5 Top Areas of Marketing Specialization

The top areas of marketing specialization are where graduates can focus their efforts to gain expertise in a single specialization. Since marketing is a vast occupation, it makes sense that marketing graduates might want to focus their efforts on gaining expertise in a single specialization in marketing.

By getting experience in one distinct aspect of marketing, a marketer can become much more valuable to employers seeking candidates with that specific type of experience. The following common marketing specializations are all in demand right now:

Marketing Graduates Find Great Jobs in These 5 Specializations

  1. Digital Marketing
  2. Direct Marketing
  3. Influencer Marketing
  4. Content Marketing
  5. Marketing Automation

1. Digital Marketing Specialization

market specialization in digital marketing

What is digital marketing? Digital marketing is currently one of the fastest-growing marketing specializations. It is a broad term that includes other marketing specializations. A specialization in digital marketing encompasses all forms of online and mobile marketing. Some of the different digital channels include search engines, websites, and also social media platforms. So, there are many career paths including paid advertising, design, and also content writing.

Each component is so influential these days that a marketing graduate could realistically become a specialist in one of these areas. This would have the potential to create even more opportunities for differentiation in the job market. An example of this would be a marketer choosing to learn as much as possible about affiliate marketing and then seeking a corporate job as an affiliate manager.

2. Direct Marketing

Direct Marketing

What is direct marketing? When a business does not utilize the services of a middleman, such as a distributor or a retailer, but instead seeks to sell products or services directly to end-users, this is known as direct marketing. According to the Data and Marketing Association, it often occurs through mailed catalogs or on the phone. Email marketing is another popular avenue.

While telemarketing and catalog marketing are sometimes now considered old-fashioned methods of marketing, they are still important and relevant for some businesses. Since this type of business relies almost entirely on the strength of its marketing efforts, success requires specialized marketing expertise.

3. Influencer Marketing

What is influencer marketing? This is a label given to the phenomenon of companies offering upfront payment to influential people who will act as brand ambassadors to promote a company’s brand, products, or services. These social media marketers have changed the landscape in a short time!

What does influencer marketing look like? An influencer might be a blogger, podcaster, Youtube publisher, social media expert, doctor, teacher, or someone who has achieved popularity online and can influence people’s buying behavior. This is one of the latest marketing trends focusing on brand management.

4. Content Marketing

What is content marketing? The creation of online content is the focus of this area of marketing. Content marketers create videos, podcasts, webinars, audio files, articles, blog posts, and other media types designed to attract new and repeat customers to buy a company’s offerings.

This type of marketing is effective for selling a broad variety of assets, including real estate, physical products, information products, software products, and services.

5. Marketing Automation

What is marketing automation? Many aspects of marketing can be automated for maximum efficiency. A marketing automation specialist might handle various tasks, such as designing email campaigns that can be automatically triggered to go out when a customer takes a specific action, such as requesting information via a particular web form or abandoning a shopping cart.

An impressive number of automation software products are available, including autoresponders, cross-selling platforms, upselling platforms, and remarketing services. At this point, it still requires human expertise to design, optimize and implement these automated campaigns for maximum success. Marketing automation does not generally work well unless someone with a knowledge of human psychology and the actual market for the product customizes implementing these technologies.

Other Specializations and Marketing Areas

There are many more types of marketing specializations. Keep reading below for more popular specializations. You may find a specific area you don’t already know!

6. Search Engine Marketing (SEM)

What is search engine marketing? Some industries use SEM as a broad term encompassing search engine optimization (SEO) efforts and paid search advertising activities. The narrower definition of SEM refers to paid search marketing. This marketing tactic uses search engine optimization (SEO) practices to drive more traffic to a website. And higher traffic results in increased conversions, leads, and sales.

This type of marketing centers around serving advertisements to people using search engines. Search Engine Marketers bid on and purchase ad space on popular keyword terms. The terms are related to the businesses they represent.

7. Video Marketing

What is video marketing? Video marketing is a subset of content marketing in all forms that utilize film. Internet users consume a vast quantity of video content daily. Many parts of video marketing are similar to content marketing. They include defining goals, choosing target audiences, and building a strategy. Examples include commercials, tutorials, and also product demonstrations.

However, video marketers must understand the marketing process inside and out. It may be in the form of live videos of an event or a product release. Or they may be behind-the-scenes videos to build brand appreciation.

8. Social Media Marketing

What is social media marketing (SMM)? This marketing specialization is a form of internet marketing. Social media advertising uses social media apps as a tool to drive traffic, build a brand, and increase sales. A social media marketer will also develop a company’s social media strategy. Many are also a company’s social media manager.

Social media platforms enable a target audience to connect with a brand. Social media marketing includes news, sharing, social networking, bookmarking, microblogging, social media posts, and online forum sites. Marketers use these tools for advertisements, product announcements, industry news, or other relevant information to attract customers to the product or brand.

9. Database Marketing

What is database marketing? It is the use of consumer data for target marketing. The collected information is personalized and then sent to the target audience or customers.

10. Market Research

What is market research? Market researchers determine if a product, service, or message will attract a particular audience. After they conduct market research, the research marketers gather public data from prospective customers and interpret it to form a marketing plan. The most common methods are focus groups, surveys, focus groups, qualitative interviews, and even social media monitoring.

11. Event Marketing

What is event marketing? Event marketers use in-person events to send out ads and information inviting potential customers to attend. They may include pop-up shops, trade shows, ceremonies, product launches, product release celebrations, or networking events. A marketing event can take any form. 

12. Product Marketing

What is product marketing? Product marketers focus on strategically getting a new product to market. Everyday items need strategic planning devoted to their price, presentation, and competitive positioning to successfully bring them to market. First, product marketers answer questions about the audience and consumers. Then they plan for individual product marketing channels.

13. Affiliate Marketing

What is affiliate marketing? It uses affiliates to implement marketing strategies and campaigns to increase revenue. It is a popular marketing tactic because it brings revenue to both the affiliate and the business. The affiliate can earn a commission on each product or service sold. Typically, affiliates will use affiliate links to track visitors or sales they made. They make money each time someone uses their link to purchase something. 

14. Brand Management Marketing

What is brand management marketing? A brand is the messaging and customer experience that carries a company’s narrative across all platforms.  Brand management combines creativity with project management. A brand manager brings a company or product line’s brand to life. They oversee both internal and external brand communication. and brand messaging.

15. Email Marketing 

What is email marketing? Email marketers typically run campaigns focused on crafting several emails to target potential or current customers during various stages of the buying process. Additionally, email marketing is a simple and inexpensive strategy to bring awareness to a brand or product.

16. Visual Marketing 

What is visual marketing? This branch of marketing creates awareness for a product or brand using visuals. These can be images, flyers, posters, logos, or infographics. In addition, many visual marketers may work in graphic design or as web designers. 

17. Public Relations (PR) Communications Marketing

A PR marketer focuses on public relations or corporate communications. Like many other roles, they work closely with social media, content, and other marketers. PR representatives promote a company’s public image rather than a product. They conceptualize advertising campaigns and then identify the best media outlets for the ads. Common tools include press releases and corporate events.

18. Guerilla Marketing

What is guerilla marketing? Guerilla marketing uses unexpected tactics to make a strong impression at public events. This surprise marketing technique is not common but can be highly effective.

19. Integrated Marketing 

What is Integrated marketing? Integrated marketing uses the same marketing content in different formats to deliver a unified message across all the brand marketing channels. It is a marketing strategy that provides consistency to the customers interacting with a company. Incorporating an Integrated Marketing Communications (IMC) strategy includes improved efficiency, accessibility to larger audiences, cost-effectiveness, and trust.

Marketing vs Advertising

Many people use Marketing and Advertising interchangeably. But advertising is a subfield of marketing, and the terms have different meanings and job duties. Additionally, many advertising professionals have marketing degrees. 

What Can You Do With a Marketing Degree?

With a degree in marketing, individuals qualify for many roles on a marketing team. Marketing specialization areas narrow down the field, so marketing professionals can be experts in one concentration. This increased knowledge often comes with a salary increase.

Job: Brand Manager

Description: A brand manager is a brand’s lead marketing professional. These professionals merge a company’s business objectives with effective marketing strategies to create interest in and bring people to their brand.

Salary:  $137,027 (

Job: Digital Marketer

Description: Duties include developing and managing digital marketing campaigns. They use various tools and tactics to improve brand awareness and increase website traffic. Some standard tools include SEO, paid ads or media, and analytics. 

Salary:  $120,946 (

Job: Marketing Automation Specialist

Description: Duties include using technology to implement procedures in various marketing channels to prevent leads from slipping through. Setting up efficiency standards for email, landing pages, chat, and social media streamlines a digital marketing campaign.

Salary:  $59,115 (

Job: Content Writer

Description: Duties include creating different types of content, promotional materials, and marketing materials that endorse a brand’s voice and draw attention from existing and new customers.

Salary:  $59,115 ( 

Why Focus on these Different Areas of Marketing

Marketing graduates who wish to differentiate themselves from other job seekers could consider developing their expertise in marketing specialization areas. These are all excellent areas of specialization for marketing graduates who wish to find work in the current job market. Where do you want to start your marketing career?

How Much Can You Make in Marketing?

Do marketing jobs pay well? Salaries in marketing depend on your career path, experience, geographic location, and primary education. Some of the highest-paying marketing jobs have annual wages over $150,000.

The Bureau of Labor Statistics (BLS) reports the median annual wage for advertising and promotions managers is $127,150. Additionally, the range of pay is from $61,250 to $208,000. The median annual salary for marketing managers is $135,030, ranging from $77,680 to $208,000.

Job TitleAverage Salary
Chief Marketing Officer$337,470 (more)
Social Media Marketing Assistant$36,281 (more)
Market Research Analyst$59,875 (more)
Communications Manager$116,725 (more)
Event Marketing Manager$98,206 (more)
salary data is from Salary dot com

Is Marketing in Demand?

Yes! The Bureau of Labor Statistics (BLS) reports the overall employment of advertising and marketing managers to grow 10 percent from 2021 to 2031. This rate is faster than the average for all occupations.