What is Digital Marketing?

Digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. First popularized as a term in the early 2000’s, digital marketing has actually been around much longer. However, this format existed years before popularized. The first person to use it was Guglielmo Marconi an Italian inventor and electrical engineer known for his pioneering work on long-distance radio transmission. In 1896, he was the first human to demonstrate a “public transmission of wireless signals.” The advent of using radio waves to advertise began.


The Internet changed the field of marketing and advertising. Today, nearly every retail establishment has a website and social media presence, meaning web-marketing professionals are in high demand. Although some digital marketers have just an associate’s degree, the highest paid professionals in the field have a minimum of a bachelor’s degree. Students enrolled in such programs will study engaging topics such as interface design, user experience, social media marketing, search engine optimization, and more.

The title of the degree varies with each school’s program. Some of the names and sample curricula are as follows:

Bachelor of Science in Internet Marketing

One of the focus areas in this program is content strategy, development, and marketing. Students will examine the life cycle of content creation and delivery, from the development of strategies and processes to the evaluation of results. Students will also learn how to create and distribute relevant and valuable content to defined target audiences in order to achieve specific marketing goals.

Another essential component of the degree is search engine optimization (SEO). SEO is the process of improving the volume and quality of consumer traffic to a website from search engines through search results. The material addresses topics such as link building, site structure improvements, conversion tracking, strategic keyword development, and understanding the barriers to SEO.

Bachelor of Arts in Integrated Marketing Communications

This program is a blend of the concepts of marketing principles, which include advertising, sales promotion, public relations, and direct marketing working together as a unified force with the integration of communication using the latest communication technology. The coursework concentrates on the message more than the medium. In this endeavor, you examine the professional and academic study of communication and media studies, while also understanding the roles communication play in developing individuals and social institutions.

Bachelor of Science in Business Administration-Digital Marketing

This concentration is a balance a foundation in traditional marketing strategies with the new challenges of marketing in a digital world. Students will study a variety of skills including search engine optimization, data analysis, email, and social media marketing, customer relationship management, branding, visual marketing, and digital strategy. The program is weighted more to business courses with 28 of 180 hours devoted to digital marketing, in one example. As with most programs, there are classes in SEO, media marketing, and visual marketing.

Degree Alternative

With or without an undergraduate degree, there are avenues to advance or initiate your education for a career in digital marketing. This also applies to individuals who want to augment their experience and/or present degree. This option is an online certificate in digital marketing. This expeditious route requires only 21 credits. You will gain the skills and strategies critical to success in digital marketing. Mobile technologies, social media engagement, digital content, and SEO are some of the subjects.

Another valuable resource for education and training is the American Marketing Association (AMA). They consulted thousands of industry experts to determine the top in-demand skill sets in this field. The list provides insight into where to concentrate your studies in digital marketing. These seven categories of greatest demand are:

  • Metrics and Conversions
  • Social and Community
  • Email Marketing
  • User Interface and Experience
  • Online Advertising
  • SEO
  • Content Marketing

What are the Job Prospects?

Your return on investment (ROI) is in proportion to the employment opportunities it affords. Since 2003, Ladders has been a leader in the professional-level job search. Ladders has also published many books and articles on career-related subjects and has reviewed over 1.5 million resumes. Therefore, they are a credible source of information.

Ladders has a category of trending nationwide jobs. One of these is the Digital Marketing Manager with a median income of $110,000. Their site states that there are 82,520 job openings for this title. In the non-management sector of Ladders, they list 14,133 job openings in digital marketing. The majority requires varying years of experience, but the data provide a reflection of the career potential in this field.

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