How to Become a Digital Marketer (Steps, Roles & Salary)

Students may have a long checklist of things they want from a school, but these considerations should rank near the top when you're researching digital marketing programs.

• Accreditation: An accredited program ensures you are getting an education that has met quality standards set by an educational accrediting agency. You'll need to attend an accredited program and school to qualify for financial aid.

• Online programs: If you'll need a flexible learning schedule, there are many marketing degrees you can complete online. This is a great option for those with part-time or full-time jobs or family responsibilities to juggle. It can also allow you to enroll in a program that isn't nearby—even across the nation—if that's your choice.

• What to look for: Marketing is a program within a school's business department, and sometimes a communications department. If possible, choose a program that offers a concentration or specialty in digital marketing. Programs that include an internship are also worth looking into because that experience could weigh heavily in your favor as you look for your first full-time role after graduation.

To start your career, you can earn a two-year associate degree in marketing. This could be a good choice if you want to enter the job market as soon as possible or if you don't have the finances for a four-year degree right out of the gate.

However, you'll likely need a bachelor's degree to become a digital marketing manager. A four-year degree will give you a deeper education about a broader array of topics associated with digital marketing.

Admission requirements can vary by program and degree, but expect at least some of the following:

• A GED or high school diploma

• Prior coursework in economics, business, statistics, or journalism could be recommended but generally not required

• A specific GPA; for instance, a four-year business program may require a GPA of 3.0

• SAT or ACT exam scores for a four-year program

Here's an idea of what to expect from a two-year and four-year degree as you choose your education pathway.

Associate Degree

An associate degree in marketing is a two-year program that will give you a solid overview of marketing and general business administration. If you decide later to continue on to a bachelor's degree, you may be able to roll all or most of your credits over.

Coursework for an associate degree will cover marketing basics, such as:

• Introduction to business: an overview of business ethics, management, and economics
 
• Advertising essentials: an introduction to advertising methods

• Introduction to marketing: a look at how producers promote and sell goods to consumers

• Digital analytics: instruction in how to use digital tools to measure the success of your marketing efforts

• Web design: an overview of effective web design and website architecture

Bachelor's Degree

A bachelor's degree in marketing will give you a deeper education with broader coursework in areas such as finance and accounting. You'll most likely take classes in: 

• Digital analytics: a look at how to track the performance and effectiveness of your marketing efforts

• Digital advertising: a dive into the different types of online advertising

• Mobile marketing: how to use marketing strategies to reach consumers on mobile devices

• SEO marketing: the fundamentals of search engine optimization and how it relates to search engine marketing, known as SEM
 
• Applied marketing: how to effectively market a product to a targeted audience

• Business leadership: how to create a leadership style to fit different business organizations 

• Business law: an overview of how laws and policy shape the way business is done 

No matter which degree you choose, you'll want to complete an internship to gain real-world experience. It's a resume boost and will help you make connections with professionals who may help you land your first position.

Depending on your interests or ambitions, you might pursue an internship writing content for a company's social media accounts, doing research for a company's brand strategy, or working with an SEO team.

One of the best ways to find your first job after graduating is to tap into your network. If you worked closely with a professor in school, developed a close relationship with a mentor, or completed an internship, reach out to your contacts to see if anyone needs digital marketing support. 

PR associate, paid search associate, junior content writer, and social media associate are all solid entry-level digital marketing roles to pursue.

Since digital marketing is a broad field, it's common for marketers to specialize in one area. Aleks Merkovich, an SEO expert and digital marketer, explains: "Some people choose to specialize in search engine optimization, email marketing, paid search, paid social, and video, just to name a few."
There are many specialty certifications for digital marketing. Earning one can show your commitment and passion to a specialty and demonstrate deep knowledge in the area, potentially helping you stand out in a field of job candidates.

Here are three of the most popular certifications, according to Merkovich: 

Inbound Marketing

• Who Grants It: HubSpot

• Who It's For: Marketers who want to have a deeper understanding of attracting customers, known as inbound marketing, and its core concepts.

• Requirements: Watch 24 videos and successfully complete seven quizzes.

• Test format: There is no final exam for this certification, but be prepared to answer questions between videos.

• Test prep resources: No test prep is necessary but familiarity with basic marketing concepts and terms is helpful. 
 
Google Analytics Certification
 
• Who Grants It: Google 

• Who It's For: Marketers who want to learn the basics of setting up a Google Analytics account and using it to effectively measure site traffic, audience data, and conversions.
 
• Requirements: Watch six video modules for a total of about 100 minutes of training.  

• Test format: There is no test, but there is a pre- and post-survey to customize and improve your learning experience. 

• Test prep resources: Prior experience with Google Analytics is helpful but not required.
 
Google Ads Search Certification 

• Who Grants It: Google
 
• Who It's For: Marketers who want to develop successful ad campaigns through Google. 

• Requirements: No prior coursework or experience is necessary, but you will need to be familiar with Google's ad platform to pass the test. 

• Test Format: A 75-minute timed assessment based on 50 questions. You need to score 80% or higher to earn certification. 

• Test Prep Resources: Google provides 145 minutes of video material to help you learn more about the concepts covered on the test. You can also take a free knowledge check assessment before starting your exam to confirm your preparedness. 

While an advanced degree, such as an MBA in marketing or a certification, certainly won't hurt your digital marketing career, it isn't necessary to move into a leadership position, Merkovich says.

"Earning a certification for a software program, like Google Analytics, can be helpful, but mostly for your own learning and development rather than your resume," he says. "The digital landscape changes so frequently that on-the-job experience is what matters most."

Advancing to a manager level in digital marketing usually takes a minimum of five years of work experience. For director or vice president positions, this number can be seven and 10 plus years, respectively. 

To advance, you'll likely need strong foundational knowledge in marketing plus a specialty. For example, a social media associate can eventually advance to a social media director position by building up seven years of social media experience and general knowledge of other digital marketing platforms.