overall direction of the digital marketing efforts.
  • Specialisation: Within an in-house role, digital marketers have the chance to specialise deeply in one industry. This specialisation allows them to gain in-depth knowledge of the company’s products or services, target audience, and market dynamics. This focused expertise can contribute to becoming a recognised authority within the organisation.
  • Benefits: In-house positions often come with additional benefits beyond salary, such as healthcare, retirement plans, and other perks. Additionally, some in-house roles may offer a better work-life balance, as professionals are closely aligned with the company’s culture and policies.

Digital Marketing Salary and Progression

Salary progression

So, how much does a Digital Marketer earn?

Ultimately, the exact compensation would depend on many factors, such as the industry or your relevant skillsets.

This salaries below are taken from Payscale.

Take it with a pinch of salt!

#1 — Digital Marketing Specialist

Digital Marketing Specialists are responsible for executing comprehensive digital marketing campaigns.

They work on various online channels, such as email, social media, and paid advertising, to increase brand visibility and drive customer engagement.

Specialists analyse data to measure campaign performance, identify trends, and make data-driven recommendations for optimisation.

Average base salary per year: S$41,320

#2 — Social Media Specialist

Social Media Specialists focus on developing and implementing social media strategies to enhance brand presence and engagement. 

They create content, manage social media accounts, and monitor social media trends.

Specialists analyse metrics to measure the success of social media campaigns and make recommendations for optimising content and engagement strategies.

Average base salary per year: S$34,856

#3 — Content Writer

Content Writers are responsible for creating compelling and relevant content for various digital platforms. 

They craft engaging articles, blog posts, website copy, and other content to attract and retain the target audience. 

Content Writers often work closely with SEO Specialists to incorporate relevant keywords and improve search engine rankings.

Average base salary per year: S$38,400

#4 — SEO Specialist

SEO (Search Engine Optimisation) Specialists focus on improving a website’s visibility in search engine results. 

They conduct keyword research, optimise on-page elements, and develop strategies to increase organic traffic. 

SEO Specialists stay abreast of search engine algorithms and industry trends to ensure that websites rank well in search engine results pages.

Average base salary per year: S$42,592

#5 — Digital Marketing Analyst

Digital Marketing Analysts focus on data analysis to extract insights and trends from digital marketing campaigns. 

They utilise tools and analytics platforms to assess the performance of different channels, providing valuable data-driven recommendations. 

Analysts play a crucial role in optimising marketing strategies, understanding consumer behaviour, and improving the overall effectiveness of digital campaigns.

Average base salary per year: S$50,400

#6 — Digital Marketing Strategist

Digital Marketing Strategists are responsible for developing overarching digital marketing plans aligned with business objectives. 

They conduct market research, identify target audiences, and create comprehensive strategies that encompass various online channels. 

Strategists often collaborate with cross-functional teams to ensure a cohesive and effective implementation of the digital marketing strategy.

Average base salary per year: S$61,812

#7 — Digital Marketing Manager

Digital Marketing Managers oversee the entire digital marketing department or campaign. 

They are responsible for setting goals, allocating budgets, and ensuring that all aspects of digital marketing align with the overall business strategy. 

Managers often lead teams of specialists, analysts, and strategists, coordinating efforts to achieve maximum impact and ROI.

Average base salary per year: S$68,498


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