The importance of IT Engineers in Digital Marketing


Digital marketing has become one of the most promising and most profitable ways of advertising in recent years. Globally, the majority of the biggest companies now pin their hopes on digital marketing to effectively reach key audiences and demographics. The digital marketing industry’s global value has reached a staggering USD 322.5 billion, showing how much brands trust online advertising.

Furthermore, the reliance of brands on digital marketing can also be attributed to the consistent annual growth of internet users worldwide. The number of internet users far exceeds television viewers, radio listeners, and newspaper readers, which means a broader reach for brands with the digital marketing approach.

For a nation such as Japan, where the e-commerce market comprises 92% of its 127 million population, digital marketing is the ideal approach for advertising. Add on to the fact that more people have now taken to online shopping services, as the COVID-19 crisis has prompted everyone to stay home and avoid public places such as markets, malls, grocery stores, and brick and mortar businesses in general.

Some of the people behind the success of the digital marketing industry in the country are IT engineers. Companies need IT engineers, as they provide a lot of experience and expertise to the proverbial table. But what exactly do they do, and what duties do they have to fulfill? In this article, we’ll discuss the roles and responsibilities of IT engineers in Japanese digital marketing companies.

Social Media Marketing

Social media marketing has become more prevalent in the last few years. Brands are aware that most of the online market dedicate much of their time to sites such as Facebook, Twitter, Line, Snapchat, Instagram, LinkedIn, Youtube, Tiktok, etc.

On social media websites, IT engineers help brands advertise their products and services to users. They use attention-grabbing images, fun videos or vlogs, substantial blogs, exciting podcasts, viral memes, and even simple posts that utilize internet humor.

These strategies are guaranteed ways for companies to promote their business, generate interest, increase brand awareness, and improve customer engagement. These campaigns are designed to bring in potential customers and maintain strong relationships with long-time patrons.

IT engineers offer much-needed help in the social media marketing process. IT engineers are versatile enough to create strategies, publish content, engage with users, perform analytics, and advertise products and the brand’s culture.

Additionally, IT engineers also ensure that all devices used in social media marketing campaigns are updated and have no issues whatsoever. These devices include personal computers, laptops, tabs, and smartphones, all used to manage social media accounts and create the content.

Search Engine Optimization

Search Engine Optimization, or SEO, is a digital marketing technique that allows websites to increase or improve their presence on search engines such as Google, Bing, Yahoo, Baidu, AOL, to name a few.

IT engineers use SEO, as it is an excellent foundation for digital marketing companies to generate traffic to their websites. During the SEO process, companies will find out what users are searching for, which target keywords work best, how accessible their website is, and how successful their SEO campaign has been.

For search engine optimization, IT engineers ensure that search engines can reach and index the brand’s content. They also see to it that content addresses the user/searchers’ questions. Moreover, they make sure that keywords are optimized, the user experience is top-notch, the content is worthwhile, the click-through rate is high, and the content attracts the most attention in search engine results pages.

Web Development

In the web development process, IT engineers prioritize creating and maintaining websites. These tasks are mostly non-design, including writing markup and web scripts in languages like PHP, HTML, CSS, Java, JavaScript, and ASP.

IT engineers also utilize content management systems (CMS) during web development, which makes content changes more convenient as it can be managed with basic technical skills.

For overall web development, IT engineers’ duties include web publishing, web programming, web engineering, web content development, client liaison, e-commerce development, server-side scripting, database management, and web server configuration.

Aside from these, IT engineers also have their fingerprints on web development aspects such as web design, mobile responsiveness, software testing, web usability, web accessibility, search engine optimization, information technology security, and information architecture.

IT engineers also help in web content creation. They do some copywriting, copyediting, and even update blogs. They also spend a lot of time on content management systems like Drupal, WordPress, and Joomla.

Web Designing

In web design, IT engineers are involved in the creation of the website concept. IT engineers offer their expertise in deciding the website’s overall theme, layout, color schemes, fonts, shapes, spacing, images, icons, and the types of content that should be the main selling point or which ones should be primarily displayed.

IT engineers also help in creating the website’s logos, making informational infographics, and creative videos. Moreover, IT engineers will help instruct where these content should be ideally placed on the website.

IT engineers are also responsible for the website’s user navigation, user interaction, site structure, loading speed, and animations. They also ensure that the website will run smoothly across any device and any browser.

To make the web design process more convenient for the development team, IT engineers will follow a few key steps. They will first determine the website’s purpose, study the latest web design trends, decide on the perfect branding, and analyze which aspects or areas need improvement.


The digital marketing industry’s growth has not been a surprise, as businesses are now more geared towards focusing their advertising campaigns on the internet. The overwhelming reliance, usage, and trust of digital marketing strategies are thanks in part to hardworking IT engineers’ dedication and expertise.

IT engineers are pivotal to digital marketing companies’ success, as they play a huge part in social media marketing, search engine optimization, web development, and web design. As the internet continues to evolve, so will digital marketing, and so will the roles and responsibilities of IT engineers.