What Is the Digital Marketing Job Outlook?

In 2022, one of the top industry skills that American workers wanted to explore further was digital marketing. Preply, which reported on the trend, suggests that professionals today are looking for more opportunities to upskill in order to secure new and better job opportunities. 

But, why is that? 

It’s because the field of digital marketing is expected to grow exponentially over the next decade. As such, there is a significant demand for driven, knowledgeable digital marketing professionals who can fill a talent gap and lead the next generation of marketers. 

Let’s explore the field and share some data about hiring and salaries. 

Learn more about upskilling with a professional certificate in digital marketing with our guide!

What is a Digital Marketer?

Let’s start with an overview of what digital marketing is – and what the job of a digital marketer involves. 

Digital marketing, at its core, is any marketing that happens online. It includes some things that are part of traditional marketing, like creating ads or sending sales letters (in print or email). But, in addition to more traditional ways of marketing, digital marketing looks for opportunities in the ever-changing world of online media.

As the internet grows, so do opportunities for advertising. For instance…

• How often do you learn about new companies from scrolling on Facebook or Instagram?
• Do you ever visit a website, then later, see an ad for that website while checking your email?
• When doing a quick Google search, have you noticed the “sponsored” sites that pop up at the top of your search results?
• Have you ever researched a product or service, only to see a promotion for it on TikTok?

All of these are ways that digital media is expanding the advertising industry, and all of these are examples of digital marketing at work. And, digital marketers can be involved in one or several of the following key areas of digital marketing:

• Overall strategy: This involves planning marketing campaigns and resource allocation, monitoring results and adjusting strategy to optimize outcomes.
• SEO: This stands for search engine optimization and concerns how a company’s content shows up in search results. SEO involves formulating strategies, researching keywords and tweaking content to maximize its chances of ranking well. 
• Content: Online, businesses rely on engaging and helpful content to grow their audience while building trust in their brand. Marketers in this area create a content strategy and oversee the creation and distribution of various types of content like blogs, white papers, case studies and videos. 
• PPC: This abbreviation for pay per click represents the paid advertising campaigns that businesses run on platforms like Facebook and Google Ads. 
• Email marketing: Email is a key part of marketing for most businesses and is useful for cultivating leads, increasing sales and building brand loyalty.  
• Social media: Social media channels are significant enough that they often receive dedicated attention to create and post content as well as try to build community through interaction.

Digital marketing has become the most important form of marketing as we — the consumers — spend more time on the internet (the average internet user between 18 and 64 logs nearly 7 hours per day online). In other words, marketing is about reaching your audience wherever they are, and it’s clear that your audience is online. As a result, it’s no surprise that nearly 72 percent of U.S. media ad spending is on digital forms of advertising.

“Online” is an umbrella term that covers a host of areas, including email, social media, blogs, video, apps and many other contexts. One of the key jobs of a digital marketer is to ensure a company has a consistent brand in all these places and that its marketing efforts in each area work together in an integrated way.

Exploring the Digital Marketing Job Outlook Today

There’s no question that jobs in digital marketing have been growing steadily. This is directly related to the fact that our digital world is always evolving. The chart below shows the remarkable growth of internet use over the past three decades.

Source: https://ourworldindata.org/internet#internet-access

Today, any serious company in any industry needs to have a digital presence and engage in digital marketing. Hubspot’s most recent State of Content Marketing report gathered data from 1,500 marketers in companies of all sizes from more than 20 industries in over 40 countries, and a remarkable 97 percent of them said they were engaged in content marketing, which is only one of the several areas of digital marketing outlined above. 

This translates into a very competitive job market for talent in this field. LinkedIn reported that over 1.3 million digital marketing jobs were posted on the site in 2021, which represented an incredible 374 percent growth from the year before.

Recruiting company Robert Half reports that demand for digital marketing professionals remains strong, with many candidates on the job market receiving multiple offers. But, with companies competing for qualified workers, what does this mean for salaries in digital marketing?

First, let’s look at the national numbers for three in-demand roles. Robert Half provides figures for those who are new to the field and have little or no experience:

The more experience one has in their field, the higher a salary will rise. For those with moderate to advanced experience in the same fields, figures range from:

An Inside Look at the Mount’s Online Digital Marketing Certificate Program

If you’re interested in getting a start or advancing in the exciting field of digital marketing, we offer an online certificate program to equip you with the specialized skills and knowledge businesses are desperately looking for. 

We know you can’t put life on hold while you build your skills. That’s why we designed a flexible online format with working professionals in mind. The accelerated course structure means you’ll finish quickly, ready for your next opportunity.

You’ll get a foundation in the principles of marketing and take classes focused on social media, email, search engine optimization and analytics. You’ll also become familiar with key platforms like Google Analytics and Meta Business Manager and earn certifications from Hubspot and Google. 

When you’re finished, you’ll be able to demonstrate to employers that you have the necessary skills and knowledge for a position in digital marketing. Just as important, you’ll have the confidence to put these skills to work on your first day on the job.

Join a Community of Forward-Thinking Digital Marketers at the Mount

We live in a digital world. In order to survive and thrive in today’s ever-evolving digital space, all businesses need the help of skilled, driven digital marketers. Plus, the job prospects look bright for those with the right skills and training. 

So, what are you waiting for? It’s time to get equipped with a certificate in Digital Marketing at Mount Saint Mary’s University. Start the application process today!