What does a product marketer do and how in demand is it

Marketing is evolving at an incredible pace, and the profession of an internet marketer is one of the most sought-after in the digital economy today. It’s no longer just working behind a computer; it’s a whole art backed by scientific methods that allow influencing a multi-million audience. In a time when practically every business strives for online presence, these specialists pave the way to success by transforming digital strategies into tangible results.

What an Internet Marketer Does: Key Responsibilities

An internet marketer is the architect of virtual success. They analyze the market, identify audience needs, and develop strategies that turn likes into sales.

The specialist performs a range of tasks:

1. Target Audience Analysis – identifying audience interests, behaviors, and pain points using analytical tools.
2. Content Creation – preparing texts, graphics, video materials for all communication channels.
3. Data and Metrics Management – using Google Analytics and Yandex.Metrica data to adjust the strategy.

In 2022, an internet marketer at “M.Video” successfully implemented a content strategy that increased conversion by 50% in just three months. The key to success was a comprehensive approach, including analyzing Yandex.Metrica data for a deep understanding of user behavior and utilizing Google Ads capabilities for precise targeting of narrow segments of the target audience. As a result of targeted targeting and content adaptation, a significant increase in average check (by 15%) was achieved, and 20% more new users were attracted.

Tools and Platforms Used by Specialists

Tools are the main weapons of an internet marketer. Here are some key ones:

1. Google Analytics: allows seeing which channels bring traffic and what attracts the audience.
2. Meta Ads: helps launch targeted advertising, reaching users based on their interests and actions.
3. CRM Systems: for example, amoCRM, which allows building personalized communications with customers.

Internet marketing for beginners starts with understanding how to work with these tools, as without analysis and automation, significant results are hard to achieve.

How to Become an Internet Marketer: Profession Education

The path to internet marketing starts with choosing an education method. There are several options:

1. Courses: For example, GeekBrains or Netology offer programs covering all aspects of marketing – from creating advertising campaigns to analytics.
2. Online Schools: Skillbox and others offer flexible learning with 24/7 access to materials.
3. Self-Education: blogs, books, and other resources. Since YouTube is currently restricted in Russia, it is recommended to use alternative platforms.

Here are some specific recommendations for self-education:

1. Books: “Marketing 4.0” by Philip Kotler, “The Era of Contexts” by Ilya Balakhnin, and “Content Marketing” by Joe Pulizzi. These books provide a fundamental understanding of marketing strategies and tools.
2. Blogs: read works by Russian specialists like Ilya Balakhnin, the blog on Cossa.ru, and articles on TexTerra. These authors offer quality and up-to-date materials on internet marketing to help you stay on trend.
3. Learning Platforms: RuTube and VK Video contain many educational videos on internet marketing created by Russian experts.

Self-education is an excellent way for those who prefer to learn at their own pace using various resources.

Internet Marketing Courses and Their Advantages

Courses offer a quick path to the profession of an internet marketer. Their main advantages are:

1. Practical Orientation – learning on real cases, not just theoretical classes.
2. Access to Expertise – taught by professionals who have already succeeded in their niche.
3. Networking – the opportunity to find partners or future clients among classmates.

By taking internet marketing courses, you can avoid many beginner mistakes and quickly reach a professional level.

How Much Does an Internet Marketer Earn in Russia?

An internet marketer’s salary depends on various factors, including:

1. Work Experience: a novice can expect a salary starting from 40,000 rubles, while experienced specialists easily earn from 100,000 rubles.
2. Skills: proficiency in specific tools (e.g., Google Ads) can significantly increase a specialist’s value.
3. Region: salaries in Moscow are significantly higher than in other regions.

According to HeadHunter’s research, the average salary of an internet marketer in Moscow ranges from 80,000 to 120,000 rubles. In regions, the range usually starts from 50,000 rubles.

Prospects of the Internet Marketer Profession

To achieve success, you need to have the following skills:

1. Analytical Abilities: the ability to work with data, find insights, and make informed decisions.
2. Creativity: creating engaging content that stands out among competitors.
3. Platform Knowledge and Trends: understanding how to work with advertising platforms and tracking trends.

These skills allow you not just to do your job but to constantly adapt to the rapidly changing market conditions.

Future Job Prospects for Internet Marketers in the Next 5 Years

With the development of digital technologies, prospects become even more attractive. The main trends include:

1. Automation Growth: using artificial intelligence to optimize advertising campaigns.
2. Deepening Personalization: data allows creating unique offers for each user group.
3. Integration of New Technologies: the development of AR and VR technologies creates new forms of audience interaction.

Conclusion

If you want to influence business development and build a successful career in digital, internet marketing is your choice. Get educated and start taking action.

In today’s job market, there is a noticeable increase in interest in areas at the intersection of analytics, creativity, and technology. One such profession is that of a product marketing manager. It combines strategy, communication, launching digital and physical products, as well as interacting with a team of developers, designers, and sales.

Understanding promotion principles and the ability to create product value turn a product marketing manager into a key figure within any company, especially in the technology sector.

Features of the profession: what does a product marketer do?

The main task of a PMM is to formulate, convey, and justify the value of the product both within and outside the company. In the role, the specialist researches the market, segments the audience, develops positioning, and creates a market entry strategy. In the process, the product marketer closely collaborates with the product team and the marketing department.

This is why the profession of a product marketer requires advanced cross-functional communication skills and strategic thinking. The correct work directly affects how the product will be perceived, who will benefit from it, and under what conditions it will generate profit.

Tasks solved in the position of a product marketing manager

The role of a product marketer goes beyond creating descriptions and presentations. The work involves several areas at once: from analytics to content. The main focus is on bridging the gap between technical implementation and consumer expectations. Understanding the audience’s pain points and the ability to articulate competitive advantages are key skills in the role.

Often, the specialist has to adapt to different stages of development and launch both alpha and final releases. The profession of a product marketer assumes that the specialist can strike a balance between the interests of the business, the team, and the end user.

Mandatory competencies: hard and soft skills

For successful mastery of the profession, a combination of technical and humanitarian training is important. Below is a list of key skills that are essential for quality performance in the position of a product marketing manager.

Hard skills required for PMM include understanding the sales funnel, product lifecycle, and monetization strategies, proficiency in analytics tools, experience with CRM systems and marketing automation systems, and the ability to write technical and marketing texts.

Soft skills that play a crucial role include strategic thinking and a systematic approach, communication skills and the ability to work with different departments, creativity and adaptability in the face of changing tasks, proactivity and the ability to work in conditions of uncertainty, and attention to detail while working at a high pace.

How to become a product marketer: the path from start to job vacancy

Mastering the profession of a product marketer is possible through formal education as well as practical experience. It is important to understand the steps that will help systematically prepare for the work. The sequence of actions for starting a career:

• study the basics of marketing, digital tools, and business structure;
• take courses in strategic marketing, branding, and product analytics;
• choose a specialization: B2B, B2C, IT, SaaS, eCommerce;
• immerse yourself in real cases, start side projects;
• learn to work with marketing research and surveys;
• compile a portfolio of several well-founded solutions;
• create a profile on LinkedIn and actively apply for job vacancies;
• find a mentor or community for feedback and career growth;
• try yourself in the role of a junior PMM or product marketer;
• develop a solid expertise in communication and analytics;
• enhance skills in presenting solutions and presentations;
• constantly monitor trends and implement them in work.

This approach allows understanding how the profession of a product marketer is built, even without initial experience.

Remote work opportunities and increasing demand for PMM

Thanks to digitalization, product marketing processes are successfully carried out online. Working as a product marketer remotely is becoming increasingly common, especially in international teams. Companies value expertise and results, not geographical location.

The demand for the profession is growing, especially in startup sectors, platform solutions, and IT services. With experience and a portfolio, one can apply for positions not only in Russia but also abroad, where PMM is becoming a standard position in product teams.

Salary and career growth

Financial prospects depend on the level of experience, type of product, and region. The average salary for a junior specialist in Russia ranges from 90,000 to 130,000 rubles, while a middle specialist can earn 160,000 to 220,000, and senior and head positions start from 250,000 and above. Internationally, the figures differ: PMMs in the USA and EU earn from $70,000 to $120,000 per year.

In addition to financial rewards, the profession of a product marketer offers horizontal growth — transitioning to strategy, customer success, or working with global markets. This path often serves as a springboard to positions like head of marketing or CPO.

Why is the profession of a product marketer in such high demand?

The main reason for the growing interest in this specialization is the increasing complexity of products. Companies strive to create not only quality solutions but also position them correctly. This is where PMM comes into play — as a specialist bridging the product, team, and market.

Moreover, many start their careers inspired by successful projects. Understanding the role of a product marketer reveals how diverse and strategically important the field is.

Conclusion

For those aiming for conscious development, the profession of a product marketer is worth considering. The combination of strategic thinking, analytics, and creativity makes this field particularly promising in the era of digital business transformation.

The opportunity to work online, flexible formats, and competitive salaries create a solid foundation for a long-term career. A systematic approach to learning, skill development, and working with real cases allow not just entering the field but confidently growing in it!