Launch your digital marketing career: Get the skills, get hired, get ahead
Planning to begin or advance your digital marketing career? Discover how to get hired, build career-critical skills, and reach your full potential in the digital marketing field.
What does a digital marketer do?
Digital marketing (sometimes called internet marketing) is the promotion of a brand, product, or service using digital platforms and channels. A digital marketer may be:
- A content writer
- A content strategist
- An email marketing specialist
- An SEO specialist
- A product marketer
- A social media manager
- A customer experience manager
- A data or market analyst
- An affiliate marketer or influencer
- All of the above
While digital marketers may fill various roles, they share a common goal of engaging a target audience through digital means. They may spend their time strategizing on behalf of a client, writing web or social media content, deciphering analytics, and/or researching their target audience's interests. Digital marketers also often liaise with clients about goals and outcomes.
Digital marketers may work in client-facing or internal roles. In either scenario, they typically work in an office environment at a startup, corporation, nonprofit, or agency.
| Job growth (2023–33) | +8% |
|---|---|
| Projected new jobs per year | 88,500 |
| Job growth (2023–33) | +8% |
|---|---|
| Projected new jobs per year | 36,600 |
Source: Bureau of Labor Statistics (BLS) Occupational Outlook Handbook (market research analysts; marketing managers) and Wage Statistics
Your path to becoming a digital marketer
For career starters
If you're looking to begin a career in digital marketing, you'll likely need a bachelor's degree in marketing or a related field (such as business, advertising, communication, or English) to qualify for most digital marketing jobs. If you're trying to decide if this is the right path for you, consider taking an online course in digital marketing to get a feel for the fundamentals.
- Take an online digital marketing course, such as Fundamentals of Digital Marketing, Digital Marketing Strategy, or Online Advertising and Social Media.
- Earn a bachelor's degree in marketing to qualify for most full-time digital marketing jobs.
- Pursue experiential learning opportunities such as internships, social media affiliate programs, and volunteer arrangements to gain valuable real-world experience in digital marketing.
For career starters
If you're looking to begin a career in digital marketing, you'll likely need a bachelor's degree in marketing or a related field (such as business, advertising, communication, or English) to qualify for most digital marketing jobs. If you're trying to decide if this is the right path for you, consider taking an online course in digital marketing to get a feel for the fundamentals.
- Take an online digital marketing course, such as Fundamentals of Digital Marketing, Digital Marketing Strategy, or Online Advertising and Social Media.
- Earn a bachelor's degree in marketing to qualify for most full-time digital marketing jobs.
- Pursue experiential learning opportunities such as internships, social media affiliate programs, and volunteer arrangements to gain valuable real-world experience in digital marketing.
What do you need to work as a digital marketer?
While skills like persuasive writing, customer journey mapping, brand storytelling, and sales funnel knowledge will likely always be valuable to digital marketers, the field is constantly evolving. Digital marketers typically begin with a strong foundation of formal marketing education, gain experience in the field, and then upskill or reskill (by taking courses or earning certifications) to keep their skillset up to date.
According to leadership career coach and talent advisor Holly Lee, today's digital marketing landscape is technology-driven with a strong focus on AI. “Candidates must be strategic, data-driven, and adaptable," says Lee. “Understanding various tools for creative digital marketing strategies is essential to capture a wider audience and scale. Learning about AI-based analytics and ad optimization enables access to real-time data, saving time and reducing labor costs. Emphasizing automation is crucial for efficiency."
Lee also notes that, in some cases, work experience may outweigh education when employers consider digital marketing candidates. “Based on my experience building a team, I prioritize candidates with relevant work experience over formal college degrees. For instance, someone may hold a college degree, but without practical experience, they lack essential domain knowledge. This includes skills like using digital marketing tools, running ads, and optimizing email marketing campaigns, among others. I am particularly interested in candidates who have completed bootcamp programs, as they often have hands-on experience running a live go-to-market strategy," says Lee.
| Essential skillset | Educational requirements | Licenses/certifications: Do I need one? |
|---|---|---|
When looking for digital marketing candidates, Lee looks for knowledge in the following areas:
| Many digital marketing employers prefer candidates with foundational formal marketing education, such as a bachelor's degree in marketing. However, employers may also consider:
| “Certifications are essential for understanding how ads and analytics are implemented to develop effective campaign strategies for optimal success," says Lee. Key digital marketing certifications may include:
|
In addition to the hard skills listed above, several soft skills can help digital marketing candidates stand out. The top three skills Lee values in digital marketing candidates are effective communication, analytical thinking, and collaboration.
“Communication is my number-one priority, as a digital marketer's role involves writing, creating campaign strategies, and delivering impressive presentations to clients and team members," says Lee. “Analytical thinking is also crucial, since digital marketers must connect data points to make informed business decisions that drive revenue. Additionally, digital marketing is a collaborative effort within an organization. A successful marketer needs to work closely with various teams, including business, sales, technology, and even vendors, to ensure a successful product launch."
“Communication is my number-one priority, as a digital marketer's role involves writing, creating campaign strategies, and delivering impressive presentations to clients and team members.”
— Holly Lee, leadership career coach and talent advisor
Digital marketing industry insights
Digital marketing has played a significant role in the global economy since the Digital Age began in the 1980s. According to a 2023 BLS report, marketing contributed 0.18 percentage points annually to output growth from 1987–2020, rivaling the outsized software industry (which contributed 0.19 percentage points during the same period). Digital marketing's impact is estimated to be even higher now as influencer marketing and targeted advertising have overhauled the industry.
It's no secret that just about everyone spends some time online each day. According to the Pew Research Center, 95% of U.S. adults reported using the internet, and 90% reported having a smartphone in 2023. Accordingly, social media apps, video streaming services, online shopping sites, and search engines compete for our attention, time, and money. Digital marketing aims to engage people on the platforms they regularly use to shop, socialize, and consume entertainment.
“Digital marketing remains in high demand, particularly since it often enables remote work," says Lee. “Startups typically need just one digital marketer, while larger companies require several, as they have specialists for each marketing function. With the rise of content creators on platforms like YouTube, TikTok, and Instagram, these individuals will also need skilled digital marketers to manage their social media. As small businesses increasingly utilize AI to streamline their workflows, job opportunities in this sector may become limited. To enhance your marketability, focus on mastering all areas of digital marketing instead of being a generalist."
| Industries you could work in | Common job titles | Professional associations |
|
|
|
Top-paying industries for digital marketing specialists
| Industry | Annual median wage (May 2023) |
|---|---|
| Web search portals and other information services | $136,560 |
| Aerospace manufacturing | $132,580 |
| Pipeline transportation of crude oil | $130,840 |
| Monetary authorities | $125,720 |
| Computing infrastructure, data processing, and web hosting | $120,660 |
According to 2023 BLS data, the top-paying states for marketing specialists and market research analysts are mostly situated on the east and west coasts of the U.S.
Explore top digital marketing salaries by state
| State | Annual mean wage |
|---|---|
| Washington | $106,420 |
| California | $100,040 |
| New York | $96,200 |
| Delaware | $94,790 |
| New Jersey | $93,100 |
And the top-paying states for marketing managers follow a similar pattern:
Top States by Annual Mean Wage for Executives
| State | Annual Mean Wage |
|---|---|
| California | $192,730 |
| New York | $192,670 |
| New Jersey | $188,550 |
| Delaware | $184,280 |
| Colorado | $183,890 |
Remember that your earning potential as a digital marketer depends on several factors, including education, years of experience, industry, and company.
Digital marketer career track
There are several different ways to progress in a digital marketing career. How you start out and the way your career advances depend on your chosen role, specialty, and industry.
Generally, entry-level digital marketers begin in foundational, execution-focused roles that prioritize skill-building. Early-career digital marketing duties depend on your role, but may include:
- Drafting editorial calendar content for a social media manager to edit and post.
- Learning how to perform keyword research for SEO.
- Using Google Analytics to evaluate content performance.
- Publishing landing pages via a content management system like WordPress.
Many people use these roles as stepping stones to mid-, senior-, and eventually executive-level positions that focus more on marketing strategy and leadership.
Entry-level digital marketing positions often require a bachelor's degree in marketing or a related field, and senior-level positions may sometimes require a master's degree. Digital marketers often opt to build upon their skills through courses and executive education programs instead of earning another degree.
Here are some examples of digital marketing roles at each career stage:
| Early Career 1–4 years | Mid Career 5–10 years | Late Career 11–15 years | C-suite 15+ years |
|---|---|---|---|
|
|
|
|
Ready to advance your career?