If you’ve opened up a promotional email, scrolled through your social media, or clicked on a website ad, you’ve interacted with digital marketing. In fact, you likely encounter hundreds of digital marketing touchpoints every day.
According to Statista, 5.35 billion people use the internet — and 5.04 billion access some form of social media — every day. That leaves a lot of opportunities for businesses to reach their customers through innovative marketing campaigns. In order to do so, they need a strong digital presence supported by skilled digital marketing specialists.
Digital marketers are responsible for creating engaging user experiences that promote their organization’s product or service. They may cover a wide range of responsibilities, or focus on a specific area within the field, such as email marketing, content marketing, SEO marketing, or marketing analytics. With the right training, you can join their ranks and be part of the decision-making that drives businesses forward.
Our Digital Marketing Certificate Course can prepare you for a rewarding, creative career in digital marketing in just 10 weeks. In this article, we’ll cover the skills, tools, and educational options to help you start or advance as a professional digital marketer, including what you can expect from our course.
What Is Digital Marketing?
The American Marketing Association (AMA) defines digital marketing as “any marketing methods conducted through electronic devices which utilize some form of a computer, including online marketing efforts conducted on the internet.”
With so many people accessing the internet every day, it makes sense that a business would want to leverage digital tools to get in front of new and current customers.
Types of Digital Marketing
As an everyday internet user, you may not be aware of the myriad ways in which businesses attempt to get your attention. Here are some of the most common forms of digital marketing and how businesses use them:
- Search engine marketing (SEM): A business pays for greater visibility on search engine result pages (SERPs), resulting in a higher rank on the page when a user types in a particular search term.
- Content marketing: A business promotes their product or service through storytelling, subject matter expert interviews, and other unique content in various formats (blogs, videos, podcasts).
- Social media marketing: A business uses their owned social media channels to highlight unique selling points and connect directly with consumers. Social media marketing is an important factor in influencer marketing.
- Email campaigns: A business communicates with customers via targeted emails. They may be segmented by a user’s stage in the purchasing process, which results in tailored messaging in the hopes of producing a desired action.
- Pay-per-click (PPC) marketing: A business promotes their product or service by placing ads on a third-party website. The business makes money anytime a user clicks on their ad.
- Affiliate marketing: A business leverages its relationships with customers by rewarding successful sales. When a purchase is made using an affiliate’s link, the affiliate receives a portion of the sale revenue.
Digital marketing specialists also rely heavily on the information generated by everyday business activities. By conducting data analytics on sales trends or evaluating the strength of their content strategy, they can ensure that the overall digital marketing strategy is supporting organizational goals.
Keep this list in mind as you navigate your digital marketing training options. Once you know the types of digital marketing you’re most interested in, you can tailor your education to learn the skills you need to break into your chosen subfield.
Digital Marketing Skills
There are a handful of skills you’ll need no matter where you set your sights in the digital marketing landscape. You can stand out from the crowd by adding these skills to your repertoire:
- Data analysis
- Content creation
- Search engine optimization (SEO)
- Social media management
- Paid advertising
- Email automation
- Conversion rate optimization (CRO)
- Marketing automation and CRM
- Mobile marketing
- Artificial intelligence tools
Keep in mind that the digital marketing landscape is evolving with the technology that supports it, including generative AI, robust web analytics, and Google Cloud. With new platforms and trends emerging regularly, it’s important to stay agile and adapt to changes. By committing to continuous learning, you can stay ahead of the curve.
Choosing the Right Learning Path
There are a variety of ways to get into the digital marketing field. Your learning path will depend on factors like your prior education, work experience, and career goals moving forward. Here are some questions to ask yourself as you consider your options:
- What is my personal learning style? Do you prefer to learn alongside others, or on a self-paced schedule? Are you looking for an in-person program, an online course, or a blend of the two?
- What is my end goal? Are you looking to acquire specific skills for a career change, enhance your existing skill set, or start a business?
- How much time can I commit to my digital marketing training? Are you able to attend classes full-time, or do you need a part-time schedule to accommodate other responsibilities?
- What is my budget? Will you need to set aside funds for tuition fees, course materials, software, or other resources? Are there scholarships or financial aid programs to help ease the financial burden?
- Is this program accredited? Do successful learners receive a credential upon program completion? What are industry employers saying about the program?
- How much support do I need in my education? Are you seeking academic and career support? Do you want to find a mentor? Are you hoping to join a professional network through your program?
Your answers to these questions can help you narrow down your options and choose a learning path that will help you take the next step in your career. Below, we’ll break down different education types and their associated timelines.
Traditional Digital Marketing Education Options
According to the U.S. Bureau of Labor Statistics (BLS), the most common undergraduate degrees for marketing managers are business, marketing, or communication. Learners pursuing a marketing degree may take a combination of foundational courses including:
- Introduction to Marketing
- Business Communication
- Marketing Research
- Consumer Behavior
- Digital Marketing Fundamentals
- Advertising and Promotion
From there, they may progress to more advanced topics in their final years of study:
- Marketing Analytics
- Social Media Marketing
- Content Marketing
- Marketing Strategy and Planning
- Search Engine Optimization (SEO)
- Data-Driven Marketing
- Brand Management
Many four-year degree programs culminate in a final capstone project or internship, which allows students to apply their knowledge and skills in a real-world marketing setting.
Online Digital Marketing Courses and Certifications
If you already have a degree, or don’t have the time to commit to a traditional education, there are other relevant options for digital marketing training. Digital marketing bootcamps, courses and certification programs can get you up to speed in the areas relevant to your career goals in just a matter of weeks. Plus, with options ranging from the general to topic-specific, you can choose a digital marketing certificate that will help you reach the opportunities you’re seeking.
Some of the most common digital marketing certifications include:
- American Marketing Association (AMA) Certified Digital Marketing Professional
- Google Analytics Individual Qualification (IQ)
- Google Ads Search
- Hootsuite Social Media Marketing Certification
- HubSpot Email Marketing Certification
- Meta Certified Digital Marketing Associate
- YouTube Certified
Our Digital Marketing Certificate Course gives learners the option to learn toward three of the above in-demand credentials (Google Analytics, Google Ads Search, and HubSpot Email Marketing). Throughout the 10-week program, learners will develop a variety of digital marketing skills from industry experts who can speak to the reality of working in the industry.
Self-Study and Digital Marketing Resources
It’s possible to learn the digital marketing skills you need for your career through self-study. Keep in mind that this route requires a high level of focus, structure, and self-motivation in order to succeed. While a structured program may offer additional support outside of class, learners who opt for self-directed study will have to seek out any supplemental career advice or academic mentorship.
Interested in building your own digital marketing syllabus? We’ve compiled some helpful resources to get you started.
Digital marketing books
| Topic | Book |
| Advertising in marketing | Scientific Advertising by Claude Hopkins |
| Marketing copywriting | The Copy Book by D&AD |
| Market disruption | Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney |
| Brand development | How to Launch a Brand by Finien Consultancy |
| Marketing solutions | This is Marketing by Seth Godin |
| Growth marketing | Hacking Growth by Sean Ellis and Morgan Brown |
| Strategic marketing | The 1-Page Marketing Plan by Allan Dib |
| Revenue operations | CMO to CRO: The Revenue Takeover by Mike Geller, Rolly Keenan, and Brandi Starr |
| Consumer behavior | Invisible Influence: The Hidden Forces That Shape Behavior by Jonah Berger |
Digital marketing blogs
| Topic | Blog |
| SEO marketing | The Moz Blog |
| Marketing strategy | Roger Martin’s Medium Account |
| Social media marketing | Social Media Examiner |
| Digital marketing technology | Stacked Marketer |
| Content marketing | Copyblogger |
| SaaS marketing | Animalz Blog |
Digital marketing podcasts
| Topic | Podcast |
| Marketing basics | The Digital Marketing Podcast |
| Social media marketing | The Social Media Marketing Podcast |
| Marketing copywriting | The Copyblogger Podcast |
| Marketing management | The CMO Podcast |
| Content, social media, and email marketing | Online Marketing Made Easy with Amy Porterfield |
| Alternative marketing practices | Everyone Hates Marketers |
These are just a sampling of the vast resources available for digital marketing self-study. They can also serve as helpful touchstones for learners who opt for a more traditional educational experience. Regardless of the track you choose, it’s important to keep learning to stay on top of industry trends and needs.
Digital Marketing Training Methods
Once you’ve completed your educational training through a digital marketing bootcamp, certificate course, or degree program, you can start applying for internships and apprenticeships to gain more real-world digital marketing experience. If you’re ready to start working with real clients, consider going freelance or working on some side projects to build out a portfolio of your work.
Digital Marketing Internships and Apprenticeships
Internships and apprenticeships are a great way to demonstrate your digital marketing skills and apply them to a real-world business challenge. It’s a great step for learners who may need additional experience before applying for digital marketing jobs, providing opportunities for skill development, networking, exposure to industry insights, and career connections.
Look for digital marketing internship listings on job posting sites like LinkedIn, Indeed, and Glassdoor, or explore boards on InternMatch, WayUp, or Handshake. And, while it may seem too good to be true, sometimes a simple Google search can get you started on the right track.
Freelancing as a Digital Marketer
Thinking of doing freelance digital marketing? Before you become your own boss, it’s a good idea to take an honest inventory of your traits and working habits. A strong candidate for freelancing has:
- A solid understanding of digital marketing principles, strategies, and tactics.
- A high level of self-motivation, discipline, and initiative to deliver quality work independently.
- An adaptable mindset based on changing market trends and client needs.
- Excellent written and verbal communication skills.
- A portfolio of work that highlights their skills, creativity, and results.
- Networking abilities to market their services and expand their client base.
- Basic business skills such as pricing, invoicing, contracts, and client management.
- A commitment to continuous learning and professional development.
If these characteristics describe you, then becoming a freelance digital marketing specialist may be a viable career option — either as a stepping stone toward full-time work with an employer or for yourself. Here are some tips for putting your best foot forward:
- Identify your niche and focus on building your skills and portfolio in those areas.
- Build and optimize your online presence to showcase your work, skills, and services.
- Start small and scale up as you gain confidence and expertise.
- Leverage generative AI where it makes sense, so you can work smarter — not harder.
- Focus on exceeding client expectations and delivering results that drive value.
- Set clear goals and boundaries regarding project scope, timelines, and expectations.
- Seek feedback and learn from experience to refine your skills, processes, and approach.
Building a Portfolio of Projects and Case Studies
One of the best ways to get seen as a digital marketing candidate is by building a portfolio of projects and case studies that demonstrate your thought process and how you develop a digital marketing strategy. Not sure where to begin? A quick Google search for digital marketing portfolios can give you a wide range of inspiration for your personal website.
No matter what direction you take, be sure to include basic information like:
- Your expertise or niche. What is your area of focus, and what makes you particularly good at it?
- Information about you. This is a chance to describe your background and give a sense of who you are as a person.
- Work samples. Sure, it’s obvious, but it’s worth mentioning. Provide a project description, overview your role, and explain the results.
- Client testimonials. This can help build credibility and trust with clients by speaking to your professionalism.
- Contact information. Your digital marketing portfolio is a means to gaining new clients, so it’s important that they’re able to get in touch with you.
By incorporating these features into your virtual portfolio, you can showcase your skills, experience, and expertise to potential clients or employers. Some simple project ideas include:
- Pick a brand you like and create a series of Facebook ads promoting a new product
- Create an email sequence to generate leads for a business you frequent
- Conduct keyword research for a company and write a relevant SEO-driven blog
- Come up with a product to promote, then develop a social media campaign to drive awareness and sales
Your portfolio is your chance to have fun while practicing your digital marketing skills. As you progress through your education and career, you can go back and refine your projects, keeping them up to date with your industry knowledge.
Digital Marketing Pathways
Curious about the digital marketing career paths available to you? Below, we’ve outlined some of the more popular options for digital marketing professionals, along with the skills and competencies needed to successfully progress through them.
Social Media Marketing Career Path
Working in social media marketing requires a strong understanding of the various platforms, audiences, and tools available to amplify your brand’s message. Here’s a sample of how you might progress through this career path.
Entry-Level: Social media assistant
| Responsibilities | Skills needed |
| – Assisting in the creation and scheduling of social media posts – Monitoring social media channels – Responding to comments, messages, and inquiries – Conducting social media analytics | – Basic understanding of social media platforms – Strong communication skills – Knowledge of social media analytics and reporting |
Mid-level: Social media specialist
| Responsibilities | Skills needed |
| – Developing and implementing social media strategies – Creating high-quality social media content – Managing social media campaigns – Applying data science and data analytics to measure social media metrics | – Advanced content creation skills – Experience with social media advertising – Strategic approach to meeting business objectives – Proficiency in social media analytics – Experience with Facebook Ads and similar platforms |
Advanced level: Social media manager
| Responsibilities | Skills needed |
| – Overseeing social media strategy – Managing a social media team – Developing comprehensive social media campaigns – Collaborating with cross-functional teams – Monitoring industry trends | – Advanced expertise in social media strategy – Leadership skills – Project management and organizational skills – Crisis management experience |
Executive level: Social media director
| Responsibilities | Skills needed |
| – Setting the strategic direction for social media efforts – Leading a social media team – Establishing relationships with stakeholders and partners – Overseeing reputation management – Providing recommendations based on market trends | – Strategic leadership – Extensive experience in social media management – Strong business acumen – Excellent communication and negotiation skills – Ability to execute long-term social media initiatives |
Content Marketing Career Path
Content marketing covers all sorts of assets, from blog and SEO content to the web copy on a company’s landing page — all in the name of converting readers into customers. Here’s how you might progress through a content marketing career path.
Entry-level: Content marketing coordinator
| Responsibilities | Skills needed |
| – Assisting in the creation of content across channels – Conducting research for content creation – Editing and proofreading content – Monitoring content performance – Collaborating to develop content ideas | – Basic understanding of content marketing principles – Strong writing and editing skills – Ability to research and generate ideas – Familiarity with content management systems – Basic knowledge of SEO principles |
Mid-level: Content marketing manager
| Responsibilities | Skills needed |
| – Developing and executing a marketing content strategy – Creating quality content across formats – Managing editorial calendars – Promoting content – Measuring content performance | – Intermediate knowledge of content marketing tactics – Advanced writing and storytelling skills – Experience developing content marketing plans – Proficiency in content distribution – Ability to analyze performance data |
Advanced level: Content marketing director
| Responsibilities | Skills needed |
| – Leading the development of content marketing strategies – Managing a content team – Setting editorial standards and best practices – Overseeing content creationMonitoring industry trends | – Advanced expertise in content marketing strategyLeadership skills – Strategic thinking – Experience developing content budgets – Ability to collaborate across teams |
Executive level: Chief Content Officer
| Responsibilities | Skills needed |
| – Setting a strategic content marketing direction – Leading a content marketing team – Establishing relationships with stakeholders and partners – Overseeing content marketing budget – Providing recommendations to leadership | – Strategic leadershipExtensive experience in content marketing management – Strong business acumen – Excellent communication and negotiation skills – Ability to execute long-term content initiatives |
SEO and SEM Career Path
While search engine optimization (SEO) and search engine marketing (SEM) are somewhat different, they share many competencies and responsibilities over the course of their respective careers. Here’s an overview of what you can expect on this career path.
Entry-level: SEO/SEM analyst
| Responsibilities | Skills needed |
| – Assisting in keyword research and analysis – Optimizing website content for improved search visibility – Monitoring website performance and search engine rankings – Conducting competitive analysis – Assisting with the implementation of SEO strategies | – Basic understanding of SEO principles – Familiarity with search engine algorithms – Analytical mindset – Basic knowledge of keyword research tools and SEO software – Strong attention to detail – Experience with Google Cloud tools |
Mid-level: SEO/SEM specialist
| Responsibilities | Skills needed |
| – Conducting SEO audits – Implementing SEO strategies – Managing PPC campaigns – Monitoring and analyzing website and campaign performance metrics – Collaborating with marketing teams to integrate SEO/SEM into strategies | – Intermediate knowledge of SEO techniques – Experience with technical SEO audits – Proficiency in managing PPC campaigns – Ability to analyze SEO/SEM data – Strong communication and collaboration skills |
Advanced level: SEO/SEM manager
| Responsibilities | Skills needed |
| – Leading the development of SEO/SEM strategies – Managing a team of SEO/SEM specialists – Overseeing technical SEO initiatives – Developing and optimizing PPC campaigns – Providing strategic recommendations | – Advanced expertise in SEO/SEM strategy – Leadership skills – Strategic thinking and vision – Experience in developing SEO/SEM budgets – Ability to stay updated with industry trends |
Executive level: Director of SEO/SEM
| Responsibilities | Skills needed |
| – Setting the strategic direction for organizational SEO/SEM efforts – Leading an SEO/SEM team – Establishing relationships with stakeholders and partners – Overseeing SEO/SEM budget allocation – Providing insights and recommendations | – Strategic leadership and vision – Extensive experience in SEO/SEM management – Strong business acumen – Excellent communication and negotiation skills – Ability to develop long-term SEO/SEM initiatives |
Start Your Digital Marketing Training With Us
Digital marketing is a necessary component of modern business. Whether you want to develop comprehensive digital marketing strategies, create engaging marketing campaigns, or use your web analytics skills to boost business, there are plenty of opportunities to make your mark as a digital marketing professional.
If you’re tech-savvy, inquisitive, and motivated to learn new skills, consider kickstarting your digital marketing training with our Digital Marketing Certificate Course. In just 10 weeks, you’ll be on your way to developing in-demand skills and working toward earning top industry certifications to help you stand out in the job market.
