What is a career in SEM marketing like

Information in the area of ​​online marketing.

Definition of online marketing.

Online marketing includes all measures that serve to brand a brand or sell products - on the Internet, of course. Various channels and methods that you can specialize in are used to attract and retain customers as well as to strengthen brands or companies. We explain the most important terms and directions that you will encounter in the field of online marketing.


In the area of ​​SEM, short for Search Engine Marketing, a distinction must be made between SEO and SEA:


SEO stands for Search Engine Optimization, which translates as search engine optimization. And that is exactly what the SEO Manager does: It optimizes websites for Google and Co. so that users do not come via paid ads on landing pages, for example from online shops, but via organic search. Various on- and off-page measures are used for this.

Onpage is everything that happens directly on the page. These include, for example:

  • using relevant terms, so-called keywords, without using keyword stuffing

  • a logical structure in the page structure through which the crawler can reach as many pages as possible

  • Texts relevant to the target group, which are meaningfully structured by the H1 and subheadings

  • Meta information that is then displayed on Google

  • Elimination of duplicate content

  • a coherent internal link structure

Offpage takes place outside of your own pages. The classic method here is link building, that is, the generation of external links that refer to one's own page. So-called backlinks are one of the strongest ranking factors.

Since the ranking factors can always change and the weighting keeps shifting, it is important that you always stay up-to-date, take part in conferences and train yourself through webinars and specialist reading. After all, content is now just as king as the user who reads it, so that dull keyword quotas are a thing of the past.


SEA - Search Engine Advertising - is about paid traffic. As a SEA manager, you buy ad spaces from Google and Co. and are then displayed in the SERPs with the comment "Advertisement". How much an ad costs, how often and in which position it is displayed depends on various factors - on the one hand, the keywords are “auctioned” in a kind of auction, and on the other hand, the suitability of the page to the keyword is checked. Billing is based on different models: With cost-per-click, for example, only one payment is due when the user clicks on the page. This is where the financial pitfall for SEA managers awaits: If the landing page does not match the search, the user leaves it without conversion and you have, so to speak, thrown money out of the window.

Social media marketing.

Is there anyone between the ages of 16 and 45 these days who doesn't have Facebook or Instagram? Barely. In this respect, you can work out how important social media channels have become. As a social media marketing manager, you will come up with a holistic strategy for placing your brand and products on social networks. This also includes community management - if a shitstorm breaks out, you have to be just as on your toes as with individual inquiries from the target group.

Mobile Marketing.

Over 50 percent of Internet users already surf more on smartphones and tablets than on the good old desktop. A development that online marketing does not leave unused: Mobile marketing deals with precisely this and thinks about how potential customers can be reached quickly and attractively via their mobile phone. Discount campaigns via WhatsApp, QR codes, advertisements in apps or offers suitable for the location via MMS - with advancing technology, the possibilities for mobile marketing managers are also growing.


CRM stands for Customer Relationship Management and contributes to the general goals of online marketing. A strategy that is individually tailored to the target group and an improvement in customer orientation through offers tailored to the needs of customers are intended to increase customer satisfaction, acquisition and loyalty. So CRM encompasses all interactions with customers. This does not happen in the dark, but is data-supported and is continuously analyzed - after all, the measures must also pay off economically.

Affiliate marketing.

Affiliate Marketing is a kind of partner program in which the affiliates - the partners - place links on their websites, in e-mails, search engines or feeds and are then paid for this advertising. In affiliate marketing, the remuneration is based on the success of the advertising placement and the pricing model. There are different commission models in affiliate marketing, for example pay-per-click or pay-per-sale.

Email Marketing.

In e-mail marketing, (potential) customers are written to directly via an e-mail tool and provided with the latest offers. The classic is the newsletter, for which many customers - sometimes unconsciously - sign up when buying in an online shop. It is therefore important for the responsible online marketing manager to get to the customer's data. A lot of weight falls on the subject: If it makes you curious, the user opens it. Care must always be taken to ensure that the emails are not perceived as spam, for example by putting them through a spam test before sending them. The art of email marketing is also reaching the right audience. Subsequently, it is analyzed how many users have opened the email, how many have unsubscribed from the newsletter and how many have actually clicked.


What used to be done in the corner shop around the corner, you don't even have to leave the house today. Almost every retail group now has an online division, and there are often only online shops without physical stores. E-commerce not only includes sales via the Internet, but also the digital handling of business processes, the management of business contacts and trade relationships with the help of electronic media, as well as Internet sales and web marketing. With the increasing use of technology and the rapid spread of the Internet, automated business processes and electronic commerce have become enormously important in recent years.