Who Does Digital Marketing? A Deep Dive into the People Behind the Pixels
Digital marketing—everyone’s talking about it, everyone’s trying it, but have you ever stopped to ask: who actually does digital marketing?
Is it just tech-savvy millennials sipping cold brew in coworking spaces? Big agencies with neon offices? Or maybe that one friend who’s always “running ads” on Instagram?
The truth is, digital marketing is a diverse field powered by many different people, skills, and specialties. From solo freelancers to global brands, digital marketing has become a core part of how businesses grow in the online world.
Let’s peel back the curtain and explore exactly who does digital marketing, what they do, and why it matters more than ever in 2025.
1. Digital Marketing Agencies: The Powerhouses
Let’s start with the obvious players—digital marketing agencies. These are companies like Bizgenix (yep, shoutout!) that offer full-service digital marketing solutions to clients. Agencies typically have dedicated teams for each area of marketing: SEO, social media, content writing, paid ads, design, email marketing, and strategy.
What They Do:
-
Develop and execute multi-channel marketing strategies
-
Run Facebook, Google, LinkedIn, and TikTok ads
-
Optimize websites for search engines
-
Design email campaigns and landing pages
-
Analyze results and improve performance
Who They Work With:
-
Small businesses
-
E-commerce stores
-
Startups
-
Corporations
Agencies are great for businesses that don’t have in-house expertise or want a team of specialists to scale fast.
2. Freelancers: The Specialists on Demand
Then we have the freelancers—solo digital marketers who work independently and usually specialize in one or two areas. Think SEO consultants, social media managers, content writers, email marketers, or media buyers.
What They Do:
-
Manage specific channels or campaigns
-
Create content (blogs, videos, graphics)
-
Audit websites for SEO or performance
-
Offer one-on-one consulting
Freelancers are often hired for short-term projects or ongoing support. They bring flexibility, affordability, and often very niche expertise.
Fun Fact: Some of the most successful freelancers earn six figures per year doing digital marketing from anywhere in the world. All they need is Wi-Fi and coffee.
3. In-House Marketing Teams: The Brand Insiders
Medium to large companies often have in-house marketing teams. These marketers are employed full-time to promote their own brand.
What They Do:
-
Build long-term marketing strategies
-
Work closely with sales and product teams
-
Manage brand consistency
-
Handle everything from SEO to social media to PR
Typical Roles Include:
-
Digital Marketing Manager
-
SEO Specialist
-
PPC (paid ads) Manager
-
Content Strategist
-
Graphic Designer
-
CRM or Email Specialist
In-house teams have deep product knowledge and can be more agile when executing marketing plans aligned with business goals.
4. Entrepreneurs & Small Business Owners: The Do-It-All Marketers
Not every business can afford a team, and that’s where entrepreneurs and small business owners step in. These folks often wear multiple hats—CEO by day, marketer by night.
What They Do:
-
Create content for their website and social media
-
Run Google or Meta ads
-
Send email newsletters
-
Build customer relationships online
-
Learn from YouTube, courses, and trial & error
Tools like Canva, Mailchimp, Shopify, and ChatGPT have made it easier for non-marketers to execute digital strategies on a budget. They may not be experts, but they’re resourceful, scrappy, and determined.
Pro Tip: Many successful business owners start out doing their own marketing—then hire freelancers or agencies once they grow.
5. Influencers and Content Creators: The New-Age Marketers
In today’s creator economy, influencers and content creators play a huge role in digital marketing—especially on platforms like Instagram, YouTube, TikTok, and X (Twitter).
What They Do:
-
Create sponsored content for brands
-
Build personal brands and monetize through affiliate links, merch, or ads
-
Engage and grow loyal online communities
-
Launch their own digital products or services
Brands collaborate with creators for authentic storytelling and peer-level trust—things traditional ads can’t always deliver.
Example: A skincare brand may partner with a beauty influencer to review products on TikTok. That’s digital marketing in motion!
6. E-Commerce Brands: The Sales-Driven Digital Marketers
E-commerce stores rely heavily on digital marketing to drive traffic, boost conversions, and retain customers. Whether it’s a dropshipping site or a DTC brand like Gymshark, marketing is the heartbeat of their growth.
What They Do:
-
Use paid ads (Google, Meta, TikTok) to drive traffic
-
Leverage email marketing and SMS to retain customers
-
Create product-focused content
-
Use analytics to optimize conversion rates
E-commerce brands often use AI tools, Shopify apps, and automation platforms to manage their marketing efficiently.
7. SaaS Companies & Tech Startups
Software companies are another major player in digital marketing. Since they usually sell intangible products, digital marketing is essential for building awareness and user trust.
What They Do:
-
Content marketing (blogs, whitepapers, webinars)
-
Product-led growth campaigns
-
SEO and PPC
-
Email nurturing sequences
-
Referral and affiliate marketing
These companies often have performance-focused teams that rely on data to iterate fast and scale growth.
8. Non-Profits & NGOs
Yep, even non-profits need digital marketing. From fundraising campaigns to awareness drives, NGOs use digital channels to connect with supporters and promote causes.
What They Do:
-
Run social media campaigns
-
Launch fundraising ads
-
Create email newsletters
-
Tell compelling stories through videos and blogs
For these organizations, marketing isn’t just about profit—it’s about impact.
9. Students & Career Changers: The Rising Marketers
More people than ever are learning digital marketing through online courses, YouTube, bootcamps, and certifications (like Google Digital Garage, HubSpot, and Meta Blueprint). Some are fresh out of college. Others are shifting from careers in sales, writing, design, or customer service.
What They’re Doing:
-
Practicing skills through internships, freelancing, or personal projects
-
Building portfolios on LinkedIn, Medium, or personal websites
-
Networking in communities and marketing forums
-
Experimenting with side hustles and affiliate marketing
This wave of new talent is bringing fresh ideas, diverse backgrounds, and a hunger to innovate.
So… Who Really Does Digital Marketing?
The short answer?
Anyone who uses the internet to grow a business, brand, or cause.
It’s not limited to agencies or tech gurus. It includes:
-
The mom selling handmade soaps on Etsy
-
The freelancer writing SEO blogs from a beach in Bali
-
The startup founder running cold email campaigns at 2 a.m.
-
The team at a non-profit building awareness around climate change
Digital marketing is everywhere—and it’s done by people from all walks of life, with all kinds of stories.
Final Thoughts: The Beauty of the Digital Marketing World
One of the best parts of digital marketing is that it’s accessible.
You don’t need a degree or a giant budget to start. All you need is curiosity, creativity, and a willingness to learn. Whether you’re a business owner, a budding freelancer, or someone looking to switch careers, digital marketing offers unlimited opportunity.
And if you’re ever wondering who’s behind those emails, ads, reels, blogs, and branded TikToks—it’s people just like you and me. Hustling, experimenting, storytelling, and constantly evolving.
So the next time someone asks, “Who does digital marketing?”
You can smile and say:
“All kinds of people do—and I might just be one of them.”