Careers Service


Digital media

Digital media draws together technology, media and marketing, advertising and PR. Roles for graduates are varied and in addition to the purely digital job roles, the majority of mainstream media and marketing jobs now include online and social media as part of the role. Roles can include:

  • Marketing/PR - e.g. digital marketing executive, social media executive or online PR executive.
  • Analytical - e.g. trafficker, web analyst, SEO (search engine optimisation) specialist.
  • Design/creative - e.g. web designer, Flash designer, video editor, digital copywriter, digital art director.
  • Writing/editorial - e.g. web editor, web content manager, online community manager, blogger.
  • eCommerce - e.g. online sales executive, digital account manager.

Many organisations employ their own in-house digital media specialists in roles which often combine marketing with using technology to enhance the organisation's online profile.

Communications agencies and design houses will invariably have digital teams which focus on developing marketing campaigns for web and mobile platforms, and specialist digital agencies are now also common.

It is also possible to work in traditional media organisations (e.g. TV, radio and newspapers) and publishers, developing content for the web, such as podcasts, videos and TV on demand as well as interacting directly with their audiences (via blogs, forums and other social media).

Getting in and getting experience

Recruiters look for graduates with a demonstrable interest in online media and new technologies. Develop your knowledge of the digital landscape and gain an understanding of terminology such as search engine optimisation, affiliate marketing, social media and viral marketing etc. The Internet Advertising Bureau have an online marketing jargon buster.

Work experience in a digital agency or an organisation's digital department is a useful way to learn about different digital media roles, as well as demonstrating your commitment to this career. Contact digital agencies directly for experience and consider more creative approaches, like using social media or creating your own video advert.

While relevant experience and interest/drive are generally more important than a particular degree subject, analytical or technical degrees and business/marketing degrees (or degrees combining business and IT) may be an advantage depending on the role.

Develop your professional online profile. Writing for a blog (or starting your own), developing a profile on LinkedIn and being active on Twitter will all contribute to a strong and credible online presence.

Resources and advice