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How to become a Digital Marketer

Also called: Web Marketing Officer, Online Advertising and Promotions Officer, Marketing Planning Officer, Marketer, Market Researcher

Does marketing using websites and web technology.

Main tasks

Workers in this job say university is common. From job tag's survey of people in each job, who could give several answers. It shows what workers see as common, not how many workers hold each level.

How to become one

No particular qualifications or level of education are needed to start. New graduates usually join an advertising agency, a web marketing company or a company with a web marketing department after graduating from university, tanki daigaku (junior college), senmon gakko (vocational college) or similar. People who join an advertising agency or similar on the general track are either assigned to the web marketing department or moved there later. Some people move into the role after gaining experience as web designers or similar. After joining, you learn the job while working after company training. It varies from person to person, but it is said to take about a year before you have learned the basics and can manage your own work with advice from managers and senior colleagues. Technology in this job changes fast, so to move up you must keep a strong interest in social trends while also taking training inside and outside the company and gaining various qualifications. Career paths differ by company: some develop staff as web marketing specialists, while others rotate them through different roles every few years to gain varied experience and develop them as managers. The field is expanding fast and short of people, so there is a lot of mid-career hiring, mainly of people with marketing or IT experience, and many ways in besides new graduate hiring. To do well in this job you need information literacy and knowledge of marketing methods such as market research and sales promotion. You also need the ability to collect and analyse data and put it into numbers in a business context, the planning skills to read users' needs from it and turn them into ideas, and, because you work with many different people, communication, negotiation and coordination skills. The work moves in short cycles, so you always need to respond quickly.

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Questions people ask

How do I become a Digital Marketer?

No particular qualifications or level of education are needed to start. New graduates usually join an advertising agency, a web marketing company or a company with a web marketing department after graduating from university, tanki daigaku (junior college), senmon gakko (vocational college) or similar. People who join an advertising agency or similar on the general track are either assigned to the web marketing department or moved there later. Some people move into the role after gaining experience as web designers or similar. After joining, you learn the job while working after company training. It varies from person to person, but it is said to take about a year before you have learned the basics and can manage your own work with advice from managers and senior colleagues. Technology in this job changes fast, so to move up you must keep a strong interest in social trends while also taking training inside and outside the company and gaining various qualifications. Career paths differ by company: some develop staff as web marketing specialists, while others rotate them through different roles every few years to gain varied experience and develop them as managers. The field is expanding fast and short of people, so there is a lot of mid-career hiring, mainly of people with marketing or IT experience, and many ways in besides new graduate hiring. To do well in this job you need information literacy and knowledge of marketing methods such as market research and sales promotion. You also need the ability to collect and analyse data and put it into numbers in a business context, the planning skills to read users' needs from it and turn them into ideas, and, because you work with many different people, communication, negotiation and coordination skills. The work moves in short cycles, so you always need to respond quickly.

How much does a Digital Marketer earn in Japan?

Average annual income in the private sector, bonus included, is ¥7,368,100 (Ministry of Health, Labour and Welfare). The figure is for the wage survey group Planning clerks, which covers several jobs.

Do you need a degree to become a Digital Marketer?

Not always. In this job's census occupation group, 55% of workers are university graduates.

Will AI change the work of a Digital Marketer?

Generative AI could change many tasks in this job, which usually reshapes the work more than it replaces it, by the ILO's global estimate.

Sources

独立行政法人労働政策研究・研修機構（JILPT）作成 職業情報データベース 解説系ダウンロードデータ（IPD_DL_description_7_01.xlsx）ver.7.01 職業情報提供サイト（job tag）より2026年10月4日にダウンロード（https://shigoto.mhlw.go.jp/User/download）を加工して作成

独立行政法人労働政策研究・研修機構（JILPT）作成 職業情報データベース 簡易版数値系ダウンロードデータ（IPD_DL_numeric_7_00.xlsx）ver.7.00 職業情報提供サイト（job tag）より2026年10月4日にダウンロード（https://shigoto.mhlw.go.jp/User/download）を加工して作成

Sources: JILPT Occupational Information Database download data via job tag (解説系 ver.7.01 and 簡易版数値系 ver.7.00, downloaded 4 October 2026), processed by Peernovo; MHLW, Basic Survey on Wage Structure 2025; Statistics Bureau of Japan, 2020 Population Census; MEXT, School Basic Survey 2025; MHLW, Employment Referrals for General Workers (Hello Work statistics). Figures processed by Peernovo. English job names, translations and the matching of jobs to statistical groups, schools and degree fields by Peernovo.

Updated 4 October 2026